Smartphones essential to commerce in Middle East: Criteo

Criteo’s report exposes consumer buying habits and the role of smart devices when purchasing

Tags: E-commerce
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Smartphones essential to commerce in Middle East: Criteo Criteo's figures show consumers are using numerous devices along their path to purchase and are regularly buying on mobile devices
By  Aasha Bodhani Published  February 25, 2016

Criteo, performance marketing technology company, revealed the importance of smartphones in the shopping experience.

Criteo's Q4 2015 State of Mobile Commerce report examines m-Commerce trends and dives into 1.4bn online transactions, of which four out of 10 purchases occur across multiple devices globally. The figures show consumers are using numerous devices along their path to purchase and are regularly buying on mobile devices.

"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 at 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 behaviour is the new normal."

The report highlights in the GCC, the share of mobile transactions made up of 35.9% in the fourth quarter in 2015; this is more than double the global average. Furthermore, across mobile devices, iOS dominated mobile sales at 54% in the GCC, whereas Android usage was close behind at 46%.

One in five mobile transactions in the GCC are conducted on a tablet, with 4 out of 5 taking place on smartphones. That is 19% for tablets, both IOS and Android, and 81% for smartphones.

Globally, mobile transactions share saw a 15% growth from 2014, reaching 30% of all ecommerce transactions. Plus, tablets drove higher value sales than smartphones, but iOS devices saw higher order values than the average.

Criteo's Wolf advised companies to understand 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.

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