2 April 2015

Make advertisements mobile to capture a growing opportunity

Source: Criteo.

Criteo, the performance marketing technology company, has released its Q1 2015 State of Mobile Commerce Report, highlighting that mobile devices are now responsible for more than one third of all e-commerce transactions globally. Smartphones are becoming the dominant mobile device replacing tablets. As a result, advertisers’ future success now depends on their ability to offer a compelling mobile site.

“Mobile commerce is growing like a weed,” said Jonathan Wolf, Chief Product Officer, Criteo. “Smartphones are now (accounting for) the majority of mobile transactions, and the growth of larger screen sizes and better mobile sites is only going to accelerate this trend.”

These trends are the result of Criteo’s analysis of individual transaction-level data from more than US$160 billion of sales globally. Key takeaways include:

• By the end of 2015, mobile share of e-commerce transactions will reach 40% globally.

• Asia leads the way in smartphone purchases with close to 50% of e-commerce transactions happening on smartphones. Mobile conversion rates in Japan are more than 3.5x higher than the US.

• Increased comfort level with purchasing and larger screen sizes are credited for the increase.

• The mobile conversion funnel has arrived. Consumers now view the same number of products on both desktops and smartphones, but with lower add-to-basket and purchase rates on smartphones.

“The huge growth in mobile transactions over the past quarter shows that consumers are now very comfortable purchasing on smartphones across all categories,” said Wolf. “There really is no limit to this growth – mobile is now more than half of all e-commerce transactions in advanced markets like Japan and South Korea.”

Download Criteo’s Q1 2015 State Of Mobile Commerce report here.