2016 adi best of the best apac + india report

JAPAN + ASIA-PACIFICBEST OF THE BEST

ADOBE DIGITAL INSIGHTS 2017

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.

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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?

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

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THE BEST OF THE BEST

Key Insights

ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

• 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%

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SMARTPHONES ON THE RISE

Smartphone Traffic Grew in Every Country


• 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%

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Developing Nations Rapidly Adopt Smartphones


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Smartphone Share of Visits Grow in India


• Every industry saw an increase in smartphone share of visits except finance.

• The gap narrowed in Finance and M&E

• 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

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Smartphones Drive New Internet Users


• 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*

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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.

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DIMINISHING DESKTOPS

Desktop Still Declining


• 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

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DIMINISHING DESKTOPS

Desktop Still Declining


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All industries in India saw a decline in desktop traffic, except one


• 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

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CONSUMERS ARE COMING BACK

Consumers Visit Most Industries More Often


• 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

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Consumers in India are visiting sites more often


• 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

• 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%

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VISIT BEHAVIOR VARIES

Devices Cause Varying Visit Rates


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TIME IS PRECIOUS

Less Time Being Spent on Sites


• 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

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Consumers in India are spending less time across all industries


• Time spent was down across all industries.

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TIME IS PRECIOUS

Finance & Automotive See Time Increases


• 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.

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CONSUMER ENGAGEMENT

Stickiness Declined Across Most Countries


• 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


• 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%

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MORE PURCHASES

Conversion Rates on the Rise


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SEARCH EFFECTIVENESS

Paid Search Sees Increases in Click-Through Rates


• 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


• 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.

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SOCIAL MEDIA

Top Performers Grow Their Following


• 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

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©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


• 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


Glossary

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©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.



Data Tables (JAPAC)

24ADOBE DIGITAL INSIGHTS | Japan + Asia-Pacific Best of the Best 2016

Retail Travel M&E Finance Technology Telecomm AutomotiveAverage 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 1.29Best of the Best 2.00 1.63 2.35 2.99 1.59 3.12 1.45Absolute 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 5.33Best of the Best 8.84 9.07 9.13 8.99 7.35 8 6.6Absolute 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 AutomotiveAverage 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%





2016 2015



SMARTPHONEShare of visits

DESKTOPShare of visits

STICKINESS

VISIT RATE

TIME SPENT

SMARTPHONE CONVERSION

DESKTOP CONVERSION




Data Tables (JAPAC)2016 2015

ANZ Hong Kong India Japan SE Asia S. Korea United StatesAverage 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 StatesAverage 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%

SMARTPHONEShare of visits


STICKINESS

SMARTPHONEVISIT RATE




DESKTOPVISIT RATE





Average 1.57 1.50 1.24 1.65 1.53 1.39 1.36Best of the Best 2.11 1.77 1.42 2.04 1.88 1.54 1.56Absolute 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 1.43Best of the Best 2.17 1.79 1.72 2.30 1.93 1.57 1.74Absolute 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%


Data Tables (JAPAC)2016 2015

ANZ Hong Kong India Japan SE Asia S. Korea United StatesAverage 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 StatesAverage 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 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%



DESKTOP CONVERSION

TIME SPENT

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%


% 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%


% 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%


% 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%


% 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


% 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


% 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%


% Difference 53.6% 42.1% 52.4% 81.6% 58.7% 71.6% 50.8%

SMARTPHONESHARE OF VISITS

DESKTOPSHARE OF VISITS

VISIT RATE

TIME SPENT(MINS SPENT)

STICKINESS

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 RetailAverage 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 RetailAverage 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%

CONVERSIONSMARTPHONE

CONVERSIONDESKTOP

PAID SEARCH CTR

Tables (ANZ Industry Level)

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Travel Retail M&E Finance TechnologyAverage 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 6.35Best 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


SMARTPHONE

Share of visits


STICKINESS

VISIT RATE

TIME SPENT


DESKTOP CONVERSION




Travel Retail M&E Finance TechnologyAverage 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 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 7.04Best of the Best 7.54 9.01 10.77 7.23 8.02




Tables (JAPAN Industry Level)

Travel Retail M&E FinanceTechnolog

y TelecommAverage 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 1.85Best of the Best 1.77 2.03 1.82 2.93 1.31 2.79



2016 2015


SMARTPHONE

Share of visits


STICKINESS

VISIT RATE

TIME SPENT


DESKTOP CONVERSION


Average 3.2% 2.8% - - - -Best of the Best 5.7% 4.5% - - - -








Travel Retail M&E FinanceTechnolog

y TelecommAverage 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%

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APPENDIX

Japan + Asia-Pacific Website Traffic Growth


Data & Analytics

2016 adi best of the best apac + india report