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ADOBE DIGITAL INSIGHTS
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
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
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
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
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
MOBILE METRICS REFRESH | Q2 2017
Desktops still see the most visits by a slim margin
SHARE OF VISITS BY DEVICE
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
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
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
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
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
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
MOBILE METRICS REFRESH | Q2 2017
INDUSTRY BREAKDOWNS
DATA INSIGHTS BY INDUSTRY
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
MOBILE METRICS REFRESH | Q2 2017
Direct traffic increases with “loyalty-to-one” brands in an industry
DIRECT VS. MARKETING CHANNELS
MOBILE METRICS REFRESH | Q2 2017
Industry View: Average large company visit growth by device
VISIT GROWTH BY DEVICE AND INDUSTRY
MOBILE METRICS REFRESH | Q2 2017
Industry View: Average large company visit growth by device
VISIT GROWTH BY DEVICE AND INDUSTRY
MOBILE METRICS REFRESH | Q2 2017
Paid search is critical for retailers
PAID AND NATURAL SEARCH
MOBILE METRICS REFRESH | Q2 2017
iOS dominates visits across industries
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
OPERATING SYSTEM BY INDUSTRY
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
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
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
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
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
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
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
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
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
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
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
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
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%)
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
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
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%)
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
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
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%)
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
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
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%)
MOBILE METRICS REFRESH | Q2 2017
MOBILE BREAKDOWNS
DATA INSIGHTS BY INDUSTRY
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
MOBILE METRICS REFRESH | Q2 2017
GLOSSARY + APPENDIX
DATA INSIGHTS BY INDUSTRY
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
MOBILE METRICS REFRESH | Q2 2017
Appendix: Paid Search and Natural Search Q2 2016
PAID AND NATURAL SEARCH
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
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
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
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
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
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
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
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
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
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
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
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
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
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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Adobe Mobile Trends Refresh -- Q2 2017

  • 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. 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. 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. 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. 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. MOBILE METRICS REFRESH | Q2 2017 Desktops still see the most visits by a slim margin SHARE OF VISITS BY DEVICE
  • 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. 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. 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. 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. 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. 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. MOBILE METRICS REFRESH | Q2 2017 INDUSTRY BREAKDOWNS DATA INSIGHTS BY INDUSTRY
  • 15.
  • 16. 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
  • 17. MOBILE METRICS REFRESH | Q2 2017 Direct traffic increases with “loyalty-to-one” brands in an industry DIRECT VS. MARKETING CHANNELS
  • 18. MOBILE METRICS REFRESH | Q2 2017 Industry View: Average large company visit growth by device VISIT GROWTH BY DEVICE AND INDUSTRY
  • 19. MOBILE METRICS REFRESH | Q2 2017 Industry View: Average large company visit growth by device VISIT GROWTH BY DEVICE AND INDUSTRY
  • 20. MOBILE METRICS REFRESH | Q2 2017 Paid search is critical for retailers PAID AND NATURAL SEARCH
  • 21. MOBILE METRICS REFRESH | Q2 2017 iOS dominates visits across industries iPhone 6 iPhone 7 Galaxy S7 Galaxy S6 OPERATING SYSTEM BY INDUSTRY
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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%)
  • 35. 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
  • 36. 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
  • 37. 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%)
  • 38. 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
  • 39. 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
  • 40. 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%)
  • 41. 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
  • 42. 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
  • 43. 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%)
  • 44. MOBILE METRICS REFRESH | Q2 2017 MOBILE BREAKDOWNS DATA INSIGHTS BY INDUSTRY
  • 45. 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
  • 46. MOBILE METRICS REFRESH | Q2 2017 GLOSSARY + APPENDIX DATA INSIGHTS BY INDUSTRY
  • 47. 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
  • 48. MOBILE METRICS REFRESH | Q2 2017 Appendix: Paid Search and Natural Search Q2 2016 PAID AND NATURAL SEARCH
  • 49. 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
  • 50. 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
  • 51. 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
  • 52. 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
  • 53. 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
  • 54. 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
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 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
  • 60. 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
  • 61. 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
  • 62. 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