Criteo Global Commerce Review 2017: Why Mobile Matters More Than Ever
We live in a mobile-first world and nothing proves it more than the steady growth of mobile commerce. With Criteo’s global ecosystem of mobile commerce data, we’ve been able to watch how adoption has changed over the years. As we look into 2018, we’re excited to announce that we have a full report on what’s been happening over the third quarter of 2017 – and the findings should interest any mobile marketer.
In our Q3 2017 Global Commerce Review, we found that mobile commerce reached a total of 36.7% of all ecommerce sales this year. That marks a 9% increase in mobile commerce from last year. So, as the holidays approach, we should be seeing more than a third of all ecommerce transactions happening on mobile devices.
Our global research also found that, in the US and most other regions surveyed, apps account for the majority of mobile sales for retailers and brands that use retargeting technology (advertisers).
Here are the highlights from our US research:
- Apps account for 71% of mobile sales for advertisers
- 30% of desktop sales are preceded by a click on a mobile
- Mobile shoppers that have been seen on other devices spend an average of 14% more per order
- Sporting Goods and Health/Beauty showed the highest rate of mobile commerce growth
- In North America, advertisers with a shopping app now generate more than 50% of their sales on mobile
- 41% of desktop transactions in total come users who have visited from another device
All of this means that app users are extremely high value. Every brand and retailer should build a comprehensive strategy to keep shoppers coming back to apps after initial installation and use. Especially if the majority of sales now happen within apps, not on mobile web.
Future-Proofing Your Mobile Strategy
Criteo’s findings indicate that marketing teams could benefit from putting more of a focus on the in-app experience – and driving app users back to the app once they’ve left.
If mobile users are so much more likely to make a purchase when they’re in an app, any touchpoint that drives in-app engagement is valuable. Not only that, we saw that mobile users who engage with a brand on their phones are sometimes the same users who end up making a purchase on a desktop… and those shoppers are higher value than those who only engage on one device.
Omnichannel shopping habits have become the norm, but omnichannel marketing is often still out of reach for a lot of marketers. But with the right data and the right attribution technology, you can use retargeting to help connect across different channels and devices.
On mobile, it’s possible to attribute cross-device behaviors to a single user and continue to build a consistent journey across channels with personalized retargeting campaigns. And when app users are targeted specifically, you can guarantee that your app is top-of-mind when someone is ready to buy.
Setting up omni-channel attribution and measurement is simple and requires a server-to-server integration via an In-App Events API. This API allows marketers to automatically send engagement from other channels as it occurs to their mobile attribution provider like AppsFlyer.
This allows marketers to match and merge their mobile attribution data with their own unique identifier (email, loyal card number etc.) as soon as the user registers for the app. Once the connection is made, any activity recorded for that user out-of-app is automatically sent so marketers can calculate the real LTV.