New research from Criteo (a performance marketing technology company) has reported that nearly half of all e-commerce transactions in the UK are now carried out on mobile devices, with tablets leading the way and smartphones closely following. Furthermore, the UK is now the second largest mobile based retail e-commerce market with only Japanese consumers making more e-commerce transactions via mobile devices.
The new research also looked at operating systems and according to Criteo despite the larger Android base in the UK; iOS counterparts are more likely to use their mobile device for e-commerce transactions. Criteo also reports that 40% of e-commerce transactions involve more than one device to research and make purchases meaning that retailers must have a competitive solution that works across multiple platforms.
Commenting on the results, Jonathan Wolf, Chief Product Officer, Criteo said,
“The customer purchase journey has become increasingly complex as consumers have stopped using a single device to make their purchases. Delivering an engaging app experience and connecting seamlessly with consumers across multiple devices are key to capturing ecommerce sales in this new world.”
There is no doubt that mobile devices are playing an increasingly important role in e-commerce with the majority of mobile payments to date being mobile initiated online transactions. Ensuring that a retailer is well equipped to handle the increasing mobile based traffic will go a long way in deciding whether or not they are successful.
Overview by Tristan Hugo-Webb, Associate Director, Global Payments Advisory Service at Mercator Advisory Service
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