© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Japan & Asia-Pacific Best of the Best
Adobe Digital Insights

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Table of Contents
2
Asia-Pacific Best of the Best
03 What is Best of the Best?
04 Smartphone Visits
06 Desktop Visits
08 Visit Rate
10 Time Spent
12 Conversion
14 Stickiness
17 Paid Search CTR
18 Social Presence
Appendix
24 Methodology
25 Glossary
26 Tables
India
20 India Smartphone Visits by Industry
21 India Desktop Visits by Industry
22 India Visit Rate by Industry
23 India Time Spent by Industry

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Best of the Best
The 2016 Best of the Best report refers to companies using the Adobe Analytics 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 Analytics 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 2015 to 2016.
Narrower means the gap is closing.
Wider means it’s increasing.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone Share of Visits Continues to Grow
4
• Every industry saw an increase in
smartphone share of browser visits
(23% on average across all industries)
• The gap grew wider in every industry
save T & H, the top 20 in
Telecommunications saw the largest
gap from the average site @ 23%
• Telecom mobile strategy in JAPAC is
much stronger than the U.S. which sits
at 20.2%.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone traffic continues to grow globally
5
• All countries saw an average increase
of 29% in smartphone share of traffic
YoY
- Smartphone share of visits in the
US saw an average increase of 32%
YoY
• The gap grew wider across all
countries by an average of 17%
- India’s gap is the largest @ 20%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Desktop share of visits going down globally
6
 Desktop share of browser visits
declined by an average of 11%
across all countries YoY
 The gap between the average
and the Top 20 continues to
widen by an average of 17%
across all countries
 Japan sees the least amount of
desktop traffic @ 48%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
All industries saw desktop traffic decreases
7
 Desktop share of browser visits were
down 10% YoY across all industries
 Automotive, retail & telecom are
seeing less than 50% of traffic from
desktops
- JAPAC retail sees less traffic from
desktops compared to the U.S. (59.4%)
 Telecom & retail decreased the most
in 2016 both -15% YoY

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are visiting sites more often
8
 Visit rates increased YoY for all
industries except for Automotive.
- Visits rates increased in the U.S for
every industry save Telecom.
 Telecommunications saw the
highest average visit rate 2.32 per
month
 Automotive, Travel & Hospitality,
and Technology had the lowest
visits rates two years in a row

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit Rates shifted on desktop & smartphone
9
 ANZ sees the highest desktop visit rate (1.77/ month) & (1.61/month) for smartphones
 India & ANZ were the only countries to see visit rates increase across both devices

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are spending less time on sites globally
10
 Time spent was down across
all countries except ANZ
- India decreased 12% YoY
- HK decreased 5% YoY
- Japan decreased 4% YoY

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Time Spent declined for most industries
11
 Time Spent increased for Finance &
Automotive in 2016
 Travel & Hospitality saw the greatest
decrease 9% YoY, the U.S. saw a similar
decrease @ 7% YoY.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion Rates are up across devices
12
 Conversion rate are up across both
smartphone and desktop across all
countries
 ANZ & Japan have the highest
average desktop conversion rate
 Japan has the highest average
smartphone & desktop conversion
rate for the second year in a row

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Conversion APAC Retail & Travel
13
 Shopping Smartphone
conversion increased 2%
year-over-year
 Travel Smartphone
conversion increased 3%
year-over-year, and desktop
increased 6% year-over-year

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stickiness is struggling across most countries
14
 The % of consumers that last
more than one page is down
across every country except
South Korea
 The Top 20 are out
performing the average site
by 53%

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stickiness is down across every industry
15
 Stickiness declined an average of
10% across every industry in
APAC in 2016
- Stickiness in the U.S. was down an
average of 6% across all industries
 Stickiness decreased the most for
Telecom & Retail (-27% YoY)

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
US is the only region to see stickiness decline on Smartphones &
desktop
16
 Stickiness increased in Asia-
Pacific on smartphone and
desktop
 Asia-Pacific beat out the US
and Europe again in average
smartphone stickiness

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CTR for paid search increased across devices and regions
17
 Paid Search CTRs increased
across the globe on
smartphones & desktop
 Both smartphone and
desktop devices saw a 18%
year-over-year increase

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Top Performers following is growing
18
• Top performers have increased their following by an average of 19% year-over-year
• Twitter has been embraced fully by each industry, and Instagram gained more adoption year-over-year

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
India Industry Level Data
19

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartphone Share of Visits Grow in India
20
• Every industry saw an increase in
smartphone share of visits except
finance.
• The gap narrowed in Finance and
M&E

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
All industries saw a decline in desktop traffic, except one
21
 Desktop share of visits were
down YoY in every industry
except Finance.
 Retail is poised to be the first
to go below the 50% barrier.
 Travel & hospitality & retail
decreased the fastest in 2016

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers in India are visiting sites more often
22
 Finance and Travel were the
only industries to see a
decrease in visit rates.
 Retail saw the highest
average visit rate 1.52 per
month

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers in India are spending less time across all industries
23
 Time spent was down across
all industries.

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
24
 Consists of aggregated and anonymous data from 100 billion visits to 3,000+ websites in Asia during
the 2016 calendar year
 Data from different Adobe Experience Cloud solutions:
Visit our website: adobe.ly/AdobeInsights
Sign up for email alerts: http://www.cmo.com/adiregister.html
Follow us: @adobeinsights
Adobe
Analytics Cloud

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Glossary
25
 Share of Visits: Share of visits to a website by device
 Stickiness: Percent of visits that last more than one page
 Visit Rate: Average monthly website visits per visitor, overall and by device
 Click Through Rate: Percent of search ad impressions that are clicked
 Smartphone Traffic: Percent of visits to a website originating on a smartphone
 Time Spent: Average minutes per visit
 Conversion: Average orders or bookings per visit, overall and by device
 Social Presence: Official social accounts set up across Twitter, Facebook, Instagram, Pinterest, YouTube, Periscope & WeChat

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (JAPAC Industry Level)
26
Retail Travel M&E Finance Technology Telecomm Automotive
Average 44.5% 35.5% 37.2% 29.7% 21.7% 51.4% 45.5%
Best of the Best 63.4% 46.3% 55.3% 47.8% 39.8% 74.3% 59.9%
Absolute Difference 18.9% 10.8% 18.1% 18.1% 18.1% 22.9% 14.4%
% Difference 42.5% 30.4% 48.7% 60.9% 83.4% 44.6% 31.6%
Average 47.0% 55.2% 53.8% 65.0% 74.5% 42.6% 47.9%
Best of the Best 66.8% 69.0% 77.7% 86.8% 90.5% 62.7% 60.0%
Absolute Difference 19.8% 13.8% 23.9% 21.8% 16.0% 20.1% 12.1%
% Difference 42.1% 25.0% 44.4% 33.5% 21.5% 47.2% 25.3%
Average 1.57 1.38 1.75 2.09 1.42 2.32 1.29
Best of the Best 2.00 1.63 2.35 2.99 1.59 3.12 1.45
Absolute Difference 0.43 0.25 0.60 0.90 0.17 0.80 0.16
% Difference 27.4% 18.1% 34.3% 43.1% 12.0% 34.5% 12.4%
Average 6.23 6.72 6.44 6.15 5.8 6.12 5.33
Best of the Best 8.84 9.07 9.13 8.99 7.35 8 6.6
Absolute Difference 2.61 2.35 2.69 2.84 1.55 1.88 1.27
% Difference 41.9% 35.0% 41.8% 46.2% 26.7% 30.7% 23.8%
Average 3.1% 2.8% - - - - -
Best of the Best 5.0% 4.6% - - - - -
Absolute Difference 1.9% 1.8% - - - - -
% Difference 61.3% 64.3% - - - - -
Retail Travel M&E Finance Technology Telecomm Automotive
Average 36.6% 27.3% 37.0% 22.4% 16.4% 44.3% 35.4%
Best of the Best 53.5% 38.2% 51.9% 31.9% 22.5% 68.3% 45.6%
Absolute Difference 16.9% 10.9% 14.9% 9.5% 6.1% 24.0% 10.2%
% Difference 46.2% 39.9% 40.3% 42.4% 37.2% 54.2% 28.8%
Average 55.0% 62.2% 54.3% 69.8% 81.1% 50.2% 55.9%
Best of the Best 74.1% 75.9% 67.9% 81.5% 91.4% 70.6% 63.4%
Absolute Difference 19.1% 13.7% 13.6% 11.7% 10.3% 20.4% 7.5%
% Difference 34.7% 22.0% 25.0% 16.8% 12.7% 40.6% 13.4%
Average 1.55 1.37 1.56 1.78 1.35 2.02 1.31
Best of the Best 1.93 1.59 2.06 2.20 1.52 2.51 1.50
Absolute Difference 0.38 0.22 0.50 0.42 0.17 0.49 0.19
% Difference 24.5% 16.1% 32.1% 23.6% 12.6% 24.3% 14.5%
Average 6.61 7.41 6.44 5.97 5.81 6.60 5.12
Best of the Best 8.60 9.69 9.19 7.92 7.15 7.59 6.65
Absolute Difference 1.99 2.28 2.75 1.95 1.34 0.99 1.53
% Difference 30.1% 30.8% 42.7% 32.7% 23.1% 15.0% 29.9%
Average 3.0% 2.7% - - - - -
Best of the Best 5.2% 4.1% - - - - -
Absolute Difference 2.2% 1.4% - - - - -
% Difference 73.3% 51.9% - - - - -
2016 2015
Average 41.9% 44.1% 32.3% 42.1% 32.7% 32.7% 39.2%
Best of the Best 59.7% 58.7% 48.4% 63.9% 46.0% 56.3% 52.2%
Absolute Difference 17.8% 14.6% 16.1% 21.8% 13.3% 23.6% 13.0%
% Difference 42.5% 33.1% 49.8% 51.8% 40.7% 72.2% 33.2%
Average 47.8% 45.4% 34.0% 43.7% 33.8% 44.8% 46.9%
Best of the Best 62.7% 59.7% 50.2% 62.2% 46.0% 54.9% 56.9%
Absolute Difference 14.9% 14.3% 16.2% 18.5% 12.2% 10.1% 10.0%
% Difference 31.2% 31.5% 47.6% 42.3% 36.1% 22.5% 21.3%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
STICKINESS
VISIT RATE
TIME SPENT
SMARTPHONE
CONVERSION
DESKTOP
CONVERSION
Average 1.5% 0.9% - - - - -
Best of the Best 2.4% 1.4% - - - - -
Absolute Difference 0.9% 0.5% - - - - -
% Difference 60.0% 55.6% - - - - -
Average 1.4% 0.9% - - - - -
Best of the Best 2.6% 1.6% - - - - -
Absolute Difference 1.2% 0.7% - - - - -
% Difference 85.7% 79.8% - - - - -

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (JAPAC Country Level)
27
2016 2015
ANZ Hong Kong India Japan SE Asia S. Korea United States
Average 37.7% 33.1% 39.6% 44.1% 36.8% 42.6% 37.0%
Best of the Best 52.9% 50.6% 59.1% 63.8% 52.9% 59.6% 51.1%
Absolute Difference 15.2% 17.5% 19.5% 19.7% 16.1% 17.0% 14..1%
% Difference 40.3% 52.9% 49.2% 44.6% 43.8% 39.9% 38.1%
ANZ Hong Kong India Japan SE Asia S. Korea United States
Average 26.1% 29.1% 28.2% 37.9% 31.2% 31.6% 28.0%
Best of the Best 38.3% 40.2% 38.5% 58.8% 41.3% 47.1% 42.1%
Absolute Difference 12.2% 11.1% 10.2% 20.9% 10.1% 15.5% 14.1%
% Difference 46.7% 38.1% 36.4% 55.3% 32.4% 48.9% 50.4%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
STICKINESS
SMARTPHONE
VISIT RATE
TIME SPENT
SMARTPHONE
CONVERSION
DESKTOP
CONVERSION
Average 52.5% 59.3% 58.2% 48.0% 55.4% 52.6.% 55.5%
Best of the Best 70.9% 71.8% 81.3% 67.0% 69.8% 68.3% 77.9%
Absolute Difference 18.4% 12.5% 23.1% 19.0% 14.4% 15.7% 22.4%
% Difference 35.0% 21.1% 39.7% 39.6% 26.0% 29.8% 40.4%
Average 44.2% 31.4% 31.8% 39.1% 37.2% 47.8% 29.0%
Best of the Best 67.8% 50.2% 53.1% 58.2% 56.7% 63.2% 48.4%
Absolute Difference 23.6% 18.7% 21.3% 19.0% 19.5% 15.4% 19.80%
% Difference 53.4% 59.6% 67.0% 48.7% 52.5% 32.2% 68.3%
DESKTOP
VISIT RATE
Average 1.61 1.36 1.28 1.49 1.46 1.34 1.34
Best of the Best 2.16 1.54 1.48 1.75 1.74 1.47 1.56
Absolute Difference 0.55 0.18 0.2 0.26 0.28 0.13 0.22
% Difference 34.2% 13.2% 15.6% 17.4% 19.2% 9.7% 16.4%
Average 1.77 1.53 1.61 1.58 1.51 1.36 1.44
Best of the Best 2.37 1.79 1.98 1.98 1.96 1.55 1.76
Absolute Difference 0.6 0.26 0.37 0.4 0.45 0.19 0.32
% Difference 33.9% 17.0% 23.0% 25.3% 29.8% 14.0% 43.5%
Average 62.0% 63.0% 67.6% 55.5% 58.6% 65.3% 63.1%
Best of the Best 78.1% 77.4% 84.9% 72.1% 81.5% 80.5% 84.9%
Absolute Difference 16.1% 14.4% 17.3% 16.6% 22.9% 21.9% 17.4%
% Difference 26.0% 22.8% 25.6% 30.0% 39.0% 37.3% 27.6%
Average 44.9% 43.7% 36.7% 41.0% 37.4% 45.2% 32.6%
Best of the Best 62.2% 64.0% 56.1% 57.2% 50.8% 60.7% 48.4%
Absolute Difference 17.3% 20.3% 19.4% 16.2% 13.4% 15.5% 15.8%
% Difference 38.5% 46.4% 52.9% 39.4% 35.8% 34.3% 48.5%
Average 1.57 1.50 1.24 1.65 1.53 1.39 1.36
Best of the Best 2.11 1.77 1.42 2.04 1.88 1.54 1.56
Absolute Difference 0.54 0.27 0.18 0.39 0.35 0.15 .20
% Difference 34.4% 18.0% 14.5% 23.6% 22.9% 10.8% 14.7%
Average 1.67 1.44 1.39 1.77 1.49 1.34 1.43
Best of the Best 2.17 1.79 1.72 2.30 1.93 1.57 1.74
Absolute Difference 0.5 0.35 0.33 0.53 0.44 0.23 .31
% Difference 29.9% 24.3% 23.7% 29.9% 29.5% 17.2% 21.7%
Average 0.8% - - 1.70% 0.70% - 1.1%
Best of the Best 1.4% - - 3.30% 1.10% - 2.0%
Absolute Difference 0.6% - - 1.6% 0.4% - .90%
% Difference 75.0% - - 94.1% 57.1% - 81.8%
Average 0.7% - - 1.5% 0.5% - .6%
Best of the Best 1.6% - - 3.0% 0.8% - 1.2%
Absolute Difference 0.9% - - 1.5% 0.3% - .06%
% Difference 128.6% - - 100.0% 60.0% - 100%
Average 2.9% - - 3.1% 1.70% - 3.0%
Best of the Best 5.8% - - 5.8% 2.50% - 5.4%
Absolute Difference 2.9% - - 2.7% 0.8% - 2.4%
% Difference 100.0% - - 87.1% 47.1% - 80%
Average 2.4% - - 2.9% 1.4% - 1.8%
Best of the Best 5.2% - - 4.8% 2.0% - 3.8%
Absolute Difference 2.8% - - 1.9% 0.6% - 2.0%
% Difference 116.7% - - 65.5% 42.9% - 108.9%
Average 6.28 5.58 5.77 5.96 5.54 5.54 4.74
Best of the Best 9.01 7.20 8.19 7.91 7.25 7.25 6.48
Absolute Difference 2.73 1.62 2.42 1.95 1.71 1.71 1.74
% Difference 43.5% 29.0% 41.9% 32.7% 30.9% 30.9% 36.7%
Average 6.22 5.89 6.56 6.24 6.39 5.59 5.04
Best of the Best 8.27 7.28 8.22 8.32 8.23 6.47 6.75
Absolute Difference 2.05 1.39 1.66 2.08 1.84 0.88 1.71
% Difference 33.0% 23.6% 25.3% 33.3% 28.8% 15.7% 33.9%

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Tables (U.S. Industry Level)
28
M&E Travel Technology Finance Automotive Telecomm Retail
Average 36.6% 26.1% 11.7% 14.5% 29.5% 16.8% 25.7%
Best of the Best 52.9% 37.3% 19.5% 22.7% 36.0% 25.4% 39.6%
Absolute Difference 16.3% 11.2% 7.8% 8.2% 6.5% 8.6% 13.9%
% Difference 44.5% 42.9% 66.7% 56.6% 22.0% 51.2% 54.1%
Average 54.6% 61.1% 84.0% 80.1% 57.4% 76.8% 63.3%
Best of the Best 71.5% 73.7% 92.5% 89.2% 64.1% 89.8% 80.6%
Absolute Difference 16.9% 12.6% 8.5% 9.1% 6.7% 13.0% 17.3%
% Difference 31.0% 20.6% 10.1% 11.4% 11.7% 16.9% 27.4%
Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31
Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51
Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20
% Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3%
Average 5.21 5.53 5.55 4.88 5.00 7.21 6.00
Best of the Best 7.05 7.29 7.24 6.61 5.93 8.07 7.94
Absolute Difference 1.84 1.76 1.69 1.73 .93 0.86 1.94
% Difference 35.3% 31.8% 30.5% 35.5% 18.6% 11.9% 32.3%
2016 2015
Average 27.1% 43.5% 28.8% 32.5% 50.7% 30.7% 41.8%
Best of the Best 38.4% 60.0% 43.2% 51.7% 60.5% 44.2% 59.9%
Absolute Difference 11.3% 16.5% 14.4% 19.2% 9.8% 13.5% 18.1%
% Difference 41.7% 37.9% 50.0% 59.1% 19.3% 44.0% 43.3%
M&E Travel Technology Finance Automotive Telecomm Retail
Average 42.1% 33.1% 14.9% 14.9% 33.8% 20.2% 30.9%
Best of the Best 60.4% 47.1% 24.1% 26.0% 46.8% 32.9% 45.8%
Absolute Difference 18.3% 14.0% 9.3% 11.1% 13.0% 12.7% 14.9%
% Difference 43.4% 42.4% 62.3% 74.6% 38.5% 63.2% 48.1%
Average 47.5% 55.6% 81.8% 80.8% 57.0% 74.6% 59.4%
Best of the Best 66.7% 70.6% 92.7% 93.5% 70.2% 87.7% 78.9%
Absolute Difference 19.2% 15.0% 10.9% 12.7% 13.2% 13.1% 19.6%
% Difference 40.4% 26.9% 13.3% 15.7% 23.2% 17.5% 32.9%
Average 1.57 1.31 1.33 1.88 1.26 1.55 1.32
Best of the Best 1.88 1.42 1.51 2.91 1.39 1.87 1.56
Absolute Difference 0.31 0.12 0.18 1.03 0.13 0.32 0.24
% Difference 19.9% 8.9% 13.7% 55.0% 10.3% 21.0% 18.4%
Average 4.83 5.17 5.25 4.34 4.68 6.96 5.57
Best of the Best 6.23 7.00 7.41 7.96 6.72 9.03 7.79
Absolute Difference 1.40 1.83 2.16 3.62 2.04 2.07 2.22
% Difference 29.0% 35.3% 41.1% 83.4% 43.6% 29.7% 39.8%
Average 22.7% 40.9% 26.6% 37.6% 37.4% 29.6% 37.9%
Best of the Best 34.9% 58.2% 40.6% 68.2% 59.3% 50.8% 57.1%
Absolute Difference 12.2% 17.3% 14.0% 30.7% 21.9% 21.2% 19.2%
% Difference 53.6% 42.1% 52.4% 81.6% 58.7% 71.6% 50.8%
SMARTPHONE
SHARE OF VISITS
DESKTOP
SHARE OF VISITS
VISIT RATE
TIME SPENT
(MINS SPENT)
STICKINESS

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (U.S. Industry Level)
29
Average n/a 2.4% n/a n/a n/a n/a 2.6%
Best of the Best n/a 4.4% n/a n/a n/a n/a 4.6%
Absolute Difference n/a 2.0% n/a n/a n/a n/a 2.0%
% Difference n/a 83.3% n/a n/a n/a n/a 76.9%
Average 4.0% 4.9% 5.1% 3.7% n/a n/a 3.2%
Best of the Best 6.4% 7.7% 8.3% 5.1% n/a n/a 6.0%
Absolute Difference 2.4% 2.8% 3.2% 1.4% n/a n/a 2.8%
% Difference 60.0% 57.1% 62.7% 37.8% n/a n/a 87.5%
2016 2015
Average n/a 2.8% n/a n/a n/a n/a 3.1%
Best of the Best n/a 5.3% n/a n/a n/a n/a 5.4%
Absolute Difference n/a 2.6% n/a n/a n/a n/a 2.3%
% Difference n/a 91.3% n/a n/a n/a n/a 76.4%
Average 5.8% 7.4% 5.7% 4.0% n/a n/a 2.4%
Best of the Best 8.2% 10.5% 9.1% 5.9% n/a n/a 3.9%
Absolute Difference 2.4% 3.1% 3.4% 1.9% n/a n/a 1.5%
% Difference 41.4% 41.9% 59.6% 47.5% n/a n/a 62.5%
M&E Travel Technology Finance Automotive Telecomm Retail
Average n/a 0.7% n/a n/a n/a n/a 0.9%
Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6%
Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7%
% Difference n/a 85.7% n/a n/a n/a n/a 77.8%
M&E Travel Technology Finance Automotive Telecomm Retail
Average n/a 1.0% n/a n/a n/a n/a 1.1%
Best of the Best n/a 1.8% n/a n/a n/a n/a 2.1%
Absolute Difference n/a 0.8% n/a n/a n/a n/a 1.0%
% Difference n/a 82.8% n/a n/a n/a n/a 86.0%
CONVERSION
SMARTPHONE
CONVERSION
DESKTOP
PAID SEARCH CTR

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (INDIA)
30
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%
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
2016 2015
Average 57.0% 59.4% 77.7% 79.0% 53.9%
Best of the Best 75.0% 75.2% 89.5% 83.5% 68.3%
Average 1.30 1.30 1.26 1.31 1.52
Best of the Best 1.32 1.61 1.33 1.57 2.10
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% 274% 35.6%
M&E Travel Technology Finance Retail
Average 39.2% 34.4% 19.2% 17.5% 45.3%
Best of the Best 53.0% 50.4% 38.1% 22.1% 67.8%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
TIME SPENT
VISIT RATE
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
Average 5.01 6.45 5.29 4.73 6.95
Best of the Best 6.79 8.88 6.52 5.71 9.90

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (ANZ Industry Level)
31
Travel Retail M&E Finance Technology
Average 28.3% 33.0% 34.4% 32.0% 13.6%
Best of the Best 37.1% 45.3% 52.7% 52.0% 23.8%
Average 60.2% 55.0% 55.0% 62.5% 80.4%
Best of the Best 69.2% 69.4% 79.6% 91.6% 93.9%
Average 1.31 1.49 1.85 2.48 2.00
Best of the Best 1.44 1.96 2.64 3.78 2.72
Average 6.56 6.28 7.71 5.81 6.35
Best of the Best 8.79 8.83 11.22 8.99 7.60
Average 0.9% 1.7% - - -
Best of the Best 1.3% 2.8% - - -
2016 2015
Average 41.0% 45.0% 36.3% 49.5% 35.6%
Best of the Best 56.5% 62.5% 53.5% 79.3% 53.0%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
STICKINESS
VISIT RATE
TIME SPENT
SMARTPHONE
CONVERSION
DESKTOP
CONVERSION
Average 4.3% 1.7% - - -
Best of the Best 7.8% 2.8% - - -
Average 4.3% 2.8% - - -
Best of the Best 7.8% 5.8% - - -
Average 0.9% 1.0% - - -
Best of the Best 1.3% 2.1% - - -
Travel Retail M&E Finance Technology
Average 20.2% 23.4% 33.6% 21.4% 10.6%
Best of the Best 29.6% 33.4% 46.9% 31.6% 15.9%
Average 64.9% 63.2% 53.3% 69.1% 83.2%
Best of the Best 69.8% 75.1% 66.4% 80.7% 91.5%
Average 1.30 1.47 1.67 1.94 1.71
Best of the Best 1.47 1.65 2.36 2.84 2.21
Average 6.15 7.04 7.45 5.21 7.04
Best of the Best 7.54 9.01 10.77 7.23 8.02
Average 44.4% 55.5% 32.8% 50.9% 39.6%
Best of the Best 62.2% 66.1% 50.0% 70.7% 53.0%
Average 4.7% 3.7% - - -
Best of the Best 8.2% 6.9% - - -
Average 0.9% 1.0% - - -
Best of the Best 1.5% 1.89% - - -

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables (JAPAN Industry Level)
32
Travel Retail M&E Finance Technology Telecomm
Average 44.6% 50.8% 44.8% 30.9% 18.8% 40.8%
Best of the Best 61.2% 67.4% 68.6% 45.3% 31.7% 67.2%
Average 45.9% 40.8% 46.0% 63.3% 77.2% 52.2%
Best of the Best 58.3% 56.7% 63.5% 79.4% 91.5% 69.2%
Average 1.53 1.70 1.51 1.95 1.18 1.85
Best of the Best 1.77 2.03 1.82 2.93 1.31 2.79
Average 7.31 6.44 5.34 6.62 4.42 5.59
Best of the Best 9.32 8.55 7.00 9.70 6.56 7.05
Average 0.9% 1.7% - - -
Best of the Best 1.3% 2.8% - - -
2016 2015
Average 47.2% 42.2% 37.5% 42.9% 31.3% 30.4%
Best of the Best 59.2% 59.1% 52.3% 64.5% 43.4% 53.9%
SMARTPHONE
Share of visits
DESKTOP
Share of visits
STICKINESS
VISIT RATE
TIME SPENT
SMARTPHONE
CONVERSION
DESKTOP
CONVERSION
Average 4.3% 1.7% - - -
Best of the Best 7.8% 2.8% - - -
Average 3.2% 2.8% - - - -
Best of the Best 5.7% 4.5% - - - -
Average 1.2% 1.9% - - - -
Best of the Best 2.4% 3.7% - - - -
Average 52.7% 48.0% 49.9% 70.6% 77.5% 63.6%
Best of the Best 67.3% 64.7% 65.8% 81.6% 90.1% 71.5%
Average 1.46 1.73 1.60 2.02 1.30 1.68
Best of the Best 1.73 2.27 2.02 2.67 1.43 1.91
Average 7.38 6.59 5.46 7.25 5.63 6.33
Best of the Best 9.43 8.73 7.22 10.83 6.60 7.26
Average 46.2% 44.4% 39.4% 39.1% 32.2% 46.1%
Best of the Best 58.9% 60.7% 51.3% 60.6% 43.9% 54.4%
Average 2.6% 2.6% - - - -
Best of the Best 4.0% 4.2% - - - -
Average 1.2% 1.7% - - - -
Best of the Best 2.2% 3.0% - - - -
Travel Retail M&E Finance Technology Telecomm
Average 37.7% 44.4% 43.8% 24.1% 18.7% 31.1%
Best of the Best 54.7% 62.3% 65.3% 35.8% 34.8% 47.1%