Criteo mobile commerce report Q42014

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Mobile now accounts for over 30% of eCommerce sales globally. Criteo has analyzed individual transaction data covering over $130 billion of annual sales across more than 3,000 online retailers and travel advertisers to uncover the new trends in mobile shopping in the U.S. and globally.

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Criteo mobile commerce report Q42014

  1. 1. Copyright © 2014 Criteo State of Mobile Commerce Q4 2014
  2. 2. Copyright © 2014 Criteo Executive Summary Mobile commerce adoption is far ahead of expectations. Globally, mobile now accounts for 30% of eCommercetransactions. Mobile will be 50% of US eCommercetransactions quite soon, as conversion rates reach Asian levels. There are five new mobile shopping trends eCommercemarketers need to consider: •Mobile is now about purchasing, not just researching: Conversion rates are high, across all devices and retail categories. •Think smartphones:smartphones now generate more transactions than tablets. •Yes, you will buy a designer handbag from your phone:a third of fashion transactions now come from mobile, with average order values close to desktop levels. •Top quartile US retailers generate almost 40% of their ecommerce transactions from mobile, against 27% for US overall. •It’s not just Apple:Android phones now generate a third of US smartphone shopping transactions, and much more internationally. Methodology–This reports findings come from individual transaction level data sourced solely from Criteo based on a selection of over 3,000 online retail and travel businesses globally who have approximately 1.1 billion transactions per year on their desktop and mobile sites, resulting in approximately $130 billion worth of annual sales. The data analyzed is for consumer browsing and shopping behavior in October 2014, across desktop and mobile (smartphone + tablet) devices including iPhone, iPad, and Android smartphones and tablets. These trends come from Criteo’s first quarterly State of Mobile Commerce Report, based on its unique pool of online shopping data covering more than a billion transactions totaling over $130Bn of annual sales.
  3. 3. Copyright © 2014 Criteo The 5 New US Mobile Shopping Trends Copyright © 2014Criteo
  4. 4. Copyright © 2014 Criteo #1 Mobile is now about purchasing, not just researching.
  5. 5. Copyright © 2014 Criteo Mobile conversion rates are high US, Q4 2014 Conversion Rate = (No. of Sales) / (No. of *Users) * Users include those with more than a single **event on the websites ** Each time a visitor sees a web page, adds a product to the basket, or makes an online payment, etc., it is counted as an event. Mobile Overall •Overall, mobile users look at more products than desktop users before they purchase. As a result, mobile accounts for 27% of all eCommercetransactions in the US, but mobile traffic share is much higher at 38%. •Tablet converts better than smartphone today. This partly reflects larger screensizes, but also weaknesses in smartphone-specific site optimization. •Apple and Android devices have very similar conversion rates. Android Smartphone iPhone Android Tablet iPad Mobile Retail Conversion Rates 2.5% 2.2% 2.0% 3.0% 3.1%
  6. 6. Copyright © 2014 Criteo Shoppers are purchasing on mobiles across all categories Travel Mass Merchants Health & Beauty Home Mobile Share of Total eCommerceTransactions Fashion & Luxury Sporting Goods 33% 27% 26% 23% 20% 15% US, Q4 2014 •The Fashion and Luxury category has a high level of mobile adoption, a pattern we see globally. •In contrast, the share of mobile transactions are low in the Home vertical, which includes home improvement, gardening and interior design products.
  7. 7. Copyright © 2014 Criteo #2 Top quartile retailers generate almost 40% of transactions from mobile.
  8. 8. Copyright © 2014 Criteo Significant opportunity to increase mobile sales by adopting best practices Mobile Share of eCommerceTransactions, Top vs. Bottom Quartile 30% 27% 35% 9% 6% Travel Top Quartile Average Bottom Quartile Retail 39% •Mobile share of transactions for the top quartile of retail and travel players is 35-40%, while the bottom quartile generates less than 10% from mobile. •This big variation is driven by factors including the quality of the website’s mobile optimization, and the type of products being sold. For example, fashion and luxury items are purchased more on mobile than home improvement products. US, Q4 2014 Note -Top quartile consists of retailers with the highest share of mobile transactions, and bottom quartile consists of retailers with the lowest share of mobile transactions.
  9. 9. Copyright © 2014 Criteo #3 Smartphones have overtaken tablets in mobile transactions.
  10. 10. Copyright © 2014 Criteo Smartphone vs. Tablet Share of Mobile Transactions Majority of mobile transactions are now on smartphones, both for travel and retail •Tablets dominated mobile transactions a year ago, but now the majority of mobile transactions in the US come from smartphones. Tablets have higher conversion rates, but smartphones generate more transactions due to significantly higher traffic. •This reflects rapid increases in smartphone usage, improvements in mobile websites, and increasing consumer familiarity with smartphone purchasing. •Impact of Screensizeis a frequent topic of discussion, which we will examine in a future report. US, Q4 2014 Smartphones Tablets
  11. 11. Copyright © 2014 Criteo Smartphones are particularly strong for fashion and travel purchases 68% 53% 51% 51% 38% 35% 32% 47% 49% 49% 62% 65% Smartphones Tablets •The smartphone, rather than the tablet, is particularly big in travel, fashion and luxury. •In contrast the Home vertical, which includes home improvement, gardening and interior design products, sees both low smartphone transactionsand low overall mobile transactions. US, Q4 2014 Smartphone vs. Tablet Share of Mobile Transactions Travel Fashion & Luxury Mass Merchants Health & Beauty Sporting Goods Home
  12. 12. Copyright © 2014 Criteo #4 Mobile average order value is reaching desktop levels.
  13. 13. Copyright © 2014 Criteo Mobile average order value is close to desktop levels for most categories Mobile Order Values Compared to $100 Spent on the Desktop •Consumers are comfortable buying on mobile and mobile order values are reaching desktop levels. •Tablet order values are as high as desktop in most categories and smartphones are very close. •Smartphone order values are lower for travel, home and mass merchants. US, Q4 2014 Fashion & Luxury Sporting Goods Health & Beauty Home Mass Merchants Travel $87 $102 $100 $99 $100 $92 $89 $86 $82 $66 $64 $57 Tablets Smartphones
  14. 14. Copyright © 2014 Criteo #5 It’s now importantto reach Android shoppers.
  15. 15. Copyright © 2014 Criteo •Nearly half of US smartphone travel transactions are now on Android. These figures are much higher in other countries, as we show later. •In retail, Android smartphone is gaining significance with over 5% of all transactions, though still smaller than iPhone. •Apple continues to dominate on tablets. iPad generates 11% of retail transactions vs. 2% from Android tablets. •Due to the ongoing growth of smartphone commerce, Android looks set to grow its share of all retail sales. Android matters today on smartphones iPhone and Android Smartphone Share of all eCommerceTransactions US, Q4 2014 2014Criteo iPhone Android Smartphone 8.7% 10.7% 5.5% 8.5% Retail Travel
  16. 16. Copyright © 2014 Criteo Global Mobile Commerce Trends 2014Criteo
  17. 17. Copyright © 2014 Criteo 49% 45% 41% 28% 27% 26% 24% 24% 21% 20% 10% Mobile now accounts for 30% of global online retail sales, with Asia leading the pack Global Average = 30% Mobile Share of Online Retail Transactions, by Country • Japan and South Korea are advanced markets for mobile shopping with over 45% of online retail transactions coming via mobile devices. • UK leads the Western Markets with 41% of transactions from mobile. • Emerging markets like Brazil and Russia have lower share of mobile transactions than Western markets. Japan South Korea UK Spain US Germany Italy Netherlands France Russia Brazil Asia Western Markets Emerging Markets
  18. 18. Copyright © 2014 Criteo Smartphone shopping is preferred in Asia, while tablets areimportant in the West South Korea Japan UK Spain US Italy Germany Netherlands France Russia Brazil Smartphone and Tablet Share of eCommerceTransactions •Asia leads the way in smartphone purchases with close to 45% of eCommercetransactions happening on smartphones and very little tablet share. •In the rest of the world, tablet issignificant, and sometimes still representing more than half of mobile transactions. •UK leads the Western markets in share of both smartphone and tablet transactions. •Brazil and Russia have fairly low levels of smartphone purchasing. However, share of tablet transactions in Russia is high and similar to most Western markets. Smartphones Tablets 45% 44% 16% 15% 14% 12% 10% 9% 8% 7% 6% 1% 5% 25% 13% 13% 11% 15% 16% 13% 13% 4% Asia Western Markets Emerging Markets
  19. 19. Copyright © 2014 Criteo 59 68 68 70 100 107 123 136 161 202 Japanese eCommerce sites have mobile conversion rates double the US Mobile Conversion Rates Compared to the US (Benchmarked at 100) Japan South Korea Germany UK Netherlands US Spain France Brazil Italy • Mobile conversion rates in Japan are much higher than the US. This partly reflects a market where advertisers have been delivering transactional mobile websites for longer. • The improving quality of mobile websites, greater usage of larger screen smartphones, and improvements in mobile payment methods are likely to boost conversion rates across Western markets. • If US conversion rates matched Japan, then mobile commerce would deliver almost half of all US ecommerce.
  20. 20. Copyright © 2014 Criteo Retail Travel Android now generates more transactions than the iPhone in many countries South Korea Brazil Spain Italy Germany Russia France Japan US UK 86% 74% 71% 60% 61% 71% 56% 55% 59% 52% 48% 40% 44% 45% 43% 43% 39% 44% 36% 36% Android Share of Smartphone Transactions • Given South Korea is Samsung’s home base, it might not be surprising that Android is responsible for 86% of retail sales on smartphones. • Share of eCommerce transactions from Android is now higher than iPhone in many countries including Germany, Italy, Spain, Brazil and South Korea. This is likely to mean greater focus on Android app development in these markets. • Apple is especially strong in the US, UK and Japan.
  21. 21. Copyright © 2014 Criteo What will the future look like? Copyright © 2014Criteo
  22. 22. Copyright © 2014 Criteo The future We see five big trends for 2015: •Growth in mobile commerce is unstoppable. Asia will soon pass 50% of online transactions via mobile devices, while Western markets will catch up. •Smartphones will continue to displace slower-growing tablets. Larger form factor phones are an added accelerant to an existing trend towards greater use of smartphones for shopping. •Advertisers will focus heavily on improving their mobile websites. This will lead to dramatic improvements in conversion rates, especially as mobile payments become more seamless. •Apple and Android continue to battle it out but both are winners. Total percentage of ecommerce generated by both will grow at the expense of Microsoft Windows. •Understanding cross-device behavior will be the biggest challenge and opportunityfor marketers in 2015, as a majority of users going through their buying journey interact with the same site through multiple devices.
  23. 23. Copyright © 2014 Criteo AboutCriteo Criteo delivers personalized performance marketing at an extensive scale. Measuring return on post-click sales, Criteo makes ROI transparent and easy to measure. Criteo has over 1,000 employees in 21 offices across the Americas, Europe and Asia-Pacific, serving over 6,000 advertisers worldwide with direct relationships with over 8,000 publishers. Criteo ads reach 994 million unique Internet users (comScore, September 2014). For more information, please visit http://www.criteo.com. This and future Mobile Commerce reports can be found at www.criteo.com/resources/mobile-commerce
  24. 24. Copyright © 2014 Criteo Appendix: Country Specific Data
  25. 25. Copyright © 2014 Criteo Brazil mobile shopping trends Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 4% 2% 1% 3% 10% Smartphones Tablets Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 1.7% 1.3% 1.9% 1.7% 3.4% 58% 42% Retail
  26. 26. Copyright © 2014 Criteo France mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 1.7% 1.2% 1.3% 1.9% 2.3% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 4% 4% 3% 9% 21% Travel 3% 3% 3% 9% 18% Smartphones Tablets40%38% 60%62% RetailTravel
  27. 27. Copyright © 2014 Criteo Germany mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 3.4% 2.5% 2.8% 3.8% 4.6% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 6% 4% 5% 11% 26% Travel 2% 2% 2% 8% 14% Smartphones Tablets40% 30% 60% 70% RetailTravel
  28. 28. Copyright © 2014 Criteo Italy mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 1.5% 1.1% 1.5% 1.7% 2.2% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 7% 5% 3% 8% 24% Travel 7% 5% 3% 7% 23% Smartphones Tablets52%58% 48%42% RetailTravel
  29. 29. Copyright © 2014 Criteo Japan mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 5.0% 5.7% 4.3% 4.7% 5.1% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 19% 25% 2% 4% 50% Travel 12% 15% 1% 4% 32% Smartphones Tablets89%83% 11%17% RetailTravel
  30. 30. Copyright © 2014 Criteo Netherlands mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 2.7% 2.1% 1.9% 3.1% 3.3% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 5% 4% 3% 12% 24% Travel 4% 5% 3% 13% 25% Smartphones Tablets35%38% 65%62% RetailTravel
  31. 31. Copyright © 2014 Criteo South Korea mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 4.0% 4.0% 4.1% 3.2% 1.9% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 38% 6% 0.4% 0.4% 45% Smartphones Tablets98% 2% Retail
  32. 32. Copyright © 2014 Criteo Spain mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 1.8% 1.3% 1.7% 2.0% 3.0% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 9% 6% 3% 10% 28% Travel 7% 3% 3% 7% 20% Smartphones Tablets53%50% 47%50% RetailTravel
  33. 33. Copyright © 2014 Criteo UK mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 3.1% 2.4% 2.3% 3.2% 4.0% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 6% 10% 4% 21% 41% Travel 3% 6% 2% 13% 25% Smartphones Tablets39%38% 61%62% RetailTravel
  34. 34. Copyright © 2014 Criteo US mobile shopping trends Mobile Retail Conversion Rates Mobile Overall Android Smartphone iPhone Android Tablet iPad 2.5% 2.2% 2.0% 3.0% 3.1% Smartphone vs. Tablet (% Mobile Transactions) Share of eCommerceTransactions by Device Android Smartphone iPhone Android tablet iPad Total Mobile Retail 6% 8% 2% 11% 27% Travel 9% 11% 2% 8% 30% Smartphones Tablets52% 66% 48% 34% RetailTravel

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