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Adobe Mobile Trends Refresh -- Q2 2017

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Adobe’s latest mobile trends refresh for Q2 2017 is based on aggregated and anonymized consumer data from large company websites and includes 150 billion visits to or launches of 400 sites and apps since January 2015. Learn the latest mobile trends across industries, operating systems, connection types, and more.

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Adobe Mobile Trends Refresh -- Q2 2017

  1. 1. ADOBE DIGITAL INSIGHTS
  2. 2. MOBILE METRICS REFRESH | Q2 2017 TABLE OF CONTENTS Overview 03 Methodology 04 Key Findings 47 Glossary 48 Appendix Highlights 05 Smartphones drive growth for large companies 06 The smartphone is the only device with increasing visits 07 Desktops still see the most visits 08 Some industries outpace others in mobile transformation 09 On smartphones, search and social drive consumers to websites 10 Natural search drives more smartphone visits than paid 11 Google AMP adoption is nearly universal by publishers 12 Branded apps continue to struggle for consumer attention 13 Branded apps are used via Wi-Fi the majority of the time Industry Breakdowns 15 Mobile Share of Visits Scoreboard 16 Mobile web traffic is above 50% in four of seven industries 17 Direct traffic from a smartphone increases with “loyalty- to-one” companies 18 Average large company visit growth by device 20 Paid search is critical for retailers 21 Apple iOS dominates website visits across industries 22 All industries see the majority of smartphone traffic arrive via Wi-Fi connections 26 Consumers haven’t changed the way they connect to the Internet 23-43 Industry trend breakdowns Mobile Breakdowns 45 Apple iOS and Android continue to grow
  3. 3. MOBILE METRICS REFRESH | Q2 2017 METHODOLOGY The Mobile Metrics Refresh for Q2 2017 contains aggregated and anonymized consumer data from large company websites and apps across seven industries within the United States. It is based on 150+ billion visits to or launches of 400 sites or apps since January 2015. Branded app information is presented separately from browser-based visits to websites. Industries profiled include: 1. Retail & E-Commerce 2. Travel & Hospitality 3. Auto, Home & Life Insurance 4. Automotive (excluding local dealers) 5. Banking & Investment 6. Media & Entertainment (excluding National News) 7. National News
  4. 4. MOBILE METRICS REFRESH | Q2 2017 KEY FINDINGS 1. Smartphones continue to drive growth as consumers rely on the devices more and move away from tablets 2. Most industries see more than half of their traffic from mobile devices; industries where consumers are loyal to one brand, e.g. financial industries, benefit from apps driving down browsing from phones 3. Social networks and Google AMP play important roles in driving visits for content-driven industries 4. iOS continues to hold an edge over Android in terms of traffic and consumer value
  5. 5. MOBILE METRICS REFRESH | Q2 2017 Smartphones drive overall traffic growth for large companies Overview: • While overall web visits have been flat, larger companies are still seeing growth (8% YOY), suggesting consolidation in bigger companies • Smartphone visit growth averages 2.5x total visit growth, indicating desktops and tablets are losing ground • Industries with overall visit growth experienced strong growth in smartphone traffic to their sites compared to last year • National News leads (see data table) VISITS BY DEVICE | TOTAL VISIT GROWTH
  6. 6. MOBILE METRICS REFRESH | Q2 2017 The smartphone is the only device with increasing visits Long Term Trend • Smartphones are the only device showing continued growth, up 68% since January 2015 Year-over-Year Overview • Smartphone visits to large company websites increased +25% YOY, while desktop and tablet website visits continued to erode (-3% and -6% YOY, respectively) • The strong smartphone trend helped total visits to maintain positive growth for the large companies at +8% YOY VISITS BY DEVICE | TOTAL VISIT GROWTH
  7. 7. MOBILE METRICS REFRESH | Q2 2017 Desktops still see the most visits by a slim margin SHARE OF VISITS BY DEVICE
  8. 8. MOBILE METRICS REFRESH | Q2 2017 Some industries outpaced others in mobile transformation Smartphone: • Above Average Growth: National News (+52%) and Retail & E-Commerce (+31%) • Below Average Growth: Media & Entertainment (+8%), Auto, Home & Life Insurance (+19%) and Banking & Investment (+20%) Tablet: • Positive Growth: Only National News (+15%) • Below Average Performance: Media & Entertainment (-20%) and Auto, Home & Life Insurance (-13%) Desktop: • Positive Growth: Travel & Hospitality (+2%) • Negative Growth: Media & Entertainment (-14%) and Automotive (-7%) CHANGE IN VISITS BY DEVICE | INDUSTRY
  9. 9. Overview: • Google and Facebook account for a combined 3-of-4 (77%) visits from referred traffic; fewer than 1-of-4 (23%) come from any other website MOBILE METRICS REFRESH | Q2 2017 On smartphones, search and social drive consumers to websites Facebook dominates referred traffic on smartphones in the two industries where consumers follow stories: Media & Entertainment and National News REFERRED TRAFFIC | REFERRED TRAFFIC BY DEVICE
  10. 10. Overview: • 3-of-4 visits (77%) from search efforts come from an organic approach which illustrates the strength of leading brands and companies • Retail is the only industry where paid exceeds natural search, likely driven by its emphasis on promotion and products • Information leaders rely on content strategies, as natural strongly outperforms paid MOBILE METRICS REFRESH | Q2 2017 Natural search drives more smartphone traffic than paid search Google Search accounts for more traffic on smartphones than desktops in 5 of 7 industries PAID AND NATURAL SEARCH | REFERRED TRAFFIC BY DEVICE
  11. 11. Overview: • A possible contributor of mobile success and growth on a smartphone is Google’s Accelerated Mobile Pages (AMP) • Nearly every leading National News (87%) or Media & Entertainment (84%) website sees traffic from accelerated pages • Other industries see traffic or media flow through from publishers as well MOBILE METRICS REFRESH | Q2 2017 Adoption of Google AMP by publishers is nearly universal AMP has seen steady adoption by leaders in informational industries since it launched in 2016 GOOGLE AMP
  12. 12. Overview: • Despite overall smartphone visits to websites increasing, apps from large companies have seen a decrease in visits • Technical advances at the device level, maturity of HTML5, mobile optimized pages (AMP), and dynamic content delivery all minimize the consumer’s need to have ‘yet another application’ • Given the decline in overall tablet website traffic, it’s not surprising to see app usage decrease as well (-49% since January 2016) • Banking & Investment is the one bright spot with app launches on smartphones up 18% since January 2016 MOBILE METRICS REFRESH | Q2 2017 Apps continue to struggle for consumer attention MOBILE APPS
  13. 13. MOBILE METRICS REFRESH | Q2 2017 Apps connect via Wi-Fi the majority of time on both devices App Share of Visits by Connection Type Q2 2017 Q2 2016 Wi-Fi Mobile Carrier Wi-Fi Mobile Carrier Wi-Fi Change YoY Smartphone 57% 43% 57% 43% 0% Tablet 92% 8% 94% 6% -2% Source: Adobe Ad Cloud + Adobe Analytics SHARE OF VISITS BY CONNECTION | APPS
  14. 14. MOBILE METRICS REFRESH | Q2 2017 INDUSTRY BREAKDOWNS DATA INSIGHTS BY INDUSTRY
  15. 15. 61% 58% 57% 46% 46% 46% 42%39% 42% 43% 54% 54% 54% 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Banking & Investment Auto, Home & Life Insurance Travel Retail Automotive National News Media & Entertainment Desktop Mobile MOBILE METRICS REFRESH | Q2 2017 Mobile web traffic is above 50% in four of seven industries MOBILE WEB TRAFFIC Over 50% of web traffic is from mobile devices Large retailers see over half of visits come from a mobile device Information industries lead mobile transformation Industries where large screens or apps help consumers are least mobile in terms of web browsing
  16. 16. MOBILE METRICS REFRESH | Q2 2017 Direct traffic increases with “loyalty-to-one” brands in an industry DIRECT VS. MARKETING CHANNELS
  17. 17. MOBILE METRICS REFRESH | Q2 2017 Industry View: Average large company visit growth by device VISIT GROWTH BY DEVICE AND INDUSTRY
  18. 18. MOBILE METRICS REFRESH | Q2 2017 Industry View: Average large company visit growth by device VISIT GROWTH BY DEVICE AND INDUSTRY
  19. 19. MOBILE METRICS REFRESH | Q2 2017 Paid search is critical for retailers PAID AND NATURAL SEARCH
  20. 20. MOBILE METRICS REFRESH | Q2 2017 iOS dominates visits across industries iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 OPERATING SYSTEM BY INDUSTRY
  21. 21. MOBILE METRICS REFRESH | Q2 2017 Industries see majority of smartphone traffic arrive via Wi-Fi iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 CONNECTION TYPE BY INDUSTRY
  22. 22. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Auto, Home & Life Insurance iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 Year over Year Overview: • Total visits have grown 10% in the past year. • Smartphone visits have increased +84% since January 2015 and yield a Q2 2017 share of 38% • Smartphone growth outpaced industry average, but share of mobile visits still lags behind (42% vs. 49%) VISIT GROWTH BY DEVICE AND INDUSTRY
  23. 23. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Auto, Home & Life Insurance iPhone 6 iPhone 7 Galaxy S6 Overview: • iPhone share of visits is slightly below the industry average, 55% vs. 59%. • Wi-Fi smartphone connections are roughly even with Mobile Carrier (52% to 48%) and just below industry average (58%) OPERATING SYSTEM BY DEVICE
  24. 24. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Auto, Home & Life Insurance iPhone 6 iPhone 7 Galaxy S6 Overview: • Wi-Fi smartphone connections are roughly even with Mobile Carrier (52% to 48%) and just below industry average (58%) CONNECTION TYPE
  25. 25. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Automotive iPhone 6 Year over Year Overview: • Total visits have grown by +9% from Q2 2016 to Q2 2017 • Stronger than average smartphone growth coupled with typical desktop trends pushed mobile share over 50% VISIT GROWTH BY DEVICE AND INDUSTRY
  26. 26. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Automotive iPhone 6 iPhone 7 Galaxy S6 Overview: • iPhone share of visits match the industry average, 59% vs. 50% OPERATING SYSTEM BY DEVICE
  27. 27. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Automotive iPhone 6 iPhone 7 Galaxy S6 Overview: • Wi-Fi smartphone connections are slightly more likely than mobile carrier (53% to 47%) and just below industry average (58%) CONNECTION TYPE
  28. 28. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Banking & Investments iPhone 6 Year over Year Overview: • Total visits have grown by +5% from Q2 2016 to Q2 2017 • Detailed finances, reviewing accounts, remains a desktop activity when browsing: 61% vs. 51% average VISIT GROWTH BY DEVICE AND INDUSTRY
  29. 29. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Banking & Investment iPhone 6 iPhone 7 Galaxy S6 Overview: • iPhone share of visits on par with the industry average, 58% vs. 59%. • Wi-Fi connections are under the industry average, 54% to 58%, suggesting checking in while “out and about” or using an app OPERATING SYSTEM BY DEVICE
  30. 30. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Banking & Investment iPhone 6 iPhone 7 Galaxy S6 CONNECTION TYPE Overview: • Wi-Fi connections are under the industry average, 54% to 58%, suggesting checking in while “out and about” or using an app
  31. 31. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Media & Entertainment iPhone 6 Year over Year Overview: • Total visits have decreased since Q2016; -5% YOY • Smartphone growth is at 8% YOY, well below industry average; Slower growth reflects this industry has led the mobile transformation for quite some time (58% mobile share vs. 49% average) VISIT GROWTH BY DEVICE AND INDUSTRY
  32. 32. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Media & Entertainment iPhone 6 iPhone 7 Galaxy S6 Overview: • iPhone share of visits on par with the industry average, 55% vs. 59%. OPERATING SYSTEM BY DEVICE
  33. 33. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Media & Entertainment iPhone 6 iPhone 7 CONNECTION TYPE Overview: • Wi-Fi smartphone connections (61%) are above the industry average (58%)
  34. 34. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large National News iPhone 6 Year over Year Overview: • Total visits have increased +20% YOY due to consumer interest in current events; in addition, National News didn’t lose as much traffic on desktop and tablets compared to the industry average • Smartphone activity has increased 52% YOY resulting in 45% share of traffic; by comparison the YoY Q2 growth from 2015 was 22% VISIT GROWTH BY DEVICE AND INDUSTRY
  35. 35. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large National News iPhone 6 iPhone 7 Galaxy S6 Overview: • Share of smartphone visits from iPhones are in line with the industry average, 58% vs. 59%. OPERATING SYSTEM BY DEVICE
  36. 36. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large National News iPhone 6 iPhone 7 Galaxy S6 CONNECTION TYPE Overview: • Wi-Fi smartphone connections are well above the industry average (64% to 58%)
  37. 37. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Retail & E-Commerce iPhone 6 Year over Year Overview: • Total traffic increased +12% from Q2 2016 • Smartphone traffic increased +31% YOY, contributing to an overall share of 45%; Tablet still accounts for 9% of traffic • Retail is slightly more mobile-oriented than the typical industry (54% share vs. 49%) VISIT GROWTH BY DEVICE AND INDUSTRY
  38. 38. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Retail & E-Commerce iPhone 6 iPhone 7 Galaxy S6 Overview: • 6-of-10 smartphone visits to retail sites are via iPhone, just over the industry average (62% vs. 59%) OPERATING SYSTEM BY DEVICE
  39. 39. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Retail & E-Commerce iPhone 6 iPhone 7 Galaxy S6 CONNECTION TYPE Overview: • Wi-Fi smartphone connections (61%) are slightly above the industry average (58%)
  40. 40. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Travel & Hospitality iPhone 6 Year over Year Overview: • Total visits for large Travel & Hospitality websites has increased +7% YOY • Travel remains much more of a desktop destination than other industries (58% share of traffic vs. 51% average) VISIT SHARE BY DEVICE AND INDUSTRY
  41. 41. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Travel & Hospitality iPhone 6 iPhone 7 Galaxy S6 Overview: • Visitors to travel sites are more likely to use iPhones than Android-based smartphones 65% to 59% OPERATING SYSTEM BY DEVICE
  42. 42. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Travel & Hospitality iPhone 6 iPhone 7 Galaxy S6 CONNECTION TYPE Overview: • Wi-Fi smartphone connections are on par with the industry average (57% to 58%)
  43. 43. MOBILE METRICS REFRESH | Q2 2017 MOBILE BREAKDOWNS DATA INSIGHTS BY INDUSTRY
  44. 44. MOBILE METRICS REFRESH | Q2 2017 Apple iOS and Android continue to grow Overview: • Since Q1 2015, large companies saw a +26% increase in visits from Apple iOS compared to a +10% increase in Android visits Trends: • Apple iOS sees spikes in activity later in the year due to a combination of product announcements in September and the U.S. holiday season • Android, as flagged by Samsung product announcements, also sees a lift in Q4 but it declines post-release news iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 OPERATING SYSTEM
  45. 45. MOBILE METRICS REFRESH | Q2 2017 GLOSSARY + APPENDIX DATA INSIGHTS BY INDUSTRY
  46. 46. MOBILE METRICS REFRESH | Q2 2017 GLOSSARY Metrics and Definitions 01 Devices: Desktop, Smartphone or Tablet 02 Branded App: Enterprise level mobile phone application established by a company; does not contain social media, email or other native applications 03 Mobile Device: Smartphone or tablet devices 04 Website Visit: Visit to a website, regardless of device; does not include app visits 05 Visit Growth: Trend in visits computed over two time periods 06 Referred Traffic: Visits from an external website or source 07 Marketing Channel: Visits sourced from a marketing channel (as opposed to direct traffic/entering the URL) 08 Operating System: Underlying software running a mobile device 09 Connection Type: The method by which a mobile device connects to the Internet; Either mobile network or Wi-Fi 10 Large Company: Selection of Adobe’s biggest clients in each industry based on visits 10 App Launches: Aggregate total of launches on Branded Apps Industries 01 Retail & E-Commerce: Sale of consumer products to consumers online 02 National News: Organizations focused on covering news stories 03 Auto, Home & Life Insurance: Company and quote sites for all non- health insurance types 04 Automotive: Manufacturer and car search & review sites 05 Travel & Hospitality: Transportation (airlines, cruises, etc.) and destinations (hotel) 06 Banking & Investment: Consumer banking and wealth management companies 07 Media & Entertainment: Companies providing content and entertainment that is exclusive of National News
  47. 47. MOBILE METRICS REFRESH | Q2 2017 Appendix: Paid Search and Natural Search Q2 2016 PAID AND NATURAL SEARCH
  48. 48. MOBILE METRICS REFRESH | Q2 2017 Appendix: Smartphone Share of Visits by Operating System Q2 2016 iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 OPERATING SYSTEM BY INDUSTRY
  49. 49. MOBILE METRICS REFRESH | Q2 2017 Appendix: Smartphone Share of Visits by Connection Type Q2 2016 iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 CONNECTION TYPE BY INDUSTRY
  50. 50. MOBILE METRICS REFRESH | Q2 2017 Smartphones drive overall traffic growth for large companies Large Company YoY Visit Growth Breakdown Q2 2017 Smartphone Visit Growth Total Visit Growth National News 52% 20% Retail 31% 12% Travel 25% 7% Automotive 24% 9% Banking & Investment 20% 5% Auto, Home & Life Insurance 19% 10% Media & Entertainment 8% -5% Source: Adobe Ad Cloud + Adobe Analytics Methodology: Aggregated and anonymous visits to company web sites Visit growth: Year-over-year trend in visits computed between Q2 2016 and Q2 2017 VISITS BY DEVICE | TOTAL VISIT GROWTH
  51. 51. MOBILE METRICS REFRESH | Q2 2017 Some industries outpaced others in mobile transformation Year-Over-Year Change in Visits by Device (US, Q2 2017) Smartphone Tablet Desktop National News 52% 15% 0% Retail 31% -1% -2% Travel 25% -7% 2% Automotive 24% -8% -7% Banking & Investment 20% -6% 0% Auto, Home & Life Insurance 19% -13% 0% Media & Entertainment 8% -20% -14% Source: Adobe Ad Cloud + Adobe Analytics CHANGE IN VISITS BY DEVICE | INDUSTRY Methodology: Aggregated and anonymous visits to company web sites broken down by seven key industries Visit growth: Year-over-year trend in visits computed between Q2 2016 and Q2 2017
  52. 52. MOBILE METRICS REFRESH | Q2 2017 Direct traffic has decreased in most industries since last year Smartphone Share of Visits by Marketing Channel Q2 2017 Q2 2016 Direct Marketing Channel Direct Marketing Channel Direct Change YoY Automotive 23% 77% 27% 73% -15% National News 28% 72% 33% 67% -15% Media & Entertainment 28% 72% 33% 67% -15% Retail 32% 68% 29% 71% 10% Travel 46% 54% 48% 52% -4% Auto, Home & Life Insurance 61% 39% 77% 23% -21% Banking & Investment 79% 21% 72% 28% 10% Source: Adobe Ad Cloud + Adobe Analytics DIRECT VS. MARKETING CHANNEL
  53. 53. MOBILE METRICS REFRESH | Q2 2017 Apple iOS held steady lead across most industries Smartphone Share of Visits by Operating System Q2 2017 Q2 2016 Apple iOS Google Android Apple iOS Google Android Apple iOS Change YoY Travel 65% 35% 63% 37% 3% Retail 62% 38% 61% 39% 2% Automotive 60% 40% 57% 43% 5% National News 58% 42% 59% 41% -2% Banking & Investment 58% 42% 57% 43% 2% Auto, Home & Life Insurance 55% 45% 53% 47% 4% Media & Entertainment 55% 45% 53% 47% 4% Source: Adobe Ad Cloud + Adobe Analytics SHARE OF VISITS BY OPERATING SYSTEM | INDUSTRY
  54. 54. MOBILE METRICS REFRESH | Q2 2017 Consumers haven’t changed the way they connect to the internet Smartphone Share of Visits by Connection Type Q2 2017 Q2 2016 Wi-Fi Mobile Carrier Wi-Fi Mobile Carrier Wi-Fi Change YoY National News 64% 36% 63% 37% 2% Media & Entertainment 61% 39% 62% 38% -2% Retail 61% 41% 61% 39% 0% Travel 57% 43% 56% 41% 2% Banking & Investment 54% 46% 54% 46% 0% Automotive 53% 47% 53% 47% 0% Auto, Home & Life Insurance 52% 48% 53% 47% -2% Source: Adobe Ad Cloud + Adobe Analytics SHARE OF VISITS BY CONNECTION TYPE | INDUSTRY
  55. 55. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Auto, Home & Life Insurance Large Auto, Home & Life Insurance Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop -12% 0% 59% 58% -2% Smartphone 84% 19% 36% 38% 6% Tablet -27% -13% 5% 4% -20% Source: Adobe Ad Cloud + Adobe Analytics Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period VISIT SHARE BY DEVICE AND INDUSTRY
  56. 56. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Automotive VISIT SHARE BY DEVICE AND INDUSTRY Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period Large Automotive Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop -19% -7% 57% 46% -19% Smartphone 98% 24% 33% 45% 36% Tablet -32% -8% 10% 9% -10% Source: Adobe Ad Cloud + Adobe Analytics
  57. 57. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Banking & Investment visits by device VISIT SHARE BY DEVICE AND INDUSTRY Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period Large Banking & Investment Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop -10% 0% 62% 61% -2% Smartphone 80% 20% 31% 33% 6% Tablet -21% -6% 7% 6% -14% Source: Adobe Ad Cloud + Adobe Analytics
  58. 58. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Media & Entertainment VISIT SHARE BY DEVICE AND INDUSTRY Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period Large Media & Entertainment Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop -35% -14% 44% 42% -5% Smartphone 18% 8% 46% 50% 9% Tablet -52% -20% 10% 8% -20% Source: Adobe Ad Cloud + Adobe Analytics
  59. 59. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large National News VISIT SHARE BY DEVICE AND INDUSTRY Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period Large National News Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop -15% 0% 52% 46% -12% Smartphone 51% 52% 38% 45% 18% Tablet -17% 15% 10% 9% -10% Source: Adobe Ad Cloud + Adobe Analytics
  60. 60. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Retail & E-Commerce VISIT SHARE BY DEVICE AND INDUSTRY Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period Large Retail & E-Commerce Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop -19% -2% 51% 46% -9% Smartphone 66% 31% 39% 45% 15% Tablet -34% -1% 10% 9% -10% Source: Adobe Ad Cloud + Adobe Analytics
  61. 61. MOBILE METRICS REFRESH | Q2 2017 Industry View: Large Travel & Hospitality VISIT SHARE BY DEVICE AND INDUSTRY Methodology: aggregated and anonymous visit data to company websites in specified industry Share of visits defined as visits from listed device divided by total visits in the time period Visit growth based is percent change from one period to the base period Large Travel & Hospitality Visit Growth Share of Visits Long Term: Jan 2015 to Jun 2017 YoY: Q2 2016 to Q2 2017 Q2 2016 Q2 2017 YoY Change Desktop 0% 2% 60% 58% -3% Smartphone 99% 25% 29% 32% 10% Tablet -23% -7% 11% 10% -9% Source: Adobe Ad Cloud + Adobe Analytics

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