Key findings from State of Mobile Commerce Report


A state of mobile commerce report reveals consumers are going cross-device along their path to purchase and are regularly buying on mobile

Performance-marketing technology company Criteo’s Q4 2015 State of Mobile Commerce Report, which examines mCommerce trends on a quarterly basis and provides insight into online shopping behavior, reveals that four in 10 purchases occur across multiple devices or channels.

The research, based on analysis of 1.4 billion online transactions, finds that of that figure, close to one-third are completed on a mobile device, indicating that consumers are going cross-device along their path to purchase and are regularly buying on mobile.

The proliferation of mCommerce is further fueling the desire for more personalised brand experiences from consumers. Digital marketers can no longer look at device use alone to identify and convert consumers into buyers. For companies to win, understanding user profiles across multiple devices, browsers, and apps in order to provide them with a meaningful and relevant experience throughout their shopping journey is key to success.

‘People led marketing or personalised marketing at scale represents a significant opportunity for Australian retailers who are prepared to make the leap. That’s where businesses can really win,’ said David Raitt, Commercial Director, Criteo ANZ.

‘Smartphone usage is such that it has completely transformed not just how we communicate but our expectations as consumers, and with access to better devices and faster connections comes an expectation of retailers offering intuitive mobile experience tailored to how people like to buy. The report findings support this with Australia rapidly rising up the ranks in mobile share of transactions from ninth place last quarter to fourth place in Q4 2015.’

‘That’s a staggering pace of growth and it’s indicative of the strides Aussie retailers have made in making the most of mobile,’ he added.

The report’s highlights that:

Mobile shopping is booming for retailers

  • In Q4 2015, mobile transaction share saw 15% growth from 2014, reaching 30% of all eCommerce transactions globally.
  • For leading Australian retailers, as ranked by percentage of transactions occurring on a mobile device, mobile’s share of all transactions reached a high of 48%.
  • Across mobile devices, tablets drove higher value sales than smartphones, but iOS devices saw higher order values than the average.

Mobile consumers prefer to shop on smartphones

  • Smartphones accounted for 66% of retail mobile-transaction share in Australia, ahead of the U.S at 60%),
  • The smartphone accounts for a majority of mobile sales globally – this is most pronounced in Japan and South Korea.

Cross-device use continues to rise

  • Nearly 40% of transactions globally occurred across multiple devices or channels in Q4 2015.
  • 37% of desktop buyers browsed the same retailer’s site on at least one other device before purchasing.
  • Cross-device shoppers who completed their purchase on a tablet were the most likely to have used multiple devices in the path-to-purchase, with 43% of tablet shoppers using multiple devices in their shopping journey.

Apps’ ease-of-purchase drives revenue

  • Of those retailers that have prioritised the mobile experience, mobile apps accounted for 54% of all mobile transactions in the retail industry, and 58% of mobile transactions in the travel industry.
  • Shoppers using mobile apps browsed 286% more products than mobile web shoppers, contributing to an add-to-basket rate 90% higher than mobile browsers.
  • The overall conversion rate on an app was 120% higher than mobile browsers.

There’s no stopping mCommerce growth globally

  • Mobile commerce accounted for 35% of retail eCommerce sales worldwide.
  • 50% of all eCommerce transactions across the globe were cross-device.