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Mobile has become an important advertising medium: Criteo

Zafirah Salim | June 25, 2014
Criteo unveils new consumer e-commerce insights in its Q1 2014 Mobile Flash Report, which highlights incremental marketing opportunities for advertisers.

Criteo, a digital performance advertising company, revealed today its Q1 2014 Mobile Flash Report, which demonstrates how mobile plays an increasingly critical role in effectively reaching consumers.

The report aims to examine mobile advertising and its impact on e-commerce. It also represents the Internet browsing and shopping behavior of more than 920 million unique global Internet users that Criteo's advertisements reach.

Key findings of the report include:

  • Android tablets and smartphones account for 66 percent of total e-commerce sales globally.
  • Retail, travel, automotive and classified ads account for more than 70 percent of mobile clicks.
  • North America, APAC Developed2 and Western Europe together generate more than 90 percent of mobile clicks.
  • Mobile delivers higher clickthrough rates (CTRs) than PCs across most industry verticals.
  • 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 percent more likely to happen on a Sunday, while sales from a desktop drop by 10 percent 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).

"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, VP Mobile Product at Criteo.

"We're seeing some very exciting opportunities starting 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.


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