Source: Criteo website, Q3 2015 State Of Mobile Commerce report

Criteo, a performance marketing technology company, has published its Q3 2015 State of Mobile Commerce report, providing marketers with valuable insights into consumer behavior and sales trends in the mobile commerce sector. The report, which analyzed 1.4 billion online transactions, found that half of all purchases globally now involve multiple devices.

Southeast Asia demonstrated a strong mobile commerce presence, with a 45% conversion rate on mobile devices, significantly increasing from 27% in the previous quarter. Over half (54%) of traffic in the region originated from mobile devices, with Indonesia leading at a 56% conversion rate.

The research also highlighted the effectiveness of early app investments for e-commerce businesses. Retail brands prioritizing their app experience generated almost 60% of mobile revenue through their app, surpassing desktop performance and reflecting an increase from 50% in the preceding quarter. Similarly, travel brands focusing on their apps generated approximately 50% of mobile revenue from this platform.

Jonathan Wolf, Chief Product Officer at Criteo, emphasized the growing importance of mobile in a cross-device world, urging companies to prioritize mobile in their advertising strategies to effectively engage modern consumers and maximize sales.

Yuko Saito, Managing Director of Criteo Southeast Asia, echoed this sentiment, pointing out the region’s impressive growth in e- and m-commerce. Southeast Asia surpasses the global average of 35% for mobile transactions, rivaling advanced mobile markets like Japan and the UK. Saito emphasized the necessity for brands to prioritize mobile optimization, highlighting apps as a significant growth driver and a key focus area for marketers.

With consumers increasingly using a variety of devices for browsing and purchasing, brands need to adapt their strategies:

• 39% of purchases made on laptops and desktops involve at least one other device during the shopping journey.
• 43% of smartphone buyers and 47% of tablet buyers also utilize an additional device.
• Cross-device shoppers are 20% more likely to complete a transaction on their mobile device.

A smooth, intuitive, and engaging app experience is crucial for increasing engagement and conversions:

• Retailers prioritizing their app experience generate 58% of their mobile revenue through the app, while travel companies achieve 49%.
• App conversions are 3.7 times higher than mobile browsers and double that of desktops in terms of adding items to the basket and completing purchases.

Smartphones are becoming the preferred shopping device, making it crucial for brands to optimize for this platform:

• Smartphones account for 56% of mobile transactions and drive 64% of mobile purchases for top-performing retailers.
• Conversion rates on smartphones are twice as high for top-performing retailers compared to average retailers.

Mobile commerce is expanding globally, with Japan and South Korea leading in e-commerce transaction volumes. Understanding the behaviors of different consumer segments is essential for global brands to provide optimal cross-device and mobile experiences:

• Mobile commerce now accounts for 35% of global e-commerce transactions. Southeast Asia, in particular, sees 45% of all e-commerce transactions on mobile (up from 27% the previous quarter), with Indonesia reaching 56% and Taiwan at 38%.
• Cross-device purchasing accounts for 50% of e-commerce transactions worldwide.

Interested?

Download the Criteo Q3 2015 State Of Mobile Commerce report

Read the _TechTrade Asia _blog post on the Criteo Q2 2015 State of Mobile Commerce report