Smartphones driving website traffic for multiple brands, notes Adobe report

1. JAPAN + ASIA-PACIFIC
BEST OF THE BEST
ADOBE DIGITAL INSIGHTS 2017

2. The Best of the Best 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.
2
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.
ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
AN OVERVIEW
What is the Best of the Best?

3. 1. Smartphone traffic continues to surge ahead in every country and every industry
2. Developing nations are rapidly adopting smartphones to access the internet as consumers in
these countries bypass traditional infrastructure requirements to come online
3. Desktops continue to see global usage decreases; websites that see the most desktop traffic
are having a hard time making the shift to smartphone
4. Consumers are morphing the way they engage with content: The number of times they
return to a site in a month has increased, but total time spent has decreased
5. Conversion rates have increased across the board, but desktop still proves to be the better
driver
6. Paid Search and Social poised to be content engagement battlegrounds in Asia-Pacific
3
THE BEST OF THE BEST
Key Insights
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

4. • Consumers in every country continue to
increase access to websites on
smartphones
– Japan and all Asia-Pacific countries saw an
average increase of 29% in smartphone
traffic year-over-year
– ANZ had the highest growth of 44% year-
over-year; India was second at 40%
– The United States saw an increase of 32%
• The top 20 continue to pull ahead
– The gap between top and average
performers grew wider across all countries
by an average of 17%
– India and Japan see the largest gap (19.5%
and 19.7%, respectively)
– Australia + New Zealand see the smallest
gap at 15.2%
4
SMARTPHONES ON THE RISE
Smartphone Traffic Grew in Every Country
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

5. • Consumers in developing nations
are going straight to smartphones
– 34% higher smartphone share growth for
developing nations compared to affluent
– Without the infrastructure needed for
desktop web, many are smartphone first
when accessing the Internet
• Brazil and Argentina are the fastest
growers globally
– Australia has grown the fastest at 44.4%
year-over-year, followed by India at 40.4%
5
SMARTPHONES ON THE RISE
Developing Nations Rapidly Adopt Smartphones
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

6. 6
Smartphone Share of Visits Grow in India
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• Every industry saw an increase in
smartphone share of visits except
finance.
• The gap narrowed in Finance and
M&E

7. • India is the primary driver of new
internet users via smartphone
– 269M new smartphone users online
between 2014 and 2016
• Australia and New Zealand have
seen just over 1.5M new users as a
result of smartphones
– Desktop and tablet traffic is flat, indicating
all new internet user growth is driven by
smartphones
7
SMARTPHONES ON THE RISE
Smartphones Drive New Internet Users
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

8. • Every JAPAC industry sees higher
smartphone share of visits than the U.S.
with the exception of Media &
Entertainment
• Every industry saw an increase in
smartphone traffic (+23% average increase
across industries)
• The gap grew wider in every industry
except Travel & Hospitality;
Telecommunications sees the largest gap
(22.9%) between the Top 20 and average
– ANZ sees higher smartphone traffic in Retail and
Finance compared to the US*
– India is higher in every industry except Media &
Entertainment*
8
LEADERS IN SMARTPHONE USAGE
Smartphone Traffic Higher than Most U.S. Industries
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016 *Note: India & ANZ industry data only available in select verticals. See data tables.

9. 9
DIMINISHING DESKTOPS
Desktop Still Declining
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

10. • Desktop share of visits continues to decrease in all countries
• The gap between the average performers and the top 20 continues to widen as those with the most desktop traffic can’t seem
to catch up
– Desktop traffic across industries decreased by an average of 10%, yet the top 20 only decreased by an average of 2%
• Out of all Asia-Pacific countries, ANZ has the least amount of traffic originating from desktops and experienced the largest
decrease of 15% year-over-year
10
DIMINISHING DESKTOPS
Desktop Still Declining
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

11. 11
All industries in India saw a decline in desktop traffic,
except one
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• 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

12. 12
CONSUMERS ARE COMING BACK
Consumers Visit Most Industries More Often
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• Visit rates, or the number of times a
visitor comes to a website per
month, increased across all
industries except Automotive
– Comparatively, U.S. industry visit rates
increased in every industry except
Telecommunications
• Automotive, Travel & Hospitality,
and Technology had the lowest visit
rates for the second year in a row

13. 13
Consumers in India are visiting sites more often
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• 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

14. • Desktops continue to see higher visit rates than smartphones in all countries
• India and ANZ were the only countries to see visit rates increase across smartphone and desktop devices
– ANZ has the highest desktop and smartphone visit rates at 1.77/month and 1.61/month, respectively
• India earns top improvement award with one of the lowest desktop visit rates in 2015 (1.39/month), but now averages the second highest at
1.61/month
– India also saw the largest increase in smartphone visit rates (3.2% year-over-year); ANZ was second at 2.5% with the rest of the countries shrinking by an average
of -5.7%
14
VISIT BEHAVIOR VARIES
Devices Cause Varying Visit Rates
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

15. 15
TIME IS PRECIOUS
Less Time Being Spent on Sites
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• Consumers are spending less time
on websites in most countries
– ANZ is the exception, where consumers
spent about the same amount of time as
the previous year (+1% year-over-year)
• Southeast Asia saw the largest
decrease (-13%), followed by India
(-12%)
– India went from the highest time spent in
2015 (6.56) to the middle in Asia-Pacific
– India Improvement: Coupled with an
increase in visit rate, websites in India have
ramped up efforts to improve the
experience on both devices
– There’s still room for improvement in terms
of return visitors on smartphone devices

16. 16
Consumers in India are spending less time across all
industries
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• Time spent was down across all
industries.

17. 17
TIME IS PRECIOUS
Finance & Automotive See Time Increases
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• Every industry saw an decrease in time
spent except Finance & Automotive
– Travel & Hospitality saw the greatest decrease of
-9% year-over-year; the U.S. saw a similar
decrease (-7%)
• In India, Retail and Travel see the
highest time spent at 6.95 and 6.45,
respectively*
– The lowest is finance at 4.73, well below the
Asia-Pacific average
• ANZ industries skew higher, with Media
& Entertainment seeing the highest
time spent at 7.71*
– ANZ Media & Entertainment sees higher time
spent than the Top 20 in the U.S.
– The lowest is Finance at 5.81
*Note: India & ANZ industry data only available in select verticals. See data tables.

18. 18
CONSUMER ENGAGEMENT
Stickiness Declined Across Most Countries
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• The percentage of consumers that
last more than one page, per visit,
has decreased across most Asia-
Pacific countries
• The Top 20 outperform the average
site by 53%
– Competitive advantage remains: Those
offering a good experience are likely to
attract and retain traffic
*Note: India & ANZ industry data only available in select verticals. See data tables.

19. • Japan continues to be a consistent leader in conversion rates across smartphones and desktops, but growth is slowing
– ANZ saw an YOY increase of 14.3% and 20.8% for smartphone and desktop conversion respectively
• Desktop conversion still outperforms smartphones, but smartphone conversion grew by an average of 37.7% year-over-year
across Japan, ANZ, U.S. and SEA while desktops grew by 29.0%
19
MORE PURCHASES
Conversion Rates on the Rise
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

20. 20
SEARCH EFFECTIVENESS
Paid Search Sees Increases in Click-Through Rates
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
• Paid search CTRs (click-through rates) saw increases across the globe
– Smartphones and desktops saw an average 18% year-over-year increase
• Paid search effectiveness varies by region:
– Expect to pay more in the United States, but see less return
– Asia-Pacific still primed for consumer engagement
*Note: India & ANZ industry data only available in select verticals. See data tables.

21. • Top performers increased their following by 19% year-over-year, on average
• Twitter has been embraced by each industry
• Instagram gained more adoption year-over-year vs. any other channel.
21
SOCIAL MEDIA
Top Performers Grow Their Following
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

22. • Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites and 100 billion visits to
3,000+ websites in Asia during the 2016 calendar year gathered via Adobe Analytics.
– Country averages are based on the industries analyzed
Visit our website: adobe.ly/AdobeInsights
Sign up for email alerts: http://www.cmo.com/adiregister.html
Follow us: @adobeinsights
22
©2017 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 | Japan + Asia-Pacific Best of the Best 2016

23. • Smartphone Traffic: Percent of visits to a website originating on a smartphone
• Desktop Traffic: Percent of visits to a website originating on a desktop
• Stickiness: Percent of traffic that stays and engages with a site
• Visit Rate: Average monthly website visits per visitor, overall and by device
• Consumption: Average minutes per visit
• Conversion: Average orders or bookings per visit, overall and by device
• Affluent Countries: Defined as any country with $30,000+ in GDP per capita
• Developing Countries: Defined as any country with $29,999 or less in GDP per capita
ADOBE DIGITAL INSIGHTS
Glossary
23
©2017 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 | Japan + Asia-Pacific Best of the Best 2016

24. ADOBE DIGITAL INSIGHTS
Data Tables (JAPAC)
24ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016
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% - - - - -

25. ADOBE DIGITAL INSIGHTS
Data Tables (JAPAC)
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
SMARTPHONE
CONVERSION
Average 52.5% 59.3% 58.2% 48.0% 55.4% 64.1% 55.5%
Best of the Best 70.9% 71.8% 81.3% 67.0% 69.8% 87.4% 77.9%
Absolute Difference 18.4% 12.5% 23.1% 19.0% 14.4% 23.3% 22.4%
% Difference 35.0% 21.1% 39.7% 39.6% 26.0% 36.3% 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%

26. ADOBE DIGITAL INSIGHTS
Data Tables (JAPAC)
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%
Average 52.5% 59.3% 58.2% 48.0% 55.4% 64.1% 55.5%
Best of the Best 70.9% 71.8% 81.3% 67.0% 69.8% 87.4% 77.9%
Absolute Difference 18.4% 12.5% 23.1% 19.0% 14.4% 23.3% 22.4%
% Difference 35.0% 21.1% 39.7% 39.6% 26.0% 36.3% 40.4%
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 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%
DESKTOP
CONVERSION
TIME SPENT

27. Tables (U.S. Industry Level)
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

28. Tables (U.S. Industry Level)
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

29. Tables (ANZ Industry Level)
9
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% 55.0% 62.5% 80.4%
Best of the Best 56.5% 62.5% 79.6% 91.6% 93.9%
SMARTPHON
E
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% - - -

30. Tables (JAPAN Industry Level)
Travel Retail M&E Finance
Technolog
y 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% 46.0% 63.3% 77.2% 30.4%
Best of the Best 59.2% 59.1% 63.5% 79.4% 91.5% 53.9%
SMARTPHON
E
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
Technolog
y 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%

31. 31
APPENDIX
Japan + Asia-Pacific Website Traffic Growth
ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016