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Consumers use various devices for a single purchase

Even though mobile doesn't seem to be all that popular of a platform to make purchases, it seems to be a great platform to do your due diligence before buying something on another device.

Those are the conclusions of Tradedoubler, as it looks into purchasing habits in Europe.

More than half (55 per cent) of consumers do their research on a smartphone, while half will later move onto a laptop or a desktop computer to make a purchase. When they're in a store, 54 per cent will research a product they're interested in on their smartphone.

The report also has an interesting point – 25 per cent of EU consumers have made a purchase through their mobile phone – while in store.

This has prompted Tradedoubler to a conclusion – cookies are no longer an effective way of tracking people, as they use multiple devices for a single action. For that reason, the company developed Cross Device Tracking, which can track consumer shopping behaviour on multiple platforms.

More tracking, yay!

“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,” Dan Cohen, Regional Director at Tradedoubler said.

“We have developed a solution based on deterministic matching, rather than probabilistic matching (which has accuracy rates as low as 60%), 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.”

Image Credit: Slavoljub Pantelic / Shutterstock

Sead Fadilpašić is a freelance tech writer and journalist with more than 17 years experience writing technology-focussed news, blogs, whitepapers, reviews, and ebooks. And his work has featured in online media outlets from all over the world, including Al Jazeera Balkans (where he was a Multimedia Journalist), Crypto News, TechRadar Pro, and IT Pro Portal, where he has written news and features for over five years. Sead's experience also includes writing for inbound marketing, where he creates technology-based content for clients from London to Singapore. Sead is a HubSpot-certified content creator.