Global Commerce ReviewUnited States, Q1 20182 Today's shoppers are active across all browsing environments, and they're buying more on-the-go.Key FindingsSource: Criteo, United States, Q1 2018. Base: retail (see Methodology).Optimizing your app lets you connect with more of today's mobile-first shoppers.Apps account for 70% of mobile sales for retailers who invest in both mobile web and shopping apps.The conversion rate on shopping apps is more than 3 times higher than on mobile web.Omnichannel retailers can apply over 4 times as much sales data to optimize their marketing efforts.Shopping apps generate higher conversion rates.Using offline sales data can boost online results.APP3 Mobile web usage reaches maturity, and smartphone keeps growing.Mobile GrowthSource: Criteo, United States, Q1 2018. Base: retail (see Methodology).Sales by Device, Q1 2017 and Q1 2018, Apps Excluded34%38%0%10%20%30%40%50%60%Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018Smartphone Tablet Desktop22.5%Q1 Year-Over-Year-13%-7%Q1 17Q1 18Smartphone + TabletSmartphone + Tablet4 Health / Beauty and Sporting Goods are the two retail subcategorieswith the highest share of mobile sales.Mobile GrowthSource: Criteo, United States, Q1 2018. Base: retail, apps excluded.Share of Mobile Sales, Q1 2018, Apps Excluded29%30%37%43%43%44%MASS MERCHANTHOMEFLOWERS AND GIFTSFASHION / LUXURYSPORTING GOODSHEALTH / BEAUTY5 Apps account for over 2/3 of mobile sales.70%6 Mobile is the majority for retailers with a shopping app.App OpportunitySource: Criteo, United States, Q1 2018. Base: retail, apps excluded.North America North America36%44%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Q1 2017Q1 2018YoY Increase of the Share of In-App Transactions, GloballyWorldwideYoY Increase22%20%47%33%Mobile WebAppDesktop30%70%Mobile WebAppIn-App Share of Mobile eCommerce Transactions Share of eCommerce Transactions by Environment7 In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.App OpportunitySource: Criteo, Q1 2018. Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website. Middle East & AfricaLatin AmericaNorth AmericaEurope121 21212APAC1 212All retailers combined, apps excludedRetailers who generate transactions on all environmentsMobile WebAppDesktop8 In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.App OpportunitySource: Criteo, North America, Q1 2018. Base: left: all retailers, excluding apps / right: retailers with an app and a mobile website. .North AmericaMobile WebApp Desktop39%61%Share of Transactions Excluding AppsAll retailers 20%47%33%Share of Online Transactions by DeviceCommitted retailers 9 Source: Criteo, North America, Q1 2018.Shopping apps generate higher conversion rates.App OpportunityIn North America, the conversion rate on shopping apps is more than 3 times higher than on mobile web.3x6%Mobile Web20%AppConversion Rate10%DesktopBase: retailers with an app and a mobile website. Conversion rate = buyers / product page viewers.10 Desktop usage dominates working hours, while mobile wins nights and weekends.Shopping MomentsSource: Criteo, United States, Q1 2018.US Sales by Device Type and Hour of the DayNight(0-5)Early Morning(6-8)Morning(9-12)Afternoon(13-17)Early Evening(18-20)Mon. Tues. Wed. Thurs. Fri. Sat. Sun.TabletSmartphone Desktop100120140100120140US Sales by Device Type and Hour of the DayBase: index, 100 = daily average. Retailers, excluding apps.