New York – September 13, 2016 – Criteo (NASDAQ: CRTO), the performance marketing technology company, today announced the analysis of its H1 2016 State of Mobile Commerce Report, which reveals insights into consumer shopping habits and forecasts predictions for mobile commerce across the globe. The report indicates that mobile devices are beginning to dominate the commerce landscape and retailers who can capitalize on this trend will be successful at driving transactions for the shopping seasons to follow.
“Mobile commerce has reached a turning point and is surpassing desktop purchasing as retailers continue to evolve their mobile shopping platforms,” said Elie Kanaan, EVP, Marketing, Criteo. “Retailers need to create a truly seamless mobile and cross-device experience and be prepared to engage with users no matter where they are along the path to purchase. Brands that master the mobile trend will have a head start on competitors and the momentum to lead the pack through the shopping seasons ahead.”
Criteo’s research shows brands can no longer ignore mobile platforms as a primary means to drive e-commerce sales. While technology enhancements have facilitated shopping on mobile, marketers are challenged with targeting consumers across every environment along the path to purchase. Retailers must employ both strong app and mobile presences together with mobile targeting strategies to engage with shoppers wherever and whenever they browse and purchase to boost revenue.
Mobile Shopping Dominates
The number of shoppers going online, be that via desktop or mobile, to both browse and purchase products continues to grow with a higher rate of transactions captured on mobile devices than via traditional purchase paths. Retailers who have optimized their mobile shopping experience accordingly – both in-app and on mobile – are pulling away from their competitors and continue to see strong traction from consumers:
The smartphone continues to expand its prominence as the go-to shopping device, especially as features like fingerprint recognition make transactions effortless, while tablet purchasing steadily declines. As more retailers design mobile-friendly sites, mobile transactions are steadily increasing. All retailers should ensure they have a mobile-centric marketing strategy that embraces in-app and mobile web to meet their smartphone-focused audiences:
Sophisticated Apps Drive High Spending
Top retailers are building savvy, intuitive and useful shopping apps that give consumers a seamless way to shop on mobile devices. Capabilities like home screen presence, instant loading, offline content, push notifications, personalization and access to native functionality make the mobile shopping experience richer and more immersive for consumers. Brands that can deliver this feature-rich environment and create a unified, consistent and relevant experience for shoppers regardless of device will succeed in driving retention and conversion rates:
Download the complete Criteo H1 2016 State Of Mobile Commerce report here.
[i] Markets surveyed in this report include Australia, Brazil, Greater China, France, Germany, Italy, Japan, Russia, Southeast Asia, South Korea, Spain, the Netherlands, the United Kingdom and the United States.