The European Retail Mobile Report is based on an analysis of 300+ billion visits from over 16,000 websites and 90 billion app launches. It also includes consumer information from over 1,000 European respondents. The report reveals that overall traffic is relatively flat, and the only device seeing large growth year-over-year is a smartphone. Smartphone is also the key driver of growth for revenue. The report reveals implications this could have in the future and the importance of understanding differences in mobile experience and consumer behavior

1. ADOBE 2016 MOBILE BENCHMARK: EUROPE

2. Adobe 2016 Mobile Holiday Report
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
Methodology
Most comprehensive and accurate report of its kind in industry
Data from Adobe Marketing Cloud:
Report based on analysis of 300+ billion visits from 16,000+ sites and 90+ billion app launches
Companion research based on Adobe Digital Insights survey with 1,000+ European consumers
(conducted between March 30 - April 4 2015)
Adobe
Analytics
Adobe
Mobile Services

3. •
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Smartphones Drive Retailer Growth in Europe
Despite strong growth in visits for smartphones (+54% Q2
2016 YoY), overall visits for the average retailer remains
flat:
Overall traffic increased 3%
Desktop and tablet visits shrank (-7% and -8%,
respectively)
Dollars spent through smartphones see large growth,
overall revenue is growing much smaller:
Overall revenue increased 13%
Smartphones grew by 89% YoY, while desktops grew
8% and tablet grew 10%

4. •
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Smartphones cannibalize desktop traffic:
Smartphones Cannibalize Traffic, Yet Desktop Remains Top Revenue Driver
Desktop and tablet share of traffic have decreased (6%
and 3%, respectively) while smartphone has increased
9%
Desktop remains the cash cow:
While smartphone traffic has increased, revenue share
is disproportionate:
Smartphones drive 12% of total revenue in Europe
Desktop drive 74% of total revenue in Europe

5. • •
Smaller Screens Drive Smaller Orders
Smartphones AOV is 80% of desktop: RPV follows the same trend:
Despite smartphone AOV growing by 7% YoY, there is
still a large performance gap between smartphone and
desktop
RPV on desktop is 3.4x higher than smartphones

6. •
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Mobile Shoppers Aren't Completing As Many Orders
Smartphone conversion rate lags:
Desktop conversion rate is 2.6x higher than a
smartphone
Mobile shoppers find themselves doing more browsing
and less purchasing when compared to desktop
shoppers
Mobile customers encounter difficulties at checkout:
• Consumers switch to desktops for ease of navigation
(28%), seeing images on a bigger screen (23%), and to
enter payment information (17%) (Source: ADI Best of the
Best EMEA Survey)

7. •
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Common Frustrations Could Hinder Order Completion
Mobile browsing leads to frustration:
Slowness (49%), small screen (45%) and poor navigation (39%) are among the top
frustrations while browsing on a mobile device (Source: ADI Best of the Best EMEA Survey)
Several of the frustrations can be fixed by websites by focusing on mobile optimization

8. •
Country Comparisons: Website Traffic Growth By Device
French and German consumers are quickly adopting mobile shopping into their daily lives, but
they still lag behind the European average regarding smartphone share traffic

9. •
Country Comparisons: Website Revenue Growth By Device
European retailers see revenue through smartphones almost doubling year-over-year

10. •
Country Comparisons: Share of Traffic vs. Share of Revenue
UK retailers lead in regards to capitalizing on mobile shoppers

11. European Tablet Shoppers Bring in Less Revenue Per Visit

12. • Android a clear winner in France and Germany, but iOS holds a 60-40 lead in UK and US
Country Comparisons: Smartphone Operating System Share