A new report from performance marketing technology company Criteo is shedding light on the non-linear path to purchase.
According to the Q4 2015 State of Mobile Commerce Report, 4 in 10 purchases occur across multiple devices or channels, and close to one-third of those are completed on a mobile device. What’s more, the data shows that smartphones accounted for 60 percent of all mobile transactions in the U.S. in Q4.
"Criteo's quarterly Mobile Commerce Report demonstrates that mobile is an essential component of commerce today, with most consumers browsing and buying across multiple devices," said Jonathan Wolf, chief product officer, Criteo. "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 behavior 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."
Additional data from Criteo’s study shows that 37 percent of desktop buyers browsed the same retailer’s site on at least one other device before purchasing. Tablet shoppers, however, were the most likely to have used multiple devices in the path-to-purchase, with the data revealing that 43 percent of tablet shoppers used multiple devices in their shopping journey.
Lastly, the study shows the impact of mobile apps, revealing that mobile apps accounted for 54 percent of all mobile transactions in the retail industry and 58 percent of mobile transactions in the travel industry. What’s more, the overall conversion rate on an app was 120 percent higher than mobile browsers.