Criteo, the performance marketing technology company, has found that mobile devices are now responsible for more than one third of eCommerce globally. Smartphones are becoming the dominant mobile device replacing tablets. As a result, advertisers’ future success now depends on their ability to offer a compelling mobile site.
The findings in the Q1 2015 State of Mobile Commerce report, are based on Criteo’s analysis of individual transaction-level data from more than $130 billion of sales globally.
Key findings include:
- US mobile transactions grew 10 percent in the last three months. Growth continues across all retail categories, with top quartile retailers continuing to outperform the rest.
- The majority of mobile transactions in the US and other major countries are now from smartphones, with the exception of Germany and the UK. Increased comfort level with purchasing and larger screen sizes are credited for the increase.
- Mobile is now the majority of eCommerce transactions in Japan and South Korea. By the end of 2015, mobile share of eCommerce transactions will reach 33 percent in the US, and 40 percent globally.
- Consumers now view the same amount of products on both desktops and smartphones, but with lower add-to-basket and purchase rates on smartphones.
“Mobile commerce is growing like a weed,” said Jonathan Wolf, chief product officer, Criteo. “In just the last three months there was a 10 percent increase in mobile transactions in the US. Smartphones are now the majority of mobile transactions, and the growth of larger screen sizes and better mobile sites is only going to accelerate this trend.”
“The huge growth in mobile transactions over the past quarter shows that consumers are now very comfortable purchasing on smartphones across all categories,” said Wolf. “There really is no limit to this growth – mobile is now more than half of all eCommerce transactions in advanced markets like Japan and South Korea.”