Criteo has released its Q4 2015 State of Mobile Commerce Report, which examines mCommerce trends on a quarterly basis and provides insight into online shopping behaviour as consumers’ path to purchase continues to evolve.
The company’s recent dive into 1.4 billion online transactions finds that four in 10 purchases occur across multiple devices or channels globally. Of that figure, close to one-third are completed on a mobile device, indicating that consumers are using numerous devices 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.
According to Criteo, 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.
“Criteo’s quarterly Mobile Commerce Report demonstrates that mobile is an essential component of commerce today, with most consumers browsing and buying across multiple devices,” said Jonathan Wolf, Chief Product Officer, Criteo. “In order to better understand this digitally-savvy consumer, marketers need to stop looking at each device on its own, and start understanding the user behind them. Multi-device behavior is the new normal. Criteo’s new Universal Match solution enables advertisers to zero in on shoppers at the time they are most likely to purchase, with a targeted message across all of their devices.”
The Criteo Q4 2015 State of Mobile Commerce Report findings further highlight the fast-moving shift towards mCommerce and need for Criteo’s unique Universal Match capability.