According to Criteo‘s latest mobile commerce report, a tipping point has been reached, with apps accounting for more travel purchases than the mobile web.
Criteo’s report says that during the last quarter of 2015 for the first time, apps have outperformed mobile web as travel purchases made from a mobile device via an app were 58%.
Global sample of Criteo comprises 3,300 online travel and retail businesses, which handle 1.7 billion transactions a year and net sales of around $17 billion, collectively.
Other than the 58% tipping point, travel facts are thin on the ground, although with the industry zeitgeist around “acting like a retailer”, the findings are significant in a bigger picture context.
Cross-device shopping is now the norm and Criteo drills down deeply into this. People in US who complete their purchase on a tablet are the most likely to have used multiple devices before clicking the “buy now” button.
US Cross-device share of ecommerce Transactions
|
User completed purchase on |
Smartphone |
Tablet |
Desktop |
|
% of users who used multiple
Devices in path to purchase
|
35% |
43% |
37% |
On a global ratio, apps convert better than desktop and mobile web for retailers and they have a higher basket value too.
When we analyse a country-by-country breakdown of retail conversion rates, keeping US as the base, Japanese are by far the most likely to convert. Whereas UK and Germany are among the countries which outperform the US, with France , Spain, and Brazil among those doing worse.
Courtesy : Tnooz
Author: Sathish Kumar .S
Sathish works as Project Manager in Teknokraaft and heads our OTA team.