transactions in Gulf countries are conducted via devices




Report: 52% of online
Smartphones, tablets, and desktops represent equal options for completing transactions and electronic transactions.
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Criteo, a leading provider of performance marketing , recently released a report on the state of e-commerce across devices in the GCC. The report highlighted consumers’ shopping habits, pointing to forecasts of e-commerce across the world.

“The GCC region witnessed significant growth in handset sales by 52 per cent in the second half of 2016 compared with the United States, which accounted for 31 per cent or the European Union,” said Drake Henike, Emerging Markets Emerging Markets Director. Such as the UK, which accounted for 36%. ”

“This represents an opportunity for the region to adopt a precision measurement strategy to avoid retailers’ misalignment that may occur while ensuring that their money is spent on the best channels that perform best,” Henike said. In order to enhance the marketing experiences of the consumer, it is necessary to identify the user and the device used during the purchases. Retailers can provide consumer chain and consumer experiences as well as consumer targeting.

An important focus of the report:

Cross-device measurement means smart spending and high returns

As customers continue to use multiple devices to execute purchases, marketers must consider the amount of losses that may be caused by adware if they do not use a scalable, accurate measurement tool. Traditional analysis tools look at activities on a device-by-device basis, which may create a limited view and insufficient insight into the purchasing consumer’s journey while using multiple devices.

Here comes the importance of turning to a user-centric vision, under which measuring tools will be enhanced across advanced devices. This vision will provide the ability to accurately identify consumers and provide an integrated view of their marketing experience.
This approach is consistent with buyer behavior and aims to direct transactions on track to reach the desired goal.

The state of accurate measurement across devices, identification and attribution (correct distribution) states that 52% of transactions in the GCC have not been successfully distributed and may lose track as the “cross-device measurement” tool is not used, The buyer is 41% more comprehensive than the partial vision models.

Mobile phones continue to dominate

Consumers’ journey through devices is still a dynamic experience, but mobile phones show a significant increase in transaction rates in light of high demand.

With regard to the growth data for the major mobile phones during the fourth quarter of 2016, 34% of the online purchases in the GCC were via mobile phones, while 55% of the purchases through the IOS compared to 45 % Of operations are done via Android; this goes against the global trend towards increased share of sales across Android.

Mobile applications accounted for 55 per cent of the world’s 45 per cent mobile phones, according to the Creto report in the first half of 2016.
Smartphones are the primary device for cross-device purchases

The old saying, “Surf through your smartphone and buy through your desktop”, is no longer used. The consumer is currently using his smartphone to search and buy, and this drives retailers to bring exciting experiences across both the desktop and mobile devices.

According to the report, nearly one-third of the transactions across devices start with smart phones, and for purchases made through smart phones, 51% of buyers used at least a traditional device before buying from the same store.
For tablet purchases, 54% of buyers used at least one traditional device before purchasing from the same store. For purchases made on desktop and laptop computers, 52% of buyers used at least one traditional device before buying from the same the shop. Consumers are ranked equally on major devices: smartphones (28%), tablets (36%) and office equipment (31%).

Middle East marketers are now relying not only on the limited vision of their customers’ marketing trends, especially as the region’s share of the region’s mobile sales exceeds 52%. Retailers are keen to provide user-friendly experiences across all devices to make successful purchases wherever they are. Through the cross-device shopping experience, consumers can spend their marketing budget efficiently.


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