Market Data

Cross-Device Measurements Enhance Mobile Targeting

Fresh research from Criteo reveals just how critical cross-device measurements are in achieving a stronger ROI across all digital ad campaigns. It was once thought that consumers browsed for products on smartphones, but inevitably made purchases on desktop. This is no longer the case, with their new study revealing the role smartphones play in each step of the buying process, and just how important cross-device data is for marketers. Criteo’s State of Cross-Device Commerce report gathered information from over 3,300 online retail businesses globally, and examined over $720 billion in annual sales from 2016. The findings? Customers are device and user-centric – and it’s up to marketers to understand cross-device transactional data, or miss out on a substantial amount of online purchases. We’ve pulled out Australia’s findings as well as some from the global lineup, and shared them with you here: 

  • In Australia, a user-centric view through cross-device measurement sees conversion rates of 1.6x higher than conversion rates through a device-centric approach.
  • 31% of all online transactions involved two or more devices between first website and purchase.
  • Mobile’s share of Australia’s ecommerce transactions amounted to 45% in Q4 of 2016, a remarkable jump from its share one year previous.
  • Australia ranked #4 in the world for mobile conversions, and #3 in the world for mobile share.
  • Apps outperformed mobile browsers for retailers that invested, with 55% of the global app share’s mobile transactions being attributed to apps, and 45% given to mobile browsers.
  • Shoppers now spend $80 on smartphones for every $100 they spend on desktop per transaction (a 7% YOY increase).
  • On mobile devices, both conversion rates and add-to-basket rates increased 25% YOY.

Cross-device measurements are non-negotiable

One-third of all transactions happen from consumers using more than one device to make purchasing decisions. This is a percentage brands can’t afford to give up, now that smaller screens are seeing larger baskets, and smartphones have become the weekend device of choice. The more customers use several devices to shop, the more misleading it will get for brands who don’t attribute correctly. While device-centric measurements record a single-visit purchase, cross-device measurements would reveal that purchase came from a visit by the same user on a different device.

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It comes down to this: It helps retailers define the bottlenecks, and optimise both the customer experience and marketing spend. And with no vertical being exempt, the role mobile plays in encouraging transactions no longer stays at discovery. From browsing to buying, brands must ensure the experience is sychronised and consistent across the board, and seamless on all devices. Which means, brands that properly account for cross-device metrics will be able to implement better mobile targeting.

More mobile access = more mobile transactions

Criteo’s report found a clear trend among countries that see high smartphone ownership rates. In Australia, where mobile penetration is high, the amount of mobile commerce transactions increase too. As we look towards greater smartphone penetration, mobile transactions are rising, and each transaction’s dollar amount rises with them. 

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These cross-device measurements proved consumers convert more often than marketers thought, view more products than traditional analytics tools suggest, and are more likely to place items in shopping carts and complete transactions. Shoppers can find what they’re looking for faster than ever, so brands will do best to adopt new metrics without abandoning the old ones. Companies that utilise mobile targeting options (such as smart auto-fill and one-click ordering) will streamline the mobile experience from product selection to purchase completion, and be awarded with long-term business.

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