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.