Apple’s iOS made up 54 per cent of mobile sales in the GCC, with Android closely behind at 46 per cent, a new reports shows.
According to Criteo’s Q4 2015 State of Mobile Commerce Report, GCC retailers with a strong mobile shopping experience closed out 2015 with impressive sales results, shifting many mobile device browsers into buyers.
In the GCC, the share of mobile transactions made up more than a third of online purchases, at 35.9 per cent for Q4 2015, according to the report. This is more than double the global average.
For brands to win further with the mobile-friendly consumer, Criteo says retailers need to invest in a mobile marketing strategy that meets consumer wants and needs across all devices.
In Q4 2015, global mobile transaction share saw 15 per cent growth from 2014, reaching 30 per cent of all eCommerce transactions, the report states.
“Criteo’s quarterly Mobile Commerce Report demonstrates that mobile is an essential component of commerce today, with most consumers browsing and buying across multiple devices,” said Jonathan Wolf, Chief Product Officer, Criteo.
Across mobile devices, tablets drove higher value sales than smartphones, but iOS devices saw higher order values than the average, making up 54 per cent of mobile sales in the GCC.
Cross Device Use Continues to Rise
Consumers are comfortably using multiple devices – laptops, tablets and smartphones – in all stages of their shopping journey. The need to better understand consumer behaviour, influence and intent are key components to engaging them in their cross-device journey.
“In order to better understand this digitally-savvy consumer, marketers need to stop looking at each device on its own, and start understanding the user behind them. Multi-device behaviour is the new normal. Criteo’s new Universal Match solution enables advertisers to zero in on shoppers at the time they are most likely to purchase, with a targeted message across all of their devices,” said Wolf.
One in five mobile transactions in the GCC are conducted on a tablet, with 4 out of 5 taking place on smartphones, the report highlights. That is 19 per cent for tablets, both iOS and Android, and 81 per cent for smartphones.
Globally, close to 40 per cent of transactions occurred across multiple devices or channels in Q4 2015. Mobile order values compared to desktops in Q4 2015 were 87 (mobile) to 100 (Desktop).
More than a third of desktop buyers (37 per cent) browsed the same retailer’s site on at least one other device before purchasing, the report shows.
No Stopping mCommerce Growth Globally
Mobile as a share of eCommerce transactions are steadily growing worldwide. As consumers across the world turn to mobile for their purchasing device of choice, international brands need to ensure their mobile marketing strategies are meeting user standards.
Half of all eCommerce transactions across the globe were cross-device, says the report.
Criteo (NASDAQ: CRTO), the performance marketing technology company, today released its Q4 2015 State of Mobile Commerce Report, which examines mCommerce trends on a quarterly basis and provides insight into online shopping behavior as consumers’ path to purchase continues to evolve.
Criteo’s dive into 1.4 billion online transactions finds that four in 10 purchases occur across multiple devices or channels globally. Of that figure, close to one-third are completed on a mobile device, indicating that consumers are using numerous devices along their path to purchase and are regularly buying on mobile.
The proliferation of mCommerce is further fueling the desire for more personalised brand experiences from consumers, says Criteo.
Digital marketers can no longer look at device use alone to identify and convert consumers into buyers, it says.
For companies to win, understanding user profiles across multiple devices, browsers, and apps in order to provide them with a meaningful and relevant experience throughout their shopping journey is key to success.