Mobile delivering higher CTRs than PCs: Criteo report

By Digital News Asia July 4, 2014

Consumer e-commerce insights in Q1 2014 Mobile Flash Report
Android devices account for 66% of total e-commerce sales globally

Mobile delivering higher CTRs than PCs: Criteo report

MOBILE has become an important advertising medium, as consumers are increasingly spending more time accessing the Internet on their tablets and smartphones, with a new report by Criteo showing that mobile delivers higher click-through rates (CTRs) than PCs across most industry verticals.

Criteo, which specialises in digital performance advertising, said its Q1 2014 Mobile Flash report demonstrates how mobile plays an increasingly critical role in effectively reaching consumers.

The report represents the Internet browsing and shopping behaviour of the more than 920 million unique global Internet users that Criteo’s advertisements reach, the company said in a statement.

“Every quarter we’re analysing robust mobile data from close to a billion Internet users that we leverage to offer advertisers deeper insights that can help better shape their campaigns,” said Jason Morse, vice president of Mobile Product at Criteo.

“We’re seeing some very exciting opportunities start to emerge for advertisers in mobile right now. The fact that mobile devices are responsible for a rapidly growing share of e-commerce sales, representing millions of dollars, makes it hard for advertisers to ignore the possibilities with mobile campaigns,” he added.

Key takeaways include:

Android tablets and smartphones account for 66% of total e-commerce sales globally.

Retail, travel, automotive and classified ads account for more than 70% of mobile clicks.

North America, developed Asia Pacific economies and Western Europe together generate more than 90% of mobile clicks.

Average CTRs on Android devices are nearly two times that of PCs.

Android devices generate more sales globally, but iOS leads in the US and Europe.

Mobile not only substitutes, but also complements desktop usage and brings additional sales. For example, purchases coming from an iPad are 16% more likely to happen on a Sunday, while sales from a desktop drop by 10% on Sundays.

Hotel bookings, car rentals and apparel account for the highest average purchase value on mobile devices (US$364.80, US$209.10 and US$105.30, respectively).

To download the Mobile Flash Report, click here.