© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2016 Europe Best of the BestAdobe Digital Insights

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Table of Contents

2

Europe Best of the Best

03 What is Best of the Best?

04 Smartphone Visits

05 Desktop Visits

06 Visit Rate

07 Time Spent

08 Conversion

09 Stickiness

10 Paid Search Click Through Rate

Appendix

12 Methodology

13 Glossary

14 Tables

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What is Best of the Best

The Best of the Best 2016 report refers to companies using the Adobe Analytics 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 Analytics Cloudcustomers are already ahead of the masses through their investment in excellence.

3

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.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Smartphone Share of Visits Continues to Grow by country & industry

4

Smartphone share of desktop visits increased in country YoY- Germany grew the most @ 51% YOY

The Top 20 outperformed their peers by an average of 40% across all industries.

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Smartphone is the device of choice for most activities

5

For every activity, use of a smartphone has increased, while use on tablet or computer has decreased.- Shopping online increase 22%

- Reading articles and music increased 15%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile continues to take bites out of Desktop

6

Desktop share of browser visits are down across each country YoY- Germany decreased the most @ -13% YoY, followed by the UK and the Nordics @ -12% YoY

Desktop share of browser visits are down an average of 15% YoY across all industries

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Visit Rates Across Devices & Select Industries Saw Life

7

• Visit rates are up in the Nordics, and UK on smartphone and desktop

• Financial services say the highest average visit rate in 2016 @ 2.03

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Device Switching

8

• Device switching between tasks is done fairly regularly, with half of European consumers reporting frequent device switching during tasks

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Time Spent Down Across most countries and industries

9

• Benelux saw the greatest decrease @ -9% YoY, and the UK saw the greatest increase @ 3.9% YoY

• Time spent is down across all industries except finance and telecom.

• Financial Services grew the most @ 10% YoY while Automotive saw the largest decrease -7% YoY.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Poor layout and small screen sizes continue to drive shorter visits

10

• Poor layout and screen size are the main driver of short visits on mobile devices

- While they are at the top screen size decreased 11% and layout 5% YoY

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Consumers device switching issues unchanged

11

• YoY the main disruptive experiences for consumers in Europe have not been addressed

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Speed and size are the main factors for mobile frustration

12

• European consumers are not getting their content fast enough, 47% cite slow mobile experiences as a frustration

• While the average consumer cites small screens as the second negative factor, 18-24 are more critical of a sites design 44% citing poor design or layout as their second place factor

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Connected devices a constant

13

• Consumers in Europe own 6.1 connected devices and use 2.8 daily

- The Netherlands has the highest number of devices @ 6.7

- UK uses the most devices a day @ 3.0

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

UK & Nordics are tied in smartphone conversion

14

• Desktop conversion rates are up across almost each country YoY

• Nordics hold the highest desktop conversion rate in Europe

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Stickiness Is Down Across All Devices & Industries

15

• Stickiness is down across all industries except finance, M&E and telecom.

• Nordics continue to set the standard for stickiness with an average rate of 46.3% & at Top 20 of 67.4%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Paid Search Click Through Rate Increased

16

• U.S. and Europe Paid Search CTR increased on desktop and smartphone YoY

• The gap from the average in 2016 grew in both regions

• The average Smartphone CTR in Europe outperformed the average U.S. CTR by 33%.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Social Presence

17

• Retail and Travel have fully adopted Instagram, and Financial Services even upped their presence in the platform.

• More industries are tackling live video on Periscope.

• Average Social Following has increased by 24% YoY.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Methodology

18

Consists of aggregated and anonymous data from 100 billion visits to 3,000+ websites in Europe websites during the 2016 calendar year. Country averages are based on the industries analyzed

Survey: Between May 4th and May 15, we talked to over 1,000 consumers in each of five European countries (UK, France, Germany, Sweden, and the Netherlands) about the devices they own and how they use these devices through their daily activities.

Data from different Adobe Experience Cloud solutions:

Visit our website: adobe.ly/AdobeInsights

Sign up for email alerts: http://www.cmo.com/adiregister.html

Follow us: @adobeinsights

Adobe Analytics Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Glossary

19

Share of Visits: Share of visits to a website by device

Stickiness: Percent of traffic that stays and engages with a site

Visit Rate: Average monthly website visits per visitor, overall and by device

Click Through Rate: Percent of search ad impressions that are clicked

Smartphone Traffic: Percent of visits to a website originating on a smartphone

Time Spent: Average minutes per visit

Conversion: Average orders or bookings per visit, overall and by device

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Tables (Europe Industry Level)

20

Retail Travel M&E Finance Technology Telecomm AutomotiveAverage 33.6% 29.1% 36.8% 35.6% 23.0% 31.0% 30.6%Best of the Best 46.1% 36.2% 52.2% 53.1% 36.6% 46.2% 36.2%Absolute Difference 12.5% 7.1% 15.4% 17.5% 13.6% 15.2% 5.6%% Difference 37.2% 24.4% 41.8% 49.2% 59.1% 49.0% 18.3%

Average 52.2% 55.5% 51.5% 56.5% 70.6% 60.4% 54.0%Best of the Best 64.9% 63.4% 69.1% 79.0% 90.3% 77.4% 61.7%Absolute Difference 12.7% 7.9% 17.6% 22.5% 19.7% 17.0% 7.7%% Difference 24.3% 14.2% 34.2% 39.8% 27.9% 28.1% 14.3%

Average 1.42 1.3 1.63 2.03 1.53 1.89 1.29Best of the Best 1.66 1.53 2.03 2.78 1.62 2.46 1.41Absolute Difference 0.24 0.23 0.40 0.75 0.09 0.57 0.12% Difference 16.9% 17.7% 24.5% 36.9% 5.9% 30.2% 9.3%

Average 6.25 5.68 6.03 6.32 5.91 6.34 4.95Best of the Best 8.24 7.6 8.77 8.81 7.52 8.57 5.69Absolute Difference 1.99 1.92 2.74 2.49 1.61 2.23 0.74% Difference 31.8% 33.8% 45.4% 39.4% 27.2% 35.2% 14.9%

Retail Travel M&E Finance Technology Telecomm AutomotiveAverage 23.3% 18.6% 29.5% 15.4% 10.9% 20.9% 18.3%Best of the Best 33.3% 28.2% 45.6% 23.3% 20.0% 38.0% 27.3%Absolute Difference 10.0% 9.6% 16.1% 7.9% 9.1% 17.1% 9.0%% Difference 42.9% 51.6% 54.6% 51.3% 83.5% 81.8% 49.2%

Average 60.4% 64.4% 56.3% 74.5% 84.3% 69.6% 67.7%Best of the Best 74.8% 75.0% 73.7% 87.3% 94.8% 82.6% 77.6%Absolute Difference 14.4% 10.6% 17.4% 12.8% 10.5% 13.0% 9.9%% Difference 23.8% 16.5% 30.9% 17.2% 12.5% 18.7% 14.6%

Average 1.37 1.31 1.55 1.54 1.39 1.92 1.31Best of the Best 1.59 1.48 1.88 1.94 1.66 2.53 1.44Absolute Difference 0.22 0.17 0.33 0.40 0.27 0.61 0.13% Difference 16.1% 13.0% 21.3% 26.0% 19.4% 31.8% 10.2%

Average 6.44 5.97 6.17 5.77 5.95 6.2 5.35Best of the Best 8.02 7.78 8.39 8.34 7.34 7.97 6.04Absolute Difference 1.58 1.81 2.22 2.57 1.39 1.77 0.69% Difference 24.5% 30.3% 36.0% 44.5% 23.4% 28.5% 12.9%

Average 45.0% 43.4% 38.7% 43.8% 29.6% 34.9% 50.5%Best of the Best 62.2% 62.2% 61.2% 69.8% 43.3% 50.1% 63.9%Absolute Difference 17.2% 18.8% 22.5% 26.0% 13.7% 15.2% 13.4%% Difference 38.2% 43.3% 58.1% 59.4% 46.3% 43.6% 26.5%

Average 49.5% 48.9% 35.9% 43.0% 31.4% 32.8% 50.7%Best of the Best 62.2% 62.2% 54.1% 63.6% 43.8% 49.6% 62.8%Absolute Difference 12.7% 13.3% 18.2% 20.6% 12.4% 16.8% 12.1%% Difference 25.7% 27.2% 50.7% 47.9% 39.5% 51.2% 23.9%

SMARTPHONEShare of visits

DESKTOPShare of visits

STICKINESS

VISIT RATE

TIME SPENT

2016 2015

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Tables (Europe Industry Level)

21

SMARTPHONEVISIT RATE

DESKTOPVISIT RATE

Average 1.61 1.36 1.28 1.49 1.46 1.34 1.34Best of the Best 2.16 1.54 1.48 1.75 1.74 1.47 1.56Absolute Difference 0.55 0.18 0.2 0.26 0.28 0.13 0.22% Difference 34.2% 13.2% 15.6% 17.4% 19.2% 9.7% 16.4%

Average 1.57 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%

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%

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

Average 2.7% 1.8% - - - - -Best of the Best 5.0% 3.5% - - - - -Absolute Difference 2.3% 1.7% - - - - -% Difference 85.2% 94.4% - - - - -

Average 2.6% 1.5% - - - - -Best of the Best 4.7% 3.1% - - - - -Absolute Difference 2.1% 1.6% - - - - -% Difference 80.9% 110.9% - - - - -

SMARTPHONE CONVERSION

DESKTOP CONVERSION

Average 0.9% 0.5% - - - - -Best of the Best 1.8% 0.9% - - - - -Absolute Difference 0.9% 0.4% - - - - -% Difference 100.0% 80.0% - - - - -

Average 0.7% 0.3% - - - - -Best of the Best 1.4% 0.5% - - - - -Absolute Difference 0.7% 0.2% - - - - -% Difference 98.4% 67.7% - - - - -

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Tables (Europe Country Level)

22

UK Germany France Nordics Benelux USAverage 37.9% 29.2% 25.7% 35.0% 25.3% 37.0%Best of the Best 50.0% 36.5% 33.1% 49.4% 33.8% 51.1%Absolute Difference 12.1% 7.3% 7.4% 14.4% 8.5% 14.1%% Difference 31.9% 25.0% 28.8% 41.1% 33.6% 38.1%

Average 49.2% 60.3% 63.9% 54.5% 63.1% 55.5%Best of the Best 68.6% 77.5% 76.3% 71.4% 76.1% 77.9%Absolute Difference 19.4% 17.2% 12.4% 16.9% 13.0% 22.4%% Difference 39.4% 28.5% 19.4% 31.0% 20.6% 40.4%

Average 5.75 5.83 6.03 6.28 5.68 4.74Best of the Best 7.94 8.31 8.11 8.65 7.55 6.48Absolute Difference 2.19 2.48 2.08 2.37 1.87 1.74% Difference 38.1% 42.5% 34.5% 37.7% 32.9% 36.7%

UK Germany France Nordics Benelux USAverage 27.3% 19.3% 18.2% 24.0% 18.8% 28.0%Best of the Best 42.6% 29.1% 27.0% 35.8% 27.1% 42.1%Absolute Difference 15.3% 9.8% 8.8% 11.8% 8.3% 14.1%% Difference 56.0% 50.8% 48.4% 49.2% 44.1% 50.4%

Average 56.1% 69.6% 69.4% 61.9% 66.0% 63.1%Best of the Best 74.1% 82.6% 80.4% 79.7% 78.4% 80.5%Absolute Difference 18.0% 13.0% 11.0% 17.8% 12.4% 17.4%% Difference 32.1% 18.7% 15.9% 28.8% 18.8% 27.6%

Average 5.53 5.97 6.51 6.08 6.25 5.04Best of the Best 7.31 8.09 8.36 7.91 8.58 6.75Absolute Difference 1.78 2.12 1.85 1.83 2.33 1.71% Difference 32.2% 35.5% 28.4% 30.1% 37.3% 33.9%

Average 40.2% 38.0% 40.4% 46.3% 43.6% 29.0%Best of the Best 62.2% 57.9% 59.2% 67.4% 63.7% 48.4%Absolute Difference 22.0% 19.9% 18.8% 21.1% 20.1% 19.4%% Difference 54.7% 52.4% 46.5% 45.6% 46.1% 66.9%

Average 39.6% 42.8% 42.2% 45.8% 44.0% 32.6%Best of the Best 59.7% 60.9% 59.0% 61.5% 56.8% 48.4%Absolute Difference 20.1% 18.1% 16.8% 15.7% 12.8% 15.8%% Difference 50.8% 42.3% 39.8% 34.2% 29.1% 48.5%

SMARTPHONEShare of visits

DESKTOPShare of visits

STICKINESS

TIME SPENT

2016 2015

SMARTPHONEVISIT RATE

DESKTOPVISIT RATE

Average 1.51 1.36 1.33 1.70 1.53 1.44Best of the Best 1.85 1.56 1.55 2.01 1.81 1.76Absolute Difference 0.34 0.2 0.22 0.31 0.28 0.32% Difference 22.5% 14.7% 16.5% 18.2% 18.3% 22.2%

Average 1.44 1.40 1.38 1.66 1.55 1.43Best of the Best 1.75 1.61 1.59 2.16 1.92 1.74Absolute Difference 0.31 0.21 0.21 0.5 0.37 0.31% Difference 21.5% 15.0% 15.2% 30.1% 23.9% 21.7%

Average 1.44 1.31 1.38 1.65 1.51 1.34Best of the Best 1.72 1.50 1.62 2.00 1.87 1.56Absolute Difference 0.28 0.19 0.24 0.35 0.36 0.22% Difference 19.4% 14.5% 17.4% 21.2% 23.8% 16.4%

Average 1.40 1.38 1.39 1.60 1.49 1.36Best of the Best 1.64 1.64 1.59 2.02 1.79 1.56Absolute Difference 0.24 0.26 0.2 0.42 0.3 0.2% Difference 17.1% 18.8% 14.4% 26.3% 20.1% 14.7%