Internet marketing services company Criteo surveyed 1,536 US digital buyers ages 18 and older who had bought apparel online. Nearly nine in 10 respondents said they had used a desktop device to purchase apparel in the past 12 months. And more than six in 10 used mobile devices—including smartphones and tablets—to purchase apparel. Clearly desktop is still the dominant device used for many, but mobile follows not too far behind.
As the debate between the conversion potential of mobile Web sites versus applications continues, a new report by Criteo revealed that retailers with sophisticated app presences saw up to 54 percent of their transactions generated in-app, up seven percent from last year.
Retail TouchPoints highlights the findings of Criteo's 2016 H1 Mobile Commerce Report. The article emphasizes the importance of sophisticated mobile apps, noting retailers with sophisticated mobile apps drive 90% more conversions.
For the first time, mobile apps saw higher order values than desktop and mobile Web, with an average of $127 spent in-app versus $100 on desktop and $91 on the mobile Web, according to Criteo's State of Mobile Commerce report.
The UK leads the world in mobile retail. And being out in front means that, along with other mobile-centric lands such as Japan and Korea, the UK is reaching the mobile verses desktop tipping point before anyone else.
So says the latest research out this week from Criteo, which says that looking at consumer behaviour, UK shoppers are now more mobile than desktop when it comes to shopping and that that trend is going to only increase.
In fact, in Criteo’s terms the UK and Japan have long passed parity with desktop and smartphones and apps are driving ever more mobility in the retail market. But are retailers up to speed?