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Adobe Digital Insights Best of the Best – Asia-Pacific

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Adobe Digital Insights explores countries and industries in its annual Best of the Best Report for Asia-Pacific. This report explores overall traffic from desktop and smartphone 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 as well as the potential they could achieve if the right strategy is implemented.

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Adobe Digital Insights Best of the Best – Asia-Pacific

  1. 1. ASIA-PACIFIC BEST OF THE BEST ADOBE DIGITAL INSIGHTS
  2. 2. Table of Contents ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 2 Asia-Pacific Best of the Best 03 What is Best of the Best? 04 Smartphone Visits 06 Desktop Visits 08 Visit Rate 10 Consumption 12 Conversion 14 Stickiness 17 Paid Search Click Through Rates 18 Social Media Traffic Appendix 23 Methodology 24 Glossary 25 Tables 27 Asia-Pacific Leads in Smartphone Visits and Continues to Break Away Asia-Pacific Top Social Performers 19 Top Performers Have Significant Social Presence 20 Retail has the Largest Following Industries to Watch 21 Europe Travel Shows Most Improvement in Conversion
  3. 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. 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 2014 to 2015. Narrower means the gap is closing. Wider means it’s increasing. ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  4. 4. • Japan leads the Asia-Pacific region in terms of average smartphone visits (37.9%) and Top 20 (58.8%) • Consumers continue to rely more and more on smartphones to browse websites • Despite network and bandwidth issues, India is seeing an increase in smartphone traffic • The gap between the India average and Top 20 is also increasing, indicating there may be leaders who have figured out mobile optimization and are capitalizing on the opportunity ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 4 APAC BEST OF THE BEST Japan leads Asia-Pacific in smartphone traffic volume
  5. 5. • All industries saw a year-over-year increase in smartphone traffic • Telecommunications and Media & Entertainment lead in terms of average smartphone visits: – Telecommunications average: 44.3% – Media & Entertainment: 37.0% • Similar to the US and Europe, Technology and Finance rank lowest in terms of average and Top 20 performance ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 5 APAC BEST OF THE BEST All industries saw an increase in smartphone traffic
  6. 6. • This is a Top 20 you don’t want to be in: The ‘top’ represented here are receiving the most incoming traffic from desktop devices, indicating less traffic is originating from the ever- growing mobile device • South Korea is in a unique situation: Although it’s one highest performers of smartphone traffic (31.6%), the majority of the remaining traffic is desktop 6 APAC BEST OF THE BEST Despite smartphone growth, desktop traffic is still substantial ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  7. 7. • Desktop traffic trended down year - over-year for all industries, indicating a shift to other means of access such as smartphone and tablets • However, all industries still have over half of their traffic coming from desktop devices • Automotive and Telecommunications trended down the most (decreasing by -17.4% and -11.8%, respectively) 7 APAC BEST OF THE BEST Desktop traffic decreased for all industries ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  8. 8. • On average, consumers visited websites less frequently in 2015 in every industry except Telecommunications • Telecommunications had the highest average visit rate at 2.02 visits/month – Several communications companies have headquarters in Asia-Pacific and likely optimize the experience for the home country residents • Travel & Hospitality, Technology, and Automotive had the lowest visit rates 8 APAC BEST OF THE BEST Visit rate is stagnant across industries ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  9. 9. • Desktop visit rate decreased in every country with the exception of India • Japan sees the highest visit rate on both desktop (1.77/month) and smartphone (1.65/month) devices • Consumers are shifting to smartphones to browse the web, however engagement metrics are suffering regardless of device 9 APAC BEST OF THE BEST Smartphone visit rate decreased in every country ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  10. 10. 10 APAC BEST OF THE BEST Shorter consumption may be driven by mobile ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 • Consumption (or time spent) varies by devices: smartphones garner the least amount of time • Consumption decreased in India, ANZ, and the United States • India saw the highest average consumption at 6.56; all countries within Asia-Pacific have a higher consumption rate than the United States. This could be driven by more time spent, or even network and loading issues
  11. 11. • Consumption, or time spent, increased in Travel & Hospitality, Telecommunications and Media & Entertainment in 2015 • Consumption within the Automobile industry decreased the most, decreasing -11% year-over-year 11 APAC BEST OF THE BEST Consumption improved for some industries ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  12. 12. APAC BEST OF THE BEST Smartphone conversion leaders made progress 12ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 • Leaders for smartphone conversion in Japan and India are excelling and should be looked to as examples • For most countries, average smartphone conversion rate is less than half that of desktop, indicating the need for further mobile optimization • Japan has the highest average desktop conversion rate; Japan and India tie for the highest smartphone conversion rate
  13. 13. • Within Asia-Pacific, Retail and Travel & Hospitality companies saw average smartphone conversion rates increase: – Retail: Smartphone conversion rate increased 3% year-over-year – Travel & Hospitality: Smartphone conversion rate increased 12% year- over-year • Similar to the country conversion comparison, smartphone conversion rate still lags behind desktop conversion rate for both industries 13 APAC BEST OF THE BEST Mobile Conversion Shows Momentum ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  14. 14. • Stickiness has decreased for everywhere except Hong Kong • The Top 20 in each industry outperform their peers by an average of 42% • Those who invest in methods to attract and retain traffic are breaking away through the delivery of relevant and engaging website experiences 14 APAC BEST OF THE BEST Consumers are less likely to stay on a website after arrival ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  15. 15. • Stickiness has decreased for every industry in 2015, with the exception of Technology • Average stickiness decreased the most for Telecommunications, Automotive, and Travel & Hospitality 15 APAC BEST OF THE BEST Stickiness decreased in every industry except technology ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  16. 16. • Both smartphone and desktop average stickiness decreased in Asia-Pacific • Average smartphone stickiness in Asia - Pacific beats out both the United States and European rates – Average smartphone stickiness: 33.5% – Average desktop stickiness: 44.0% 16 APAC BEST OF THE BEST Smartphone and desktop devices are also seeing stickiness declines ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  17. 17. 17 APAC BEST OF THE BEST Paid search click through rate increased in every region • Smartphone paid search click through rates (CTRs) increased globally, including Asia-Pacific, Europe, and the United States • Asia-Pacific desktop devices saw a 10.2% decrease year-over-year, yet smartphones saw a 12.2% increase ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  18. 18. 18 • Leaders in ANZ, Hong Kong, Southeast Asia lead the social media traffic rate • Other countries lag behind in terms of average and Top 20, indicating room for opportunity • Some countries may have broader presence in country-specific social media networks APAC BEST OF THE BEST ANZ leads Asia-Pacific for social media traffic rate ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  19. 19. 19 • Media & Entertainment is the clear standout for driving traffic from social media efforts, with an average of 5.1% compared to other industries – This is similar pattern to the United States and Europe, where Media & Entertainment also is the top performer in terms of social media traffic rate – U.S. M&E average: 14.1% – Europe M&E average: 7.6% APAC BEST OF THE BEST Media & Entertainment capitalizes on social to drive traffic ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  20. 20. • Top performers within every industry are almost all present on Twitter, Facebook, and YouTube – The top performers within the Automotive industry do not have 100% presence on Twitter and Facebook, and appear to lag other industry leaders on remaining social sites • Pinterest and Periscope have not been fully embraced by any industry 20 APAC TOP SOCIAL PERFORMERS Top performers have significant social presence on large networks ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  21. 21. • 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% 21 INDUSTRIES TO WATCH Europe: Travel shows most improvement in conversion ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  22. 22. • 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 • Social data is based on consumer data comprised of 500 million impressions in 2014 and 2015; represents 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 publicly available based on an aggregate total Visit our website: http://www.cmo.com/adobe-digital-insights.html Sign up for email alerts: http://www.cmo.com/about-adobe-digital-insights.html Follow us: @adobeinsights Ask a question or make a suggestion: adobeinsights@adobe.com 22 ©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. ADOBE DIGITAL INSIGHTS Methodology ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  23. 23. • 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 • Social Media Traffic: Percent of website traffic driven by social media sites • Social Media Interaction Rate: Global comments, likes, shares and other interactions with a Facebook post • Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest, YouTube and Periscope • Total Social Engagements: Interactions with a social account’s following, IE “Twitter Like,” “Pinterest Like” • Social Authorship: Number of posts authored by an official Twitter handle • Consumption: Average minutes per visit • Conversion: Average orders or bookings per visit, overall and by device ADOBE DIGITAL INSIGHTS Glossary 23ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  24. 24. ADOBE DIGITAL INSIGHTS Tables 24ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  25. 25. ADOBE DIGITAL INSIGHTS Tables 25ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  26. 26. ADOBE DIGITAL INSIGHTS Tables 26ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  27. 27. ADOBE DIGITAL INSIGHTS Tables 27ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
  28. 28. • Japan and South Korea have the highest average smartphone visits at 37.9% and 31.6%, respectively, exceeding the “Best” in most US industries. • 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? 28 APPENDIX Asia Pacific leads in smartphone visits and continues to break away ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015

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