Adobe Digital Index "Best of the Best Benchmark 2014"

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L'Europe loin devant les USA pour le trafic sur smartphones.

Selon le rapport Adobe Digital Index "Best of the Best Benchmark 2014" , la navigation sur smartphones progresse plus vite en Europe qu'aux USA. Le Royaume-Uni affiche le plus fort taux de visites sur smartphones.

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Adobe Digital Index "Best of the Best Benchmark 2014"

  1. 1. Best of the Best Benchmark Adobe Digital Index | Europe | 2014
  2. 2. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Best of the Best Benchmark (Europe) Without context, marketers are left wondering if their results are any good. The Best of the Best Benchmark report presents the average and top performing benchmarks across five industries and 6 geographies. Best of the Best refers to the companies using the Adobe marketing cloud who achieve results in the top 20% (top quintile) when compared against others in their industry. Adobe Marketing Cloud customers are already ahead of the masses through their investment in excellence so overall averages are already better than non- cloud users, hence, Best of the Best. See how your online presence measures up. 2 TABLE OF CONTENTS 1. Share of smartphone visits 2. Share of tablet visits 3. Stick rate 4. Click through rate 5. Minutes per visit 6. Consumption 7. Conversion 8. Glossary 9. Methodology 10. Tables
  3. 3. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX How to read this report 3
  4. 4. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Share of smartphone visits Smartphone visits surged in 2014 across all countries. Best-of-the-best pulling away For the second year in a row the gap between top performers and average has grown wider. UK, in particular has had the largest shift to mobile with the top sites already seeing more than 50% of the traffic coming from smartphones. Optimizing for mobile is critical. Mobile visitors… • Search more than other visitors • Are more likely to open email links • Do more down-time browsing 4
  5. 5. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Share of smartphone visits • The best-of-the-best in Media & Entertainment continue to see strong usage of smartphones and outperform the masses by 17%. • Compared to the US, Financial Services in Europe are attracting more smartphone visitors but retail, travel and technology are attracting fewer. 5
  6. 6. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Share of tablet visits Tablet visits also grew in 2014 but are starting to slow in some markets. Tablet visits more important in Europe All countries in Europe are seeing greater share of tablet visits than US sites overall. As with smartphones, tablet visit share is widening between the best-of-the-best and the masses. Tablet visitors tend to • Purchase larger baskets in travel and online retail • Consume more digital video • Browse in more “fixed” mobile locations where WiFi is available 6
  7. 7. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Share of tablet visits • Retail is more impacted by increases to tablet visits in Europe while Media & Entertainment is more impacted in the US. • Compared to the US, top industries in Europe have still not caught up to US site traffic 7
  8. 8. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Stickiness Stickiness is a key measurement of acquisition and landing page performance and overall, the countries in Europe are performing better than the US. Mixed bag versus last year UK, Germany and Benelux have improved average stickiness rates versus 2013 but France and Nordics have seen stickiness rates fall. Top performers are widening the gap in this metric as well and in every country. Increase Stickiness • Through improved mobile browsing experiences • With better audience targeting • By optimizing programmatic advertising buying 8
  9. 9. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Stickiness • The best-of-the-best in Media & Entertainment continue to see strong usage of smartphones and outperform the masses by 17%. • Compared to the US, Financial Services in Europe are attracting more smartphone visitors but retail, travel and technology are attracting fewer. 9
  10. 10. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Click-through-rate Click-through-rate is an indicator of acquisition optimization Programmatic buying improves results across the board Every industry saw improvement in click-through rate last year as the gap between the best and the masses grew wider. Media & Entertainment, in particular, had the widest gap with the best receiving double the click-through-rate of the masses. Improve CTR • Increase visits • Reduce acquisition expense • Improve site performance and conversion 10
  11. 11. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Visit rate (visits per visitor per month) Higher visit rates reduce acquisition expense and improve ROI. Visit Rates Generally Improve All countries saw increase in visit rate versus 2013 and in keeping with the common theme, the best sites grew at an even faster pace. Performance in UK and Nordics leads all other regions in average and top performance. US laggs behind all but France. Loyal visitors • Spend more on travel and retail • Consume more content • Convert at a higher rate 11 11
  12. 12. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Visit rate • Telecom, Financial Services and Media sites are seeing the most return visitors. • All industries in Europe are doing a better job of attracting return visitors with Financial Services standing out as an industry to emulate when establishing a loyal following is a key objective 12
  13. 13. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Consumption (in minutes) Increasing time on site generally leads to greater ROI but could also indicate confusing or difficult navigation. Most countries experiencing similar trends Marketers looking to increase time spent engagement should look to Germany’s best for examples on how to build up the minutes. UK sites are receiving the shortest visits amongst all countries measured. Longer visits • Lead to increased opportunities for advertising revenue • Should be tracked carefully and matched against drop-off rates to identify confusing or difficult navigation 13
  14. 14. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Consumption • The best in Telecom and Media and Entertainment is leading the pack with an average of over 10 minutes per visit. • All industries in Europe are doing a better job of increasing visit length with Retail standing out as an industry to emulate when longer visits result in larger baskets and increased conversion rates. 14
  15. 15. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Conversion For most sites, conversion events tie directly to revenue but are traditionally very low. A tough year for conversion Likely as a result of massive increases in smartphone traffic, conversion rates are down versus 2013 in every country. Only Germany, France and Nordics have seen the gap between the best and the masses grow. Still, best performers can achieve nearly double the conversion rate of the masses. Getting to conversion • Requires vastly streamlined experiences for mobile visitors • Improved acquisition and engagement • More emphasis on loyal and return visitors 15
  16. 16. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Conversion • The best in Retail are pulling away from the masses while Travel sites are losing ground. • European retail sites are losing less ground due to mobile visitor impact than US retailers. 16
  17. 17. ADOBE DIGITAL INDEX | Europe Best of the Best ADOBE DIGITAL INDEX Methodology This data is based on 100 billion visits during the 2013 and 2014 calendar year and is comprised of the aggregated and anonymous data from 3,000-plus websites in Europe (UK, Germany, France, Netherlands, Belgium, Luxemburg, Sweden, Norway, Finland). Visit our website: adobe.ly/digitalindex Read our blog: adobe.ly/digitalindex Follow us: @adobeindex Ask a question or make a suggestion: digindex@adobe.com 17
  18. 18. 2014 2013 Change YOY Average 30.7% 22.2% 8.4% Best of the Best 52.0% 31.2% 20.9% Difference 21.4% 8.9% 12.5% Gap Percent Difference 69.7% 40.1% Wider Gap Change Phone % Visits United Kingdom 2014 2013 Change YOY Average 21.9% 14.6% 7.3% Best of the Best 33.5% 17.0% 16.4% Difference 11.5% 2.5% 9.1% Gap Percent Difference 52.7% 16.9% Wider Gap Change Germany 2014 2013 Change YOY Average 21.3% 15.7% 5.6% Best of the Best 31.7% 17.1% 14.6% Difference 10.4% 1.4% 9.0% Gap Percent Difference 49.0% 8.9% Wider Gap Change France 2014 2013 Change YOY Average 24.8% 16.0% 8.7% Best of the Best 36.8% 20.8% 16.0% Difference 12.0% 4.8% 7.2% Gap Percent Difference 48.5% 30.0% Wider Gap Change Nordics 2014 2013 Change YOY Average 20.7% 13.9% 6.8% Best of the Best 28.0% 17.6% 10.4% Difference 7.3% 3.7% 3.6% Gap Percent Difference 35.3% 26.8% Wider Gap Change Benelux 2014 2013 Change YOY Average 23.6% 17.6% 5.9% Best of the Best 37.9% 26.1% 11.8% Difference 14.3% 8.5% 5.9% Gap Percent Difference 60.8% 48.0% Wider Gap Change United States ADOBE DIGITAL INDEX | Europe Best of the Best 18
  19. 19. 2014 2013 Change YOY Average 16.4% 13.1% 3.3% Best of the Best 23.2% 17.5% 5.7% Difference 6.8% 4.4% 2.4% Gap Percent Difference 41.7% 33.6% Wider Gap Change Tablet % Visits United Kingdom 2014 2013 Change YOY Average 10.1% 6.8% 3.4% Best of the Best 15.1% 10.1% 5.0% Difference 5.0% 3.3% 1.7% Gap Percent Difference 49.4% 49.4% Wider Gap Change Germany 2014 2013 Change YOY Average 11.1% 8.4% 2.7% Best of the Best 16.4% 12.5% 3.8% Difference 5.3% 4.1% 1.1% Gap Percent Difference 47.4% 49.1% Wider Gap Change France 2014 2013 Change YOY Average 12.0% 9.1% 2.9% Best of the Best 17.9% 13.7% 4.2% Difference 5.9% 4.6% 1.3% Gap Percent Difference 49.5% 50.4% Wider Gap Change Nordics 2014 2013 Change YOY Average 14.2% 11.6% 2.6% Best of the Best 21.2% 17.8% 3.4% Difference 7.0% 6.2% 0.8% Gap Percent Difference 49.2% 53.8% Wider Gap Change Benelux 2014 2013 Change YOY Average 8.9% 7.6% 1.3% Best of the Best 13.9% 11.6% 2.2% Difference 5.0% 4.0% 1.0% Gap Percent Difference 56.0% 52.5% Wider Gap Change United States ADOBE DIGITAL INDEX | Europe Best of the Best 19
  20. 20. 2014 2013 Change YOY Average 48.0% 46.5% 1.4% Best of the Best 71.8% 66.5% 5.3% Difference 23.8% 19.9% 3.9% Gap Percent Difference 49.7% 42.8% Wider Gap Change Stickiness United Kingdom 2014 2013 Change YOY Average 48.2% 48.0% 0.3% Best of the Best 68.7% 64.7% 4.0% Difference 20.5% 16.8% 3.7% Gap Percent Difference 42.5% 35.0% Wider Gap Change Germany 2014 2013 Change YOY Average 48.6% 48.6% -0.0% Best of the Best 69.1% 67.6% 1.4% Difference 20.5% 19.1% 1.4% Gap Percent Difference 42.2% 39.2% Wider Gap Change France 2014 2013 Change YOY Average 48.8% 48.9% -0.0% Best of the Best 65.7% 64.1% 1.6% Difference 16.9% 15.2% 1.7% Gap Percent Difference 34.6% 31.2% Wider Gap Change Nordics 2014 2013 Change YOY Average 52.6% 51.5% 1.1% Best of the Best 71.4% 65.2% 6.2% Difference 18.8% 13.7% 5.1% Gap Percent Difference 35.7% 26.6% Wider Gap Change Benelux 2014 2013 Change YOY Average 41.6% 42.0% -0.4% Best of the Best 61.8% 59.4% 2.4% Difference 20.2% 17.4% 2.8% Gap Percent Difference 48.5% 41.5% Wider Gap Change United States ADOBE DIGITAL INDEX | Europe Best of the Best 20
  21. 21. 2014 2013 Change YOY Average 2.19 1.90 0.30 Best of the Best 2.73 2.39 0.35 Difference 0.54 0.49 0.05 Gap Percent Difference 24.7% 26.1% Wider Gap Change Visit Rate United Kingdom 2014 2013 Change YOY Average 1.67 1.50 0.17 Best of the Best 2.08 1.81 0.27 Difference 0.41 0.31 0.10 Gap Percent Difference 24.7% 20.5% Wider Gap Change Germany 2014 2013 Change YOY Average 1.56 1.51 0.05 Best of the Best 1.96 1.90 0.06 Difference 0.40 0.39 0.01 Gap Percent Difference 25.6% 25.7% Wider Gap Change France 2014 2013 Change YOY Average 2.07 1.62 0.45 Best of the Best 2.69 1.99 0.70 Difference 0.62 0.37 0.25 Gap Percent Difference 29.9% 22.8% Wider Gap Change Nordics 2014 2013 Change YOY Average 1.74 1.52 0.22 Best of the Best 2.25 1.84 0.41 Difference 0.51 0.32 0.19 Gap Percent Difference 29.2% 21.2% Wider Gap Change Benelux 2014 2013 Change YOY Average 1.62 1.53 0.09 Best of the Best 1.99 1.88 0.11 Difference 0.37 0.35 0.02 Gap Percent Difference 23.1% 23.1% Wider Gap Change United States ADOBE DIGITAL INDEX | Europe Best of the Best 21
  22. 22. 2014 2013 Change YOY Average 6.07 5.89 0.17 Best of the Best 7.96 7.80 0.16 Difference 1.89 1.91 -0.02 Gap Percent Difference 31.2% 32.5% Narrower Gap Change Consumption United Kingdom 2014 2013 Change YOY Average 6.40 6.26 0.14 Best of the Best 9.00 8.76 0.24 Difference 2.60 2.49 0.10 Gap Percent Difference 40.5% 39.8 Wider Gap Change Germany 2014 2013 Change YOY Average 6.42 6.36 0.06 Best of the Best 8.29 8.48 -0.19 Difference 1.86 2.12 -0.26 Gap Percent Difference 29.0% 33.4% Narrower Gap Change France 2014 2013 Change YOY Average 6.20 6.13 0.07 Best of the Best 8.15 8.16 -0.02 Difference 1.95 2.03 -0.08 Gap Percent Difference 31.4% 33.1 Narrower Gap Change Nordics 2014 2013 Change YOY Average 6.53 6.12 0.41 Best of the Best 8.84 8.30 0.54 Difference 2.31 2.18 0.13 Gap Percent Difference 35.4% 35.6 Wider Gap Change Benelux 2014 2013 Change YOY Average 6.13 5.69 0.45 Best of the Best 8.55 7.59 0.96 Difference 2.42 1.91 0.51 Gap Percent Difference 39.5% 33.6 Wider Gap Change United States ADOBE DIGITAL INDEX | Europe Best of the Best 22
  23. 23. 2014 2013 Change YOY Average 1.6% 2.6% -0.98% Best of the Best 3.3% 5.3% -2.05% Difference 1.7% 2.8% -1.07% Gap Percent Difference 106.8% 107.6% Narrower Gap Change Conversion United Kingdom 2014 2013 Change YOY Average 2.5% 2.6% -0.14% Best of the Best 5.4% 5.3% 0.12% Difference 2.9% 2.7% 0.25% Gap Percent Difference 117.3% 101.4% Wider Gap Change Germany 2014 2013 Change YOY Average 3.2% 3.8% -0.63% Best of the Best 5.5% 5.7% -0.14% Difference 2.3% 1.8% 0.50% Gap Percent Difference 73.7% 48.4% Wider Gap Change France 2014 2013 Change YOY Average 3.5% 4.3% -0.80% Best of the Best 6.6% 6.6% -0.05% Difference 3.1% 2.3% 0.75% Gap Percent Difference 87.0% 53.6% Wider Gap Change Nordics 2014 2013 Change YOY Average 2.1% 3.5% -1.45% Best of the Best 3.6% 5.9% -2.34% Difference 1.5% 2.4% -0.90% Gap Percent Difference 69.9% 66.6% Narrower Gap Change Benelux 2014 2013 Change YOY Average 1.8% 2.6% -0.73% Best of the Best 3.5% 6.1% -2.55% Difference 1.7% 3.5% -1.82% Gap Percent Difference 92.9% 137.8% Narrower Gap Change United States ADOBE DIGITAL INDEX | Europe Best of the Best 23
  24. 24. 2014 2013 Change YOY Average 24.4% 17.0% 7.4% Best of the Best 34.6% 22.2% 12.4% Difference 10.2% 5.2% 5.0% Gap Percent Difference 41.8% 30.4 Wider Gap Change Industry Phone % Visits Retail 2014 2013 Change YOY Average 23.1% 16.6% 6.5% Best of the Best 32.5% 23.9% 8.6% Difference 9.4% 7.3% 2.1% Gap Percent Difference 40.9% 44.0% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 29.1% 22.1% 7.0% Best of the Best 46.1% 30.9% 15.2% Difference 17.0% 8.8% 8.2% Gap Percent Difference 58.4% 39.9 Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 19.8% 13.5% 6.3% Best of the Best 26.0% 13.6% 12.4% Difference 6.3% 0.2% 6.1% Gap Percent Difference 31.6% 1.3% Wider Gap Change Financial Services 2014 2013 Change YOY Average 15.2% 9.0% 6.2% Best of the Best 26.5% 12.3% 14.2% Difference 11.3% 3.3% 8.0% Gap Percent Difference 74.8% 37.2% Wider Gap Change Technology 2014 2013 Change YOY Average 35.0% 34.1% 0.9% Best of the Best 88.6% 90.3% -1.7% Difference 53.6% 56.2% -2.6% Gap Percent Difference 153.0% 164.6% Narrower Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 24
  25. 25. 2014 2013 Change YOY Average 13.6% 10.6% 3.0% Best of the Best 21.2% 16.7% 4.5% Difference 7.6% 6.2% 1.5% Gap Percent Difference 56.3% 58.2% Wider Gap Change Industry Tablet % Visits Retail 2014 2013 Change YOY Average 13.2% 11.4% 1.8% Best of the Best 19.4% 17.0% 2.4% Difference 6.2% 5.6% 0.7% Gap Percent Difference 47.4% 48.8% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 13.2% 11.7% 1.5% Best of the Best 19.7% 16.0% 3.7% Difference 6.5% 4.3% 2.2% Gap Percent Difference 49.5% 37.1% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 8.2% 6.3% 1.9% Best of the Best 13.1% 10.1% 3.0% Difference 5.0% 3.8% 1.2% Gap Percent Difference 60.6% 60.4% Wider Gap Change Financial Services 2014 2013 Change YOY Average 6.6% 4.7% 1.9% Best of the Best 11.8% 8.1% 3.7% Difference 5.3% 3.4% 1.9% Gap Percent Difference 80.6% 72.8% Wider Gap Change Technology 2014 2013 Change YOY Average 7.3% 5.3% 2.0% Best of the Best 11.1% 8.4% 2.6% Difference 3.8% 3.1% 0.6% Gap Percent Difference 51.9% 59.3% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 25
  26. 26. 2014 2013 Change YOY Average 53.7% 53.6% 0.1% Best of the Best 70.0% 67.9% 2.1% Difference 16.3% 14.3% 2.0% Gap Percent Difference 30.4% 26.8% Wider Gap Change Industry Stickiness Retail 2014 2013 Change YOY Average 55.7% 54.8% 1.0% Best of the Best 72.1% 67.8% 4.3% Difference 16.3% 13.0% 3.3% Gap Percent Difference 29.3% 23.7% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 46.9% 43.2% 3.7% Best of the Best 73.8% 62.0% 11.8% Difference 26.9% 18.8% 8.2% Gap Percent Difference 57.5% 43.5% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 48.0% 46.5% 1.6% Best of the Best 71.6% 67.5% 4.0% Difference 23.5% 21.0% 2.5% Gap Percent Difference 48.9% 45.3% Wider Gap Change Financial Services 2014 2013 Change YOY Average 36.5% 39.1% -2.6% Best of the Best 51.6% 50.7% 0.9% Difference 15.0% 11.6% 3.5% Gap Percent Difference 41.2% 29.6% Wider Gap Change Technology 2014 2013 Change YOY Average 52.2% 52.0% 0.2% Best of the Best 79.8% 69.6% 10.1% Difference 27.5% 17.6% 9.9% Gap Percent Difference 52.7% 33.9% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 26
  27. 27. 2014 2013 Change YOY Average 1.60 1.51 0.08 Best of the Best 1.99 1.84 0.15 Difference 0.39 0.33 0.07 Gap Percent Difference 24.7% 21.7% Wider Gap Change Industry Visit Rate Retail 2014 2013 Change YOY Average 1.41 1.39 0.02 Best of the Best 1.65 1.60 0.05 Difference 0.24 0.21 0.03 Gap Percent Difference 16.9% 15.1% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 2.33 2.11 0.22 Best of the Best 2.96 2.64 0.32 Difference 0.63 0.53 0.10 Gap Percent Difference 27.0% 25.1% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 2.20 1.92 0.28 Best of the Best 2.97 2.71 0.26 Difference 0.76 0.78 -0.02 Gap Percent Difference 34.6% 40.7% Narrower Gap Change Financial Services 2014 2013 Change YOY Average 1.78 1.52 0.25 Best of the Best 2.68 1.79 0.89 Difference 0.90 0.26 0.64 Gap Percent Difference 50.6% 17.1% Wider Gap Change Technology 2014 2013 Change YOY Average 2.52 2.41 0.11 Best of the Best 3.67 3.80 -0.13 Difference 1.15 1.38 -0.23 Gap Percent Difference 45.6% 57.3% Narrower Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 27
  28. 28. 2014 2013 Change YOY Average 6.95 6.76 0.20 Best of the Best 9.82 9.15 0.67 Difference 2.86 2.39 0.47 Gap Percent Difference 41.2% 35.4% Wider Gap Change Industry Consumption Retail 2014 2013 Change YOY Average 6.39 6.55 -0.16 Best of the Best 8.00 8.45 -0.45 Difference 1.62 1.90 -0.29 Gap Percent Difference 25.3% 29.1% Narrower Gap Change Travel & Hospitality 2014 2013 Change YOY Average 7.07 6.78 0.29 Best of the Best 10.33 9.96 0.36 Difference 3.26 318.5% 0.07 Gap Percent Difference 46.0% 47.0% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 5.95 5.55 0.40 Best of the Best 8.35 7.70 0.65 Difference 2.40 2.15 0.25 Gap Percent Difference 40.3% 38.7% Wider Gap Change Financial Services 2014 2013 Change YOY Average 6.31 6.05 0.26 Best of the Best 9.10 7.53 1.57 Difference 2.80 1.48 1.32 Gap Percent Difference 44.4% 24.5% Wider Gap Change Technology 2014 2013 Change YOY Average 7.23 6.65 0.58 Best of the Best 10.79 9.04 1.75 Difference 3.56 2.40 1.17 Gap Percent Difference 49.3% 36.0% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 28
  29. 29. Industry Click Through Rate ADOBE DIGITAL INDEX | Europe Best of the Best 2014 2013 Change YOY Average 2.8% 2.6% 0.20% Best of the Best 4.4% 4.1% 0.30% Difference 1.6% 1.5% 0.10% Gap Percent Difference 57% 58% Wider Gap Change Retail 2014 2013 Change YOY Average 3.2% 2.6% 0.60% Best of the Best 4.4% 3.7% 0.70% Difference 1.2% 1.1% 0.10% Gap Percent Difference 38% 42% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 2.9% 2.9% 0.00% Best of the Best 5.9% 5.8% 0.10% Difference 3.0% 2.9% 0.10% Gap Percent Difference 103% 100% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 2.2% 1.4% 0.80% Best of the Best 4.1% 2.9% 1.20% Difference 1.9% 1.5% 0.10% Gap Percent Difference 86% 107% Wider Gap Change Financial Services 2014 2013 Change YOY Average 1.3% 0.9% 0.80% Best of the Best 2.0% 1.4% 1.20% Difference 0.7% 0.5% 0.40% Gap Percent Difference 54% 556% Wider Gap Change Technology 2014 2013 Change YOY Average n/a n/a n/a Best of the Best n/a n/a n/a Difference n/a n/a n/a Percent Difference n/a n/a n/a Telecommunications 29
  30. 30. 2014 2013 Change YOY Average 3.2% 3.5% -0.26% Best of the Best 5.2% 5.5% -0.21% Difference 2.0% 2.0% 0.05% Gap Percent Difference 61.6% 55.6% Wider Gap Change Industry Conversion Retail 2014 2013 Change YOY Average 1.6% 2.2% -0.63% Best of the Best 2.6% 4.2% -1.59% Difference 1.1% 2.0% -0.96% Gap Percent Difference 67.7% 91.5% Narrower Gap Change Travel & Hospitality 2014 2013 Change YOY Average 1.4% 6.9% -5.52% Best of the Best 3.7% 10.9% -7.19% Difference 2.3% 3.9% -1.66% Gap Percent Difference 158.8% 56.5% Narrower Gap Change Media & Entertainment 2014 2013 Change YOY Average 3.4% 4.2% -0.87% Best of the Best 7.6% 9.8% -2.18% Difference 4.3% 5.6% -1.31% Gap Percent Difference 126.8% 131.7% Narrower Gap Change Financial Services 2014 2013 Change YOY Average 1.1% 0.9% 0.15% Best of the Best 1.6% 2.0% -0.46% Difference 0.5% 1.1% -0.61% Gap Percent Difference 43.9% 116.7% Narrower Gap Change Technology 2014 2013 Change YOY Average 0.7% 0.5% 0.13% Best of the Best 1.2% 1.0% 0.20% Difference 0.5% 0.5% 0.07% Gap Percent Difference 78.9% 85.7% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 30
  31. 31. 2014 2013 Change YOY Average 26.6% 20.2% 6.4% Best of the Best 40.1% 30.3% 9.8% Difference 13.4% 10.0% 3.4% Gap Percent Difference 50.4% 49.5% Wider Gap Change US Industry Phone % Visits Retail 2014 2013 Change YOY Average 31.1% 23.9% 7.2% Best of the Best 40.7% 32.4% 8.3% Difference 9.6% 8.5% 1.1% Gap Percent Difference 30.9% 35.6% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 35.5% 24.1% 11.4% Best of the Best 50.9% 35.5% 15.5% Difference 15.4% 11.3% 4.1% Gap Percent Difference 43.5% 47.0% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 13.8% 11.8% 2.0% Best of the Best 20.5% 17.2% 3.2% Difference 6.6% 5.4% 1.3% Gap Percent Difference 47.9% 45.4% Wider Gap Change Financial Services 2014 2013 Change YOY Average 19.0% 14.2% 4.8% Best of the Best 32.7% 23.7% 9.0% Difference 13.7% 9.5% 4.2% Gap Percent Difference 72.5% 67.4% Wider Gap Change Technology 2014 2013 Change YOY Average 25.6% 18.1% 7.6% Best of the Best 37.1% 26.2% 10.9% Difference 11.4% 8.1% 3.3% Gap Percent Difference 44.7% 45.1% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 31
  32. 32. 2014 2013 Change YOY Average 17.8% 12.4% 5.4% Best of the Best 28.6% 19.9% 8.6% Difference 10.8% 7.5% 3.3% Gap Percent Difference 60.7% 60.9% Wider Gap Change US Industry Tablet % Visits Retail 2014 2013 Change YOY Average 17.4% 12.2% 5.2% Best of the Best 26.3% 19.1% 7.2% Difference 8.8% 6.8% 2.0% Gap Percent Difference 50.5% 55.7% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 26.1% 17.2% 8.9% Best of the Best 39.5% 26.1% 13.4% Difference 13.4% 8.9% 4.5% Gap Percent Difference 51.2% 51.5% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 8.7% 7.1% 1.6% Best of the Best 13.7% 11.5% 2.2% Difference 5.0% 4.4% 0.7% Gap Percent Difference 57.5% 61.0% Wider Gap Change Financial Services 2014 2013 Change YOY Average 12.3% 8.5% 3.7% Best of the Best 21.8% 14.9% 6.8% Difference 9.5% 6.4% 3.1% Gap Percent Difference 76.9% 74.4% Wider Gap Change Technology 2014 2013 Change YOY Average 17.7% 11.9% 5.8% Best of the Best 26.1% 19.3% 6.8% Difference 8.4% 7.5% 0.9% Gap Percent Difference 47.4% 62.9% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 32
  33. 33. 2014 2013 Change YOY Average 33.7% 38.1% -4.4% Best of the Best 51.6% 55.3% -3.7% Difference 17.8% 17.2% 0.6% Gap Percent Difference 52.9% 45.1% Wider Gap Change US Industry Stickiness Retail 2014 2013 Change YOY Average 45.4% 50.4% -5.0% Best of the Best 60.5% 62.4% -1.9% Difference 15.1% 12.1% 3.1% Gap Percent Difference 33.4% 24.0% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average 29.7% 33.4% -3.7% Best of the Best 43.0% 46.3% -3.3% Difference 13.3% 12.9% 0.5% Gap Percent Difference 45.0% 38.6% Wider Gap Change Media & Entertainment 2014 2013 Change YOY Average 32.8% 37.3% -4.5% Best of the Best 45.2% 47.2% -1.9% Difference 12.5% 9.9% 2.6% Gap Percent Difference 38.0% 26.6% Wider Gap Change Financial Services 2014 2013 Change YOY Average 29.9% 32.8% -3.0% Best of the Best 46.7% 49.9% -3.1% Difference 16.9% 17.0% -0.2% Gap Percent Difference 56.4% 51.8% Narrower Gap Change Technology 2014 2013 Change YOY Average 36.1% 41.3% -5.1% Best of the Best 60.2% 60.5% -0.3% Difference 24.1% 19.2% 4.9% Gap Percent Difference 66.6% 46.6% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 33
  34. 34. 2014 2013 Change YOY Average 1.28 1.29 -0.01 Best of the Best 1.48 1.52 -0.04 Difference 0.20 0.23 -0.03 Gap Percent Difference 15.6% 17.5% Narrower Gap Change US Industry Visit Rate Retail 2014 2013 Change YOY Average 1.27 1.27 0.00 Best of the Best 1.39 1.42 -0.03 Difference 0.12 0.15 -0.03 Gap Percent Difference 9.2% 11.6% Narrower Gap Change Travel & Hospitality 2014 2013 Change YOY Average 1.51 1.53 -0.01 Best of the Best 1.83 1.85 -0.02 Difference 0.32 0.33 -0.01 Gap Percent Difference 21.2% 21.4% Narrower Gap Change Media & Entertainment 2014 2013 Change YOY Average 1.26 1.29 -0.03 Best of the Best 1.39 1.43 -0.04 Difference 0.13 0.14 -0.01 Gap Percent Difference 10.4% 10.7% Narrower Gap Change Financial Services 2014 2013 Change YOY Average 1.63 1.65 -0.02 Best of the Best 2.28 2.34 -0.07 Difference 0.65 0.69 -0.05 Gap Percent Difference 39.7% 41.9% Narrower Gap Change Technology 2014 2013 Change YOY Average 1.62 1.67 -0.05 Best of the Best 1.96 2.08 -0.12 Difference 0.33 0.41 -0.07 Gap Percent Difference 20.6% 24.4% Narrower Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 34
  35. 35. 2014 2013 Change YOY Average 4.89 5.33 -0.44 Best of the Best 6.80 7.19 -0.38 Difference 1.91 1.85 0.06 Gap Percent Difference 39.0% 34.8% Wider Gap Change US Industry Consumption Retail 2014 2013 Change YOY Average 4.90 5.31 -0.41 Best of the Best 6.14 6.64 -0.50 Difference 1.24 1.32 -0.08 Gap Percent Difference 25.3% 24.9% Narrower Gap Change Travel & Hospitality 2014 2013 Change YOY Average 5.73 6.40 -0.67 Best of the Best 7.84 8.71 -0.87 Difference 2.10 230.6% -0.20 Gap Percent Difference 36.7% 36.0% Narrower Gap Change Media & Entertainment 2014 2013 Change YOY Average 4.07 4.02 0.05 Best of the Best 5.12 5.34 -0.22 Difference 1.05 1.33 -0.27 Gap Percent Difference 25.9% 33.0% Narrower Gap Change Financial Services 2014 2013 Change YOY Average 5.75 6.18 -0.43 Best of the Best 7.24 7.68 -0.44 Difference 1.48 1.50 -0.02 Gap Percent Difference 25.8% 24.2% Narrower Gap Change Technology 2014 2013 Change YOY Average 6.28 6.76 -0.47 Best of the Best 8.58 9.09 -0.51 Difference 2.30 2.33 -0.04 Gap Percent Difference 36.6% 34.5% Narrower Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 35
  36. 36. 2014 2013 Change YOY Average 2.3% 2.4% -0.1% Best of the Best 4.4% 4.5% -0.1% Difference 2.0% 2.1% 0.0% Gap Percent Difference 88.7% 87.7% Narrower Gap Change US Industry Conversion Retail 2014 2013 Change YOY Average 2.2% 1.9% 0.3% Best of the Best 3.7% 3.3% 0.4% Difference 1.4% 1.4% 0.0% Gap Percent Difference 63.5% 72.3% Wider Gap Change Travel & Hospitality 2014 2013 Change YOY Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Media & Entertainment 2014 2013 Change YOY Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Financial Services 2014 2013 Change YOY Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Technology 2014 2013 Change YOY Average 1.1% 1.8% -0.7% Best of the Best 1.3% 2.0% -0.7% Difference 0.3% 0.2% 0.1% Gap Percent Difference 23.1% 9.9% Wider Gap Change Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 36
  37. 37. 2014 2013 Change YOY Average -2.3% -3.3% 1.0% Best of the Best -5.5% -8.1% 2.6% Difference -3.2% -4.9% 1.6% Gap Percent Difference -8.6% -19.1% NA EMEA vs US Industry Phone % Visits Retail 2014 2013 Change YOY Average -8.0% -7.2% -0.8% Best of the Best -8.2% -8.4% 0.2% Difference -0.2% -1.2% 1.0% Gap Percent Difference 9.9% 8.4% NA Travel & Hospitality 2014 2013 Change YOY Average -6.4% -2.0% -4.3% Best of the Best -4.8% -4.6% -0.2% Difference 1.6% -2.5% 4.1% Gap Percent Difference 14.9% -7.1% NA Media & Entertainment 2014 2013 Change YOY Average 5.9% 1.6% 4.3% Best of the Best 5.6% -3.6% 9.1% Difference -0.4% -5.2% 4.8% Gap Percent Difference -16.3% -44.1% NA Financial Services 2014 2013 Change YOY Average -3.8% -5.2% 1.4% Best of the Best -6.2% -11.4% 5.2% Difference -2.4% -6.2% 3.8% Gap Percent Difference 2.3% -30.2% NA Technology 2014 2013 Change YOY Average 9.4% 16.1% -6.7% Best of the Best 51.6% 64.1% -12.6% Difference 42.1% 48.0% -5.9% Gap Percent Difference 108.3% 119.5% NA Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 37
  38. 38. 2014 2013 Change YOY Average -4.2% -1.8% -2.4% Best of the Best -7.4% -3.2% -4.2% Difference -3.2% -1.4% -1.8% Gap Percent Difference -4.4% -2.7% NA EMEA vs US Industry Tablet % Visits Retail 2014 2013 Change YOY Average -4.3% -0.8% -3.4% Best of the Best -6.8% -2.1% -4.7% Difference -2.6% -1.3% -1.3% Gap Percent Difference -3.1% -6.9% NA Travel & Hospitality 2014 2013 Change YOY Average -12.9% -5.6% -7.4% Best of the Best -19.8% -10.1% -9.7% Difference -6.9% -4.5% -2.3% Gap Percent Difference -1.7% -14.4% NA Media & Entertainment 2014 2013 Change YOY Average -0.5% -0.8% 0.3% Best of the Best -0.6% -1.4% 0.8% Difference -0.1% -0.6% 0.5% Gap Percent Difference 3.1% -0.6% NA Financial Services 2014 2013 Change YOY Average -5.7% -3.9% -1.9% Best of the Best -9.9% -6.8% -3.1% Difference -4.2% -3.0% -1.2% Gap Percent Difference 3.7% -1.7% NA Technology 2014 2013 Change YOY Average -10.4% -6.6% -3.8% Best of the Best -15.0% -10.9% -4.1% Difference -4.6% -4.3% -0.3% Gap Percent Difference 4.4% -3.5% NA Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 38
  39. 39. 2014 2013 Change YOY Average 19.9% 15.4% 4.5% Best of the Best 18.4% 12.6% 5.8% Difference -1.5% -2.8% 1.4% Gap Percent Difference -22.4% -18.3% NA EMEA vs US Industry Stickiness Retail 2014 2013 Change YOY Average 10.4% 4.4% 6.0% Best of the Best 11.6% 5.3% 6.2% Difference 1.2% 0.9% 0.3% Gap Percent Difference -4.0% -0.2% NA Travel & Hospitality 2014 2013 Change YOY Average 17.2% 9.8% 7.4% Best of the Best 30.8% 15.7% 15.1% Difference 13.6% 5.9% 7.7% Gap Percent Difference 12.5% 4.9% NA Media & Entertainment 2014 2013 Change YOY Average 15.3% 9.2% 6.1% Best of the Best 26.3% 20.3% 6.0% Difference 11.0% 11.1% -0.1% Gap Percent Difference 10.9% 18.7% NA Financial Services 2014 2013 Change YOY Average 6.7% 6.3% 0.4% Best of the Best 4.8% 0.8% 4.0% Difference -1.8% -5.4% 3.6% Gap Percent Difference -15.3% -22.3% NA Technology 2014 2013 Change YOY Average 16.1% 10.7% 5.4% Best of the Best 19.6% 9.2% 10.4% Difference 3.5% -1.6% 5.0% Gap Percent Difference -13.9% -12.6% NA Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 39
  40. 40. 2014 2013 Change YOY Average 31.7% 22.3% 9.5% Best of the Best 51.2% 32.6% 18.6% Difference 19.5% 10.3% 9.2% Gap Percent Difference 9.1% 4.2% NA EMEA vs US Industry Visit Rate Retail 2014 2013 Change YOY Average 14.2% 12.0% 2.2% Best of the Best 26.4% 18.3% 8.1% Difference 12.2% 6.3% 5.9% Gap Percent Difference 7.7% 3.5% NA Travel & Hospitality 2014 2013 Change YOY Average 81.8% 58.4% 23.5% Best of the Best 112.7% 78.8% 33.9% Difference 30.9% 20.4% 10.4% Gap Percent Difference 5.8% 3.8% NA Media & Entertainment 2014 2013 Change YOY Average 94.1% 63.1% 31.0% Best of the Best 157.3% 127.6% 29.7% Difference 63.2% 64.5% -1.3% Gap Percent Difference 24.2% 30.0% NA Financial Services 2014 2013 Change YOY Average 14.6% -12.7% 27.3% Best of the Best 39.8% -55.8% 95.6% Difference 25.2% -43.1% 68.3% Gap Percent Difference 10.9% -24.8% NA Technology 2014 2013 Change YOY Average 89.9% 74.1% 15.7% Best of the Best 171.4% 171.8% -0.4% Difference 81.6% 97.7% -16.1% Gap Percent Difference 25.0% 33.0% NA Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 40
  41. 41. 2014 2013 Change YOY Average 2.06 1.42 0.64 Best of the Best 3.01 1.96 1.05 Difference 0.95 0.54 0.41 Gap Percent Difference 2% 1% NA EMEA vs US Industry Consumption Retail 2014 2013 Change YOY Average 1.49 1.24 0.25 Best of the Best 1.86 1.82 0.05 Difference 0.38 0.58 -0.20 Gap Percent Difference 0% 4% NA Travel & Hospitality 2014 2013 Change YOY Average 1.34 0.37 0.96 Best of the Best 2.49 1.25 1.24 Difference 1.15 0.88 0.27 Gap Percent Difference 9% 11% NA Media & Entertainment 2014 2013 Change YOY Average 1.88 1.53 0.35 Best of the Best 3.22 2.35 0.87 Difference 1.34 0.82 0.52 Gap Percent Difference 14% 6% NA Financial Services 2014 2013 Change YOY Average 0.55 -0.13 0.69 Best of the Best 1.86 -0.15 2.02 Difference 1.31 -0.02 1.33 Gap Percent Difference 19% 0% NA Technology 2014 2013 Change YOY Average 0.94 -0.11 105.2 Best of the Best 2.21 -0.05 225.6 Difference 1.27 0.06 120.3 Gap Percent Difference 13% 1% NA Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 41
  42. 42. 2014 2013 Change YOY Average 0.9% 1.1% -0.2% Best of the Best 0.9% 1.0% -0.1% Difference -0.1% -0.1% 0.1% Gap Percent Difference -27.1% -32.1% NA EMEA vs US Industry Conversion Retail 2014 2013 Change YOY Average -0.7% 0.3% -1.0% Best of the Best -1.0% 0.9% -2.0% Difference -0.4% 0.6% -1.0% Gap Percent Difference 4.2% 19.1% NA Travel & Hospitality 2014 2013 Change YOY Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Media & Entertainment 2014 2013 Change YOY Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Financial Services 2014 2013 Change YOY Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Technology 2014 2013 Change YOY Average -0.4% -1.3% 0.9% Best of the Best -0.1% -1.0% 0.9% Difference 0.3% 0.3% 0.0% Gap Percent Difference 55.7% 75.8% NA Telecommunications ADOBE DIGITAL INDEX | Europe Best of the Best 42

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