Really good report released by Criteo this week that outlines the role of mobile at the beginning and end of the travel shopping journey.
Examining products across many verticals, Criteo's State of Mobile Commerce report for the third quarter of 2015 indicates the following trends for travel brands:
- Apps generate 49% of mobile transactions
- Apps convert at a higher rate than desktop and mobile web
Generally, smartphone transactions take a 56% share compared to their tablet counterparts, whilst the global average of mobile share of all transactions is currently at 35%.
Japan has almost 50% of transactions, with the UK at 46% and the US hovering the global average.
Criteo chief product officer, Jonathan Wolf, says:
"We continue to see the rise of mobile commerce in a cross-device world. Advertising strategies now need to include mobile at the centre if companies want to engage today’s savvy consumer.
"Marketers need to pay close attention to the consumer’s purchasing journey if they want to attract buyers and maximise sales."
Here are the slides: