Brands That Have Prioritised Mobile Apps Have Reaped The Benefits

Brands That Have Prioritised Mobile Apps Have Reaped The Benefits
Jeremy Crooks
By Jeremy Crooks



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.”




Please login with linkedin to comment

60 Minutes Jetstar Project Clever Buoy The Beef Oracle

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

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
  • Advertising

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 […]