With nearly 1 in 4 web transactions carried out via a mobile device, smartphones and tablets are still the talk of the town! But what are the major trends? 3 avenues are clearly emerging:
The weight of smartphones
The influence of mobile devices on e-commerce continues to grow, with smartphones now showing the greatest potential. Nearly 49% of mobile transactions were carried out on smartphones at the end of 2015 VS 37% at the beginning of 2015 (Critéo study, Nov. 2015). This sustained acceleration in mobile transactions confirms that the smartphone is well on the way to overtaking tablets!
Cross-device
More than half of all web transactions were preceded by cross-device searches" The emergence of mobile devices and changes in Internet search habits are leading us to rethink our distribution strategies. The emergence of mobile devices and the evolution of Internet search habits are leading us to rethink our distribution strategies. Observing Internet user behavior, identifying different buyer groups, adapting our strategy... these are just some of the challenges posed by cross-device advertising! But with great opportunities in store!
The conversion power of applications
- The Criteo study also tells us that
merchant applications are essential for boosting sales on mobile devices. In retail, they generate up to 58% of mobile transactions! - And they don't just sell! Apps also generate higher average shopping baskets than desktop or mobile sites (116$ on average per purchase VS 100$ and 91$).
Commitment
Mobile is an excellent vector for Internet user engagement. It allows us to stay in touch with them and multiply the opportunities for exchange. And remember that an engaged consumer is 6 times more likely to try new products AND 7 times more likely to respond to a brand's promotional offers. (infographic 2016- Ecoreuil.fr)
As you can see, we can no longer afford to ignore these trends and put them aside. mobile in our e-commerce strategies ! It represents strong business potential, especially as it offers flexibility and ease of purchase!
