Digital Marketing Researches & Reports

The State of Cross-Device Commerce in UK, H2 2016 | Criteo

E-Commerce & Retail | UK

Consumers nowadays use multiple devices in the purchase journey – from searching and browsing to buying. So, retailers need to analyze consumer usage of the different devices during this journey.

Read and recognize the state of cross-device commerce in the UK as mentioned below:

  • 36% of all online transactions involved 2 or more devices.
  • 37% of UK online shoppers visit more than 4 websites to complete a transaction, 31% use 2-3 websites, and 32% use only one website.
  • 30% of all cross-device transactions completed on a desktop started on a smartphone, and 24% of those completed on a smartphone started on a desktop.
  • Smartphone purchases reach their peak in the evening (9-11 pm), while desktop purchases reach their peak during work hours (1-5 pm).
  • 52% of online purchases in the UK are completed on mobile, an increased rate of 13% Y-O-Y.
  • Fashion and luxury hold the biggest share of mobile transactions with a growth rate of +13% Y-O-Y.
  • iPhone-based transactions increased by a rate of 12% Y-o-Y; growing more than twice (+47%) as fast as Android (+22%).
The State of Cross-Device Commerce in UK, H2 2016 Criteo

Figure Shows The Path to Purchase of The Device-Centric & User-Centric View.


Data were driven from over 3,300 online retail businesses globally. In addition to analyzing 1.7 billion transactions per year across desktop and mobile sites.


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Criteo is a global leader in commerce marketing with more than 2,700 employees and 30 offices worldwide. Founded by a small group of great minds at a start-up incubator in Paris, Criteo growth is driven by machine-learning technology, data and performance at scale, and measurable ROI for its clients.With Criteo's holistic suite of advertising solutions, retailers, brands, and publishers of all sizes can access the data and technology they need to best serve their customers. Besides, trendy insights and recent data launched by Criteo to help marketers better understand their market environment.

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