New Delhi: India may have crossed the 300 million mark in smartphone users but when it comes to online shopping, Indian consumers still prefer desktops as the first device for browsing e-commerce platforms.
About 74% of the consumers use desktop as their first device for browsing, while only 24% use smartphones.
These are the findings of a report, titled The State of Cross-Device Commerce - India, by Criteo S.A., a performance marketing technology company.
Criteo, headquartered in Paris, tracks online user behaviour for its e-commerce partners and tracks online transactions.
According to the report, Indian shoppers are moving towards multiple-device commerce with more than 51% of online shoppers using two or more devices for shopping online.
“India’s online shoppers have seen a paradigm shift in last decade. Adoption of a cross-device measurement strategy is a critical imperative for all retailers. The fierce competition of online players, increase of smartphones usage and internet penetration have resulted in an extended customer online journey across devices,” said Dushyant Sapre, commercial director at Criteo, in a statement.
However, the report highlighted that smartphones remain a key device in cross-device buying and a dominant force behind the final purchase.
Out of total cross-device transactions, about 39% shoppers (while they may have used desktops as first devices for browsing but) use smartphones as final devices for purchase.
Purchases via desktop peak during work hours, while mobile devices dominate during non-office hours, the report said.
“The customer journey remains dynamic across devices, but mobile is showing a higher transaction rate.The ‘browse on your smartphone, buy on your desktop’ trend is officially dead,” the report said, adding that marketers can no longer afford to ignore these evolving shopping behaviours.
According to the report, marketers need to spend their marketing budgets and decide on their advertising mix more effectively.
“Marketers not only need to adopt cross-device measurement to ensure proper attribution, but also to ensure their spend is optimized for the channels delivering the highest performance,” Sapre added.