Multi-device shopping may be a newer concept in the U.S., but what about other countries, where mobile commerce is a lot more firmly established?
The old myth was people used smartphone to browse and then bought on desktop, says James Smith, EVP Americas at Criteo, in this video taken in February at eTail West.
“We still see multi-device in more than 40% of purchases, close to 50% in the United States, and much more than that globally,” Smith says. “But at this point the smartphone has become a purchasing device itself.”
In Brazil, where Criteo sees the most smartphone transactions, they are ahead of the US in smartphone commerce, and have been because of the smartphone trends down there. Worldwide, in countries like the U.K., in South Korea, in China, it’s over 50% at this point.
“South Korea has been far ahead of the world on that front, so you see great strides there on the mobile front than you see anywhere else, and that’s why they’re well over 50%,” Smith says. “And then you see other countries that are far behind when it comes to smartphone penetration.”