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.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
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