It’s A Cross-Device World: Criteo Report Reveals Top Companies Bet Big on Mobile Consumers
Criteo, the performance marketing technology company has released its Q4 2015 State of Mobile Commerce Report, which examines mCommerce trends on a quarterly basis and provides insight into online shopping behaviour as consumers’ path to purchase continues to evolve.
Criteo’s dive into 1.4 billion online transactions finds that four in 10 purchases occur across multiple devices or channels.
Of that figure, close to one-third are completed on a mobile device, indicating that consumers are using numerous devices along their path to purchase and are regularly buying on mobile.
The proliferation of mCommerce is further fueling the desire for more personalised brand experiences from consumers. Digital marketers can no longer look at device use alone to identify and convert consumers into buyers.
For companies to win, understanding user profiles across multiple devices, browsers, and apps in order to provide them with a meaningful and relevant experience throughout their shopping journey is key to success.
“People led marketing or personalised marketing at scale represents a significant opportunity for Australian retailers who are prepared to make the leap. That’s where businesses can really win,” said David Raitt, commercial director, Criteo ANZ.
“Smartphone usage is such that it has completely transformed not just how we communicate but our expectations as consumers, and with access to better devices and faster connections comes an expectation of retailers offering intuitive mobile experience tailored to how people like to buy.
“The report findings support this with Australia rapidly rising up the ranks in mobile share of transactions from ninth place last quarter to fourth place in Q4 2015.
“That’s a staggering pace of growth and it’s indicative of the strides Aussie retailers have made in making the most of mobile.”
Jonathan Wolf, chief product officer, Criteo says the Mobile Commerce Report demonstrates that mobile is an essential component of commerce today, with most consumers browsing and buying across multiple devices.
“In order to better understand this digitally-savvy consumer, marketers need to stop looking at each device on its own, and start understanding the user behind them. Multi-device behaviour is the new normal. Criteo’s new Universal Match solution enables advertisers to zero in on shoppers at the time they are most likely to purchase, with a targeted message across all of their devices.”
Report Highlights:
Mobile Shopping is Booming for Retailers
Retailers with a strong mobile shopping experience closed out 2015 with impressive sales results, shifting many mobile device browsers into buyers. For brands to win with the mobile friendly consumer, they need to invest in a mobile marketing strategy that meets consumer wants and needs across all devices:
In Q4 2015, mobile transaction share saw 15 per cent growth from 2014, reaching 30 per cent of all eCommerce transactions globally.
For leading Australian retailers, as ranked by percentage of transactions occurring on a mobile device, mobile’s share of all transactions reached a high of 48 per cent.
Across mobile devices, tablets drove higher value sales than smartphones, but iOS devices saw higher order values than the average.
Mobile Consumers Prefer to Shop on Smartphones
The smartphone is increasingly becoming the mobile purchase device of choice and accounts for a majority of mobile sales worldwide. As brands optimise their mobile shopping experience, they should focus on smartphones as a key vehicle for eCommerce:
Smartphones accounted for 66 per cent of retail mobile transaction share in Australia, ahead of the U.S. (60 per cent), driven by the combination of better transaction ability, ubiquity, big bright screens and fast wireless broadband.
The smartphone accounts for a majority of mobile sales globally, and this is most pronounced in Japan and South Korea.
Cross Device Use Continues to Rise
Consumers are comfortably using multiple devices—laptops, tablets and smartphones—in all stages of their shopping journey. The need to better understand consumer behaviour, influence and intent are key components to retailers engaging them in their cross-device journey. For brands to succeed, a strong consumer focus and use of smart technology should be adopted:
Nearly 40 per cent of transactions globally occurred across multiple devices or channels in Q4 2015.
37 per cent of desktop buyers browsed the same retailer’s site on at least one other device before purchasing.
Cross-device shoppers who completed their purchase on a tablet were the most likely to have used multiple devices in the path-to-purchase, with 43 per cent of tablet shoppers using multiple devices in their shopping journey.
Apps’ Ease of Purchase Drives Revenue
Retailers and brands with intuitive apps that highlight relevant products to consumers and remove barriers to purchase see stronger sales and higher values. Building an app that displays useful products and streamlines the path to purchase is necessary to drivingengagement, conversion and revenue:
Of those retailers that have prioritised the mobile experience, mobile apps accounted for 54 per cent of all mobile transactions in the retail industry, and 58 per cent of mobile transactions in the travel industry.
Shoppers using mobile apps browsed 286 per cent more products than mobile web shoppers, contributing to an add-to-basket rate 90 per cent higher than mobile browsers.
The overall conversion rate on an app was 120 per cent higher than mobile browsers.
No Stopping mCommerce Growth Globally
Mobile as a share of eCommerce transactions are steadily growing worldwide with Japan, UK and South Korea in the lead. As consumers across the world turn to mobile for their purchasing device of choice, international brands need to ensure their mobile marketing strategies are meeting user standards:
Mobile commerce accounted for 35 per cent of retail eCommerce sales worldwide with the U.S. in the middle.
50 per cent of all eCommerce transactions across the globe were cross-device.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.