According to a new study produced by CJ Affiliate by Conversant, those who shop using multiple devices, including smartphones, spend an average of 23% more than those who only use one shopping device. The study took information from more than 1000 clients on their affiliate network from June 2017 to February 2018.
The study also found that 48% of online shoppers tend to use more than one device when making a purchase. Many people will do research on their desktop, then make the purchase on their tablet or smartphone, for example.
Owen Hancock, the Head of Strategy for Europe at CJ Affiliate, said, “We’ve all hesitated over a big purchase at one time or another, but this is great news for retailers and marketers. 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.”
Hancock went on to say, “Cross-device tracking has quickly become an essential tool for marketers. 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.”
Marketers should take serious note of this study, and do everything possible to improve their cross-platform efforts. Getting people to come back to a sales page multiple times is a great strategy that can dramatically improve overall sales.