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RESEARCH, ANALYSIS & TRENDS
Mobile dominates
path to purchase,
Criteo’s quarterly
‘Mobile Commerce
Report’ revealed
The performance marketing technology company, Cross-Device is the Norm
Criteo, just released its Q3 2015 State of Mobile Com-
merce Report, that analyses industry wide trends on a Consumers are browsing and buying on all devices—
quarterly basis to arm marketers with essential mobile laptops, tablets and smartphones – therefore, for
commerce intelligence for engaging consumers and brands to succeed, they need to invest in mobile and
boosting sales. allocate digital spend strategically:
Criteo’s comprehensive analysis of 1.4 billion online For purchases completed on laptops and desktops,
transactions reveals, for instance, that 50% of purchas- 39% of buyers use at least one additional device
es worldwide now involve multiple devices throughout during the shopping process.
the consumer buying journey and that smartphones
continue to dominate worldwide, showing a higher On mobile, 43% of smartphone buyers and 47% of
share of mobile transactions than tablets. In fact, Japan tablet buyers use an additional device.
and South Korea see over 40% of eCommerce transac- Cross-device purchasers are 20% more likely to
tions from smartphones. use their mobile device to complete a transaction.
According to the report, Southeast Asia ranks high on Apps are the next frontier
the list, with a 45% conversion rate to sales from mobile
devices, up from 27% in the previous quarter. In fact, Brands that prioritize apps as a key revenue driver see
Indonesia topped the list in Southeast Asia with a 56% profits surge. Ensuring that the app experience is
conversion to sales. seamless, intuitive and engaging is central to boosting
engagement and conversions:
“Southeast Asia continues to be one of our fastest
growing regions for e- and mCommerce,” said Yuko For retailers who have prioritized their app experi-
Saito, Managing Director, Criteo Southeast Asia. ence, 58% of all mobile revenue is generated
“Southeast Asia now ranks much higher above the through the app; travel is at 49%.
global average of 35%, and sits in the same company
as advanced mobile countries like Japan and the UK.” Apps convert at a rate of 3.7 times higher than mo-
“It is clear that customers are now extremely savvy and bile browsers and two times more than desktop in
are open to browsing and buying on their mobile devic- terms of adding to basket and buying.
es, and this is not just limited to mature markets. Mobile
optimization is now a must-have, not nice-to have for Smartphones are favored
brands, and we see apps as the next growth driver and Consumers are more frequently choosing smartphones
a key area of focus for marketers,” Saito emphasized. as the preferred shopping device. While all devices and
channels should be optimized, smartphones are a key
Criteo’s research shows that early investment in apps is
also generating significant payback for eCommerce vehicle for brands:
companies that prioritized this platform. In the retail cat- Smartphones generate 56% of mobile transactions
egory, brands that make their app experience a priority and drive 64% of mobile purchases for top quartile
generate nearly 60% of mobile revenue from the app, retailers.
up from 50% in Q2, and heavily outperforming desk-
tops. For travel brands that make their apps a priority, Smartphone conversion rate is two times better for
about 50% of mobile revenue comes from the app, the top quartile retailers than average retailers.
report states, besides the following key findings:
Global mCommerce is up
10 Asian eMarketing October 2015: Mobile Marketing
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