Wednesday, September 23, 2020

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.


The Avenues-Bahrain 3rd Year Anniversary Celebration

The Avenues-Bahrain is celebrating its 3rd year anniversary since opening its doors to the public on the 29th of October 2017. The Avenues –...

Interior Minister: valid PCR certificates for entry to Bahrain via causeway

The Interior Minister General Shaikh Rashid bin Abdullah Al Khalifa said that Polymerase chain reaction (PCR) certificates accredited by the Saudi Health Ministry within 72...

Health Minister urges compliance to reduce COVID-19 infections

Health Minister Faeqa bint Said Al-Saleh urged full compliance with the mandatory precautionary measures to curb the spread of the novel coronavirus (COVID-19). She called...

The American University of Bahrain (AUBH) welcomes class of 2024

The American University of Bahrain (AUBH), re-opened its campus in Riffa, following an orientation session for the incoming Class of 2024 students. AUBH Founding...

KHK MMA dominates at BRAVE CF 41 with four huge victories

BRAVE Combat Federation hosted the first of three groundbreaking events last Thursday in the Kingdom of Bahrain, with seven bouts taking place behind closed...

Declaration Supporting Peace: A historic, brave step aimed to enhance regional security and stability

The declaration supporting peace signed by the Kingdom of Bahrain with the State of Israel is a historic move towards establishing peace in the...

Bahrain marks World Patient Safety Day

Bahrain joins the world in marking the World Patient Safety Day observed on September 17. This year's theme is “Health Worker Safety: A Priority...

SCE launches training course for radiological and nuclear emergencies

The Supreme Council for Environment (SCE)’s CEO Dr. Mohammed Mubarak bin Dainah, launched the national training course on responding to radiological and nuclear emergencies. The...

Volunteering for Humanity: The phase III clinical trials in the Kingdom

The phase III clinical trials are being conducted in the Kingdom in collaboration with Abu-Dhabi based G42 Healthcare using a vaccine developed by Sinopharm...

Kdan Mobile’s DottedSign Includes AATL Certificates to Ensure Users the Highest Level of Electronic Signature Process

Kdan Mobile Software Ltd., a global software as a service (SaaS) company, has announced that its e-signature service DottedSign now includes a digital identity...

HH Shaikh Nasser bin Hamad receives INJAZ Bahrain Board Chairperson

Representative of His Majesty the King for Humanitarian Work and Youth Affairs His Highness Shaikh Nasser bin Hamad Al Khalifa received Board Chairperson of...

Loan payment deference to help citizens, SMEs

The banks’ response to defer loan payments until the end of the year is a continuation of the initiatives in the financial and economic...

BRAVE CF 42 full fight card released with 12 nations represented and the Flyweight Tournament quarter-finals

BRAVE Combat Federation returns to the Kingdom of Bahrain, for the second consecutive week with BRAVE CF 42, on September 24th. The promotion released the full...

Gulf Air Appoints Bahraini Country Manager in Kuwait

Gulf Air, the national carrier of the Kingdom of Bahrain, announces that it has appointed Mr. Mohamed Ibrahim Al Hamer as a Country Manager...

HM King’s humanitarian initiatives lauded by Sudan’s foreign minister

Sudan’s Acting Foreign Minister Omar Qamar Al Din Ismail has praised the support of His Majesty the King to Sudan in various circumstances and...