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Smart companies like the ones quick to jump on mobile buy buttons are putting the consumer experience first because they realize that the lines are quickly getting blurred between desktops, smartphones, and tablets.
In case you ever doubted, the hot-off-the-presses Fashion Flash Report from digital performance marketing firm Criteo reveals that mobile websites and apps account for 33 percent of sales in the fashion and luxury vertical. According to Criteo chief revenue officer Mollie Spilman, a good number of apparel and accessories retailers are taking a "mobile-first" approach to their digital strategies, given that to date their mobile payoff has been greater than in other verticals.
Consumers are opting to book hotels via online travel agencies rather than direct with suppliers when it comes to booking via smartphone according to some research. The Criteo Travel Flash report reveals says hotels bookings made on smartphone are three times higher for OTAs compared with hotels and that the trend increases from January when OTA bookings are about 19% to June when they hit 26%.
The percentage of mobile travel bookings have grown for the past six consecutive quarters while desktop bookings continue on a downward slope. The pace of mobile’s rise, of course, varies region by region and new data show travelers from the U.S. and countries in the Asia-Pacific region are converting on mobile more than those in Europe, the Middle East and Africa. From online travel agencies versus hotels’ mobile websites to mobile app versus mobile web, Criteo, an ad tech company, asked more than 500 travel companies around the world what their growth rates look like for these cases and more. The data span from early 2014 to the present and includes analysis from more than one billion travel bookings worldwide.
In 2009, programmatic advertising--the automated buying and selling of digital advertising inventory--changed the face of online advertising by allowing companies to more efficiently and effectively place ads across multiple devices. With programmatic ad spend expected to reach $14.88 billion by year end, it has grown to become an essential part of every successful digital marketing strategy.
Consumers who make purchases on mobile devices are turning toward smartphones over other options, according to Criteo's "State of Mobile Commerce" report for Q3 2015. The study found that 4 in 10 transactions now involve multiple devices in some fashion, and that cross-device purchasers are 20 percent more likely to complete the transaction on their mobile device than the average user.
By Criteo’s reckoning, consumers are increasingly browsing on one device -- perhaps a work PC or home laptop -- and then finalizing that transaction from their smartphone. Going forward, Criteo expects the fraction of cross-device transactions completed on mobile to grow quickly, as shoppers get more and more comfortable with completing purchases on the go.
