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Criteo State of Mobile Commerce Q3 2015

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Key takeaways for Q3

Criteo’s analysis of shopping data from Q3 2015 demonstrates that smartphones are increasingly becoming the purchase device of choice in a multi-device world:

Mobile is becoming the preferred purchase device for cross device shoppers: 4 in 10 transactions now involve multiple devices. Cross-device purchasers are 20% more likely to complete the transaction on their mobile device than the average user.
Apps can be your highest performing channel: Retailers focusing on app are finding gold. Conversion rates on app heavily out-perform even the desktop.
Smartphones are the key for top quartile retailers: Top quartile is now generating almost 50% of sales from mobile, mainly due to much better optimization of smartphone conversion rates.

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Criteo State of Mobile Commerce Q3 2015

  1. 1. State of Mobile Commerce Cross-device shopping starts and ends on mobile Q3 2015
  2. 2. Criteo’s analysis of shopping data from Q3 2015 demonstrates that smartphones are increasingly becoming the purchase device of choice in a multi-device world: • Mobile is becoming the preferred purchase device for cross device shoppers: 4 in 10 transactions now involve multiple devices. Cross-device purchasers are 20% more likely to complete the transaction on their mobile device than the average user. • Apps can be your highest performing channel: Retailers focusing on apps are finding gold. Conversion rates on apps heavily out- perform even the desktop. • Smartphones are the key for top quartile retailers: Top quartile is now generating almost 50% of sales from mobile, mainly due to much better optimization of smartphone conversion rates. State of Mobile Commerce Q3 Highlights Copyright © 2015 Criteo These trends and forecasts come from Criteo’s Q3 2015 State of Mobile Commerce Report, based on its unique pool of online shopping data.
  3. 3. U.S. Mobile Commerce Trends
  4. 4. Mobile is becoming the preferred purchase device for cross-device shoppers #1
  5. 5. 4 out of 10 purchases now involve multiple devices* * Where the consumer has more than one device. Based on Criteo’s cross device product providing exact matches of users across multiple devices. Cross-device shopping is the new normal. Retailers need to redesign their online buying experience to reflect the fact that almost half of users visit them using multiple devices in the days leading up to purchase. For purchases completed on laptops & desktops, 39% of buyers used at least one additional devices to visit the same retailer prior to purchase. On mobile, 43-47% of buyers used an additional device prior to purchasing on their mobile. U.S. Cross-Device Share of eCommerce Transactions Copyright © 2015 Criteo % of users who used multiple devices in path to purchase User completed purchase on 47% TABLET SMARTPHONE DESKTOP 43% 39%
  6. 6. Mobile is becoming the purchase device for cross-device shoppers Cross-device purchasers are 20% more likely to use their mobile to complete a transaction than the average. What does this mean? Increasingly consumers are browsing on one device – perhaps a work PC or home laptop – and then finalizing that transaction when they have their mobile in front of them. The idea that the mobile is just a research device is simply wrong. We expect the fraction of cross device transactions completed on mobile to grow fast as shoppers get more and more comfortable with completing purchases while on the go. * Where the consumer has more than one device. Based on Criteo’s cross device product providing exact matches of users across multiple devices. Copyright © 2015 Criteo 31% 35% ALL TRANSACTIONS CROSS DEVICE TRANSACTIONS Mobile Share of Transactions Q3 2015
  7. 7. One-third of desktop sales now involve mobile prior to purchase Mobile is omnipresent in the customer’s path to purchase. A significant amount of cross device transactions involve some mobile research prior to the purchase event – 33% of desktop transactions involve browsing through at least a mobile prior to purchase. That means for a single retailer, shoppers are visiting the retailer’s desktop and mobile browser sites when researching and making a purchase. * Based on Criteo’s cross device product providing exact matches of users across multiple devicesCopyright © 2015 Criteo PURCHASED ON DESKTOP DESKTOP ONLY 11% 22% 67% MOBILE AND DESKTOP MOBILE ONLY Devices used to visit retail site prior to purchase
  8. 8. Apps can be your highest performing channel #2
  9. 9. Apps now generate at least half of all mobile sales for retailers who have made their app experience a priority* Retailers who have prioritized their mobile app experience as a key revenue driver see significant share of transactions via their app. For these retailers, apps generate 58% of all mobile revenue. Travel is slightly less at 49% of mobile transactions. It is important to note that many retailers have not made this investment in apps, in which case sales from apps are often negligible. * Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps. Copyright © 2015 Criteo RETAIL TRAVEL MOBILE BROWSER APPS 58% 49% Average App vs. Mobile Browser Share of Mobile Transactions for a Single Retailer
  10. 10. Apps convert visits to sales better than the desktop site Apps convert at a higher rate than mobile browser – by a factor of 3.7x in the case of retail. More remarkably, apps convert twice as high as the desktop for retail, and 1.6x higher than the desktop for travel. In other words, apps are a better consumer experience than any other technology. * Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps. Copyright © 2015 Criteo DESKTOP APP MOBILE BROWSER DESKTOP APP 1.8x 2.0x 1.7x 1.6x RETAIL TRAVEL MOBILE BROWSER Mobile Retail Conversion Rates for Committed App Retailers*
  11. 11. Apps work because they make browsing products fun, and buying them easy Apps deliver a 3.7x higher conversion rate than mobile browser. This is driven by two main factors: Browsing products is easy and fun on apps. The mobile app experience is perfect for swiping through visually appealing images. As a result, the average user sees 14 products via the app, vs. 4 products on the browser. Also, an app user is 2.4 times as likely to add products into the basket. It is also easier to complete a purchase, leading to a purchase rate that is 1.6x higher than via the mobile browser. * Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps. Copyright © 2015 Criteo Conversion Funnel from landing on site x3.4 x2.4 x1.6 Products viewed per user 4.3 Add-to-basket Purchase Products viewed per user 14.4 Add-to-basket Purchase CONVERSION RATE3.7CONVERSION RATE APPMOBILE BROWSER
  12. 12. Customer spend per transaction is bigger with apps than on the desktop Historically mobile has been considered to have a low basket size compared to the desktop. For mobile apps, this is not the case. Order value per transaction for apps is higher than desktop and mobile browser - $116 on app compared to $100 on desktop and $91 on mobile browser. In other words, customers are spending more per transaction through the app than when using the full-screen desktop experience. Even on mobile browser the transaction size is only 9% smaller than on the desktop. * Definition: Retailers that have over 25% of eCommerce transactions on mobile. Of those mobile transactions, more than 10% are from mobile apps. Copyright © 2015 Criteo $91 MOBILE BROWSER $100 DESKTOP $116 APP Mobile Order Values Compared to $100 Spent on the Desktop for Committed App Retailers*
  13. 13. Smartphones are the key for top quartile retailers #3
  14. 14. Top quartile retailers are growing mobile almost twice as fast as the average Over the last three quarters, mobile commerce has grown fast in the U.S. The average retailer has seen their mobile transaction share grow 15% from 27% share to 31% share this quarter. Top quartile retailers are performing at twice this rate. They have grown mobile transaction share 26% over the last 3 quarters, and now close to half of all their transactions are on mobile devices. Copyright © 2015 Criteo AVERAGE TOP QUARTILE 31% 44% 27% 35% +15% GROWTH +26% GROWTH Q4 2014 Q3 2015 Q4 2014 Q3 2015 U.S. Mobile Share of eCommerce Transactions
  15. 15. Smartphones continue to displace tablets in the U.S. The majority of mobile transactions in the U.S. come from smartphones, increasing to 56% this quarter. As smartphone screens continue to grow, they have gained share over tablets. This suggests that consumers are increasingly comfortable purchasing on smartphones. Copyright © 2015 Criteo 56% Q3 2015 54% Q2 2015 53% Q1 2015 52% Q4 2014 SMARTPHONE TABLET U.S. Smartphone Share of Mobile Transactions
  16. 16. Top quartile retailers are doing an even better job on smartphones The top quartile retailer has optimized their smartphone conversion rate and is two times better than the average retailer. The conversion rate for top retailers is 4.2% while the conversion rate for the average is 3.2%. The top quartile retailer also sees 64% of their mobile transactions via smartphones. The average is eight points lower at 56%. Copyright © 2015 Criteo 1.3x AVERAGE RETAILER TOP QUARTILE RETAILER 3.2% 4.2% U.S. Smartphone Conversion Rate
  17. 17. Global Mobile Commerce Trends
  18. 18. Global mobile transaction share is at 35% mCommerce is now 35% of all eCommerce transactions globally – based on an accurate weighting of eCommerce market size by country. The U.S. is in the middle of the pack, which suggests there is a lot of growth ahead. The UK is now performing at Asia levels with 46% of its ecommerce transactions coming in from mobile. Low penetration markets are growing very fast. Countries with the highest mobile adoption are fairly stable. As a result, cross-device purchasing is likely to be the long-term normal rather than a mobile-only world. Copyright © 2015 Criteo Mobile Share of Retail eCommerce Transactions 0% 50% GLOBAL AVERAGE 35% Q2 2015 Q3 2015
  19. 19. Worldwide, cross device purchasing is 50% of eCommerce transactions Cross-device purchasing doesn’t just happen in the U.S. In fact, levels are even higher in all other markets. * Where the customer has more than one device. Based on Criteo’s Universal Match product providing exact matches of users across multiple devices. Copyright © 2015 Criteo 0% 70% GLOBAL AVERAGE 50% Cross-Device Share of Retail eCommerce Transactions*
  20. 20. Smartphone continues to dominate worldwide Across the globe, smartphone has a higher share of mobile transactions than tablet. Japan and South Korea see over 40% of eCommerce transactions from smartphones. Tablets are still a bit bigger than phones in the UK, Germany, France, Netherlands and Russia. But globally smartphone growth is much higher than tablet. Copyright © 2015 Criteo 0% 50% SMARTPHONE TABLET Smartphone and Tablet Share of Retail eCommerce Transactions
  21. 21. U.S. conversion rate is in line with global average The UK has a higher conversion rate than Western countries, due to better usability and customer experience on mobile websites. Mobile conversion rates in Japan are almost three times higher than the U.S. Copyright © 2015 Criteo 0% 300% UNITED STATES 100 Retail Mobile Conversion Rates Compared to the U.S. (Benchmarked at 100)
  22. 22. What will the future look like?
  23. 23. So what does the future hold? Copyright © 2015 Criteo We see four big trends: • Growth in mCommerce is on a roll. By year-end, mobile share of eCommerce transactions is forecast to reach 33% in the U.S., and 40% globally. • Smartphones will continue to displace slower-growing tablets due to larger available screens. Apple is gaining ground on Android, but both are winners vs. a shrinking desktop. • Apps are the next frontier. Advertisers will start to significantly invest in their mobile app as a way to drive more conversions than desktop and engage with their loyal customers. • Dealing with cross-device behavior is the biggest challenge and opportunity for marketers in 2015. With 40% of transactions already cross-device, marketers have to talk to people and no longer to devices.
  24. 24. Mobile Commerce Report Methodology *Data analyzed is for customer browsing and shopping behavior in April 2015, across desktop and all mobile devices (including iPhone, iPad, and Android smartphones and tablets) Copyright © 2015 Criteo Individual transaction data analyzed How can marketers use this data? Over 3,000 online retail and travel businesses globally 1.4 billion transactions per year across both desktop and mobile sites $160 billion in annual sales Benchmark your performance on relevant KPIs for your mobile browser, mobile app and cross-device channels
  25. 25. This and future Mobile Commerce reports can be found at: www.criteo.com/resources/mobile-commerce-report/ Methodology – This reports findings come from individual transaction level data sourced solely from Criteo based on a selection of around 3,000 online retail and travel businesses globally who have approximately 1.4 billion transactions per year on their desktop and mobile sites, resulting in approximately $160 billion worth of annual sales. The data analyzed is for customer browsing and shopping behavior in July 2015, across desktop and mobile (smartphone + tablet) devices including iPhone, iPad, and Android smartphones and tablets. 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 1,500 employees in 23 offices across the Americas, Europe and Asia-Pacific, serving over 7,800 advertisers worldwide with direct relationships with over 10,000 publishers. Criteo ads reach over 1 billion unique Internet users (comScore, March 2015). About Criteo

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