Mobile leads to additional sales and better click through rates, international study shows
Mobile is having a hugely positive global effect on retail, leading to higher click through rates (CTRs) and yielding additional sales, rather than cannibalising online and in store, finds research by Australian digital performance advertising company Criteo, published this week.
The 2014 Mobile Flash Report represents the Internet browsing and shopping behaviour of the more than 920 million unique global Internet users that Criteo’s advertisements reach and has found that mobile not only substitutes, but also complements desktop usage and brings additional sales.
For example, purchases coming from an iPad are 16% more likely to happen on a Sunday, while sales from a desktop drop by 10% on Sundays, finds the study.
The research also shows that Android tablets and smartphones account for 66% of total e-commerce sales globally and that Mobile delivers higher CTRs than PCs across most industry verticals. Average CTRs on Android devices are nearly two times that of PCs.
Retail, travel, automotive and classified ads account for more than 70 percent of mobile clicks. Hotel bookings, car rentals and apparel account for the highest average purchase valueon mobile devices (US $364.80, US $209.10 and US $105.30, respectively).
“Every quarter we’re analysing robust mobile data from close to a billion Internet users that we leverage to offer advertisers deeper insights that can help better shape their campaigns,” says Jason Morse, VP Mobile Product at Criteo. “We’re seeing some very exciting opportunities start to emerge for advertisers in mobile right now. The fact that mobile devices are responsible for a rapidly growing share of e-commerce sales, representing millions of dollars, makes it hard for advertisers to ignore the possibilities with mobile campaigns.”
Click here to download Criteo’s complete Q1 2014 Mobile Flash report