ADI 2015 Best Of The Best Report

US BEST OF THE BEST 2015 ADOBE DIGITAL INDEX

Table of Contents

ADOBE DIGITAL INDEX | US Best of the Best 2015 2

US Best of the Best 03 What is Best of the Best?

04 Smartphone Visits

05 Desktop Visits

06 Visit Rate

08 Consumption 09 Video Starts per Visitor

10 Conversion

11 Stickiness

13 Click Through Rate

14 Social Interaction Rate 15 Social Media Traffic

Appendix 20 Methodology

21 Glossary

22 Tables

US Top Social Performers 16 Top Performers Have Significant Social Presence

17 Retail and Media & Entertainment Have Largest Following

Industries to Watch

18 Asia Pacific Leads in Smartphone Visits and Continues to Break Away

19 Europe Travel Shows Most Improvement in Conversion

What is the Best of the Best? The Best of the Best 2015 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.


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 2014 to 2015.

Narrower means the gap is closing. Wider means it’s increasing.

•  Consumers continue to rely more and more on smartphones to browse websites

•  Every industry saw an increase in smartphone visits, and leaders widened the gap in every industry except Telecommunications

•  The Top 20 in Retail, Travel & Hospitality, Media & Entertainment, and Automotive register more than 35% of total visits via smartphone


US BEST OF THE BEST

Smartphone Traffic Grows, Especially for Leaders

•  All industries still have over half of their traffic originating from desktop devices

•  Desktop visits remained particularly important for several industries, such as Financial Services, where reviewing or conducting transactions benefit from large screens


US BEST OF THE BEST

Despite Mobile Growth, Desktop Traffic is Still Substantial

•  Consumers visited websites less frequently in 2015 in every industry

•  Telecommunications had the highest average visit rate at 1.56 visits/month

•  Retail, Travel & Hospitality, and Automotive had the lowest visit rates


US BEST OF THE BEST

Visit Rate is Stagnant Across Industries

•  Average visit rate also dropped on Smartphone and Desktop devices in 2015

•  A dip in visit rate across devices could indicate one of two things:

1)  More efficient trips due to content optimization

2)  Less tolerance for poor website experiences


US BEST OF THE BEST

Visit Rate is Stagnant Across Devices

•  Consumption, or time spent, declined for all industries, except Travel & Hospitality

•  Consumption varies by device: visits on smartphones last half as long as desktop


US BEST OF THE BEST

Mobile Optimization May Drive Shorter Consumption

•  Consumers watch more online videos on desktops than on smartphones

•  Smartphone video viewing growth year-over-year is outpacing desktop (18% vs. 10%, respectively)

•  Smartphone video viewing growth outpaced desktop growth for the Top 20 (34% vs. 13%, respectively)

•  The growth in smartphone could indicate better optimization on smartphones, or the general shift to using larger screen phones


US BEST OF THE BEST

Top Media & Entertainment Sites Focus on Video Optimization for Smartphones

•  Retail desktop conversion decreased 7% YoY, while smartphone increased +13% YoY

•  Travel & Hospitality smartphone conversion growth outpaced desktop by 50%

•  In both industries, smartphone conversion still remains lower than desktop, indicating the need for further mobile optimization


US BEST OF THE BEST

Mobile Conversion Shows Momentum

•  Stickiness has decreased for every industry in 2015

•  The Top 20 in each industry outperform their peers by 44%

•  Those who invest in methods to attract and retain traffic are breaking away through the use of relevant and engaging website experiences


US BEST OF THE BEST

Consumers are Less Likely to Stay on a Website After Arrival

•  Stickiness decreased on smartphones and desktops in 2015

•  Stickiness is also lower on smartphones when compared to desktops for both the average performers and Top 20


US BEST OF THE BEST

Devices Are Also Seeing Stickiness Declines

•  Search click through rates (CTRs) increased for all industries

•  The Top 20 have pulled away from the average in all industries except Financial Services

•  Smartphone and desktop CTRs both increased, with average smartphone CTR performing 29% higher than desktop


US BEST OF THE BEST

Paid Search Click Through Rate Increased

•  Social Media Interaction Rates are down in every industry except Media & Entertainment

•  Facebook promoted paid display ad interaction, which may have changed budget and behavior to paid ads instead of free social interaction


US BEST OF THE BEST

Social Media Global Interaction Rate Shifts to Paid Placements


•  Media & Entertainment is the clear standout for driving traffic from social media efforts, with an average of 15% compared to 1% or less in other industries

US BEST OF THE BEST

Media & Entertainment Capitalize on Social to Drive Traffic

•  Top performers within every industry are all present on Twitter, Facebook, and YouTube

•  Periscope has not been embraced fully by any industry


US TOP SOCIAL PERFORMERS

Top Performers Have Significant Social Presence


US TOP SOCIAL PERFORMERS

Retail and Media & Entertainment Have Largest Following

•  Retail and Media & Entertainment outperform the average social following by over 2x (2.2x and 2.4x, respectively)

•  On average, each industry authors around 2,000 social posts per month

•  Telecommunications has engaged the most with its audience – averaging over 10,000 in its social lifetime

•  Japan and South Korea have the highest average smartphone visits at 37.9% and 31.6%, respectively, exceeding the “Best” in most US industries.

•  Will Japan and South Korea stay ahead of the game, or will the continuous shift of consumers to mobile devices force others to catch up?


INDUSTRIES TO WATCH

Asia Pacific Leads in Smartphone Visits and Continues to Break Away

•  Conversion on Europe’s travel sites showed best conversion improvement YoY, growing 25% on smartphones and 15% on desktop

•  Europe travel shows the strongest desktop and smartphone conversion rates when compared to US and Asia Pacific:

•  Europe Desktop Avg: 4.2% •  Europe Smartphone Avg: 1.2%


INDUSTRIES TO WATCH

Europe Travel Shows Most Improvement in Conversion

•  Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites, 100 billion visits to 3,000+ websites in Europe, and 100 billion visits to 3,000+ websites in Asia during the 2015 calendar year gathered via Adobe Analytics and Adobe Social.

–  Country averages are based on the industries analyzed •  Social data is based on consumer data comprising of 500 million impressions in 2014 and 2015. Composed of aggregated and

anonymous data from over 300 clients. •  Report based on 500 million engagements (mentions, likes, shares, “official” page likes and followers.) Blogs, Facebook, G+,

Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on an aggregate total.

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ADOBE DIGITAL INDEX Methodology

•  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

•  Video Start per Visitor: Average monthly video starts per visitor •  Click Through Rate: Percent of search ad impressions that are clicked

•  Smartphone Traffic: Percent of visits to a website originating on a smartphone •  Social Media Traffic: Percent of website traffic driven by social media sites •  Social Media Interaction Rate: Global comments, likes, shares and other interactions with a Facebook post

•  Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest, Youtube and Periscope •  Total Social Engagements: Interactions with a social account’s following, IE “Twitter Like,” “Pinterest Like” •  Social Authorship: Number of posts authored by an official Twitter handle

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

ADOBE DIGITAL INDEX Glossary

21 ADOBE DIGITAL INDEX | US Best of the Best 2015

ADOBE DIGITAL INDEX Tables


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% 8.3% 8.6% 13.9% % Difference 44.5% 42.9% 66.7% 56.6% 29.3% 51.2% 54.1%

Average 54.6% 61.1% 84.0% 80.1% 57.4% 76.8% 63.3% Best of the Best 71.5% 73.7% 92.5% 89.2% 64.1% 89.8% 80.6% Absolute Difference 16.9% 12.6% 8.5% 9.1% 6.7% 13.0% 17.3% % Difference 31.0% 20.6% 10.1% 11.4% 11.7% 16.9% 27.4%

Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31 Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51 Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20 % Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3%

M&E Travel Technology Finance Automotive Telecomm Retail 30.3% 20.0% 9.0% 11.4% 22.0% 14.1% 20.3% 44.1% 29.7% 15.1% 18.0% 28.1% 24.1% 31.3% 13.8% 9.7% 6.1% 6.6% 6.1% 10.0% 11.0% 45.5% 48.5% 67.8% 57.9% 27.7% 70.9% 54.2%

60.3% 65.4% 86.3% 82.4% 64.1% 79.7% 67.0% 74.1% 74.7% 93.6% 90.1% 70.0% 92.5% 81.3% 13.8% 9.3% 7.3% 7.7% 5.9% 12.8% 14.4% 22.9% 14.2% 8.5% 9.3% 9.2% 16.1% 21.5%

1.56 1.30 1.35 2.00 1.25 1.67 1.32 1.88 1.40 1.55 1.50 1.32 1.85 1.50 0.32 0.10 0.20 -0.50 0.07 0.18 0.18

20.5% 7.7% 14.8% -25.0% 5.6% 10.8% 13.6%

2015 2014

SMARTPHONE SHARE OF VISITS

DESKTOP SHARE OF VISITS

VISIT RATE


28.8% 46.6% 30.3% 35.4% 51.9% 34.1% 46.1% 40.2% 61.4% 45.2% 55.2% 60.8% 47.4% 61.6% 11.4% 14.8% 14.9% 19.8% 8.9% 13.3% 15.5% 39.6% 31.8% 49.2% 55.9% 17.1% 39.0% 33.6% STICKINESS



CONSUMPTION (MINS SPENT)

VIDEO STARTS/VISITOR SMARTPHONE

M&E Travel Technology Finance Automotive Telecomm Retail 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 0.93 0.86 1.94 % Difference 35.3% 31.8% 30.5% 35.5% 18.6% 11.9% 32.3%

M&E Travel Technology Finance Automotive Telecomm Retail 5.52 5.52 5.62 4.93 5.01 7.30 6.01 7.43 7.25 7.35 6.76 5.91 8.31 7.95 1.91 1.73 1.73 1.83 0.90 1.01 1.94

34.6% 31.3% 30.8% 37.1% 18.0% 13.8% 32.3%

2015 2014

Average 0.55 n/a n/a n/a n/a n/a n/a Best of the Best 1.22 n/a n/a n/a n/a n/a n/a Absolute Difference 0.67 n/a n/a n/a n/a n/a n/a % Difference 121.8% n/a n/a n/a n/a n/a n/a

Average n/a 0.7% n/a n/a n/a n/a 0.9% Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6% Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7% % Difference n/a 85.7% n/a n/a n/a n/a 77.8%

0.46 n/a n/a n/a n/a n/a n/a 0.91 n/a n/a n/a n/a n/a n/a 0.45 n/a n/a n/a n/a n/a n/a

97.8% n/a n/a n/a n/a n/a n/a

n/a 0.6% n/a n/a n/a n/a 0.8% n/a 1.0% n/a n/a n/a n/a 1.4% n/a 0.4% n/a n/a n/a n/a 0.6% n/a 66.7% n/a n/a n/a n/a 75.0%

Average 0.79 n/a n/a n/a n/a n/a n/a Best of the Best 1.45 n/a n/a n/a n/a n/a n/a Absolute Difference 0.66 n/a n/a n/a n/a n/a n/a % Difference 83.5% n/a n/a n/a n/a n/a n/a

0.72 n/a n/a n/a n/a n/a n/a 1.28 n/a n/a n/a n/a n/a n/a 0.56 n/a n/a n/a n/a n/a n/a

77.8% n/a n/a n/a n/a n/a n/a

CONVERSION SMARTPHONE

VIDEO STARTS/VISITOR DESKTOP



CONVERSION DESKTOP

% OF SOCIAL TRAFFIC

PAID SEARCH CTR

SOCIAL MEDIA GLOBAL INTERACTION RATE

M&E Travel Technology Finance Automotive Telecomm Retail 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%

M&E Travel Technology Finance Automotive Telecomm Retail n/a 2.2% n/a n/a n/a n/a 2.8% n/a 3.7% n/a n/a n/a n/a 4.9% n/a 1.5% n/a n/a n/a n/a 2.1% n/a 68.2% n/a n/a n/a n/a 75.0%

2015 2014


7.0% 0.7% 0.7% 0.4% 0.3% 0.4% 0.8% 13.7% 1.3% 1.3% 0.8% 0.6% 0.7% 1.6% 6.7% 0.6% 0.6% 0.4% 0.3% 0.3% 0.8% 95.7% 85.7% 85.7% 100.0% 100.0% 75.0% 100.0%

Average 4.0% 4.9% 5.1% 3.7% 1.5% n/a 3.2% Best of the Best 6.4% 7.7% 8.3% 5.1% 2.5% n/a 6.0% Absolute Difference 2.4% 2.8% 3.2% 1.4% 1.0% n/a 2.8% % Difference 60.0% 57.1% 62.7% 37.8% 66.7% n/a 87.5%

3.3% 3.5% 4.3% 3.4% 1.4% n/a 2.7% 5.3% 5.8% 7.3% 5.3% 2.2% n/a 4.3% 2.0% 2.3% 3.0% 1.9% 0.8% n/a 1.6%

60.6% 65.7% 69.8% 55.9% 57.1% n/a 59.3%

Average 2.5% 2.4% 2.7% 1.2% 2.7% n/a 2.4% Best of the Best 3.5% 3.5% 3.4% 2.0% 3.4% n/a 3.6% Absolute Difference 1.0% 1.1% 0.7% 0.8% 0.7% n/a 1.2% % Difference 40.0% 45.8% 25.9% 66.7% 25.9% n/a 50.0%

2.3% 2.7% 2.9% 1.2% 2.8% n/a 2.6% 3.6% 4.1% 4.7% 2.0% 4.7% n/a 4.2% 1.3% 1.4% 1.8% 0.8% 1.9% n/a 1.6%

56.5% 51.9% 62.1% 66.7% 67.9% n/a 61.5%