‘Browse On Your Smartphone, Buy On Your Desktop’ Habit Is Officially Dead: Study

‘Browse On Your Smartphone, Buy On Your Desktop’ Habit Is Officially Dead: Study
SHARE
THIS



New research has revealed that one in three online transactions at risk of misattribution, as marketers dismiss cross-device measurement.

Performance marketing technology company Criteo released its State of Cross-Device Commerce Report for the second half of 2016, which reveals insights into consumer shopping habits and forecasts predictions for cross-device commerce across the globe, including Australia.

In prior years, Criteo’s bi-annual report centered on mobile commerce. However, this edition reflects the need for retailers to deepen their understanding of cross-device consumer behaviour and align marketing strategies to maximise ROI.

According to the study:

  • More than two in five transactions may be misattributed without cross-device measurement.
  • Conversion rates using cross-device measurement (a user-centric view) are up to 1.6 times higher than a per-device view.
  • Cross-device measurement reveals that buyer journeys are up to 41 per cent longer than device-centric models indicate.

The study also revealed that while the customer journey remains dynamic across devices, mobile is showing a higher transaction rate with a higher average order size, with Q4 data showing that:

  • 45 peer cent of all online purchases in Australia were completed on mobile, a year-over-year increase of 29 per cent.
  • Order values on smartphones are increasing, but decreasing on tablets. Smartphone spend increased 43 per cent year-over-year, while tablets went down 8 per cent.
  • At 55 per cent compared to 45 per cent respectively, mobile apps globally captured more transactions than mobile browsers, a trend first noted in Criteo’s report for the first half of 2016.

Furthermore, the research highlighted that the adage “Browse on your smartphone, buy on your desktop” is officially dead:

  • 27 per cent of all cross-device transactions begin with a smartphone.
  • Top retailers in Australia grew sales from smartphone transactions to 33 per cent of all online retail sales in 2016.
  • Cross-device buyers are fairly evenly represented across the three primary purchase devices: smartphone (36 per cent), tablet (46 per cent) and desktop (43 per cent)

Pressy Sankaran, Criteo’s commercial director for Australia and New Zealand, said the adoption of a cross-device measurement strategy is a critical imperative for all retailers.

“Marketers not only need to adopt cross-device measurement to ensure proper attribution, but also to ensure their spend is optimised for the channels delivering the highest performance,” he said.

“Retailers who are able to deliver a seamless and personalised customer experience across devices will stand out from the crowd.”

 

Please login with linkedin to comment

Latest News

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]

Raunchy Marathon Ad Causes Utter Confusion
  • Campaigns

Raunchy Marathon Ad Causes Utter Confusion

B&T likes to award the "dumbest ad of the day" with a 15-inch devon knob. And this would be a processed meats shoe-in.

by B&T Magazine

B&T Magazine
Red Agency Wins Bio-Oil PR Account
  • Marketing

Red Agency Wins Bio-Oil PR Account

Red Agency staff set to challenge for the record for most people to squeeze into a lift after winning Bio-Oil business.