Adobe Digital Insights Best of the Best – Asia-Pacific

ASIA-PACIFIC
BEST OF THE BEST
ADOBE DIGITAL INSIGHTS

Table of Contents
ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015 2
Asia-Pacific Best of the Best
03 What is Best of the Best?
04 Smartphone Visits
06 Desktop Visits
08 Visit Rate
10 Consumption
12 Conversion
14 Stickiness
17 Paid Search Click Through Rates
18 Social Media Traffic
Appendix
23 Methodology
24 Glossary
25 Tables
27 Asia-Pacific Leads in
Smartphone Visits and
Continues to Break Away
Asia-Pacific Top Social Performers
19 Top Performers Have Significant
Social Presence
20 Retail has the Largest Following
Industries to Watch
21 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.
3
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.
ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015

• Japan leads the Asia-Pacific region in
terms of average smartphone visits
(37.9%) and Top 20 (58.8%)
• Consumers continue to rely more
and more on smartphones to
browse websites
• Despite network and bandwidth
issues, India is seeing an increase in
smartphone traffic
• The gap between the India average
and Top 20 is also increasing, indicating
there may be leaders who have figured
out mobile optimization and are
capitalizing on the opportunity
APAC BEST OF THE BEST
Japan leads Asia-Pacific in smartphone traffic volume

• All industries saw a year-over-year increase
in smartphone traffic
• Telecommunications and Media &
Entertainment lead in terms of average
smartphone visits:
– Telecommunications average: 44.3%
– Media & Entertainment: 37.0%
• Similar to the US and Europe, Technology
and Finance rank lowest in terms of
average and Top 20 performance
All industries saw an increase in smartphone traffic

• This is a Top 20 you don’t want to be
in: The ‘top’ represented here are
receiving the most incoming traffic
from desktop devices, indicating less
traffic is originating from the ever-
growing mobile device
• South Korea is in a unique situation:
Although it’s one highest performers of
smartphone traffic (31.6%), the
majority of the remaining traffic is
desktop
6
Despite smartphone growth, desktop traffic is still substantial

• Desktop traffic trended down year -
over-year for all industries, indicating a
shift to other means of access such as
smartphone and tablets
• However, all industries still have over
half of their traffic coming from
desktop devices
• Automotive and Telecommunications
trended down the most (decreasing by
-17.4% and -11.8%, respectively)
7
Desktop traffic decreased for all industries

• On average, consumers visited
websites less frequently in 2015 in
every industry except
Telecommunications
• Telecommunications had the highest
average visit rate at 2.02
visits/month
– Several communications companies
have headquarters in Asia-Pacific and
likely optimize the experience for the
home country residents
• Travel & Hospitality, Technology, and
Automotive had the lowest visit rates
8
Visit rate is stagnant across industries

• Desktop visit rate decreased in every country with the exception of India
• Japan sees the highest visit rate on both desktop (1.77/month) and smartphone (1.65/month) devices
• Consumers are shifting to smartphones to browse the web, however engagement metrics are suffering regardless of device
9
Smartphone visit rate decreased in every country

10
Shorter consumption may be driven by mobile
• Consumption (or time spent) varies by devices: smartphones garner the least amount of time
• Consumption decreased in India, ANZ, and the United States
• India saw the highest average consumption at 6.56; all countries within Asia-Pacific have a higher consumption rate than the United States. This
could be driven by more time spent, or even network and loading issues

• Consumption, or time spent, increased
in Travel & Hospitality,
Telecommunications and Media &
Entertainment in 2015
• Consumption within the Automobile
industry decreased the most,
decreasing -11% year-over-year
11
Consumption improved for some industries

Smartphone conversion leaders made progress
12ADOBE DIGITAL INSIGHTS | APAC Best of the Best 2015
• Leaders for smartphone conversion in Japan and India are excelling and should be looked to as examples
• For most countries, average smartphone conversion rate is less than half that of desktop, indicating the need for further mobile optimization
• Japan has the highest average desktop conversion rate; Japan and India tie for the highest smartphone conversion rate

• Within Asia-Pacific, Retail and Travel &
Hospitality companies saw average
smartphone conversion rates increase:
– Retail: Smartphone conversion rate
increased 3% year-over-year
– Travel & Hospitality: Smartphone
conversion rate increased 12% year-
over-year
• Similar to the country conversion
comparison, smartphone conversion
rate still lags behind desktop
conversion rate for both industries
13
Mobile Conversion Shows Momentum

• Stickiness has decreased for
everywhere except Hong Kong
• The Top 20 in each industry
outperform their peers by an average
of 42%
• Those who invest in methods to attract
and retain traffic are breaking away
through the delivery of relevant and
engaging website experiences
14
Consumers are less likely to stay on a website after arrival

• Stickiness has decreased for every
industry in 2015, with the exception of
Technology
• Average stickiness decreased the most
for Telecommunications, Automotive,
and Travel & Hospitality
15
Stickiness decreased in every industry except technology

• Both smartphone and desktop average
stickiness decreased in Asia-Pacific
• Average smartphone stickiness in Asia -
Pacific beats out both the United States
and European rates
– Average smartphone stickiness: 33.5%
– Average desktop stickiness: 44.0%
16
Smartphone and desktop devices are also seeing stickiness
declines

17
Paid search click through rate increased in every region
• Smartphone paid search click through
rates (CTRs) increased globally,
including Asia-Pacific, Europe, and the
United States
• Asia-Pacific desktop devices saw a
10.2% decrease year-over-year, yet
smartphones saw a 12.2% increase

18
• Leaders in ANZ, Hong Kong,
Southeast Asia lead the social
media traffic rate
• Other countries lag behind in terms
of average and Top 20, indicating
room for opportunity
• Some countries may have broader
presence in country-specific social
media networks
ANZ leads Asia-Pacific for social media traffic rate

19
• Media & Entertainment is the
clear standout for driving traffic
from social media efforts, with an
average of 5.1% compared to other
industries
– This is similar pattern to the United
States and Europe, where Media &
Entertainment also is the top
performer in terms of social media
traffic rate
– U.S. M&E average: 14.1%
– Europe M&E average: 7.6%
Media & Entertainment capitalizes on social to drive traffic

• Top performers within
every industry are almost all
present on Twitter, Facebook, and
YouTube
– The top performers within the
Automotive industry do not
have 100% presence on Twitter
and Facebook, and appear to
lag other industry leaders on
remaining social sites
• Pinterest and Periscope have not
been fully embraced by any
industry
20
APAC TOP SOCIAL PERFORMERS
Top performers have significant social presence on large networks

• 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%
21
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 comprised of 500 million impressions in 2014 and 2015; represents 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 publicly available based on an aggregate total
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22
©2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.
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
Glossary

Tables

• 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?
28
APPENDIX
Asia Pacific leads in smartphone visits and
continues to break away

Adobe Digital Insights Best of the Best – Asia-Pacific

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