Tag: criteo

UK is the world’s second largest mobile commerce market

Report shows that UK has become the second largest mobile commerce market in the world

The United Kingdom has become the world’s second largest mobile commerce market, according to a new report from Criteo. This means that the country is only second to Japan when it comes to mobile transactions. Consumers in the UK have shown a great deal of support for mobile commerce, largely due to its convenient nature. Companies that specialize in mobile commerce have found a significant degree of success in the country, as well.

46% of all online transactions in the UK are made on a mobile device

According to the report from Criteo, approximately 46% of all online transactions made in the United Kingdom are now made through smartphones and tablets. Among consumers, mobile payments appear as a more secure way to conduct commerce. Mobile devices are also very convenient for many people, offering them a way to shop for and purchase products whenever they want to. Notably, many consumers prefer to shop from a variety of devices, with only a few being happy to shop on one specific platform.

Mobile apps make it easier for consumers to shop online

UK Mobile Commerce MarketThe report notes that mobile apps have played a major role in the growth of mobile commerce in the UK. These apps have made it easier for consumers to shop online and make purchases with their devices. Approximately half of all mobile transactions being made are coming from these applications, with conversion rates much higher in apps than on mobile websites. While mobile sites are not performing as well as applications when it comes to conversion rates, retailers are still being urged to optimize their sites to better accommodate mobile consumers.

Mobile commerce expected to continue growing in the UK

Mobile commerce has become a powerful force in the United Kingdom. Retailers are beginning to become more mobile-centric in the hopes of better engaging a new generation of consumers. Mobile commerce is expected to continue growing quickly in the UK, especially as more companies enter into this space with their payment platforms.

Mobile marketing ad formats leave much to be desired

This, according to the execs at both The Weather Channel as well as at Criteo.

Execs from both The Weather Company – the operator of The Weather Channel – and from Criteo – an adtech platform – believe that as much as mobile marketing is growing in popularity and presents considerable opportunity for monetization of a website or an app, the ads that are used over this channel leave a great deal to be desired.

These two execs have agreed that it is primarily the format of the ads that needs to improve.

They have stated that the mobile marketing ad format continues to be riddled with flawed and time will require it to improve. That said, this is not quite an encouraging statement considering the fact that the channel has been heavily used, worldwide. It is also a rather grim statement considering that Criteo is a considerable buyer of m-commerce ads, and the Weather Channel is a large seller due to the great popularity of its app.

That said, despite the current statements, they do feel that mobile marketing will be the place to be in the long run.

Mobile marketing ads leave much to be desiredIn a recent interview with a business publication, Greg Coleman, the president of Criteo, said “Do mobile ads suck? Maybe, maybe not.” He added that if you are able to encourage a viewer to click an ad, which he called, making an “ad dance”, then you can assume “that it doesn’t suck.”

In order to be able to make better mobile marketing ads, according to Coleman, there is a requirement for the industry to look into the ads that have been made by curatives that have developed a smartphone based background and who have what is referred to as Coleman as the mobile “DNA”.

At the same time, The Weather Company’s chief global revenue officer, Curt Hecht, has expressed a different angle of view regarding the direction that mobile marketing was taking. In his opinion, considering the way that things currently are, the methods that are used for purchasing and selling ads over smartphones and tablets are what he called “a complete mess”. For a company that sells ad space on its apps, this isn’t the best type of statement to make.