Criteo research highlights rise of mobile-first consumers

There has been a rapid increase in the use of smartphones for UK retail purchases, according to Criteo research which analysed browsing and sales data from over 5,000 retailers in more than 80 countries. 

Q1 2018 saw a 66% increase in smartphone purchase growth rate compared to Q4 2017. In addition, mobile devices accounted for 54% of online transactions in the UK. On average, European retailers who have a dedicated app saw mobile account for 25% more of their transactions than those who don’t.

“Our latest study shows continuing shifts from desktop to mobile shopping, as well as from retailer websites to apps. Today’s shopper is on-the-go and researching across multiple screens, requiring a cohesive, data-driven approach to intersect and influence buying decisions,” says Jonathan Opdyke, Chief Strategy Officer, Criteo. “For retailers with physical stores, app adoption and improved data infrastructure are opening new horizons in omnichannel marketing, with online and offline blending into a seamless and measurable shopping journey.”

Sign up for our free retail technology newsletter here.