Research shows impact of cross-device shopping

European consumer research by Tradedoubler reveals the extent of cross-device shopping behaviour driven by the use of mobile phones, despite almost half (49 per cent) of consumers claiming they rarely or never make a purchase on this device.

Tradedoubler’s research revealed that although 80 per cent of consumers prefer to make a purchase on a desktop/laptop, half (49 per cent) use their mobile to research products or services they later go on to purchase on another device or in-store.

  • European consumers spend more time researching purchases on their mobile than any other device
  • 43 per cent of consumers claim their mobile has changed the way they shop
  • Smartphones are considered a valuable tool for researching all types of purchase by 55 per cent of consumers
  • Half of consumers that make a purchase on a desktop or laptop, research that purchase on a mobile or tablet first
  • When buying a product in-store, more than half (54 per cent) of consumers research the purchase they’re about to make on their mobile
  • A quarter of European consumers have made a purchase on their mobile phone while in a store

Increased mobile usage means that tracking consumer behaviour using cookies is no longer effective. The performance marketing company has reacted by developing Cross-Device Tracking technology, to detect consumer shopping behaviour across multiple devices, using deterministic matching to make an anonymous connection between users and their devices. This connection creates a profile and every time one of these user profiles interacts with a website, the activity is tracked.

Dan Cohen, Regional Director, Tradedoubler said, “Cross-device tracking is essential technology for any customer-centric marketer who wants to accurately track consumer purchase behaviour, and correctly assign sales to the devices and channels on which they converted.

“We have developed a solution based on deterministic matching, rather than probabilistic matching (which has accuracy rates as low as 60 per cent), because we recognise the importance of accuracy and transparency in the digital marketing sector. Our Cross Device Tracking solution prevents our clients paying for false sales, that often occur when using probabilistic cross-device solutions. With more accurate tracking we can work with our clients to further optimise their digital marketing budgets and improve the customer experience.”