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Adobe Digital Index: India Best Of The Best

This new report from Adobe Digital Index may spur marketers to increase their focus on engagement and measurement.

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Adobe Digital Index: India Best Of The Best

  1. 1. INDIA BEST OF THE BEST 2015 ADOBE DIGITAL INDEX
  2. 2. 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 Consumption 12 Conversion 13 Stickiness Appendix 16 Methodology 17 Glossary 18 Tables Industries toWatch 14 Asia Pacific leads in smartphone visits and continues to break away 15 Europe Travel shows most improvement in conversion
  3. 3. ADOBE DIGITAL INDEX | India Best of the Best 2015 3 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 betweenTop 20% and average from 2014 to 2015. Narrower means the gap is closing. Wider means it’s increasing.
  4. 4. • 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) ADOBE DIGITAL INDEX | India Best of the Best 2015 4 INDIA BEST OF THE BEST Smartphone traffic grew across industries
  5. 5. • 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) ADOBE DIGITAL INDEX | India Best of the Best 2015 5 INDIA BEST OF THE BEST China saw largest increase in smartphone traffic
  6. 6. • 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%) ADOBE DIGITAL INDEX | India Best of the Best 2015 6 INDIA BEST OF THE BEST Despite mobile growth, desktop visits are still substantial
  7. 7. • Nextto the US, India seesthe 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 ADOBE DIGITAL INDEX | India Best of the Best 2015 7 INDIA BEST OF THE BEST Desktop traffic decreased for all countries
  8. 8. • Consumers visited websites less frequently in 2015 in every industry exceptMedia & Entertainment • Retail had the highest average visit rate at 1.39 visits permonth • Technologyand Retail were the only industries that narrowed the gap betweenaverage and top performers • The average mobile visit rate decreased by 4% in 2015 ADOBE DIGITAL INDEX | India Best of the Best 2015 8 INDIA BEST OF THE BEST Visit rate decreased in most industries
  9. 9. • 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 ADOBE DIGITAL INDEX | India Best of the Best 2015 9 INDIA BEST OF THE BEST Smartphone visit rate decreased in all countries
  10. 10. • Consumption, or time spent, declined for all industries, exceptRetail • Consumption varies by device: smartphones garner the least amount of time ADOBE DIGITAL INDEX | India Best of the Best 2015 10 INDIA BEST OF THE BEST Mobile optimization may have driven shorter consumption
  11. 11. • 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 ADOBE DIGITAL INDEX | India Best of the Best 2015 11 INDIA BEST OF THE BEST Brazil has highest consumption, US has shortest
  12. 12. • 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 ADOBE DIGITAL INDEX | India Best of the Best 2015 12 INDIA BEST OF THE BEST Mobile conversion declined in 2015
  13. 13. • 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 ADOBE DIGITAL INDEX | India Best of the Best 2015 13 INDIA BEST OF THE BEST Consumers are less likely to stay on a website after arrival
  14. 14. • Japan and South Korea have the highest average smartphone visits at 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? ADOBE DIGITAL INDEX | India Best of the Best 2015 14 INDUSTRIES TO WATCH Asia Pacific leads in smartphone visits and continues to break away
  15. 15. • 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% ADOBE DIGITAL INDEX | India Best of the Best 2015 15 INDUSTRIES TO WATCH Europe Travel shows most improvement in conversion
  16. 16. • 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 Visit our website: adobe.ly/digitalindex Sign up for email alerts: http://www.cmo.com/adiregister.html Read our blog: adobe.ly/digitalindex Follow us: @adobeindex Ask a question or make a suggestion: digindex@adobe.com ADOBE DIGITAL INDEX | India Best of the Best 2015 16 ©2016 AdobeSystems Incorporated. All rights reserved. Adobeand the Adobelogo are either registered trademarks or trademarks of AdobeSystems Incorporated in the United States and/orother countries. All other trademarks are the property of their respective owners. ADOBE DIGITALINDEX Methodology
  17. 17. • 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 engageswith 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 DIGITALINDEX Glossary 17ADOBE DIGITAL INDEX | India Best of the Best 2015
  18. 18. 18ADOBE DIGITAL INDEX | India Best of the Best 2015 ADOBE DIGITALINDEX Tables by industry M&E Travel Technology Finance Retail Average 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 7.06 Best of the Best 10.26 9.21 7.08 7.02 10.63 Absolute 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 Retail 21.4% 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 6.62 9.67 9.43 7.51 7.24 7.43 2.47 1.44 1.25 0.62 0.81 34.3% 18.0% 20.0% 9.4% 12.2% 2015 2014 SMARTPHONE SHARE OF VISITS DESKTOP SHARE OF VISITS CONSUMPTION (MINS SPENT) Average 1.28 1.32 1.23 1.34 1.39 Best of the Best 1.53 1.54 1.31 1.69 1.89 Absolute 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 1.45 1.39 1.54 1.35 1.76 2.11 0.12 0.20 0.08 0.33 0.66 9.4% 14.9% 6.3% 23.1% 45.5%VISIT RATE
  19. 19. 19ADOBE DIGITAL INDEX | India Best of the Best 2015 ADOBE DIGITALINDEX Tables by industry M&E Travel Technology Finance Retail Average 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 Retail n/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 CONVERSION SMARTPHONE CONVERSION DESKTOP
  20. 20. 20ADOBE DIGITAL INDEX | India Best of the Best 2015 ADOBE DIGITALINDEX Tables by country India US China Brazil Average 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 7.27 Best of the Best 8.22 6.75 8.24 10.01 Absolute Difference 1.66 1.71 1.95 2.74 % Difference 25.3% 33.9% 31.0% 37.7% 2015 SMARTPHONE SHARE OF VISITS DESKTOP SHARE OF VISITS CONSUMPTION (MINS SPENT) Average 1.29 1.35 1.27 1.44 Best of the Best 1.50 1.61 1.45 1.74 Absolute Difference 0.21 0.26 0.18 0.30 % Difference 16.3% 19.3% 14.2% 20.8%VISIT RATE India US China Brazil Average 16.5% 21.9% 14.3% 13.4% Best of the Best 24.1% 33.1% 23.0% 20.3% Absolute Difference 7.6% 11.2% 8.7% 6.9% % Difference 46.1% 51.1% 60.8% 51.5% Average 78.0% 68.3% 79.7% 81.1% Best of the Best 89.3% 82.1% 91.7% 89.5% Absolute Difference 11.3% 13.8% 12.0% 8.4% % Difference 14.5% 20.2% 15.1% 10.4% Average 6.59 5.14 6.42 7.43 Best of the Best 8.72 6.88 8.15 9.89 Absolute Difference 2.13 1.74 1.73 2.46 % Difference 32.3% 33.9% 26.9% 33.1% 2014 Average 1.32 1.36 1.30 1.45 Best of the Best 1.50 1.62 1.47 1.80 Absolute Difference 0.18 0.26 0.17 0.35 % Difference 13.6% 19.1% 13.1% 24.1%
  21. 21. 21ADOBE DIGITAL INDEX | India Best of the Best 2015 ADOBE DIGITALINDEX Tables by country India US China Brazil Average 33.7% 28.1% 24.0% 26.2% Best of the Best 54.0% 46.6% 44.0% 41.8% Absolute Difference 20.3% 18.5% 20.0% 15.6% % Difference 60.2% 65.8% 83.3% 59.5% Average 42.4% 36.6% 34.8% 37.2% Best of the Best 65.8% 58.6% 58.6% 61.8% Absolute Difference 23.4% 22.0% 23.8% 24.6% % Difference 55.2% 60.1% 68.4% 66.1% Average 1.39 1.43 1.37 1.49 Best of the Best 1.72 1.74 1.58 1.93 Absolute Difference 0.33 0.31 0.21 0.44 % Difference 23.7% 21.7% 15.3% 29.5% 2015 STICKINESS SMARTPHONE STICKINESS DESKTOP VISIT RATE DESKTOP Average 1.24 1.36 1.25 1.43 Best of the Best 1.42 1.56 1.44 1.73 Absolute Difference 0.18 0.20 19.0% 30.0% % Difference 14.5% 14.7% 15.2% 21.0% VISIT RATE SMARTPHONE India US China Brazil Average 34.8% 29.6% 29.6% 33.4% Best of the Best 51.4% 47.3% 48.1% 49.0% Absolute Difference 16.6% 17.7% 18.5% 15.6% % Difference 47.7% 59.8% 62.5% 46.7% Average 42.8% 39.4% 41.1% 44.3% Best of the Best 64.2% 60.4% 60.0% 68.7% Absolute Difference 21.4% 21.0% 18.9% 24.4% % Difference 50.0% 53.3% 46.0% 55.1% Average 1.34 1.44 1.36 1.55 Best of the Best 1.51 1.75 1.55 1.92 Absolute Difference 0.17 0.31 0.19 0.37 % Difference 12.7% 21.5% 14.0% 23.9% 2014 Average 1.29 1.37 1.27 1.46 Best of the Best 1.38 1.57 1.42 1.74 Absolute Difference 0.09 0.20 15.0% 28.0% % Difference 7.0% 14.6% 11.8% 19.2%

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