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Adobe Digital Insights 2016 U.S. Best Of The Best

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It’s a battle for time and attention in today’s digital landscape. That was a major finding of the Adobe Digital Insights (ADI) “U.S. Best Of The Best” report, which found that time spent (minutes-per-month) on websites was down across all industries.

Published in: Internet

Adobe Digital Insights 2016 U.S. Best Of The Best

  1. 1. U.S. BEST OF THE BEST 2016 ADOBE DIGITAL INSIGHTS
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Table of Contents 2 US 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 Click Through Rate Appendix 11 Methodology 12 Glossary 13 Tables
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 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.
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smartphone share of visits continues to grow 4  Smartphone share of visits increased by an average 18% YoY across all industries  The Best of the Best outperformed their peers by an average of 53% across all industries.  Top 20 M&E are setting the standard for mobile strategy as 60% of their traffic comes from smartphones
  5. 5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Desktop share of visits continue to give way to mobile 5  Desktop share of visits are down an average of 8% YoY across all industries.  M&E is the first industry to see less than 50% of traffic originating from a desktop
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visit rates across industries saw life 6  Finance saw the highest average visit rate @ 1.88 visits/month  Visit rates increased by an average of 4% YoY across all industries
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers are spending less time across all industries 7  Time spent was down across all industries.
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8  Desktop conversion increased 17% YoY in Retail, an 15% YoY in Travel  Smartphone conversion increased 24% YoY in Retail and 42% YoY in Travel Mobile & desktop see best conversion yet
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The top know how to engage consumers 9  The Top 20 across all industries outperformed their peers by an average of 58%  Stickiness was down across all industries by an average of 6% YoY
  10. 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Paid search click through rate increased 10  The top 20 are outperforming their peers by an average of 50% across all industries  Smartphone and desktop CTRs increased, with average smartphone CTR outperforming desktop by 23%
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Methodology 11  Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites during the 2016 calendar year  Data from different Adobe Marketing Cloud solutions: Visit our website: https://adobe.ly/AdobeInsights Sign up for email alerts: http://www.cmo.com/adiregister.html Follow us: @adobeinsights Adobe Analytics Cloud
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Glossary 12  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
  13. 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables 13 M&E Travel Technology Finance Automotive Telecomm Retail Average 36.6% 26.1% 9.0% 14.5% 28.3% 16.8% 25.7% Best of the Best 52.9% 37.3% 15.1% 22.7% 36.6% 25.4% 39.6% Absolute Difference 16.3% 11.2% 6.1% 8.2% 8.3% 8.6% 13.9% % Difference 44.5% 42.9% 67.8% 56.6% 29.3% 51.2% 54.1% Average 54.6% 61.1% 84.0% 80.1% 70.9% 76.8% 63.3% Best of the Best 71.5% 73.7% 92.5% 89.2% 60.0% 89.8% 80.6% Absolute Difference 16.9% 12.6% 8.5% 9.1% -10.9% 13.0% 17.3% % Difference 31.0% 20.6% 10.1% 11.4% -15.4% 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 4.90 5.02 7.21 6.00 Best of the Best 7.05 7.29 7.24 6.60 6.11 8.07 7.94 Absolute Difference 1.84 1.76 1.69 1.70 1.09 0.86 1.94 % Difference 35.3% 31.8% 30.5% 34.7% 21.7% 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
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tables 14 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% 1.5% n/a 3.2% Best of the Best 6.4% 7.7% 8.3% 5.1% 2.5% n/a 6.0% Absolute Difference 2.4% 2.8% 3.2% 1.4% 1.0% n/a 2.8% % Difference 60.0% 57.1% 62.7% 37.8% 66.7% 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% 1.6% n/a 2.4% Best of the Best 8.2% 10.5% 9.1% 5.9% 2.7% n/a 3.9% Absolute Difference 2.4% 3.1% 3.4% 1.9% 11.1% n/a 1.5% % Difference 41.4% 41.9% 59.6% 47.5% 68.8% 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

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