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Micky Gramlin
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The State of Cross Device Commerce Part 2 Why Is It So Important?

Published on 9/11/2017
For additional information  Click Here


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The State of Cross Device Commerce Part 2


Why Is It So Important?


In the first post we discovered Device-centric measurement can be misleading, recording as single-visit purchases what are actually visits by the same user on another device on line.

Correctly applied cross-device measurement reveals that buyer journeys are 41% longer than partial-view models indicate, enabling marketers to:

  • optimize offers and user experience at every step
  • increase the likelihood of conversion on every visit on any device

(You will find all posts concerning the Cross Device part 1 at the end of this post)



Today, in Part 2, we learn that no retail sector is exempt.

Now, I take that sentence means that it applies to any business that collects for a product or service … including all MLM’s.

In the US, cross-device shopping is seen in all retail categories, with at least 23% of transactions involving multiple devices.


How high is your percentage?


All should be implementing cross device measurement to accurately assess buyer behavior and intent across devices and to maximize ROI.


Device preferences vary throughout the day

In the US, desktop purchases peak during work hours, while mobile devices dominate at all other times. To maximize impact, know your consumers’ buying cycle across devices and adapt your campaign strategy to reach them at the right time on the right device.

US Cross-Device Mobile Share of Retail e Commerce Transactions by Subvertical, Q4 2016



Home 29%

Sporting Goods 24%

Health & Beauty 23%


 Image may contain: one or more people and phone


Mobile sales peak on weekends


In the US, tablet and smartphone sales soar on Saturdays and Sundays




US Mobile Retail Commerce Trends


In the US, nearly two in five online purchases are completed on mobile, a year-over-year increase of 20%.

Smartphones now account for a quarter of all online retail sales in the US, showing a year-over-year increase of 41%, while tablets continue to decline.

Smaller screens are seeing bigger baskets

On average, shoppers now spend $80 on smartphones for every $100 spent on desktop per transaction - a seven percent year-over-year increase. Tablets are approaching parity with desktops for transaction value.

Smartphones aren’t just for browsing

Shoppers can find the products they’re looking for faster than ever. On smartphones, add-to-basket and conversion rates increased 25% year over year.

Streamlining the path from product selection to transaction completion (think one-click ordering and smart autofill) will convert even more shoppers into buyers.

iPhone pulls ahead

iPhone-based transactions in the US increased 49% year over year – that’s more than twice as fast as Android based ones.

Similarly, the average value of each iPhone transaction (per $100 spent on desktop) grew by $6 vs. Android’s $3.


Image result for cross device stats



Cross-device is here to stay Again this year, about one-third of online retail transactions involved two or more devices.

Old models fall short. Retailers using conventional device-focused analytics do so at their peril, undervaluing consumer engagement and missing the opportunity to optimize their advertising spending


On the next Post: Trends and a New path.

Thank you for stopping by!


Micky Gramlin



How To Access And Use The Cross Device Report

The State of Cross Device Commerce

The State of Cross Device Commerce Part 3 - The Trend

The State of Cross Device Commerce Part 4 - The Importance Of It

The State Of Cross-Device Commerce Part 5

The State Of Cross-Device Commerce Part 6



Criteo Report

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