It's official: apps overtook mobile web
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Criteo‘s latest mobile commerce report claims that a tipping point has been reached, with apps accounting for more travel purchases than the mobile web.
For the October to December quarter, Criteo found that, for travel purchases made from a mobile device, 58% were via an app — the first time apps have outperformed mobile web.
Criteo’s global sample comprises 3,300 online travel and retail businesses, which handle 1.7 billion transactions a year and net sales of some $17 billion, collectively.
Cross-device shopping in now the norm, and Criteo drills down deeply into this. In the US, people who complete their purchase on a tablet are the most likely to have used multiple devices before clicking the “buy now” button.
On a global scale, apps convert better than desktop and mobile web for retailers
And not only do apps convert better, they have a higher basket value.
Click here to download the study