Australian Smartphone and Tablet Data

Closing The Gap On Cross-Device Measurement

Last year, cross-device studies found consumers researching products on mobile, but inevitably buying on desktop. There’s still truth to this habit, and in fact, data pulled the State of Cross-Device Commerce Report by Criteo supports that this is retail’s new normal. Mobile’s role in online shopping is expanding. It’s the one device that remains present in the funnel from start to finish, so synchronicity and seamless digital experiences become paramount.

cross-device data

The key finding? Brands that continue to use conventional device-focused analytics will undervalue consumer engagement, and miss opportunities to optimise ad spend. Criteo’s data show primary changes for marketing cross-device:

  • 21% of all cross-device transactions completed on desktop started on a smartphone, while 37% of those completed on a smartphone began on desktop.
  • Nearly 1 in 3 cross-device transactions begin on mobile.
  • 2 in 5 online retail transactions involved two or more devices from the first website visit to the point of purchase.
  • 59% of online transactions involved only one device in Indonesia Q4 2016, while 41% involved two or more devices.
  • Cross-device measurements found consumers viewed more products than traditional analytics tools suggested, and were more likely to add items to their shopping cart and complete transactions.
  • User-centric views returned 1.7x higher products viewed per user, 1.5x higher add-to-basket rates, a 1.1x higher checkout rate, and a 1.6x higher conversion rate than device-centric views.
  • Buyer journeys are actually 41% longer than marketers once thought, having been mislead by device-centric metrics.
  • In Indonesia, smartphones accounted for 40% of transactions involving two or more devices, while tablets accounted for 44%, and desktop 41%.
  • Tablet and mobile sales surge on weekends.
  • One-third of all online purchases were completed on mobile (a 16% increase year-over-year) in Southeast Asia.
  • Both add to basket and conversion rates on smartphones increased, 49% and 19% year over year.
  • Australia moved up to #3 in the world in mobile’s share of ecommerce, showing the strongest year over year growth at 45%.
  • Retailers tend to capture more transactions in-app than via mobile browsers. iOS caught the majority of transactions overall.

cross-device data

Accurate cross-device measurements helped retailers identify where bottlenecks are, optimise consumer experiences, and provide strong data for smarter ad spend. While brands in all retail sectors are seeing the impact of cross-device shopping, Criteo also found device preferences still vary throughout the day, with desktop usage common during regular working hours, and mobile dominating the rest.

Device-centric views use traditional analytics tools, viewing activities on a single device, leading to fragmented views of a multi-device journey. User-centric views, however, examine cross-device measurements and follow buyers across all devices, capturing their full journey intent and behaviour. These cross-device measurements showed conversion rates 1.6x higher than device-centric approaches in Australia.

cross-device commerce

Brands can’t afford to misunderstand 41% of their buyers, but without accurate cross-device measurements, they undervalue, misunderstand, and ultimately under-invest in users. With longer buying journeys than marketers thought, optimising the user experience across all devices should move front and center. Seamless user experiences are vital in capturing the consumers that cruise across several devices and inevitably settle in to purchase on the most convenient device. Brands will do best to implement tools such as one-click ordering and auto-fill fields to speed up the funnel, while avoiding repetitive checkout copy and dull mobile experiences that repel customers short on time.

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