52% of Online Transactions May Be Misattributed by Middle East Marketers Not Using Cross-Device Measurement


    Criteo the performance marketing technology company, has released its State of Cross-Device Commerce Report for the GCC. The analysis reveals insights into consumer shopping habits and forecasts predictions for cross-device commerce across the globe.

    “The GCC region witnessed cross device sales shares of up to 52% in the second half of 2016 – far higher than the US (31%) or Western European countries like the UK (36%). This presents an immense opportunity for the region to adopt an accurate cross-device measurement strategy in order for retailers to prevent misattribution and ensure their spend is optimized for the channels delivering the highest performance. In order to show consumers relevant marketing, it is imperative to recognize the user, and the devices utilized during the path to purchase. Through this, retailers will be able to deliver a far more seamless and personalized customer experience, and target their consumers more effectively,” said Dirk Henke, Managing Director Emerging Markets, Criteo.

    Dirk Henke, Managing Director Emerging Markets, Criteo

    Research Highlights:

    Cross-Device Measurement Means Smarter Spending and Higher Returns

    As customers continue to use multiple devices along the path to purchase, marketers need to take into account how much cross-device shopping may cost in ad waste if they do not have accurate and scalable measurement. Traditional analytics tools look at activities on a device-by-device basis, providing a limited and siloed view of a customer’s multi-device journey. Shifting to a user-centric view that leverages advanced cross-device measurement tools can accurately identify a consumer and capture a complete view of their shopping experience. This approach aligns with buying behavior and intent to more accurately report transaction attribution. The case for proper cross-device measurement, identification and attribution is clear:

    • 52% of transactions in the GCC may be misattributed without cross-device measurement.
    • Cross-device measurement reveals that buyer journeys are up to 41% longer than partial-view models indicate.

    Mobile Will Continue to Be a Dominant Force

    The customer journey remains dynamic across devices, but mobile is showing a higher transaction rate with a higher average order size. Key mobile growth data for Q4 2016 includes:

    • 34% of all online purchases in the GCC were completed on mobile.
    • 55% of mobile purchases took place on IOS compared to only 45% on Android, contrary to the global trend towards an increasing Android sales share.
    • 40% of all desktop sales in the region include mobile devices in the path to purchase.
    • At 55% compared to 45%, respectively, mobile apps captured more transactions than mobile browsers on a global base, a trend first noted in Criteo’s H1 2016 report.

    Smartphones Are the Key Device in Cross-Device Buying  

    The adage “browse on your smartphone, buy on your desktop” is officially dead. There is also a clear preference for smartphone over tablet: out of all mobile transactions in the GCC, 88% took place on smartphones, in comparison to only 12% on tablets. That’s an increase of 13% YOY for smartphones, and a decrease for tablets of 45% YOY. This comes along with the general worldwide decrease in tablet shipments demonstrating that m-Commerce today is actually smartphone commerce. Consumers now reach for their smartphones for both searching and purchasing, making it even more important for retailers to provide a synchronized experience across desktop and mobile:

    • Nearly 1/3 of all cross-device transactions begin with a smartphone.
    • For purchases completed on smartphones, 51% of buyers used at least one additional device prior to purchasing from the same retailer.
    • For purchases completed on tablets, 54% of buyers used at least one additional device prior to purchasing from the same retailer.
    • For purchases completed on desktops/laptops, 52% of buyers used at least one additional device prior to purchasing from the same retailer.
    • Cross-device buyers are fairly evenly represented across the three primary purchase devices: smartphone (28%), tablet (36%) and desktop (31%).

    Middle East marketers can no longer afford a siloed view of their customers’ shopping behaviors, especially with cross device sales shares in the region far exceeding the global average at 52%. Savvy retailers offer a seamless user experience across all devices to capture purchases wherever they take place – and, with a cross-device view of the customer shopping journey, they spend their marketing budget more wisely.