Adobe Digital Insights Best of the Best – Asia-Pacific

ASIA-PACIFICBEST OF THE BEST

ADOBE DIGITAL INSIGHTS

Table of Contents

ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 2

Asia-Pacific Best of the Best

03 What is Best of the Best?

04 Smartphone Visits

06 Desktop Visits

08 Visit Rate

10 Consumption

12 Conversion

14 Stickiness

17 Paid Search Click Through Rates

18 Social Media Traffic

Appendix

23 Methodology

24 Glossary

25 Tables

27 Asia-Pacific Leads in Smartphone Visits and Continues to Break Away

Asia-Pacific Top Social Performers

19 Top Performers Have Significant Social Presence

20 Retail has the Largest Following

Industries to Watch

21 Europe Travel Shows Most Improvement in Conversion

What is the Best of the Best?The Best of the Best 2015 report refers to companies using the Adobe Marketing Cloud who rank in the top 20% of fellow Adobe clients in their industry on various key performance metrics. It is called the Best of the Best because Adobe Marketing Cloud customers are already ahead of the masses through their investment in excellence.

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How to Read the Best of the Best:

Industry being measured

Overall average for sites in this industry

Overall average for the Top 20% of sites in this industry

Year-over-year change. Up arrow indicates increase, down

arrow indicates decrease.

Gap between Top 20% and average from 2014 to 2015.

Narrower means the gap is closing. Wider means it’s increasing.

ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015

• Japan leads the Asia-Pacific region in terms of average smartphone visits (37.9%) and Top 20 (58.8%)

• Consumers continue to rely more and more on smartphones to browse websites

• Despite network and bandwidth issues, India is seeing an increase in smartphone traffic

• The gap between the India average and Top 20 is also increasing , indicating there may be leaders who have figured out mobile optimization and are capitalizing on the opportunity


APAC BEST OF THE BEST

Japan leads Asia-Pacific in smartphone traffic volume

• All industries saw a year-over-year increase in smartphone traffic

• Telecommunications and Media & Entertainment lead in terms of average smartphone visits:

– Telecommunications average: 44.3%

– Media & Entertainment: 37.0%

• Similar to the US and Europe, Technology and Finance rank lowest in terms of average and Top 20 performance



All industries saw an increase in smartphone traffic

• This is a Top 20 you don’t want to be in: The ‘top’ represented here are receiving the most incoming traffic from desktop devices, indicating less traffic is originating from the ever-growing mobile device

• South Korea is in a unique situation: Although it’s one highest performers of smartphone traffic (31.6%), the majority of the remaining traffic is desktop

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Despite smartphone growth, desktop traffic is still substantial


• Desktop traffic trended down year -over-year for all industries, indicating a shift to other means of access such as smartphone and tablets

• However, all industries still have over half of their traffic coming from desktop devices

• Automotive and Telecommunications trended down the most (decreasing by -17.4% and -11.8%, respectively)

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Desktop traffic decreased for all industries


• On average, consumers visited websites less frequently in 2015 in every industry except Telecommunications

• Telecommunications had the highest average visit rate at 2.02visits/month

– Several communications companies have headquarters in Asia-Pacific and likely optimize the experience for the home country residents

• Travel & Hospitality, Technology, and Automotive had the lowest visit rates

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Visit rate is stagnant across industries


• Desktop visit rate decreased in every country with the exception of India

• Japan sees the highest visit rate on both desktop (1.77/month) and smartphone (1.65/month) devices

• Consumers are shifting to smartphones to browse the web, however engagement metrics are suffering regardless of device

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Smartphone visit rate decreased in every country


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Shorter consumption may be driven by mobile


• Consumption (or time spent) varies by devices: smartphones garner the least amount of time

• Consumption decreased in India, ANZ, and the United States

• India saw the highest average consumption at 6.56; all countries within Asia-Pacific have a higher consumption rate than the United States. This could be driven by more time spent, or even network and loading issues

• Consumption, or time spent, increased in Travel & Hospitality, Telecommunications and Media & Entertainment in 2015

• Consumption within the Automobile industry decreased the most, decreasing -11% year-over-year

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Consumption improved for some industries



Smartphone conversion leaders made progress

12ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015

• Leaders for smartphone conversion in Japan and India are excelling and should be looked to as examples

• For most countries, average smartphone conversion rate is less than half that of desktop, indicating the need for further mobile optimization

• Japan has the highest average desktop conversion rate; Japan and India tie for the highest smartphone conversion rate

• Within Asia-Pacific, Retail and Travel & Hospitality companies saw average smartphone conversion rates increase:

– Retail: Smartphone conversion rate increased 3% year-over-year

– Travel & Hospitality: Smartphone conversion rate increased 12% year-over-year

• Similar to the country conversion comparison, smartphone conversion rate still lags behind desktop conversion rate for both industries

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Mobile Conversion Shows Momentum


• Stickiness has decreased for everywhere except Hong Kong

• The Top 20 in each industry outperform their peers by an average of 42%

• Those who invest in methods to attract and retain traffic are breaking away through the delivery of relevant and engaging website experiences

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Consumers are less likely to stay on a website after arrival


• Stickiness has decreased for every industry in 2015, with the exception of Technology

• Average stickiness decreased the most for Telecommunications, Automotive, and Travel & Hospitality

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Stickiness decreased in every industry except technology


• Both smartphone and desktop average stickiness decreased in Asia-Pacific

• Average smartphone stickiness in Asia -Pacific beats out both the United States and European rates

– Average smartphone stickiness: 33.5%

– Average desktop stickiness: 44.0%

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Smartphone and desktop devices are also seeing stickiness declines


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Paid search click through rate increased in every region

• Smartphone paid search click through rates (CTRs) increased globally, including Asia-Pacific, Europe, and the United States

• Asia-Pacific desktop devices saw a 10.2% decrease year-over-year, yet smartphones saw a 12.2% increase


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• Leaders in ANZ, Hong Kong, Southeast Asia lead the social media traffic rate

• Other countries lag behind in terms of average and Top 20, indicating room for opportunity

• Some countries may have broader presence in country-specific social media networks


ANZ leads Asia-Pacific for social media traffic rate


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• Media & Entertainment is the clear standout for driving traffic from social media efforts, with an average of 5.1% compared to other industries

– This is similar pattern to the United States and Europe, where Media & Entertainment also is the top performer in terms of social media traffic rate

– U.S. M&E average: 14.1%

– Europe M&E average: 7.6%


Media & Entertainment capitalizes on social to drive traffic


• Top performers within every industry are almost all present on Twitter, Facebook, and YouTube

– The top performers within the Automotive industry do not have 100% presence on Twitter and Facebook, and appear to lag other industry leaders on remaining social sites

• Pinterest and Periscope have not been fully embraced by any industry

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APAC TOP SOCIAL PERFORMERS

Top performers have significant social presence on large networks


• Europe’s travel sites showed best conversion improvement YoY, growing 25% on smartphones and 15% on desktop

• Europe travel shows the strongest desktop and smartphone conversion rates when compared to US and Asia Pacific:

• Europe Desktop Avg: 4.2%• Europe Smartphone Avg: 1.2%

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INDUSTRIES TO WATCH

Europe: Travel shows most improvement in conversion


• Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites, 100 billion visits to 3,000+ websites in Europe, and 100 billion visits to 3,000+ websites in Asia during the 2015 calendar year gathered via Adobe Analytics and Adobe Social

– Country averages are based on the industries analyzed• Social data is based on consumer data comprised of 500 million impressions in 2014 and 2015; represents aggregated

and anonymous data from over 300 clients• Report based on 500 million engagements (mentions, likes, shares, “official” page likes and followers.) Blogs,

Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publicly available based on an aggregate total

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©2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.


Methodology


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• Share of Visits: Share of visits to a website by device

• Stickiness: Percent of traffic that stays and engages with a site

• Visit Rate: Average monthly website visits per visitor, overall and by device

• Video Start per Visitor: Average monthly video starts per visitor

• Click Through Rate: Percent of search ad impressions that are clicked

• Smartphone Traffic: Percent of visits to a website originating on a smartphone

• Social Media Traffic: Percent of website traffic driven by social media sites

• Social Media Interaction Rate: Global comments, likes, shares and other interactions with a Facebook post

• Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest, YouTube and Periscope

• Total Social Engagements: Interactions with a social account’s following, IE “Twitter Like,” “Pinterest Like”

• Social Authorship: Number of posts authored by an official Twitter handle

• Consumption: Average minutes per visit

• Conversion: Average orders or bookings per visit, overall and by device


Glossary



Tables



Tables



Tables



Tables


• Japan and South Korea have the highest average smartphone visitsat 37.9% and 31.6%, respectively, exceeding the “Best” in most US industries.

• Will Japan and South Korea stay ahead of the game, or will the continuous shift of consumers to mobile devices force others to catch up?

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APPENDIX

Asia Pacific leads in smartphone visits and continues to break away
