Criteo report highlights success of shopping apps
According to the report, MEA retailers with shopping apps generate 64% of transactions on mobile devices
Commerce marketing tech firm Criteo has unveiled the findings from its Global Commerce Review for Q3 of 2017. According to the research, retailers over the last quarter have experienced greater success in engaging customers through mobile devices and apps.
Taking note of the growth of smartphone usage by 12% in the third quarter of 2017, the report noted that MEA retailers with shopping apps generated 64% of all transactions on mobile devices.
Jonathan Opdyke, chief strategy officer, Criteo, commented: "Today's shoppers expect that brands and retailers will deliver a personalised shopping experience at the precise moment an interaction is relevant. The findings of our Global Commerce Review reaffirm the need for retailers to adopt omnichannel strategies.
"The research also strengthens our commitment to growing Criteo's Commerce Marketing Ecosystem so brands and retailers can apply the massive amounts of data collected at each phase of the shopper journey-on all screens and in stores-to engage shoppers wherever and whenever it's most impactful."
Additional findings from the report also noted that the bulk of mobile sales happen in apps, 69% of share mobile transactions in MEA.
Breakdown in behaviour showed that 32% of desktop sales are preceded by a click on a mobile device while only 15% begin on another desktop. During working hours of the work week, the bulk of shopping is conducted via desktop browsing, while smartphone and tablet usage dominates in the evening.
In the case of the latter, smartphone and tablet browsing generates 35% and 47% more sales, respectively.