The latest edition of Criteo's Global Commerce Review reveals that European retailers achieve 54% of mobile sales through apps in the fourth quarter of 2017. In France, consumers are active in all environments and buy more and more via their smartphone .

Criteo unveils the results of its quarterly Global Commerce Review for the fourth quarter of 2017. This report explores consumer activities, behaviors and preferences across all devices and browsers.

Highlighting consumers' increasing use of consumer applications, the report confirms the focus on mobile and its utility in driving omnichannel marketing business strategies around the world. "While the use of smartphones continues its strong ascent, the increased adoption of mobile apps and mobile browsers is leading to exciting omnichannel buying trends," said François Costa de Beauregard, Criteo's Managing Director France. Merchants and brands can leverage these trends to optimize their business efforts, enabling them to reach consumers more effectively to generate the best possible results. "

The opportunity of applications

When merchants prioritize application optimization in addition to the mobile web, the performance gains are substantial. At the global level, advertisers experienced an almost 50% year-over-year increase in transaction-based applications, which reached 46% in the fourth quarter of 2017.
In Europe, apps account for 54% of mobile sales for merchants who jointly invest in mobile browser and merchant application. The conversion rate for merchant applications reaches 13%, a figure more than three times higher than the 4% rate usually observed on the mobile web.

Mobile growth

The use of the mobile web has reached maturity but consumers are volatile, and continue to make purchases in a mobility situation, at different frequencies, on all connected devices.
Smartphone transactions in France increased by 45% compared to Q4 2016 (excluding applications). The use of tablets is declining, generating 7% fewer transactions compared to the previous year.

Computers remain the most used during office hours but show a small decline in transactions from one year to the next (6%).

The sectors with the highest proportions of mobile sales are sporting goods (35%), clothing (35%) and health and cosmetics (34%). Seasonal variations led to a slight decline in the number of computer transactions preceded by a mobile click, as consumers were more active on mobile devices during the summer. In the 4th quarter, 28% of computer transactions in France were preceded by a click on mobile.

Omnishoppers, a high value

Omni-channel strategies help guide consumers through their winding journey, resulting in improved online results. Globally, omnishoppers have the highest long-term value for brands and merchants, generating 27% of all sales, although they represent only 7% of consumers.
Consumers are constantly switching between computer and mobile, depending on the time of day and the day of the week. Marketers targeting the workforce need to consider the prevalence of the computer during office hours, especially in the morning. However, it is essential to optimize the targeting of smartphones and tablets in the evening and on weekends.

The combination of purchase intention data also gives the opportunity to increase purchasing opportunities for each consumer, as the average amount of the basket is significantly higher - up to 8% on average in France - for consumers identified.

This trend is particularly apparent in the fashion and luxury goods, health and cosmetics sectors, and in high-tech.

The Global Commerce Review report was based on analysis of the respective navigation and purchasing data collected from more than 5,000 merchants in more than 80 countries during the fourth quarter of 2017.

Source: by Dalila Bouaziz on February 28th, 2018