Adobe Digital Index: India Best Of The Best

INDIA BEST OF THE BEST 2015
ADOBE 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 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

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.

• 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

• 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
Desktop traffic decreased for all countries

• 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
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, exceptRetail
• 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 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?
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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©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

• 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

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%
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

ADOBE DIGITALINDEX
Tables by industry
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%
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

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%
% 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
% Difference 16.3% 19.3% 14.2% 20.8%VISIT RATE
Average 16.5% 21.9% 14.3% 13.4%
Best of the Best 24.1% 33.1% 23.0% 20.3%
% 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%
% 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
% 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
% Difference 13.6% 19.1% 13.1% 24.1%

ADOBE DIGITALINDEX
Tables by country
Average 33.7% 28.1% 24.0% 26.2%
Best of the Best 54.0% 46.6% 44.0% 41.8%
% 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%
% 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
% 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
Average 34.8% 29.6% 29.6% 33.4%
Best of the Best 51.4% 47.3% 48.1% 49.0%
% 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%
% 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
% 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%

Adobe Digital Index: India Best Of The Best

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