Performance marketing tech company Criteo has released its Q2 2015 State of Mobile Commerce Report, revealing mobile apps generate almost 50 per cent of mobile transactions for some of the largest ecommerce players who have made their app experience a priority, due to much higher conversion rates than mobile browser or even desktop.
In addition, 40 per cent of ecommerce transactions now involve more than one device as smartphones, desktops and tablets are used in a variety of combinations to research and make purchasing decisions.
“The customer purchase journey has become increasingly complex as consumers have stopped using a single device to make their purchases,” said Jonathan Wolf, chief product officer, Criteo. “Delivering an engaging app experience and connecting seamlessly with consumers across multiple devices are key to capturing ecommerce sales in this new world.”
The findings in this report are based on Criteo’s analysis of 1.4 billion individual eCommerce transactions totalling over $160 billion of annual sales globally. Additional key takeaways include:
- Mobile is huge: U.S. mobile transactions now account for more than 30 percent of all ecommerce transactions and are expected to reach 33 percent by the end of the year in the U.S. and 40 percent globally. Leading the charge are fashion, luxury and travel verticals where one in three transactions are now on mobile devices.
- Optimise or bust: Sites that are optimised for mobile see a 3.4 percent conversion rate more than double that of non-optimised sites where only 1.6 percent of consumers convert.
“Consumer adoption of mobile continues to be the biggest trend in both e-commerce and advertising today, and the pace of growth remains astounding,” said Wolf.
‘Marketers’ ability to leverage new technologies to accurately identify and reach consumers wherever they are is going to become critical as this trend continues towards a world where the majority of transactions will take place across multiple devices.”