Today's Consumer Journey is Cross Device
New research from Criteo reveals that 50 percent of purchases worldwide now involve multiple devices through the consumer buying journey.
The Q3 2015 State of Mobile Commerce Report from Criteo, which analyzed 1.4 billion online transactions, indicated that cross device is considered the norm today by Internet retailers.
For purchases completed on laptops and desktops, 50 percent of buyers used at least one additional device during the shopping journey. On mobile, in comparison, 47 perent of smartphone buyers and 50 percent of tablet buyers used an additional device.
So, what's the takeaway? Today's retailers will need to redesign their online buying experience (if they have not done so already)) to reflect that fact that nearly half of all users visit using multiple devices in the days leading up to purchase.
Other highlights from the Criteo study include:
- Cross-device purchasers are 20 perent more likely to use their mobile device to complet a transaction than the average.
- A significant amoung of cross device transactions involve some mobile resarch prior to purchase - 33 percent of desktop transactions, for example, involve browsing throuhg at least a mobile prior to purchase.