Technology continues to advance and embed itself into every aspect of our lives, we need to better understand when, how and why consumer use this tech.

1. CONSUMER ELECTRONICS
REPORT
Jan 2019
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2. US CONSUMER ELECTRONICS REPORT | January 2019
METHODOLOGY
• Adobe Analytics measures 80% of online transactions at the largest 100 U.S. web retailers**
• Report based on aggregate and anonymized consumer data, comprised of over 55+ billion visits to
over 250 retailers in the United States.
• For comparison purposes, some retail segments have been broken by their primary product lines
• Consumer Electronics
• Apparel & Accessories
• Home Furnishings & Decoration
Data from
**Source: Internet Retailer 2018
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Adobe Advertising CloudAdobe Experience Cloud Adobe Analytics Cloud

3. US CONSUMER ELECTRONICS REPORT | January 2019
Main takeaways
Consumer Electronics retailers:
• Depend on strong holiday season to meet yearly online revenue performance goals
• Rely less on smartphones than other sectors due to nature of purchasing process; seeing steady growth in share of
revenue
• Enjoy a small advantage in video ad budgeting with an overall CPM less than most retailers
Consumers buying habits:
• Leverage the desktop much more than mobile when purchasing consumer electronics; video ad format reflects
this preference
• Take advantage of door busters on Thanksgiving and Black Friday; 50% of Holiday Weekend shopping done on
those two days
• Basket size varies across markets (DMA) because of mix of products with higher prices, not because there are more
items in the cart
• Continue to blur the line between laptops and tablets as screen size inches toward each other
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4. US CONSUMER ELECTRONICS REPORT | January 2019
Retailers, Including Consumer Electronics, Rely on Q4 to Make the Year
All retailers rely on Q4 to drive business
performance.
Consumer Electronics ranks just behind
Apparel & Accessories in terms of share
revenue coming in fourth quarter.
No segment showed more than 10% change
YoY suggesting consumers continue to delay
purchases until Q4.
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5. US CONSUMER ELECTRONICS REPORT | January 2019
Smartphone Share of Revenue Lags Other Sectors
Buying Consumer Electronics involves research and comparing specs, as a
result 80% of revenue comes from purchases made from desktops – nearly
50% more than the more impulsive Apparel & Accessories segment (55%
Desktop). 5

6. US CONSUMER ELECTRONICS REPORT | January 2019
Smartphone Share of Revenue Continues to Grow
Revenue contribution from purchases
made from smartphones has doubled
since January 2016 (+106%).
Growth rate slightly ahead of other retail
sectors; but started from a lower point
(7%)
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7. US CONSUMER ELECTRONICS REPORT | January 2019
Retailers Put Video Ads Where the Buyers Are
Following the money, Consumer
Electronics retailers focus on delivering
desktop impressions (64%)
Apparel & Accessories and Home
Furnishings bet on mobile video (+50%),
with the latter leveraging connected TV
devices.
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8. US CONSUMER ELECTRONICS REPORT | January 2019
Relative Price Parity (CPM) Across Key Formats
Consumer Electronics retailers rank
second to Apparel & Accessories in
overall CPM required to reach consumers
($9.05 to $8.35 for 9 months ending Sep
2018)
Mobile video ads don’t extract too much
of a premium (+3% overall)
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9. US CONSUMER ELECTRONICS REPORT | January 2019
Black Friday More Important than Cyber Monday to Consumer Electronics
While Cyber Monday has higher total
online sales than Black Friday ($7.9B vs.
$6.2B) Black Friday is more important to
Consumer Electronics retailers.
Consumer Electronics record half of their
5-day holiday weekend on Thanksgiving
and Black Friday when products are “door
busters”
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10. US CONSUMER ELECTRONICS REPORT| 2019
Prices Drop for Key Categories on Thanksgiving
Holiday Weekend remains best time to get good deals..
• Prices of toys dropped this year as retailers fought to capture Toys R Us consumers; 31% vs. 19% last year.
• Televisions showed similar discounts in the last two years;
• Computers showed a more steady decrease through out the season ahead of the Thanksgiving drop.
Thanksgiving
Nintendo Switch
Beats
Hot Wheels
Red Dead Redemption 2
HatchiBabies
Black Friday
Laptops (Dell and Lenovo)
L.O.L. Surprise
Fingerlings
Let’s Go Pikachu/Eevee
God of War
Cyber Monday
Fingerlings
L.O.L. Surprise
Nintendo Switch
Laptops (Dell and Apple)
LG TVs
Discount from 1
Oct to Cyber
Monday
Top Products
10
2018 2017
-18% -14%
-19% -21%
-31% -19%

11. Across the top 50 US markets, there is a $58 difference in
average order value during the Holiday Season
• New York topped the list this season at $299 followed by
Houston at $291
• Top 10 averaged $283
• Greenville/Ashville, NC recorded the lowest at $211 just below
Atlanta at $219
• Bottom 10 averaged $226
US CONSUMER ELECTRONICS REPORT | January 2019
Consumers Shop Differently Across Markets (DMA)
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Note: Top 10/Bottom 10 DMAs listed in appendix
• Order value driven primarily by higher-priced items as
opposed to more items in the cart.
• Price accounts for 85% of the difference – product mix
• Number of items in the cart accounts for just 15% of
the difference

12. Tablets are losing their niche screen position between smartphones and laptops
• Laptops have gotten on average 1” smaller, while smartphones have gotten on average 1” larger. Now at a 9.1” difference (4.7 vs. 13.8).
• Share of visits from tablets has decreased by 30% in the last 4 years.
• By comparison, share of visits from smartphones have increased 54% over the same time period.
US CONSUMER ELECTRONICS REPORT | January 2019
Bigger Smartphones & Smaller Laptops Leave Little Space For Tablets
12

14. Based on largest 50 Designated Market Areas (DMA)
US CONSUMER ELECTRONICS REPORT | January 2019
Top/Bottom Markets Based on Average Order Value
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Top 10 Markets (DMA) Avg. Order Value
New York (501) $299.14
Houston (618) $291.39
San Francisco-Oak-San Jose (807) $286.34
Los Angeles (803) $284.62
Austin (635) $284.46
Pittsburgh (508) $281.78
Denver (751) $280.17
Washington DC (Hagrstwn) (511) $279.32
Las Vegas (839) $276.16
Phoenix (Prescott) (753) $269.39
Bottom 10 Markets (DMA) Avg. Order Value
Jacksonville (561) $234.44
Hartford & New Haven (533) $233.06
St. Louis (609) $230.25
Greensboro-H.point-W.salem (518) $228.82
Charlotte (517) $228.21
Grand Rapids-Kalmzoo-B.crk (563) $225.03
Kansas City (616) $224.97
Harrisburg-Lncstr-Leb-York (566) $220.82
Atlanta (524) $219.18
Greenvll-Spart-Ashevll-And (567) $211.20

15. US CONSUMER ELECTRONICS REPORT | January 2019
Key Data Tables
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Month
2016-
01
2016-
02
2016-
03
2016-
04
2016-
05
2016-
06
2016-
07
2016-
08
2016-
09
2016-
10
2016-
11
2016-
12
2017-
01
2017-
02
2017-
03
2017-
04
2017-
05
2017-
06
2017-
07
2017-
08
2017-
09
2017-
10
2017-
11
2017-
12
2018-
01
2018-
02
2018-
03
2018-
04
2018-
05
2018-
06
2018-
07
2018-
08
2018-
09
2018-
10
2018-
11
2018-
12
APP 21% 27% 23% 23% 27% 33% 40% 39% 40% 42% 41% 50% 48% 50% 50% 50% 51% 56% 63% 61% 62% 60% 72% 81% 74% 78% 77% 74% 75% 83% 86% 83% 85% 89% 86% 102%
CE 7% 23% 25% 32% 35% 42% 41% 39% 46% 42% 79% 71% 56% 64% 68% 67% 64% 78% 80% 82% 82% 80% 106% 103% 94% 114% 111% 98% 98% 105% 110% 112% 114% 98% 124% 114%
HOME 13% 18% 17% 20% 26% 24% 30% 27% 28% 25% 35% 40% 35% 39% 39% 38% 40% 42% 45% 44% 48% 46% 60% 66% 58% 63% 64% 63% 66% 79% 74% 71% 78% 73% 52% 60%
OTHER 14% 23% 22% 26% 29% 32% 37% 32% 34% 36% 34% 38% 36% 44% 46% 48% 50% 54% 58% 54% 54% 54% 65% 71% 67% 76% 79% 78% 80% 90% 88% 87% 90% 89% 95% 104%
Smartphone Share of Revenue Growth
Segment
Connected
TV
Desktop
Video
Mobile
Video
Video
Native
All Others 10% 53% 35% 1%
Home Furnishings 21% 22% 55% 2%
Apparel & Acc. 2% 47% 50% 1%
Consumer Electronics 1% 64% 33% 2%
Video Ad Share of Impressions by Format
Thanksgiving Black Friday
SMB
Saturday Sunday
Cyber
Monday
Apparel & Accessories 14% 27% 13% 14% 32%
Home Furnishings 15% 27% 13% 14% 31%
Conumer Electronics 25% 30% 10% 8% 27%
Share of Revenue by Day (Holiday Weekend US)
Apparel &
Acc.
Consumer
Electronics
Home
Furnishing All Others
Smartphone 35% 15% 21% 24%
Desktop 55% 80% 70% 67%
Tablet 11% 5% 9% 9%
Share of Revenue by Device (Q3 2018 US)

16. US CONSUMER ELECTRONICS REPORT | January 2019
Key Data Tables
16
Adobe Price Index
Toys TV Computers
1-Nov -6% 0% -3%
2-Nov -6% 0% -4%
3-Nov -6% 0% -4%
4-Nov -6% -1% -3%
5-Nov -1% -2% -4%
6-Nov -6% 0% -3%
7-Nov -7% -1% -4%
8-Nov -7% -1% -8%
9-Nov -7% -4% -10%
10-Nov -7% -7% -9%
11-Nov -8% -2% -10%
12-Nov -8% -2% -13%
13-Nov -7% -2% -11%
14-Nov -7% -2% -9%
15-Nov -8% -2% -9%
16-Nov -8% -3% -10%
17-Nov -8% -3% -11%
18-Nov -11% -4% -15%
19-Nov -12% -5% -15%
20-Nov -12% -5% -15%
21-Nov -12% -5% -16%
22-Nov -27% -18% -18%
23-Nov -27% -18% -18%
24-Nov -29% -18% -18%
25-Nov -32% -19% -18%
26-Nov -31% -19% -18%
27-Nov -31% -16% -14%
28-Nov -31% -16% -14%
29-Nov -31% -16% -14%
30-Nov -30% -16% -14%
1-Dec -30% -15% -18%
2-Dec -30% -15% -14%
3-Dec -29% -17% -14%
4-Dec -30% -15% -14%
5-Dec -30% -16% -14%
6-Dec -30% -15% -18%
7-Dec -30% -16% -18%
8-Dec -29% -16% -18%
9-Dec -28% -17% -14%
10-Dec -28% -17% -14%
11-Dec -28% -15% -14%
12-Dec -28% -16% -14%
13-Dec -27% -15% -14%
14-Dec -28% -16% -14%
15-Dec -28% -16% -16%
16-Dec -28% -17% -16%
17-Dec -28% -16% -16%
18-Dec -28% -16% -16%
19-Dec -28% -16% -16%
20-Dec -28% -16% -16%
21-Dec -28% -17% -20%
22-Dec -28% -17% -16%
23-Dec -29% -17% -14%
24-Dec -29% -17% -14%
25-Dec -26% -17% -14%
26-Dec -26% -16% -14%
27-Dec -26% -16% -14%
28-Dec -26% -16% -14%
29-Dec -26% -16% -14%
30-Dec -28% -15% -15%
31-Dec -29% -15% -15%
Month SMARTPHONE LAPTOP
9/1/14 0 0
10/1/14 0.18 0.16
11/1/14 0.45 (0.09)
12/1/14 0.28 (0.07)
1/1/15 0.35 (0.06)
2/1/15 0.09 (0.06)
3/1/15 0.27 (0.22)
4/1/15 0.30 (0.49)
5/1/15 0.42 (0.35)
6/1/15 0.27 (0.41)
7/1/15 0.34 (0.40)
8/1/15 0.41 (0.58)
9/1/15 0.66 (0.51)
10/1/15 0.59 (0.80)
11/1/15 0.56 (1.02)
12/1/15 0.60 (0.52)
1/1/16 0.68 (0.56)
2/1/16 0.59 (0.96)
3/1/16 0.52 (0.90)
4/1/16 0.29 (0.83)
5/1/16 0.43 (1.15)
6/1/16 0.50 (0.78)
7/1/16 0.54 (0.75)
8/1/16 0.49 (0.66)
9/1/16 0.65 (0.84)
10/1/16 0.72 (0.95)
11/1/16 0.60 (1.13)
12/1/16 0.59 (0.71)
1/1/17 0.67 (0.57)
2/1/17 0.62 (0.49)
3/1/17 0.54 (0.56)
4/1/17 0.55 (0.60)
5/1/17 0.56 (0.61)
6/1/17 0.56 (0.68)
7/1/17 0.49 (0.57)
8/1/17 0.31 (0.65)
9/1/17 0.45 (0.93)
10/1/17 0.74 (0.97)
11/1/17 0.63 (1.63)
12/1/17 0.76 (1.23)
1/1/18 0.85 (0.75)
2/1/18 0.73 (0.63)
3/1/18 0.68 (0.94)
4/1/18 0.76 (0.88)
5/1/18 0.80 (1.30)
6/1/18 0.76 (0.72)
7/1/18 0.83 (0.95)
8/1/18 0.74 (0.89)
9/1/18 0.87 (1.07)
Screen Size Change