Criteo S.A. (NASDAQ: CRTO), a technology company specializing in performance marketing, announced today its State of Cross-Device Commerce report. The analysis shows consumer shopping habits in the second half of 2016 and presents forecasts for global cross-device sales.

"Implementing cross-device measurement is essential for retailers. It not only helps establish accurate sales values, but above all helps allocate the right budgets to the most profitable channels," said Alexander Gösswein, Managing Director Central Europe at Criteo. "By offering customers a seamless experience and personalized service across all devices, a retailer stands out from the competition."

Cross-device measurement means more effective spending and higher profits

Customers use multiple devices along their shopping journey, so marketers should take into account the potentially high ad waste rate in cross-device shopping if their measurement is not accurate and scalable. Moving to a user-centric approach that uses advanced cross-device measurement tools will make it possible to accurately identify consumer behavior and gain full insight into their shopping experience.

  • In Poland, at least one additional device was used in the shopping journey for 42% of all mobile purchases and 37% of desktop purchases.
  • 25% of cross-device customers in Poland browsed products on a smartphone, regardless of the device on which the purchase was completed.

Mobile will remain the dominant force

The customer shopping journey is dynamic across different devices, but mobile shows a higher transaction rate with an above-average order value. The key mobile growth data for Q4 2016 includes:

  • Mobile devices' share of eCommerce in Poland is 17%
  • 75% of mobile transactions in Poland were completed on smartphones and 25% on tablets
  • Globally: retailers in the fashion and luxury goods sector hold the largest share of mobile transactions, at 41%. Sporting goods retailers ranked second, while at the same time recording the highest, 30% growth in purchases made from mobile devices.

Smartphones are a key device in cross-device shopping

The saying "browse on your smartphone, buy on your computer" is now outdated. Today consumers reach for smartphones both to browse products and to buy, which makes these devices even more important for retailers.

  • Share of individual devices in cross-device transactions in Poland in the retail sector: smartphone 42%, tablet 41%, desktop 37%
  • 68% of mobile transactions are made on the Android system and 32% on iOS

Marketers can no longer afford a siloed view of customer shopping behavior. Experienced retailers offer a seamless experience across all devices to enable shopping anytime and anywhere. With cross-device insight into their customers' shopping journey, they plan their marketing budgets more effectively.

The full State of Cross-Device report can be downloaded here.