PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Join the PerformanceIN Parnter Network
‘Multi-Device Shoppers’ Browsing On Smartphones Spend 23% More

‘Multi-Device Shoppers’ Browsing On Smartphones Spend 23% More

PerformanceIN

A new study by CJ Affiliate by Conversant sheds new light on the true power of the smartphone in today’s purchase journey.

Online shoppers using more than one device to make a product purchase spend around a quarter more (23%) than ‘single-device shoppers’, according to the Cross-Device Intelligence Report from affiliate network CJ Affiliate.

Data sourced from the affiliate network’s transactional data for over 1,000 clients who tracked cross-device orders between June 2017 and February 2018 found that nearly half (48%) of online shoppers who use more than one device to make a product purchase start their cross-device purchases on a smartphone compared to a desktop or laptop (47%) - a marginal indication that smartphones hold a key influence in the early stages of the user buying journey.

In addition, ‘multi-device shoppers’ who browse on a smartphone spend 37% more than shoppers using a single device while both smartphones and tablets were the initial devices used for 50% of affiliate cross-device orders.

“We’ve all hesitated over a big purchase at one time or another, but this is great news for retailers and marketers,” said, Owen Hancock, head of strategy for Europe at CJ Affiliate; “Longer decision-making processes mean higher value orders, partly because shoppers will be exposed to more products and advertising when they’re browsing for longer periods of time.”

While most users online start their browsing on smartphones, they still turn to desktops and laptops to make their purchase. According to the study, an almost identical amount of online shoppers start their browsing on a mobile device before finishing a purchase on desktops or laptops - at 30% and 31% respectively.

“Cross-device tracking has quickly become an essential tool for marketers,” added Hancock; “Without cross-device tracking retailers can’t hope to make informed decisions about how to invest their resources effectively and get the best possible results in the future.”

Continue the conversation

Have something to say about this article? Comment above, share it with the author @Mos210890 or directly on Facebook, Twitter or our LinkedIn Group.

Mustafa Mirreh

Mustafa Mirreh

In addition to managing editorial on PerformanceIN, Mustafa reports on the latest day-to-day news updates from the world of digital marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

Read more from Mustafa

You may also like…