Criteo, the performance marketing technology company, has released its Q3 2015 State of Mobile Commerce Report. This quarterly analysis of industry wide trends arms marketers with essential mobile commerce intelligence for engaging consumers and boosting sales.
Criteo’s analysis of 1.4 billion online transactions reveals 50 percent of purchases worldwide now involve multiple devices throughout the consumer buying journey.
Criteo’s research shows that early investment in apps is also generating significant payback for eCommerce companies that prioritised this platform. In the retail category, brands that make their app experience a priority generate nearly 60 percent of mobile revenue from the app, up from 50 percent in Q2, and heavily outperforming desktops. For travel brands that make their apps a priority, about 50 percent of mobile revenue comes from the app.
“Cross-device browsing and conversion is becoming more prevalent in Australia and marketers need to adapt to this growing behaviour,” said managing director of Criteo in Australia and New Zealand, Jeremy Crooks. “Today’s path to purchase looks very different from just a few years ago, and brands should ensure that their digital strategy and spend reflects this.
“With app conversion rates dominating over mobile browsers globally, Australian brands who make their apps a priority focus will remain one step ahead of the competition. Mobile continues to play a huge role in the customer’s cross-device shopping journey, and marketers looking to compete in a crowded e-commerce arena, boost customer loyalty and drive sales, will need to invest and target accordingly.
Cross-Device is the Norm
Consumers are browsing and buying on all devices—laptops, tablets and smartphones. For brands to succeed, they need to invest in mobile and allocate digital spend strategically:
- For purchases completed on laptops and desktops, 39 percent of buyers use at least one additional device during the shopping process.
- On mobile, 43 percent of smartphone buyers and 47 percent of tablet buyers use an additional device.
- Cross-device purchasers are 20 percent more likely to use their mobile device to complete a transaction.
Apps are the Next Frontier
Brands that prioritise apps as a key revenue driver see profits surge. Ensuring that the app experience is seamless, intuitive and engaging is central to boosting engagement and conversions:
- For retailers who have prioritisued their app experience, 58 percent of all mobile revenue is generated through the app; travel is at 49 percent.
- Apps convert at a rate of 3.7 times higher than mobile browsers and two times more than desktop in terms of adding to basket and buying.
Smartphones are Favoured
Consumers are more frequently choosing smartphones as the preferred shopping device. While all devices and channels should be optimised, smartphones are a key vehicle for brands:
- Smartphones generate 56 percent of mobile transactions and drive 64 percent of mobile purchases for top quartile retailers.
- Smartphone conversion rate is two times better for top quartile retailers than average retailers.
Global mCommerce is Up
Mobile commerce activity is growing worldwide with Japan, the UK and South Korea seeing the most retail eCommerce transactions. Global brands need to be tuned into how different consumer segments behave in order to deliver the best cross-device and mobile experiences:
- Mobile commerce now represents 35 percent of eCommerce transactions globally
- Cross-device purchasing is represented by 50 percent of eCommerce transactions worldwide.
Download the complete Criteo Q3 2015 State Of Mobile Commerce report here.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]