By Alexander Sophoclis Pieri
Criteo, a performance marketing technology company has recently announced the results of its H1 2016 State of Mobile Commerce Report, which explored consumer shopping habits and forecast predictions for the global mobile commerce market.
In addition to emphasising the impact of mobile devices within the commerce landscape and the reaction of retailers, the report also highlighted the growth in the share of mobile transactions by GCC countries, which is now higher than the worldwide average.
According to the research, GCC countries held the highest share of mobile transactions at 43%, which is 4% higher than the global average of 39%. The GCC holds the 4th highest globally, following Japan, UK and South Korea.
An additional finding for the region showed that 86% of transactions in the GCC are conducted via smartphone, leaving the region in second place. By contrast, the figure stands at only 14% on tablets.
Dirk Henke, managing director, emerging markets, Criteo, said: "As retailers evolve their mobile shopping platforms, mobile commerce has reached a turning point and is surpassing desktop purchasing. Middle Eastern markets witness some of the highest smartphone penetration in the world, and retailers must ensure more products are made available online, as well as create a seamless experience for consumers.
"Currently, the GCC is second in the world in terms of smartphone share among mobile transactions. Keeping this in mind, brands have the opportunity to master this trend and have a head start on competitors, should they choose to utilise it."
Another aspect of mobile commerce explored by the report focused on app. According to Criteo, retailers have begun to develop sophisticated shopping apps and digital marketing campaigns as a means to capitalise on tech-savvy consumers.
Results from the survey showed that retailers with a strong mobile app presence saw a 54% increase in mobile transactions generated in-app over the second quarter of 2016. This was a 47% over the figure reported in the same period in 2015.
In addition to converting up to the three times more shoppers than mobile web-based shopping channels, mobile apps also saw higher order values with an average of $127 spend. This was higher than desktop and mobile web, which reported $100 and $91, respectively.