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Cross-device transactions are playing a greater role in Australia’s ecommerce sector, a trend that’s been helped by the growing popularity of mobile commerce in the country and higher-than-average rates of device ownership.
According to Q4 2016 research by Criteo, cross-device transactions represent a growing proportion of ecommerce activity in the country. More than a third of ecommerce transactions on Criteo’s platform in which smartphones were the primary device were made using two or more devices. More than 40% of transactions in which tablets or desktops were the primary device involved multiple devices.
The growing rate of cross-device ecommerce activity in Australia is supported by research into multidevice ownership among the country’s consumers.
For example, a study from the first half of 2016 by Appier examined multidevice ownership habits in various countries in Asia-Pacific. A higher proportion of users in Australia who possessed multidevices owned four or more, the highest rate in the region.
Yet another likely factor contributing to the prominence of cross-device purchases in Australia is the growing popularity of mobile commerce. While an expanding share of these mobile-based purchases are completed using devices like smartphones, it’s also likely that more consumers are conducting research on mobile devices before completing their transaction elsewhere.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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