Adobe Digital Index: India Best Of The Best

INDIA BEST OF THE BEST 2015ADOBE DIGITAL INDEX

Table of Contents

ADOBE DIGITAL INDEX | India Best of the Best 2015 2

India Best of the Best

03 What is Best of the Best?

04 Smartphone visits

06 Desktop visits

08 Visit rate

10 Consumption12 Conversion

13 Stickiness

Appendix

16 Methodology

17 Glossary

18 Tables

Industries to Watch

14 Asia Pacific leads in smartphone visits and continues to break away

15 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 graph:

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; leaders also widened the gap in every industry

• Overall smartphone visits for India were slightly higher, but comparable, to US levels (28.2% vs. 28.0%, respectively)


INDIA BEST OF THE BEST

Smartphone traffic grew across industries

• All countries saw a year-over-year increase in smartphone traffic

• The average performance in China saw the largest increase, followed by India’s average (73.4% YoY and 70.9% YoY, respectively)



China saw largest increase in smartphone traffic

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

• Desktop visits trended down year-over-year for all industries

• Media & Entertainment and Retail decreased desktop visits the most in 2015 (decreasing 19.5% and 14.5%, respectively)

• India averaged 7% more desktop visits than the US (67.6% vs 63.1%)



Despite mobile growth, desktop visits are still substantial

• Next to the US, India sees the least amount from desktop traffic, with an average of 67.6%

• The gap between average and Top 20 performance is getting wider in all countries



Desktop traffic decreased for all countries

• Consumers visited websites less frequently in 2015 in every industry except Media & Entertainment

• Retail had the highest average visit rate at 1.39 visits per month

• Technology and Retail were the only industries that narrowed the gap between average and top performers

• The average mobile visit rate decreased by 4% in 2015



Visit rate decreased in most industries

• All countries are seeing a year-over-year decline in visits occurring on a smartphone, while desktop increased in India and China

• Brazil Desktop sees the highest visit rate at 1.49 visits/month



Smartphone visit rate decreased in all countries

• Consumption, or time spent, declined for all industries, except Retail

• Consumption varies by device: smartphones garner the least amount of time



Mobile optimization may have driven shorter consumption

• Brazil averages the highest average consumption at 7.27, and also the highest Top 20 consumption at 10.01

• India has second best performance, with average consumption at 6.56

• All countries experienced a year-over-year decrease in consumption



Brazil has highest consumption, US has shortest

• Smartphone conversion decreased for both Retail and Travel & Hospitality industries (down 50% and 46%, respectively)

• Comparatively, Travel & Hospitality smartphone and desktop conversion and Retail smartphone conversion increased in 2015 for the US

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



Mobile conversion declined in 2015

• Stickiness decreased on both smartphones and desktops in all regions in 2015

• The Top 20 are breaking away from average performance, with both smartphone and desktop gaps widening

• Average stickiness in India higher than in US on smartphones and desktops, by 19.9% and 15.8%, respectively

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



Consumers are less likely to stay on a website after arrival

• Japan and South Korea have the highest average smartphone visitsat 37.9% and 31.6%, respectively,

exceeding the “Best” in most US industries and India

• 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, 100 billion visits to 400+ websites in Latin America, and 100 billion visits to 3,000+ websites in Asia during the 2015 calendar year gathered via Adobe Analytics.

– Country averages are based on the industries analyzed

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ADOBE DIGITAL INDEX

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

ADOBE DIGITAL INDEX

Glossary

17ADOBE DIGITAL INDEX | India Best of the Best 2015


ADOBE DIGITAL INDEX

Tables by industry

M&E Travel Technology Finance RetailAverage 36.3% 21.2% 16.6% 21.0% 27.1%Best of the Best 58.1% 33.8% 22.2% 27.4% 35.6%Absolute Difference 21.8% 12.6% 5.6% 6.4% 8.5%% Difference 60.1% 59.4% 33.7% 30.5% 31.4%

Average 57.9% 74.1% 80.8% 75.6% 67.0%Best of the Best 74.5% 87.8% 86.7% 86.2% 76.5%Absolute Difference 16.6% 13.7% 5.9% 10.6% 9.5%% Difference 28.7% 18.5% 7.3% 14.0% 14.2%

Average 7.08 7.63 5.46 6.19 7.06Best of the Best 10.26 9.21 7.08 7.02 10.63Absolute Difference 3.18 1.58 1.62 0.83 3.57% Difference 44.9% 20.7% 29.7% 13.4% 50.6%

M&E Travel Technology Finance Retail21.4% 14.3% 8.7% 10.4% 16.1%29.1% 21.7% 12.1% 13.0% 22.9%7.7% 7.4% 3.4% 2.6% 6.8%

36.0% 51.7% 39.1% 25.0% 42.2%

71.9% 78.4% 88.8% 85.1% 78.4%84.2% 85.4% 91.4% 88.9% 89.5%12.3% 7.0% 2.6% 3.8% 11.1%17.1% 8.9% 2.9% 4.5% 14.2%

7.20 7.99 6.26 6.62 6.629.67 9.43 7.51 7.24 7.432.47 1.44 1.25 0.62 0.81

34.3% 18.0% 20.0% 9.4% 12.2%

2015 2014

SMARTPHONESHARE OF VISITS

DESKTOPSHARE OF VISITS

CONSUMPTION(MINS SPENT)

Average 1.28 1.32 1.23 1.34 1.39Best of the Best 1.53 1.54 1.31 1.69 1.89Absolute Difference 0.25 0.22 0.08 0.35 0.50% Difference 19.5% 16.7% 6.5% 26.1% 36.0%

1.27 1.34 1.27 1.43 1.451.39 1.54 1.35 1.76 2.110.12 0.20 0.08 0.33 0.66

9.4% 14.9% 6.3% 23.1% 45.5%VISIT RATE


ADOBE DIGITAL INDEX

Tables by industry

M&E Travel Technology Finance RetailAverage n/a 0.1% n/a n/a 0.7%Best of the Best n/a 0.2% n/a n/a 1.7%Absolute Difference n/a 0.1% n/a n/a 1.0%% Difference n/a 100.0% n/a n/a 142.9%

Average n/a 1.2% n/a n/a 1.9%Best of the Best n/a 2.7% n/a n/a 3.3%Absolute Difference n/a 1.5% n/a n/a 1.4%% Difference n/a 125.0% n/a n/a 73.7%

M&E Travel Technology Finance Retailn/a 0.2% n/a n/a 1.3%n/a 0.5% n/a n/a 2.1%n/a 0.3% n/a n/a 0.8%n/a 150.0% n/a n/a 61.5%

n/a 2.3% n/a n/a 1.5%n/a 4.8% n/a n/a 3.3%n/a 2.5% n/a n/a 1.8%n/a 108.7% n/a n/a 120.0%

2015 2014

CONVERSIONSMARTPHONE

CONVERSIONDESKTOP


ADOBE DIGITAL INDEX

Tables by country

India US China BrazilAverage 28.2% 28.0% 24.8% 21.3%Best of the Best 38.5% 42.1% 41.2% 35.2%Absolute Difference 10.3% 14.1% 16.4% 13.9%% Difference 36.5% 50.4% 66.1% 65.3%

Average 67.6% 63.1% 71.5% 73.9%Best of the Best 84.9% 80.5% 87.0% 86.0%Absolute Difference 17.3% 17.4% 15.5% 12.1%% Difference 25.6% 27.6% 21.7% 16.4%

Average 6.56 5.04 6.29 7.27Best of the Best 8.22 6.75 8.24 10.01Absolute Difference 1.66 1.71 1.95 2.74% Difference 25.3% 33.9% 31.0% 37.7%

2015

SMARTPHONESHARE OF VISITS

DESKTOPSHARE OF VISITS

CONSUMPTION(MINS SPENT)

Average 1.29 1.35 1.27 1.44Best of the Best 1.50 1.61 1.45 1.74Absolute Difference 0.21 0.26 0.18 0.30% Difference 16.3% 19.3% 14.2% 20.8%VISIT RATE




2014



ADOBE DIGITAL INDEX

Tables by country




2015

STICKINESSSMARTPHONE

STICKINESSDESKTOP

VISIT RATEDESKTOP

Average 1.24 1.36 1.25 1.43Best of the Best 1.42 1.56 1.44 1.73Absolute Difference 0.18 0.20 19.0% 30.0%% Difference 14.5% 14.7% 15.2% 21.0%

VISIT RATESMARTPHONE




2014

Average 1.29 1.37 1.27 1.46Best of the Best 1.38 1.57 1.42 1.74Absolute Difference 0.09 0.20 15.0% 28.0%% Difference 7.0% 14.6% 11.8% 19.2%