Mobile Edges Out the Desktop for Purchase Completion in Brazil - eMarketer

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Mobile Edges Out the Desktop for Purchase Completion in Brazil

Smartphones and tablets eke out a tiny lead over PCs

January 19, 2016

Multichannel shoppers in Brazil are a genuinely omnivorous bunch, according to Q3 2015 data.

Devices from Which Multidevice Users in Brazil Completed an Ecommerce Transaction, Q3 2015 (% of users on Criteo's platform)

Based on activity on Criteo’s platform during the period, multidevice users in Brazil were almost equally likely to complete an ecommerce transaction via any digital channel.

While smartphones were the most popular device for transaction completion, they only edged out tablets by 1 percentage points, and came in just 5 points ahead of desktop computers.

In November 2015, Mobile Marketing Association (MMA), Millward Brown, Netquest, Adsmovil, Mirum, ROIx and Zenvia found that mobile internet users in Brazil exhibit a variety of multichannel shopping behaviors. One of the most frequent was researching products and prices via mobile but finalizing purchases on a PC. This behavior was more common among older respondents, with 39% of those ages 45 to 55 saying they did this. But even among those ages 14 to 24, 31% took mobile research to the desktop before hitting the buy button.

Using a mobile phone to look up product or price info in-store was also common. A smaller share of respondents said that due to continuing discomfort with ecommerce security, they researched online but ended up purchasing in physical stores.

eMarketer estimates that 41.1 million people in Brazil will make at least one digital purchase in 2016, up 10.1% over last year. More than twice as many people will research products and services online, however.

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