Mobile Trends

The Path to Purchase: Mobile Shopping Surpasses Desktop

The Internet Statistics Compendium by Criteo is in, and the verdict on the latest mobile trend is out: Smartphones see more mobile transactions than any other device, across every major global market. This research sheds light on the path-to-purchase, and the changes provoked by mobile in the mobile shopping sector. The purchase funnel is measurably faster on mobile than it is on desktop. We’ve assembled all related data:

  • Australia was one of three top countries globally to see the largest year-over-year increases for mobile transactions in retail. Coincidentally, it was also one of the top three countries with the highest percentage of mobile-friendly websites.
  • Mobile apps convert 3x more buyers than mobile web. Apps also drive a larger percentage of shoppers down the purchase funnel.
  • The amount of online shoppers is increasing, with mobile garnering more transactions than traditional purchase paths.
  • The retailers who have optimised their mobile shopping experience (with mobile apps and mobile web) are gaining strong traction with consumers, while also pulling business away from less mobile-friendly competitors.
  • Mobile apps see higher transaction values than both desktop and mobile web, at $127 average, versus $100 on desktop web and $91 on mobile web.
  • Brands who champion the mobile shopping experience see a 90% higher conversion rate than those just beginning to adopt mobile commerce.

Criteo confirms that marketers who focus on having the best apps and mobile sites will be rewarded with a significant amount of mobile transactions, while marketers who neglect their mobile-first strategies will fall behind their competitors. Mastering mobile is no longer optional, now that mobile platforms are viewed as a primary means to drive ecommerce sales. With the rise of mobile payments, this trend is only expected to increase. In addition, new features such as fingerprint recognition and increases in mobile-friendly shopping opportunities fuel mobile commerce, while non-mobile friendly sites repel consumers and drive them to the competition. Regardless of industry, all marketers now serve a smartphone-focused audience, meaning brands must be focused on mobile as well.

“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.” – Elie Kanaan, EVP Marketing, Criteo.

As we near the edge of a mobile-centric purchase path, marketers who avoid fully embracing mcommerce should strive to understand the data and implement it across every facet of their mobile strategy. As brands evolve their mobile shopping platforms, they should strive to target consumers throughout each level of the purchase process. Each targeting strategy should implement the data at hand and provide unique, contextual interactions with buyers, which over time, foster a brand affinity that will translate across multiple touchpoints and screens.

You can purchase the full Criteo report here.

Tags: , , , , , , , ,

Comments are closed.