Adobe Digital Index: Europe Best Of The Best 2015

EUROPE BEST OF THE BEST 2015 ADOBE DIGITAL INDEX

Table of Contents

ADOBE DIGITAL INDEX | Europe Best of the Best 2015 2

Europe Best of the Best 03 What is Best of the Best?

04 Key insights

05 Smartphone visits

07 Device usage

08 Device switching

10 Device graph 11 Mobile device usage 12 Desktop visits

14 Visit rate

16 Consumption 19 Mobile visits

Appendix 29 Methodology

30 Glossary

31 Tables

20 Conversion

22 Stickiness

25 Site performance 26 Paid search click-through rate

Industries to Watch

27 Asia Pacific leads in smartphone visits and continues to break away

28 Europe Travel shows most improvement in conversion

3

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.

How to read the graph:

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 INDEX | Europe Best of the Best 2015

4

Key Insights 1.  Smartphone traffic grew across the board, with every country and industry in Europe growing year-over-year 2.  European consumers now own an average of 6.1 connected devices, and 85% of consumers say they switch

devices during tasks 3. Only 40% of consumers say brands are doing a good job at providing a consistent, personalized experience

across devices, and 72% of consumers say browsing is actually worse on a smartphone vs. a desktop device


•  The United States leads in average traffic originating from a smartphone

•  The United Kingdom Top 20 has the highest performance, but only outperforms the United States by +1%

•  The average performance in every country grew by 25% or more year-over-year (YoY)

•  Benelux average grew the most YoY, ending at 18.8% with a 50.4% growth rate

5

EUROPE BEST OF THE BEST

Smartphone traffic grew in all countries


•  All industries saw a YoY increase in smartphone traffic

•  Media & Entertainment leads both average and Top 20 for smartphone traffic at 29.5% and 45.6%, respectively

–  US Media & Entertainment average: 36.6%

–  US Media & Entertainment Top 20: 52.9%

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

6


All industries saw an increase in smartphone traffic


7


Smartphones are now the go-to device for key tasks


•  Participants from the UK are more likely than other Europeans to use their tablet for nearly every task

•  Men still tend to use desktop and laptops

•  85% of EMEA consumers report switching devices during online tasks

•  While consumers increasingly turn to smartphones, they still switch devices, with particular frequency while doing product research and shopping

–  Those 18-24 are even more likely to switch frequently

•  Only 40% of consumers agree that brands are doing a good job at ensuring a consistent, personalized experience across devices

–  This jumps to 49% for those 18-24, the age group most likely to switch frequently

8


Cross-device experience optimization is lagging


9


Device switching is disruptive for consumers


10


The European device graph remains complex


•  Among the five EMEA countries surveyed, consumers report owning an average of 6.1 connected devices, and using an average of 2.9 daily

–  The UK has the highest average number of devices, at 6.3

•  Those 25-34 win the prize for most devices, and the highest daily average

•  The challenge for marketers is to track these consumers as they go throughout their day

•  Getting mobile right is critical for tasks today that consumers tend to do exclusively on a mobile device

–  Email and getting directions/using maps top the list

–  For those 18-24, watching video, social media—and editing sharing pictures—more likely to be mobile-only

•  In terms of tomorrow’s tasks, 21% of EMEA consumers say that it will be important for them to do banking/investing relying only on mobile, putting it in the top three

11 ADOBE DIGITAL INDEX | Europe Best of the Best 2015


Consumers need to be able to complete key tasks entirely on mobile

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

•  United Kingdom has the lowest amount of average traffic originating from a desktop device at 56.1%

12


Despite mobile growth, desktop visits are still substantial


•  All industries still have over half of their traffic coming from desktop devices

•  Desktop visits trended down YoY for all industries

•  Media & Entertainment and Retail decreased desktop visits the most in 2015 (decreasing 9.9% and 9.6% respectively)

13


Desktop traffic decreased for all industries


•  Both the United States and United Kingdom saw a decrease in visit rate regardless of device

•  The average and Top 20 in both the United States and United Kingdom also saw the gap narrow between average and top performance

•  The remaining countries (Nordics, Benelux, Germany, and France) saw volatility by device YoY, with some increasing and others decreasing



Nordics, Germany and France saw increase in smartphone visit rate

•  Consumers visited websites less frequently in 2015 in every industry except Financial Services and Retail

•  Telecommunications had the highest average visit rate at 1.92 visits per month

15


Visit rate decreased in most industries


•  Every country saw a decrease in consumption in 2015

16


Shorter consumption may be driven by mobile


•  Consumption varies by device: smartphones garner the least amount of time

•  72% of EMEA consumers say smartphone browsing experience is worse than desktop

17


Shorter consumption may be driven by mobile


•  Consumption, or average time spent in minutes on a website, declined for in Telecommunications, Travel & Hospitality, and Automotive

•  In the remaining industries, consumption grew slightly YoY, with Technology achieving the highest YoY growth at 4%

18


Consumption performance varies by industry, only some see growth


•  Small screen size is the key contributor to shorter visits

•  Another top reason for mobile visits being shorter is poor website design or layout for mobile, which reinforces the importance of mobile optimization, particularly among younger consumers

•  There are a variety of other, more value neutral reasons for shorter visits, chief among them that “People are on the go, and naturally have less time to spend on their mobile device” and “People tend to do quicker, more transactional tasks on their mobile phone”

•  Shorter mobile visits are here to stay. Marketers need to adapt to this reality, and work on the levers under their control to help make the mobile portion of a journey the best it can be.



Screen size key driver of shorter mobile visits, but there’s also need for better mobile optimization and search function

•  The United Kingdom leads in terms of average smartphone conversion rate (1.2%) and ties with the Nordics in terms of highest desktop conversion rate (3.8%)

•  France and the United States both saw a decrease in desktop conversion rates YoY



The UK, Germany, Nordics, and Benelux saw increases conversion on smartphone and desktop devices

•  Smartphone conversion for Retail and Travel & Hospitality increased 20% YoY, and now average 1.2%

•  The only conversion rate to decrease was Travel & Hospitality desktop, which decreased by 12% YoY, falling to an average of 3.7%

•  Desktop conversion rates still outperform smartphone conversion rates: -  Retail desktop is 183% higher

than smartphone

-  Travel & Hospitality is 208% higher



Retail and Travel smartphone conversion increased in 2015

•  Stickiness within all countries decreased YoY

•  Nordics outperforms the rest of the countries, with an average stickiness rate of 45.8% and a Top 20 rate of 61.5%

22


Consumers are less likely to stay on a website after arrival


•  All industries within Europe saw a decline in stickiness except Technology

•  The Top 20 in most industries also widened the gap from average performance

–  Media & Entertainment and Technology were the exceptions

23


Consumers are less likely to stay on a website after arrival


•  All European countries and the United States saw stickiness decline on smartphone and desktops

24


Stickiness decreased regardless of device


25


Site performance and ads cited as key frustrations


•  EMEA consumers cited the following key frustrations when visiting a website via mobile device: -  49% of respondents said sites were ‘too slow’

-  37% cited advertisements—with that jumping to 43% for those 18-24

-  Design and search issues were also prominently referenced

•  Paid click-through rates (CTR) for both smartphone and desktop devices increase for Europe and the United States YoY

•  The Top 20 in Europe separated from the average in 2015, while the gap narrowed in the United States

•  In Europe, the average smartphone CTR outperforms average desktop by 42%

26


Paid Search Click Through Rate Increased


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

•  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?

27

INDUSTRIES TO WATCH

Asia Pacific leads in smartphone visits and continues to break away


•  Conversion on 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%

28

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

•  Between March 30-April 4, we talked to over 1000 consumers in each of the 5 EMEA countries (UK, France, Germany, Sweden, and the Netherlands) about what devices they own and how they use these devices throughout their daily activities. Our goal was to better understand the trends we see in the Best of the Best data.

•  Social data is based on consumer data comprising of 500 million impressions in 2014 and 2015. Composed of 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 publically available based on an aggregate total.

Visit our website: adobe.ly/digitalindex

Sign up for email alerts: http://www.cmo.com/adiregister.html

Read our blog: adobe.ly/digitalindex

Follow us: @adobeindex

Ask a question or make a suggestion: [email protected]

29

©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.

APPENDIX Methodology


•  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

•  Consumption: Average minutes per visit

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

APPENDIX Glossary


31

APPENDIX Tables by industry

Retail Travel M&E Finance Technology Telecom Auto Average 23.3% 18.6% 29.5% 15.4% 10.9% 20.9% 18.3% Best of the Best 33.3% 28.2% 45.6% 23.3% 20.0% 38.0% 27.3% Absolute Difference 10.0% 9.6% 16.1% 7.9% 9.1% 17.1% 9.0% % Difference 42.9% 51.6% 54.6% 51.3% 83.5% 81.8% 49.2%

Average 60.4% 64.4% 56.3% 74.5% 84.3% 69.6% 67.7% Best of the Best 74.8% 75.0% 73.7% 87.3% 94.8% 82.6% 77.6% Absolute Difference 14.4% 10.6% 17.4% 12.8% 10.5% 13.0% 9.9% % Difference 23.8% 16.5% 30.9% 17.2% 12.5% 18.7% 14.6%

Average 6.44 5.97 6.17 5.77 5.95 6.2 5.35 Best of the Best 8.02 7.78 8.39 8.34 7.34 7.97 6.04 Absolute Difference 1.58 1.81 2.22 2.57 1.39 1.77 0.69 % Difference 24.5% 30.3% 36.0% 44.5% 23.4% 28.5% 12.9%

Retail Travel M&E Finance Technology Telecom Auto 17.0% 13.9% 23.4% 10.9% 8.4% 14.2% 12.6% 26.2% 21.4% 37.9% 17.0% 16.7% 22.6% 19.8% 9.2% 7.5% 14.5% 6.1% 8.3% 8.4% 7.2% 54.1% 54.0% 62.0% 56.0% 98.8% 59.2% 57.1%

66.8% 69.5% 62.5% 79.1% 86.9% 76.2% 72.8% 80.1% 79.0% 78.4% 88.9% 95.2% 85.9% 82.1% 13.3% 9.5% 15.9% 9.8% 8.3% 9.7% 9.3% 19.9% 13.7% 25.4% 12.4% 9.6% 12.7% 12.8%

6.41 6.12 6.53 5.71 5.73 6.4 5.61 8.31 7.89 8.85 7.95 6.91 7.38 6.27 1.90 1.77 2.32 2.24 1.18 0.98 0.66

29.6% 28.9% 35.5% 39.2% 20.6% 15.3% 11.8%

2015 2014

SMARTPHONE SHARE OF VISITS

DESKTOP SHARE OF VISITS

Average 1.37 1.31 1.55 1.54 1.39 1.92 1.31 Best of the Best 1.59 1.48 1.88 1.94 1.66 2.53 1.44 Absolute Difference 0.22 0.17 0.33 0.40 0.27 0.61 0.13 % Difference 16.1% 13.0% 21.3% 26.0% 19.4% 31.8% 10.2%

1.36 1.32 1.58 1.53 1.4 2.02 1.32 1.57 1.46 1.95 1.96 1.69 2.71 1.44 0.21 0.14 0.37 0.43 0.29 0.69 0.12

15.4% 10.6% 23.4% 28.1% 20.7% 34.2% 9.4% VISIT RATE

CONSUMPTION (MINS SPENT)


32

APPENDIX Tables by industry

STICKINESS

SOCIAL MEDIA TRAFFIC RATE

CONVERSION SMARTPHONE

CONVERSION DESKTOP

Retail Travel M&E Finance Technology Telecom Auto Average 1.2% 1.2% n/a n/a n/a n/a n/a Best of the Best 1.8% 1.6% n/a n/a n/a n/a n/a Absolute Difference 0.6% 0.4% n/a n/a n/a n/a n/a % Difference 47.5% 33.3% n/a n/a n/a n/a n/a

Average 3.4% 3.7% n/a n/a n/a n/a n/a Best of the Best 6.2% 7.8% n/a n/a n/a n/a n/a Absolute Difference 2.8% 4.1% n/a n/a n/a n/a n/a % Difference 82.4% 110.8% n/a n/a n/a n/a n/a


Retail Travel M&E Finance Technology Telecom Auto 1.0% 1.0% n/a n/a n/a n/a n/a 1.8% 1.2% n/a n/a n/a n/a n/a 0.8% 0.2% n/a n/a n/a n/a n/a 76.0% 20.0% n/a n/a n/a n/a n/a

3.2% 4.2% n/a n/a n/a n/a n/a 5.9% 9.3% n/a n/a n/a n/a n/a 2.7% 5.1% n/a n/a n/a n/a n/a

84.4% 121.4% n/a n/a n/a n/a n/a

52.0% 51.8% 37.4% 44.1% 31.2% 38.8% 53.0% 64.6% 64.7% 56.3% 62.7% 44.0% 54.2% 64.0% 12.6% 12.9% 18.9% 18.6% 12.8% 15.4% 11.0% 52.0% 51.8% 37.4% 44.1% 31.2% 38.8% 53.0%

2015 2014


0.6% 0.3% 5.8% 0.2% 0.5% 0.9% 0.4% 1.2% 0.5% 14.3% 0.6% 1.0% 2.4% 1.1% 0.6% 0.2% 8.5% 0.4% 0.5% 1.5% 0.7% 0.6% 0.3% 5.8% 0.2% 0.5% 0.9% 0.4%


33

APPENDIX Tables by country

UK Germany France Nordics Benelux US Average 27.3% 19.3% 18.2% 24.0% 18.8% 28.0% Best of the Best 42.6% 29.1% 27.0% 35.8% 27.1% 42.1% Absolute Difference 15.3% 9.8% 8.8% 11.8% 8.3% 14.1% % Difference 56.0% 50.8% 48.4% 49.2% 44.1% 50.4%

Average 56.1% 69.6% 69.4% 61.9% 66.0% 63.1% Best of the Best 74.1% 82.6% 80.4% 79.7% 78.4% 80.5% Absolute Difference 18.0% 13.0% 11.0% 17.8% 12.4% 17.4% % Difference 32.1% 18.7% 15.9% 28.8% 18.8% 27.6%

Average 1.40 1.38 1.39 1.60 1.49 1.36 Best of the Best 1.64 1.64 1.59 2.02 1.79 1.56 Absolute Difference 0.24 0.26 0.2 0.42 0.3 0.2 % Difference 17.1% 18.8% 14.4% 26.3% 20.1% 14.7%

UK Germany France Nordics Benelux US 21.8% 14.1% 13.0% 17.4% 12.5% 21.9% 34.8% 22.7% 19.5% 26.7% 18.6% 33.1% 13.0% 8.6% 6.5% 9.3% 6.1% 11.2% 59.6% 61.0% 50.0% 53.4% 48.8% 51.1%

61.4% 75.1% 74.8% 68.6% 71.6% 68.3% 76.8% 85.0% 83.2% 83.6% 81.4% 82.1% 15.4% 9.9% 8.4% 15.0% 9.8% 13.8% 25.1% 13.2% 11.2% 21.9% 13.7% 20.2%

1.48 1.36 1.38 1.57 1.49 1.37 1.80 1.59 1.53 1.99 1.78 1.57 0.32 0.23 0.15 0.42 0.29 0.2

21.6% 16.9% 10.9% 26.8% 19.5% 14.6%

2015 2014

SMARTPHONE SHARE OF VISITS

DESKTOP SHARE OF VISITS

VISIT RATE SMARTPHONE


1.48 1.33 1.35 1.54 1.42 1.36 1.76 1.50 1.55 1.84 1.66 1.62 0.28 0.17 0.2 0.3 0.24 0.26

18.9% 12.8% 14.8% 19.5% 16.9% 19.1% VISIT RATE


34


VISIT RATE DESKTOP

CONSUMPTION (MINS SPENT)

CONVERSION DESKTOP

CONVERSION SMARTPHONE

UK Germany France Nordics Benelux US Average 1.44 1.40 1.38 1.66 1.55 1.43 Best of the Best 1.75 1.61 1.59 2.16 1.92 1.74 Absolute Difference 0.31 0.21 0.21 0.5 0.37 0.31 % Difference 21.5% 15.0% 15.2% 30.1% 23.9% 21.7%



UK Germany France Nordics Benelux US 1.54 1.39 1.39 1.71 1.54 1.44 1.91 1.60 1.59 2.26 1.85 1.75 0.37 0.21 0.2 0.55 0.31 0.31

24.0% 15.1% 14.4% 32.2% 20.1% 21.5%

5.67 6.03 6.51 6.15 6.57 5.14 7.34 8.27 8.40 7.98 9.57 6.88 1.67 2.24 1.89 1.83 3 1.74

29.5% 37.1% 29.0% 29.8% 45.7% 33.9%

3.7% 2.92% 3.22% 3.8% 2.9% 2.0% 7.5% 5.74% 5.05% 6.5% 6.4% 3.8% 3.8% 2.8% 1.8% 2.7% 3.5% 1.8%

102.7% 96.6% 56.8% 71.8% 120.8% 89.4%

2015 2014

Average 1.2% 1.13% 0.88% 1.19% 0.62% 0.6% Best of the Best 2.1% 2.12% 0.82% 1.99% 1.00% 1.2% Absolute Difference 0.9% 1.0% -0.1% 0.8% 0.4% 0.6% % Difference 75.0% 87.6% -6.8% 67.2% 61.3% 106.9%

1.0% 1.07% 0.93% 1.1% 0.4% 0.6% 2.0% 2.06% 1.03% 2.1% 0.7% 1.1% 1.0% 1.0% 0.1% 1.0% 0.3% 0.5%

100.0% 92.5% 10.8% 87.4% 61.0% 96.4%


35


SOCIAL MEDIA TRAFFIC RATE

STICKINESS

UK Germany France Nordics Benelux US Average 4.6% 0.54% 0.69% 1.3% 1.1% 3.7% Best of the Best 6.3% 0.99% 1.25% 2.5% 1.7% 6.9% Absolute Difference 1.7% 0.5% 0.6% 1.2% 0.6% 3.2% % Difference 37.0% 83.3% 81.2% 92.3% 54.5% 86.5%


UK Germany France Nordics Benelux US 3.4% 0.47% 0.55% 1.0% 0.92% 2.1% 6.8% 0.85% 0.94% 1.8% 1.6% 4.3% 3.4% 0.4% 0.4% 0.8% 0.7% 2.2%

100.0% 80.9% 70.9% 80.0% 73.9% 104.8%

41.9% 44.6% 43.6% 46.7% 47.2% 35.0% 61.2% 61.2% 61.2% 61.5% 60.7% 51.4% 19.3% 16.6% 17.6% 14.8% 13.5% 16.4% 46.1% 37.2% 40.4% 31.8% 28.6% 46.9%

2015 2014
