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2016 Mobile Benchmark Report

Adobe
Adobe

The latest ADI Mobile Benchmark Report recaps 2015-2016, focusing on key behavioral trends on mobile devices within the retail, travel, automotive, media & entertainment, and financial verticals. It draws insights from 290 billion visits to 16,000 sites, as well as 85+ billion app launches. Data is also included from the ADI Mobile Survey (2016).

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2016 Mobile Benchmark Report
Table of Contents
ADOIIE
DIGITAL
INSIGHTS
---------------------------------------------
1. Smartphone visit growth offsets losses seen on desktop and tablet
2. Mobile will overtake desktop in Ql 2018
3. iOS maintains steady traffic lead over Android
4. iOS drives majority of revenue
5. iOS drives majority of app usage
6. In today1
s world of apps, you have to be the best to win
7. Consumers less likely to install new apps
8. Millennials install more apps than other age groups
9. Over half of apps are used less than 10 times
10. Apps must be useful, usable1 and best-in-class to succeed
11. Mobile payment methods haven't taken hold
''J 2016 Adobe Systems lncorporoted All Rights Reserved Adobe Confidential 2 • • • :::;::._..
. • ,...
•
• �.,. ' ······· "�• · •: •. Ado>e









•
•
•
•
•
2 I Mobile will overtake desktop in Q1 2018
ADOIIE
DIGITAL
INSIGHTS
---------------------------------------------
60%
40%
20%
0%
••••••••••••••••••••••
MOBILE TO OVERTAKE
DESKTOP IN Ql 2018
••••••••••••,_ DESKTOP
••••••••••••
..:...:..:.,.;;.,-;...;.....,.;..................-�-��':""':'-:-:*·······
••••••••••••••• MOBILE
Ql 2015 Ql 2016 Ql 2017
��:,_ SHARE OF TRAFFIC BY DEVICE (US),�s,
'."'
n
SOURCE: ADOBE ANALYTICS
*AVERAGE OF FINANCE, M&E, TRAVEL, SHOPPING, AND AUTOMOTIVE
Ql 2018
''J 2016 Adobe Systems lncorporoted All Rights Reserved Adobe Confidential 6 • • • :::;::._..
. • ,...
•
• �.,. ' ······· "�• · •: •. Ado>e
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2016 Mobile Benchmark Report

  • 2. Table of Contents ADOIIE DIGITAL INSIGHTS --------------------------------------------- 1. Smartphone visit growth offsets losses seen on desktop and tablet 2. Mobile will overtake desktop in Ql 2018 3. iOS maintains steady traffic lead over Android 4. iOS drives majority of revenue 5. iOS drives majority of app usage 6. In today1 s world of apps, you have to be the best to win 7. Consumers less likely to install new apps 8. Millennials install more apps than other age groups 9. Over half of apps are used less than 10 times 10. Apps must be useful, usable1 and best-in-class to succeed 11. Mobile payment methods haven't taken hold ''J 2016 Adobe Systems lncorporoted All Rights Reserved Adobe Confidential 2 • • • :::;::._.. . • ,... • • �.,. ' ······· "�• · •: •. Ado>e
  • 6. 2 I Mobile will overtake desktop in Q1 2018 ADOIIE DIGITAL INSIGHTS --------------------------------------------- 60% 40% 20% 0% •••••••••••••••••••••• MOBILE TO OVERTAKE DESKTOP IN Ql 2018 ••••••••••••,_ DESKTOP •••••••••••• ..:...:..:.,.;;.,-;...;.....,.;..................-�-��':""':'-:-:*······· ••••••••••••••• MOBILE Ql 2015 Ql 2016 Ql 2017 ��:,_ SHARE OF TRAFFIC BY DEVICE (US),�s, '."' n SOURCE: ADOBE ANALYTICS *AVERAGE OF FINANCE, M&E, TRAVEL, SHOPPING, AND AUTOMOTIVE Ql 2018 ''J 2016 Adobe Systems lncorporoted All Rights Reserved Adobe Confidential 6 • • • :::;::._.. . • ,... • • �.,. ' ······· "�• · •: •. Ado>e
  • 10.
  • 13.
  • 19. App Launch Growth by Industry and Device ADOIIE DIGITAL INSIGHTS --- 02 2015 ---------------------------------------- Q3 04 012016 AVERAGE SMARTPHONE APP LAUNCH GROWTH (US) SOURCE: AD03E ANALYTICS 40% Q2 10% Q2 2015 Q3 ....,,_...IIUG.n'S G4 Ql 2016 AVERAGE TABLET APP LAUNCH GROWTH (US) SOURCE: ADOBE AJALYTICS Q2 ''J 2016 AdobeSystems lncorporoted All Rights Reserved Adobe Confidential 19 • • • :::;::._.. · • ,... • • �.,. ' ······· "�• · •: •. Ado>e
  • 21. Share of Traffic by Industry ADOIIE DIGITAL INSIGHTS --------------------------------------------- 43% 38% 33% 28% 27% 25% 31% 17% 19% Q2 2015 Q2 2016 77% 75% 64% 60% Q22015 Q22016 M[DIA &. AUTOMOTI/[ TRAV[L SI IOPPl��G tlNAl'JC[ SI IOPPli'JC AUTOMOTIV[ TRAV[L M[[)IA Ix ENTERTAl�JMEJTEIJTERT/INMENT ,i.o::ia: OISITJ;L lflSIGHU SfV1ARTPHONE SHARE OF TRAFFIC BY INDUSTRY (US) SOURCE: ADOBE ANALYTICS .....U(l!IU ._,., DESKTOP SHARE OF TRAFFIC BY INDUSTRY (US) SOURC[ ADOO[ AIALYTICS ''J 2016 Adobe Systems lncorporoted All Rights Reserved Adobe Confidential 21 • • • :::;::._.. · • ,... • • �.,. ' ······· "�• · •: •. Ado>e
  • 22.
  • 24. Adobe