Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Japan & Asia-Pacific Best of the Best
Adobe Di...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Table of Contents
2
Asia-Pacific Best of the B...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Best of the Best
The 2016 Best of the ...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone Share of Visits Continues to Grow
4...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone traffic continues to grow globally
...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Desktop share of visits going down globally
6
...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
All industries saw desktop traffic decreases
7...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are visiting sites more often
8
 Vi...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit Rates shifted on desktop & smartphone
9
...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are spending less time on sites glob...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Time Spent declined for most industries
11
 T...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion Rates are up across devices
12
 Co...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion APAC Retail & Travel
13
 Shopping ...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stickiness is struggling across most countries...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stickiness is down across every industry
15
 ...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
US is the only region to see stickiness declin...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CTR for paid search increased across devices a...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Top Performers following is growing
18
• Top p...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
India Industry Level Data
19
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone Share of Visits Grow in India
20
• ...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
All industries saw a decline in desktop traffi...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers in India are visiting sites more oft...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers in India are spending less time acro...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
24
 Consists of aggregated and an...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Glossary
25
 Share of Visits: Share of visits...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (JAPAC Industry Level)
26
Retail Travel...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (JAPAC Country Level)
27
2016 2015
ANZ ...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (U.S. Industry Level)
28
M&E Travel Tec...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (U.S. Industry Level)
29
Average n/a 2....
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (INDIA)
30
Average 57.9% 74.1% 80.8% 75...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (ANZ Industry Level)
31
Travel Retail M...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (JAPAN Industry Level)
32
Travel Retail...
ADI 2016 Japan & Asia-Pacific Best of the Best
Upcoming SlideShare
Loading in …5
×

ADI 2016 Japan & Asia-Pacific Best of the Best

Adobe Digital Insights explores countries and industries in its annual Best of the Best Report for Japan & Asia-Pacific. 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.

  • Login to see the comments

ADI 2016 Japan & Asia-Pacific Best of the Best

  1. 1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Japan & Asia-Pacific Best of the Best Adobe Digital Insights
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Table of Contents 2 Asia-Pacific Best of the Best 03 What is Best of the Best? 04 Smartphone Visits 06 Desktop Visits 08 Visit Rate 10 Time Spent 12 Conversion 14 Stickiness 17 Paid Search CTR 18 Social Presence Appendix 24 Methodology 25 Glossary 26 Tables India 20 India Smartphone Visits by Industry 21 India Desktop Visits by Industry 22 India Visit Rate by Industry 23 India Time Spent by Industry
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is Best of the Best The 2016 Best of the Best 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.
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smartphone Share of Visits Continues to Grow 4 • Every industry saw an increase in smartphone share of browser visits (23% on average across all industries) • The gap grew wider in every industry save T & H, the top 20 in Telecommunications saw the largest gap from the average site @ 23% • Telecom mobile strategy in JAPAC is much stronger than the U.S. which sits at 20.2%.
  5. 5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smartphone traffic continues to grow globally 5 • All countries saw an average increase of 29% in smartphone share of traffic YoY - Smartphone share of visits in the US saw an average increase of 32% YoY • The gap grew wider across all countries by an average of 17% - India’s gap is the largest @ 20%
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Desktop share of visits going down globally 6  Desktop share of browser visits declined by an average of 11% across all countries YoY  The gap between the average and the Top 20 continues to widen by an average of 17% across all countries  Japan sees the least amount of desktop traffic @ 48%
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. All industries saw desktop traffic decreases 7  Desktop share of browser visits were down 10% YoY across all industries  Automotive, retail & telecom are seeing less than 50% of traffic from desktops - JAPAC retail sees less traffic from desktops compared to the U.S. (59.4%)  Telecom & retail decreased the most in 2016 both -15% YoY
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers are visiting sites more often 8  Visit rates increased YoY for all industries except for Automotive. - Visits rates increased in the U.S for every industry save Telecom.  Telecommunications saw the highest average visit rate 2.32 per month  Automotive, Travel & Hospitality, and Technology had the lowest visits rates two years in a row
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visit Rates shifted on desktop & smartphone 9  ANZ sees the highest desktop visit rate (1.77/ month) & (1.61/month) for smartphones  India & ANZ were the only countries to see visit rates increase across both devices
  10. 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers are spending less time on sites globally 10  Time spent was down across all countries except ANZ - India decreased 12% YoY - HK decreased 5% YoY - Japan decreased 4% YoY
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Time Spent declined for most industries 11  Time Spent increased for Finance & Automotive in 2016  Travel & Hospitality saw the greatest decrease 9% YoY, the U.S. saw a similar decrease @ 7% YoY.
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Conversion Rates are up across devices 12  Conversion rate are up across both smartphone and desktop across all countries  ANZ & Japan have the highest average desktop conversion rate  Japan has the highest average smartphone & desktop conversion rate for the second year in a row
  13. 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Conversion APAC Retail & Travel 13  Shopping Smartphone conversion increased 2% year-over-year  Travel Smartphone conversion increased 3% year-over-year, and desktop increased 6% year-over-year
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stickiness is struggling across most countries 14  The % of consumers that last more than one page is down across every country except South Korea  The Top 20 are out performing the average site by 53%
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stickiness is down across every industry 15  Stickiness declined an average of 10% across every industry in APAC in 2016 - Stickiness in the U.S. was down an average of 6% across all industries  Stickiness decreased the most for Telecom & Retail (-27% YoY)
  16. 16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. US is the only region to see stickiness decline on Smartphones & desktop 16  Stickiness increased in Asia- Pacific on smartphone and desktop  Asia-Pacific beat out the US and Europe again in average smartphone stickiness
  17. 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CTR for paid search increased across devices and regions 17  Paid Search CTRs increased across the globe on smartphones & desktop  Both smartphone and desktop devices saw a 18% year-over-year increase
  18. 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Top Performers following is growing 18 • Top performers have increased their following by an average of 19% year-over-year • Twitter has been embraced fully by each industry, and Instagram gained more adoption year-over-year
  19. 19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. India Industry Level Data 19
  20. 20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smartphone Share of Visits Grow in India 20 • Every industry saw an increase in smartphone share of visits except finance. • The gap narrowed in Finance and M&E
  21. 21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. All industries saw a decline in desktop traffic, except one 21  Desktop share of visits were down YoY in every industry except Finance.  Retail is poised to be the first to go below the 50% barrier.  Travel & hospitality & retail decreased the fastest in 2016
  22. 22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers in India are visiting sites more often 22  Finance and Travel were the only industries to see a decrease in visit rates.  Retail saw the highest average visit rate 1.52 per month
  23. 23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers in India are spending less time across all industries 23  Time spent was down across all industries.
  24. 24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Methodology 24  Consists of aggregated and anonymous data from 100 billion visits to 3,000+ websites in Asia during the 2016 calendar year  Data from different Adobe Experience Cloud solutions: Visit our website: adobe.ly/AdobeInsights Sign up for email alerts: http://www.cmo.com/adiregister.html Follow us: @adobeinsights Adobe Analytics Cloud
  25. 25. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Glossary 25  Share of Visits: Share of visits to a website by device  Stickiness: Percent of visits that last more than one page  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  Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest, YouTube, Periscope & WeChat
  26. 26. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (JAPAC Industry Level) 26 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% Average 47.0% 55.2% 53.8% 65.0% 74.5% 42.6% 47.9% Best of the Best 66.8% 69.0% 77.7% 86.8% 90.5% 62.7% 60.0% Absolute Difference 19.8% 13.8% 23.9% 21.8% 16.0% 20.1% 12.1% % Difference 42.1% 25.0% 44.4% 33.5% 21.5% 47.2% 25.3% Average 1.57 1.38 1.75 2.09 1.42 2.32 1.29 Best of the Best 2.00 1.63 2.35 2.99 1.59 3.12 1.45 Absolute Difference 0.43 0.25 0.60 0.90 0.17 0.80 0.16 % Difference 27.4% 18.1% 34.3% 43.1% 12.0% 34.5% 12.4% Average 6.23 6.72 6.44 6.15 5.8 6.12 5.33 Best of the Best 8.84 9.07 9.13 8.99 7.35 8 6.6 Absolute Difference 2.61 2.35 2.69 2.84 1.55 1.88 1.27 % Difference 41.9% 35.0% 41.8% 46.2% 26.7% 30.7% 23.8% Average 3.1% 2.8% - - - - - Best of the Best 5.0% 4.6% - - - - - Absolute Difference 1.9% 1.8% - - - - - % Difference 61.3% 64.3% - - - - - 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% Average 55.0% 62.2% 54.3% 69.8% 81.1% 50.2% 55.9% Best of the Best 74.1% 75.9% 67.9% 81.5% 91.4% 70.6% 63.4% Absolute Difference 19.1% 13.7% 13.6% 11.7% 10.3% 20.4% 7.5% % Difference 34.7% 22.0% 25.0% 16.8% 12.7% 40.6% 13.4% Average 1.55 1.37 1.56 1.78 1.35 2.02 1.31 Best of the Best 1.93 1.59 2.06 2.20 1.52 2.51 1.50 Absolute Difference 0.38 0.22 0.50 0.42 0.17 0.49 0.19 % Difference 24.5% 16.1% 32.1% 23.6% 12.6% 24.3% 14.5% Average 6.61 7.41 6.44 5.97 5.81 6.60 5.12 Best of the Best 8.60 9.69 9.19 7.92 7.15 7.59 6.65 Absolute Difference 1.99 2.28 2.75 1.95 1.34 0.99 1.53 % Difference 30.1% 30.8% 42.7% 32.7% 23.1% 15.0% 29.9% Average 3.0% 2.7% - - - - - Best of the Best 5.2% 4.1% - - - - - Absolute Difference 2.2% 1.4% - - - - - % Difference 73.3% 51.9% - - - - - 2016 2015 Average 41.9% 44.1% 32.3% 42.1% 32.7% 32.7% 39.2% Best of the Best 59.7% 58.7% 48.4% 63.9% 46.0% 56.3% 52.2% Absolute Difference 17.8% 14.6% 16.1% 21.8% 13.3% 23.6% 13.0% % Difference 42.5% 33.1% 49.8% 51.8% 40.7% 72.2% 33.2% Average 47.8% 45.4% 34.0% 43.7% 33.8% 44.8% 46.9% Best of the Best 62.7% 59.7% 50.2% 62.2% 46.0% 54.9% 56.9% Absolute Difference 14.9% 14.3% 16.2% 18.5% 12.2% 10.1% 10.0% % Difference 31.2% 31.5% 47.6% 42.3% 36.1% 22.5% 21.3% SMARTPHONE Share of visits DESKTOP Share of visits STICKINESS VISIT RATE TIME SPENT SMARTPHONE CONVERSION DESKTOP CONVERSION Average 1.5% 0.9% - - - - - Best of the Best 2.4% 1.4% - - - - - Absolute Difference 0.9% 0.5% - - - - - % Difference 60.0% 55.6% - - - - - Average 1.4% 0.9% - - - - - Best of the Best 2.6% 1.6% - - - - - Absolute Difference 1.2% 0.7% - - - - - % Difference 85.7% 79.8% - - - - -
  27. 27. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (JAPAC Country Level) 27 2016 2015 ANZ Hong Kong India Japan SE Asia S. Korea United States Average 37.7% 33.1% 39.6% 44.1% 36.8% 42.6% 37.0% Best of the Best 52.9% 50.6% 59.1% 63.8% 52.9% 59.6% 51.1% Absolute Difference 15.2% 17.5% 19.5% 19.7% 16.1% 17.0% 14..1% % Difference 40.3% 52.9% 49.2% 44.6% 43.8% 39.9% 38.1% ANZ Hong Kong India Japan SE Asia S. Korea United States Average 26.1% 29.1% 28.2% 37.9% 31.2% 31.6% 28.0% Best of the Best 38.3% 40.2% 38.5% 58.8% 41.3% 47.1% 42.1% Absolute Difference 12.2% 11.1% 10.2% 20.9% 10.1% 15.5% 14.1% % Difference 46.7% 38.1% 36.4% 55.3% 32.4% 48.9% 50.4% SMARTPHONE Share of visits DESKTOP Share of visits STICKINESS SMARTPHONE VISIT RATE TIME SPENT SMARTPHONE CONVERSION DESKTOP CONVERSION Average 52.5% 59.3% 58.2% 48.0% 55.4% 52.6.% 55.5% Best of the Best 70.9% 71.8% 81.3% 67.0% 69.8% 68.3% 77.9% Absolute Difference 18.4% 12.5% 23.1% 19.0% 14.4% 15.7% 22.4% % Difference 35.0% 21.1% 39.7% 39.6% 26.0% 29.8% 40.4% Average 44.2% 31.4% 31.8% 39.1% 37.2% 47.8% 29.0% Best of the Best 67.8% 50.2% 53.1% 58.2% 56.7% 63.2% 48.4% Absolute Difference 23.6% 18.7% 21.3% 19.0% 19.5% 15.4% 19.80% % Difference 53.4% 59.6% 67.0% 48.7% 52.5% 32.2% 68.3% 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 1.77 1.53 1.61 1.58 1.51 1.36 1.44 Best of the Best 2.37 1.79 1.98 1.98 1.96 1.55 1.76 Absolute Difference 0.6 0.26 0.37 0.4 0.45 0.19 0.32 % Difference 33.9% 17.0% 23.0% 25.3% 29.8% 14.0% 43.5% Average 62.0% 63.0% 67.6% 55.5% 58.6% 65.3% 63.1% Best of the Best 78.1% 77.4% 84.9% 72.1% 81.5% 80.5% 84.9% Absolute Difference 16.1% 14.4% 17.3% 16.6% 22.9% 21.9% 17.4% % Difference 26.0% 22.8% 25.6% 30.0% 39.0% 37.3% 27.6% Average 44.9% 43.7% 36.7% 41.0% 37.4% 45.2% 32.6% Best of the Best 62.2% 64.0% 56.1% 57.2% 50.8% 60.7% 48.4% Absolute Difference 17.3% 20.3% 19.4% 16.2% 13.4% 15.5% 15.8% % Difference 38.5% 46.4% 52.9% 39.4% 35.8% 34.3% 48.5% 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% Average 1.67 1.44 1.39 1.77 1.49 1.34 1.43 Best of the Best 2.17 1.79 1.72 2.30 1.93 1.57 1.74 Absolute Difference 0.5 0.35 0.33 0.53 0.44 0.23 .31 % Difference 29.9% 24.3% 23.7% 29.9% 29.5% 17.2% 21.7% Average 0.8% - - 1.70% 0.70% - 1.1% Best of the Best 1.4% - - 3.30% 1.10% - 2.0% Absolute Difference 0.6% - - 1.6% 0.4% - .90% % Difference 75.0% - - 94.1% 57.1% - 81.8% Average 0.7% - - 1.5% 0.5% - .6% Best of the Best 1.6% - - 3.0% 0.8% - 1.2% Absolute Difference 0.9% - - 1.5% 0.3% - .06% % Difference 128.6% - - 100.0% 60.0% - 100% Average 2.9% - - 3.1% 1.70% - 3.0% Best of the Best 5.8% - - 5.8% 2.50% - 5.4% Absolute Difference 2.9% - - 2.7% 0.8% - 2.4% % Difference 100.0% - - 87.1% 47.1% - 80% Average 2.4% - - 2.9% 1.4% - 1.8% Best of the Best 5.2% - - 4.8% 2.0% - 3.8% Absolute Difference 2.8% - - 1.9% 0.6% - 2.0% % Difference 116.7% - - 65.5% 42.9% - 108.9% Average 6.28 5.58 5.77 5.96 5.54 5.54 4.74 Best of the Best 9.01 7.20 8.19 7.91 7.25 7.25 6.48 Absolute Difference 2.73 1.62 2.42 1.95 1.71 1.71 1.74 % Difference 43.5% 29.0% 41.9% 32.7% 30.9% 30.9% 36.7% Average 6.22 5.89 6.56 6.24 6.39 5.59 5.04 Best of the Best 8.27 7.28 8.22 8.32 8.23 6.47 6.75 Absolute Difference 2.05 1.39 1.66 2.08 1.84 0.88 1.71 % Difference 33.0% 23.6% 25.3% 33.3% 28.8% 15.7% 33.9%
  28. 28. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (U.S. Industry Level) 28 M&E Travel Technology Finance Automotive Telecomm Retail Average 36.6% 26.1% 11.7% 14.5% 29.5% 16.8% 25.7% Best of the Best 52.9% 37.3% 19.5% 22.7% 36.0% 25.4% 39.6% Absolute Difference 16.3% 11.2% 7.8% 8.2% 6.5% 8.6% 13.9% % Difference 44.5% 42.9% 66.7% 56.6% 22.0% 51.2% 54.1% Average 54.6% 61.1% 84.0% 80.1% 57.4% 76.8% 63.3% Best of the Best 71.5% 73.7% 92.5% 89.2% 64.1% 89.8% 80.6% Absolute Difference 16.9% 12.6% 8.5% 9.1% 6.7% 13.0% 17.3% % Difference 31.0% 20.6% 10.1% 11.4% 11.7% 16.9% 27.4% Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31 Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51 Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20 % Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3% Average 5.21 5.53 5.55 4.88 5.00 7.21 6.00 Best of the Best 7.05 7.29 7.24 6.61 5.93 8.07 7.94 Absolute Difference 1.84 1.76 1.69 1.73 .93 0.86 1.94 % Difference 35.3% 31.8% 30.5% 35.5% 18.6% 11.9% 32.3% 2016 2015 Average 27.1% 43.5% 28.8% 32.5% 50.7% 30.7% 41.8% Best of the Best 38.4% 60.0% 43.2% 51.7% 60.5% 44.2% 59.9% Absolute Difference 11.3% 16.5% 14.4% 19.2% 9.8% 13.5% 18.1% % Difference 41.7% 37.9% 50.0% 59.1% 19.3% 44.0% 43.3% M&E Travel Technology Finance Automotive Telecomm Retail Average 42.1% 33.1% 14.9% 14.9% 33.8% 20.2% 30.9% Best of the Best 60.4% 47.1% 24.1% 26.0% 46.8% 32.9% 45.8% Absolute Difference 18.3% 14.0% 9.3% 11.1% 13.0% 12.7% 14.9% % Difference 43.4% 42.4% 62.3% 74.6% 38.5% 63.2% 48.1% Average 47.5% 55.6% 81.8% 80.8% 57.0% 74.6% 59.4% Best of the Best 66.7% 70.6% 92.7% 93.5% 70.2% 87.7% 78.9% Absolute Difference 19.2% 15.0% 10.9% 12.7% 13.2% 13.1% 19.6% % Difference 40.4% 26.9% 13.3% 15.7% 23.2% 17.5% 32.9% Average 1.57 1.31 1.33 1.88 1.26 1.55 1.32 Best of the Best 1.88 1.42 1.51 2.91 1.39 1.87 1.56 Absolute Difference 0.31 0.12 0.18 1.03 0.13 0.32 0.24 % Difference 19.9% 8.9% 13.7% 55.0% 10.3% 21.0% 18.4% Average 4.83 5.17 5.25 4.34 4.68 6.96 5.57 Best of the Best 6.23 7.00 7.41 7.96 6.72 9.03 7.79 Absolute Difference 1.40 1.83 2.16 3.62 2.04 2.07 2.22 % Difference 29.0% 35.3% 41.1% 83.4% 43.6% 29.7% 39.8% Average 22.7% 40.9% 26.6% 37.6% 37.4% 29.6% 37.9% Best of the Best 34.9% 58.2% 40.6% 68.2% 59.3% 50.8% 57.1% Absolute Difference 12.2% 17.3% 14.0% 30.7% 21.9% 21.2% 19.2% % Difference 53.6% 42.1% 52.4% 81.6% 58.7% 71.6% 50.8% SMARTPHONE SHARE OF VISITS DESKTOP SHARE OF VISITS VISIT RATE TIME SPENT (MINS SPENT) STICKINESS
  29. 29. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (U.S. Industry Level) 29 Average n/a 2.4% n/a n/a n/a n/a 2.6% Best of the Best n/a 4.4% n/a n/a n/a n/a 4.6% Absolute Difference n/a 2.0% n/a n/a n/a n/a 2.0% % Difference n/a 83.3% n/a n/a n/a n/a 76.9% Average 4.0% 4.9% 5.1% 3.7% n/a n/a 3.2% Best of the Best 6.4% 7.7% 8.3% 5.1% n/a n/a 6.0% Absolute Difference 2.4% 2.8% 3.2% 1.4% n/a n/a 2.8% % Difference 60.0% 57.1% 62.7% 37.8% n/a n/a 87.5% 2016 2015 Average n/a 2.8% n/a n/a n/a n/a 3.1% Best of the Best n/a 5.3% n/a n/a n/a n/a 5.4% Absolute Difference n/a 2.6% n/a n/a n/a n/a 2.3% % Difference n/a 91.3% n/a n/a n/a n/a 76.4% Average 5.8% 7.4% 5.7% 4.0% n/a n/a 2.4% Best of the Best 8.2% 10.5% 9.1% 5.9% n/a n/a 3.9% Absolute Difference 2.4% 3.1% 3.4% 1.9% n/a n/a 1.5% % Difference 41.4% 41.9% 59.6% 47.5% n/a n/a 62.5% M&E Travel Technology Finance Automotive Telecomm Retail Average n/a 0.7% n/a n/a n/a n/a 0.9% Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6% Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7% % Difference n/a 85.7% n/a n/a n/a n/a 77.8% M&E Travel Technology Finance Automotive Telecomm Retail Average n/a 1.0% n/a n/a n/a n/a 1.1% Best of the Best n/a 1.8% n/a n/a n/a n/a 2.1% Absolute Difference n/a 0.8% n/a n/a n/a n/a 1.0% % Difference n/a 82.8% n/a n/a n/a n/a 86.0% CONVERSION SMARTPHONE CONVERSION DESKTOP PAID SEARCH CTR
  30. 30. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (INDIA) 30 Average 57.9% 74.1% 80.8% 75.6% 67.0% Best of the Best 74.5% 87.8% 86.7% 86.2% 76.5% Average 1.28 1.32 1.23 1.34 1.39 Best of the Best 1.53 1.54 1.31 1.69 1.89 2016 2015 Average 57.0% 59.4% 77.7% 79.0% 53.9% Best of the Best 75.0% 75.2% 89.5% 83.5% 68.3% Average 1.30 1.30 1.26 1.31 1.52 Best of the Best 1.32 1.61 1.33 1.57 2.10 M&E Travel Technology Finance Retail Average 36.3% 21.2% 16.6% 21.0% 27.1% Best of the Best 58.1% 33.8% 22.2% 274% 35.6% M&E Travel Technology Finance Retail Average 39.2% 34.4% 19.2% 17.5% 45.3% Best of the Best 53.0% 50.4% 38.1% 22.1% 67.8% SMARTPHONE Share of visits DESKTOP Share of visits TIME SPENT VISIT RATE Average 7.08 7.63 5.46 6.19 7.06 Best of the Best 10.26 9.21 7.08 7.02 10.63 Average 5.01 6.45 5.29 4.73 6.95 Best of the Best 6.79 8.88 6.52 5.71 9.90
  31. 31. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (ANZ Industry Level) 31 Travel Retail M&E Finance Technology Average 28.3% 33.0% 34.4% 32.0% 13.6% Best of the Best 37.1% 45.3% 52.7% 52.0% 23.8% Average 60.2% 55.0% 55.0% 62.5% 80.4% Best of the Best 69.2% 69.4% 79.6% 91.6% 93.9% Average 1.31 1.49 1.85 2.48 2.00 Best of the Best 1.44 1.96 2.64 3.78 2.72 Average 6.56 6.28 7.71 5.81 6.35 Best of the Best 8.79 8.83 11.22 8.99 7.60 Average 0.9% 1.7% - - - Best of the Best 1.3% 2.8% - - - 2016 2015 Average 41.0% 45.0% 36.3% 49.5% 35.6% Best of the Best 56.5% 62.5% 53.5% 79.3% 53.0% SMARTPHONE Share of visits DESKTOP Share of visits STICKINESS VISIT RATE TIME SPENT SMARTPHONE CONVERSION DESKTOP CONVERSION Average 4.3% 1.7% - - - Best of the Best 7.8% 2.8% - - - Average 4.3% 2.8% - - - Best of the Best 7.8% 5.8% - - - Average 0.9% 1.0% - - - Best of the Best 1.3% 2.1% - - - Travel Retail M&E Finance Technology Average 20.2% 23.4% 33.6% 21.4% 10.6% Best of the Best 29.6% 33.4% 46.9% 31.6% 15.9% Average 64.9% 63.2% 53.3% 69.1% 83.2% Best of the Best 69.8% 75.1% 66.4% 80.7% 91.5% Average 1.30 1.47 1.67 1.94 1.71 Best of the Best 1.47 1.65 2.36 2.84 2.21 Average 6.15 7.04 7.45 5.21 7.04 Best of the Best 7.54 9.01 10.77 7.23 8.02 Average 44.4% 55.5% 32.8% 50.9% 39.6% Best of the Best 62.2% 66.1% 50.0% 70.7% 53.0% Average 4.7% 3.7% - - - Best of the Best 8.2% 6.9% - - - Average 0.9% 1.0% - - - Best of the Best 1.5% 1.89% - - -
  32. 32. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables (JAPAN Industry Level) 32 Travel Retail M&E Finance Technology Telecomm Average 44.6% 50.8% 44.8% 30.9% 18.8% 40.8% Best of the Best 61.2% 67.4% 68.6% 45.3% 31.7% 67.2% Average 45.9% 40.8% 46.0% 63.3% 77.2% 52.2% Best of the Best 58.3% 56.7% 63.5% 79.4% 91.5% 69.2% Average 1.53 1.70 1.51 1.95 1.18 1.85 Best of the Best 1.77 2.03 1.82 2.93 1.31 2.79 Average 7.31 6.44 5.34 6.62 4.42 5.59 Best of the Best 9.32 8.55 7.00 9.70 6.56 7.05 Average 0.9% 1.7% - - - Best of the Best 1.3% 2.8% - - - 2016 2015 Average 47.2% 42.2% 37.5% 42.9% 31.3% 30.4% Best of the Best 59.2% 59.1% 52.3% 64.5% 43.4% 53.9% SMARTPHONE Share of visits DESKTOP Share of visits STICKINESS VISIT RATE TIME SPENT SMARTPHONE CONVERSION DESKTOP CONVERSION Average 4.3% 1.7% - - - Best of the Best 7.8% 2.8% - - - Average 3.2% 2.8% - - - - Best of the Best 5.7% 4.5% - - - - Average 1.2% 1.9% - - - - Best of the Best 2.4% 3.7% - - - - Average 52.7% 48.0% 49.9% 70.6% 77.5% 63.6% Best of the Best 67.3% 64.7% 65.8% 81.6% 90.1% 71.5% Average 1.46 1.73 1.60 2.02 1.30 1.68 Best of the Best 1.73 2.27 2.02 2.67 1.43 1.91 Average 7.38 6.59 5.46 7.25 5.63 6.33 Best of the Best 9.43 8.73 7.22 10.83 6.60 7.26 Average 46.2% 44.4% 39.4% 39.1% 32.2% 46.1% Best of the Best 58.9% 60.7% 51.3% 60.6% 43.9% 54.4% Average 2.6% 2.6% - - - - Best of the Best 4.0% 4.2% - - - - Average 1.2% 1.7% - - - - Best of the Best 2.2% 3.0% - - - - Travel Retail M&E Finance Technology Telecomm Average 37.7% 44.4% 43.8% 24.1% 18.7% 31.1% Best of the Best 54.7% 62.3% 65.3% 35.8% 34.8% 47.1%

×