Adobe Digital Insights explores countries and industries in its annual Best of the Best Report for Europe. The report explores overall traffic from smartphone and desktop devices, overall website engagement metrics and conversion metrics across devices. In addition, it provides the average performance for each country and industry, as well as a comparison of the Top 20% of performers, revealing benchmarking insights to marketers. The report also looks at how European consumers are using their devices, the major frustrations during mobile experiences, and even how many connected devices they own.

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2016 Europe Best of the Best
Adobe Digital Insights

2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Table of Contents
2
Europe Best of the Best
03 What is Best of the Best?
04 Smartphone Visits
05 Desktop Visits
06 Visit Rate
07 Time Spent
08 Conversion
09 Stickiness
10 Paid Search Click Through Rate
Appendix
12 Methodology
13 Glossary
14 Tables

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What is Best of the Best
The Best of the Best 2016 report refers to companies using the Adobe Analytics 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 Analytics Cloud
customers are already ahead of the masses through their investment in excellence.
3
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 2015 to 2016.
Narrower means the gap is closing.
Wider means it’s increasing.

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Smartphone Share of Visits Continues to Grow by country & industry
4
 Smartphone share of desktop
visits increased in country YoY
- Germany grew the most @ 51% YOY
 The Top 20 outperformed
their peers by an average of
40% across all industries.

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Smartphone is the device of choice for most activities
5
 For every activity, use of a smartphone has increased, while use on tablet or computer has decreased.
- Shopping online increase 22%
- Reading articles and music increased 15%

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Mobile continues to take bites out of Desktop
6
 Desktop share of browser
visits are down across each
country YoY
- Germany decreased the most @ -
13% YoY, followed by the UK and the
Nordics @ -12% YoY
 Desktop share of browser
visits are down an average of
15% YoY across all industries

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Visit Rates Across Devices & Select Industries Saw Life
7
• Visit rates are up in the Nordics,
and UK on smartphone and
desktop
• Financial services say the highest
average visit rate in 2016 @ 2.03

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Device Switching
8
• Device switching between tasks is
done fairly regularly, with half of
European consumers reporting
frequent device switching during
tasks

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Time Spent Down Across most countries and industries
9
• Benelux saw the greatest decrease
@ -9% YoY, and the UK saw the
greatest increase @ 3.9% YoY
• Time spent is down across all
industries except finance and
telecom.
• Financial Services grew the most
@ 10% YoY while Automotive saw
the largest decrease -7% YoY.

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Poor layout and small screen sizes continue to drive shorter visits
10
• Poor layout and screen size are
the main driver of short visits on
mobile devices
- While they are at the top
screen size decreased 11% and
layout 5% YoY

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Consumers device switching issues unchanged
11
• YoY the main disruptive
experiences for consumers in
Europe have not been addressed

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Speed and size are the main factors for mobile frustration
12
• European consumers are not
getting their content fast enough,
47% cite slow mobile experiences
as a frustration
• While the average consumer cites
small screens as the second
negative factor, 18-24 are more
critical of a sites design 44% citing
poor design or layout as their
second place factor

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Connected devices a constant
13
• Consumers in Europe own 6.1
connected devices and use 2.8
daily
- The Netherlands has the
highest number of devices @
6.7
- UK uses the most devices a
day @ 3.0

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UK & Nordics are tied in smartphone conversion
14
• Desktop conversion rates are up
across almost each country YoY
• Nordics hold the highest desktop
conversion rate in Europe

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Stickiness Is Down Across All Devices & Industries
15
• Stickiness is down across all
industries except finance, M&E
and telecom.
• Nordics continue to set the
standard for stickiness with an
average rate of 46.3% & at Top 20
of 67.4%

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Paid Search Click Through Rate Increased
16
• U.S. and Europe Paid Search CTR
increased on desktop and
smartphone YoY
• The gap from the average in 2016
grew in both regions
• The average Smartphone CTR in
Europe outperformed the average
U.S. CTR by 33%.

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Social Presence
17
• Retail and Travel have fully adopted Instagram, and Financial Services even upped their presence in the platform.
• More industries are tackling live video on Periscope.
• Average Social Following has increased by 24% YoY.

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Methodology
18
 Consists of aggregated and anonymous data from 100 billion visits to 3,000+ websites in Europe websites during the 2016 calendar year.
 Country averages are based on the industries analyzed
 Survey: Between May 4th and May 15, we talked to over 1,000 consumers in each of five European countries (UK, France, Germany, Sweden, and the
Netherlands) about the devices they own and how they use these devices through their daily activities.
 Data from different Adobe Experience Cloud solutions:
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Adobe
Analytics Cloud

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Glossary
19
 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
 Click Through Rate: Percent of search ad impressions that are clicked
 Smartphone Traffic: Percent of visits to a website originating on a smartphone
 Time Spent: Average minutes per visit
 Conversion: Average orders or bookings per visit, overall and by device

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Tables (Europe Industry Level)
20
Retail Travel M&E Finance Technology Telecomm Automotive
Average 33.6% 29.1% 36.8% 35.6% 23.0% 31.0% 30.6%
Best of the Best 46.1% 36.2% 52.2% 53.1% 36.6% 46.2% 36.2%
Absolute Difference 12.5% 7.1% 15.4% 17.5% 13.6% 15.2% 5.6%
% Difference 37.2% 24.4% 41.8% 49.2% 59.1% 49.0% 18.3%
Average 52.2% 55.5% 51.5% 56.5% 70.6% 60.4% 54.0%
Best of the Best 64.9% 63.4% 69.1% 79.0% 90.3% 77.4% 61.7%
Absolute Difference 12.7% 7.9% 17.6% 22.5% 19.7% 17.0% 7.7%
% Difference 24.3% 14.2% 34.2% 39.8% 27.9% 28.1% 14.3%
Average 1.42 1.3 1.63 2.03 1.53 1.89 1.29
Best of the Best 1.66 1.53 2.03 2.78 1.62 2.46 1.41
Absolute Difference 0.24 0.23 0.40 0.75 0.09 0.57 0.12
% Difference 16.9% 17.7% 24.5% 36.9% 5.9% 30.2% 9.3%
Average 6.25 5.68 6.03 6.32 5.91 6.34 4.95
Best of the Best 8.24 7.6 8.77 8.81 7.52 8.57 5.69
Absolute Difference 1.99 1.92 2.74 2.49 1.61 2.23 0.74
% Difference 31.8% 33.8% 45.4% 39.4% 27.2% 35.2% 14.9%
Retail Travel M&E Finance Technology Telecomm Automotive
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 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%
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%
Average 45.0% 43.4% 38.7% 43.8% 29.6% 34.9% 50.5%
Best of the Best 62.2% 62.2% 61.2% 69.8% 43.3% 50.1% 63.9%
Absolute Difference 17.2% 18.8% 22.5% 26.0% 13.7% 15.2% 13.4%
% Difference 38.2% 43.3% 58.1% 59.4% 46.3% 43.6% 26.5%
Average 49.5% 48.9% 35.9% 43.0% 31.4% 32.8% 50.7%
Best of the Best 62.2% 62.2% 54.1% 63.6% 43.8% 49.6% 62.8%
Absolute Difference 12.7% 13.3% 18.2% 20.6% 12.4% 16.8% 12.1%
% Difference 25.7% 27.2% 50.7% 47.9% 39.5% 51.2% 23.9%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
STICKINESS
VISIT RATE
TIME SPENT
2016 2015

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Tables (Europe Industry Level)
21
SMARTPHONE
VISIT RATE
DESKTOP
VISIT RATE
Average 1.61 1.36 1.28 1.49 1.46 1.34 1.34
Best of the Best 2.16 1.54 1.48 1.75 1.74 1.47 1.56
Absolute Difference 0.55 0.18 0.2 0.26 0.28 0.13 0.22
% Difference 34.2% 13.2% 15.6% 17.4% 19.2% 9.7% 16.4%
Average 1.57 1.50 1.24 1.65 1.53 1.39 1.36
Best of the Best 2.11 1.77 1.42 2.04 1.88 1.54 1.56
Absolute Difference 0.54 0.27 0.18 0.39 0.35 0.15 .20
% Difference 34.4% 18.0% 14.5% 23.6% 22.9% 10.8% 14.7%
Retail Travel M&E Finance Technology Telecomm Automotive
Average 44.5% 35.5% 37.2% 29.7% 21.7% 51.4% 45.5%
Best of the Best 63.4% 46.3% 55.3% 47.8% 39.8% 74.3% 59.9%
Absolute Difference 18.9% 10.8% 18.1% 18.1% 18.1% 22.9% 14.4%
% Difference 42.5% 30.4% 48.7% 60.9% 83.4% 44.6% 31.6%
Retail Travel M&E Finance Technology Telecomm Automotive
Average 36.6% 27.3% 37.0% 22.4% 16.4% 44.3% 35.4%
Best of the Best 53.5% 38.2% 51.9% 31.9% 22.5% 68.3% 45.6%
Absolute Difference 16.9% 10.9% 14.9% 9.5% 6.1% 24.0% 10.2%
% Difference 46.2% 39.9% 40.3% 42.4% 37.2% 54.2% 28.8%
2016 2015
Average 2.7% 1.8% - - - - -
Best of the Best 5.0% 3.5% - - - - -
Absolute Difference 2.3% 1.7% - - - - -
% Difference 85.2% 94.4% - - - - -
Average 2.6% 1.5% - - - - -
Best of the Best 4.7% 3.1% - - - - -
Absolute Difference 2.1% 1.6% - - - - -
% Difference 80.9% 110.9% - - - - -
SMARTPHONE
CONVERSION
DESKTOP
CONVERSION
Average 0.9% 0.5% - - - - -
Best of the Best 1.8% 0.9% - - - - -
Absolute Difference 0.9% 0.4% - - - - -
% Difference 100.0% 80.0% - - - - -
Average 0.7% 0.3% - - - - -
Best of the Best 1.4% 0.5% - - - - -
Absolute Difference 0.7% 0.2% - - - - -
% Difference 98.4% 67.7% - - - - -

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Tables (Europe Country Level)
22
UK Germany France Nordics Benelux US
Average 37.9% 29.2% 25.7% 35.0% 25.3% 37.0%
Best of the Best 50.0% 36.5% 33.1% 49.4% 33.8% 51.1%
Absolute Difference 12.1% 7.3% 7.4% 14.4% 8.5% 14.1%
% Difference 31.9% 25.0% 28.8% 41.1% 33.6% 38.1%
Average 49.2% 60.3% 63.9% 54.5% 63.1% 55.5%
Best of the Best 68.6% 77.5% 76.3% 71.4% 76.1% 77.9%
Absolute Difference 19.4% 17.2% 12.4% 16.9% 13.0% 22.4%
% Difference 39.4% 28.5% 19.4% 31.0% 20.6% 40.4%
Average 5.75 5.83 6.03 6.28 5.68 4.74
Best of the Best 7.94 8.31 8.11 8.65 7.55 6.48
Absolute Difference 2.19 2.48 2.08 2.37 1.87 1.74
% Difference 38.1% 42.5% 34.5% 37.7% 32.9% 36.7%
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 5.53 5.97 6.51 6.08 6.25 5.04
Best of the Best 7.31 8.09 8.36 7.91 8.58 6.75
Absolute Difference 1.78 2.12 1.85 1.83 2.33 1.71
% Difference 32.2% 35.5% 28.4% 30.1% 37.3% 33.9%
Average 40.2% 38.0% 40.4% 46.3% 43.6% 29.0%
Best of the Best 62.2% 57.9% 59.2% 67.4% 63.7% 48.4%
Absolute Difference 22.0% 19.9% 18.8% 21.1% 20.1% 19.4%
% Difference 54.7% 52.4% 46.5% 45.6% 46.1% 66.9%
Average 39.6% 42.8% 42.2% 45.8% 44.0% 32.6%
Best of the Best 59.7% 60.9% 59.0% 61.5% 56.8% 48.4%
Absolute Difference 20.1% 18.1% 16.8% 15.7% 12.8% 15.8%
% Difference 50.8% 42.3% 39.8% 34.2% 29.1% 48.5%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
STICKINESS
TIME SPENT
2016 2015
SMARTPHONE
VISIT RATE
DESKTOP
VISIT RATE
Average 1.51 1.36 1.33 1.70 1.53 1.44
Best of the Best 1.85 1.56 1.55 2.01 1.81 1.76
Absolute Difference 0.34 0.2 0.22 0.31 0.28 0.32
% Difference 22.5% 14.7% 16.5% 18.2% 18.3% 22.2%
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%
Average 1.44 1.31 1.38 1.65 1.51 1.34
Best of the Best 1.72 1.50 1.62 2.00 1.87 1.56
Absolute Difference 0.28 0.19 0.24 0.35 0.36 0.22
% Difference 19.4% 14.5% 17.4% 21.2% 23.8% 16.4%
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%