criteo-state-of-mobile-commerce-report-q3-2015-us-letter.pdf

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1、StateofMobileCommerce.Cross-deviceshoppingstartsandendsonmobileQ32015OCTOBER2015IISTATEOFMOBILECOMMERCEQ32015ExecutivesummaryCriteo’sanalysisofshoppingdatafromQ32015demonstratesthatsmartphonesareincreasinglybecomingthepurchasedeviceofchoiceinamulti-deviceworld.KeytakeawaysMobileisbecoming

2、thepreferredpurchasedeviceforcross-deviceshoppers:4in10transactionsnowinvolvemultipledevices.Cross-devicepurchasersare20%morelikelythantheaverageusertocompleteatransactionontheirmobiledevice.Appscanbeyourhighest-performingchannel:Retailersfocusingonappsarefindinggold.Conversionratesonapps

3、outperformeventhedesktop.Smartphonesarethekeyfortopquartileretailers:Thetopquartileisnowgeneratingalmost50%ofsalesfrommobile,mainlyduetomuchbetteroptimizationofsmartphoneconversionrates.ThesetrendsandforecastscomefromCriteo’sQ32015StateofMobileCommerceReport,basedonitsuniquepoolofonlinesh

4、oppingdata.1STATEOFMOBILECOMMERCEQ32015U.S.mobilecommercetrends#1Mobileisbecomingthepreferredpurchasedeviceforcross-deviceshoppersU.S.Cross-DeviceShareofeCommerceTransactions4OUTOF10PURCHASESNOWINVOLVEMULTIPLEDEVICES*UsercompletedpurchaseonCross-deviceshoppingisthenewnormal.TABLETSMARTPHO

5、NEDESKTOPRetailersneedtoredesigntheironlinebuyingexperiencetoreflectthefactthatalmosthalfofusersvisitthemusingmultipledevicesinthedaysleadinguptopurchase.Forpurchasescompletedonlaptopsanddesktops,39%ofbuyersusedatleastoneadditionaldevicestovisitthesameretailerpriortopurchase.47%43%39%Onmo

6、bile,43%-47%ofbuyersusedanadditional%ofuserswhousedmultipledevicesinpathtopurchasedevicepriortopurchasingontheirmobile.MobileShareofTransactionsQ32015MOBILEISBECOMINGTHEPURCHASEDEVICEFORCROSS-DEVICESHOPPERSCross-devicepurchasersare20%morelikelythantheaverageusertousetheirmobiledevicetocom

7、pleteatransaction.Whatdoesthismean?Increasingly,consumersare35%browsingononedevice–perhapsaworkPCor31%homelaptop–andthenfinalizingthattransactionwhentheyhavetheirmobileinfrontofthem.Theideathatthemobileisjustaresearchdeviceissimplywrong.ALLTRANSACTIONSCROSS-DEVICEWe