Adobe Digital Index: Europe Best Of The Best 2015

EUROPE BEST OF THE BEST 2015
ADOBE DIGITAL INDEX

Table of Contents
ADOBE DIGITAL INDEX | Europe Best of the Best 2015 2
Europe Best of the Best
03 What is Best of the Best?
04 Key insights
05 Smartphone visits
07 Device usage
08 Device switching
10 Device graph
11 Mobile device usage
12 Desktop visits
14 Visit rate
16 Consumption
19 Mobile visits
Appendix
29 Methodology
30 Glossary
31 Tables
20 Conversion
22 Stickiness
25 Site performance
26 Paid search click-through rate
Industries to Watch
27 Asia Pacific leads in smartphone visits
and continues to break away
28 Europe Travel shows most improvement
in conversion

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 between Top 20% and
average from 2014 to 2015.
Narrower means the gap is closing.
Wider means it’s increasing.
ADOBE DIGITAL INDEX | Europe Best of the Best 2015

4
Key Insights
1.  Smartphone traﬃc grew across the board, with every country and industry in Europe growing year-over-year
2.  European consumers now own an average of 6.1 connected devices, and 85% of consumers say they switch
devices during tasks
3.  Only 40% of consumers say brands are doing a good job at providing a consistent, personalized experience
across devices, and 72% of consumers say browsing is actually worse on a smartphone vs. a desktop device

•  The United States leads in average traﬃc
originating from a smartphone
•  The United Kingdom Top 20 has the
highest performance, but only outperforms
the United States by +1%
•  The average performance in every country
grew by 25% or more year-over-year (YoY)
•  Benelux average grew the most YoY,
ending at 18.8% with a 50.4% growth rate
5
EUROPE BEST OF THE BEST
Smartphone traﬃc grew in all countries

•  All industries saw a YoY increase in
smartphone traffic
•  Media & Entertainment leads both
average and Top 20 for smartphone
traffic at 29.5% and 45.6%, respectively
–  US Media & Entertainment average: 36.6%
–  US Media & Entertainment Top 20: 52.9%
•  Similar to the US, EMEA Technology and
Finance industries rank lowest in terms
of average and Top 20 performance
6
All industries saw an increase in smartphone traffic

7
Smartphones are now the go-to device for key tasks
•  Participants from the UK are more
likely than other Europeans to use
their tablet for nearly every task
•  Men still tend to use desktop
and laptops

•  85% of EMEA consumers report
switching devices during online tasks
•  While consumers increasingly turn to
smartphones, they still switch devices,
with particular frequency while doing
product research and shopping
–  Those 18-24 are even more likely to
switch frequently
•  Only 40% of consumers agree that
brands are doing a good job at
ensuring a consistent, personalized
experience across devices
–  This jumps to 49% for those 18-24, the age
group most likely to switch frequently
8
Cross-device experience optimization is lagging

9
Device switching is disruptive for consumers

10
The European device graph remains complex
•  Among the five EMEA countries
surveyed, consumers report owning an
average of 6.1 connected devices, and
using an average of 2.9 daily
–  The UK has the highest average number of
devices, at 6.3
•  Those 25-34 win the prize for most
devices, and the highest daily average
•  The challenge for marketers is to track
these consumers as they go throughout
their day

•  Getting mobile right is critical for
tasks today that consumers tend to
do exclusively on a mobile device
–  Email and getting directions/using maps
top the list
–  For those 18-24, watching video, social
media—and editing sharing pictures—
more likely to be mobile-only
•  In terms of tomorrow’s tasks, 21% of
EMEA consumers say that it will be
important for them to do banking/
investing relying only on mobile,
putting it in the top three
11ADOBE DIGITAL INDEX | Europe Best of the Best 2015
Consumers need to be able to complete key tasks
entirely on mobile

•  This is a Top 20 you don’t want to be
in: The Top 20 represented here are
getting most incoming traffic from
desktop devices, indicating less traffic is
originating from the ever-growing
mobile device
•  United Kingdom has the lowest
amount of average traffic originating
from a desktop device at 56.1%
12
Despite mobile growth, desktop visits are still substantial

•  All industries still have over half of their
traﬃc coming from desktop devices
•  Desktop visits trended down YoY for
all industries
•  Media & Entertainment and Retail
decreased desktop visits the most
in 2015 (decreasing 9.9% and
9.6% respectively)
13
Desktop traﬃc decreased for all industries

•  Both the United States and United
Kingdom saw a decrease in visit rate
regardless of device
•  The average and Top 20 in both the
United States and United Kingdom also
saw the gap narrow between average
and top performance
•  The remaining countries (Nordics,
Benelux, Germany, and France) saw
volatility by device YoY, with some
increasing and others decreasing
Nordics, Germany and France saw increase in
smartphone visit rate

•  Consumers visited websites less
frequently in 2015 in every industry
except Financial Services and Retail
•  Telecommunications had the
highest average visit rate at 1.92 visits
per month
15
Visit rate decreased in most industries

•  Every country saw a decrease in
consumption in 2015
16
Shorter consumption may be driven by mobile

•  Consumption varies by device: smartphones
garner the least amount of time
•  72% of EMEA consumers say smartphone
browsing experience is worse than desktop
17
Shorter consumption may be driven by mobile

•  Consumption, or average time spent in
minutes on a website, declined for in
Telecommunications, Travel & Hospitality,
and Automotive
•  In the remaining industries, consumption
grew slightly YoY, with Technology achieving
the highest YoY growth at 4%
18
Consumption performance varies by industry,
only some see growth

•  Small screen size is the key contributor to shorter visits
•  Another top reason for mobile visits being shorter
is poor website design or layout for mobile, which
reinforces the importance of mobile optimization,
particularly among younger consumers
•  There are a variety of other, more value neutral
reasons for shorter visits, chief among them that
“People are on the go, and naturally have less time to
spend on their mobile device” and “People tend to do
quicker, more transactional tasks on their mobile phone”
•  Shorter mobile visits are here to stay. Marketers need
to adapt to this reality, and work on the levers under
their control to help make the mobile portion of a
journey the best it can be.
Screen size key driver of shorter mobile visits, but there’s also
need for better mobile optimization and search function

•  The United Kingdom leads in terms
of average smartphone conversion
rate (1.2%) and ties with the Nordics
in terms of highest desktop
conversion rate (3.8%)
•  France and the United States both
saw a decrease in desktop
conversion rates YoY
The UK, Germany, Nordics, and Benelux saw increases
conversion on smartphone and desktop devices

•  Smartphone conversion for Retail
and Travel & Hospitality increased
20% YoY, and now average 1.2%
•  The only conversion rate to decrease
was Travel & Hospitality desktop,
which decreased by 12% YoY, falling
to an average of 3.7%
•  Desktop conversion rates still
outperform smartphone
conversion rates:
-  Retail desktop is 183% higher
than smartphone
-  Travel & Hospitality is 208% higher
Retail and Travel smartphone conversion increased
in 2015

•  Stickiness within all countries
decreased YoY
•  Nordics outperforms the rest of
the countries, with an average
stickiness rate of 45.8% and a
Top 20 rate of 61.5%
22
Consumers are less likely to stay on a website after arrival

•  All industries within Europe
saw a decline in stickiness
except Technology
•  The Top 20 in most industries
also widened the gap from
average performance
–  Media & Entertainment and
Technology were the exceptions
23
Consumers are less likely to stay on a website after arrival

•  All European countries and the United
States saw stickiness decline on
smartphone and desktops
24
Stickiness decreased regardless of device

25
Site performance and ads cited as key frustrations
•  EMEA consumers cited the following
key frustrations when visiting a website
via mobile device:
-  49% of respondents said sites were ‘too slow’
-  37% cited advertisements—with that
jumping to 43% for those 18-24
-  Design and search issues were also
prominently referenced

•  Paid click-through rates (CTR) for both
smartphone and desktop devices
increase for Europe and the United
States YoY
•  The Top 20 in Europe separated from
the average in 2015, while the gap
narrowed in the United States
•  In Europe, the average smartphone
CTR outperforms average desktop
by 42%
26
Paid Search Click Through Rate Increased

•  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?
27
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%
28
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
•  Between March 30-April 4, we talked to over 1000 consumers in each of the 5 EMEA countries (UK, France, Germany, Sweden, and the
Netherlands) about what devices they own and how they use these devices throughout their daily activities. Our goal was to better understand the
trends we see in the Best of the Best data.
•  Social data is based on consumer data comprising of 500 million impressions in 2014 and 2015. Composed of 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 publically available
based on an aggregate total.
Visit our website: adobe.ly/digitalindex
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Read our blog: adobe.ly/digitalindex
Follow us: @adobeindex
Ask a question or make a suggestion: digindex@adobe.com
29
©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.
APPENDIX
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
•  Consumption: Average minutes per visit
•  Conversion: Average orders or bookings per visit, overall and by device
APPENDIX
Glossary

31
APPENDIX
Tables by industry
Retail Travel M&E Finance Technology Telecom Auto
Average 23.3% 18.6% 29.5% 15.4% 10.9% 20.9% 18.3%
Best of the Best 33.3% 28.2% 45.6% 23.3% 20.0% 38.0% 27.3%
Absolute Difference 10.0% 9.6% 16.1% 7.9% 9.1% 17.1% 9.0%
% Difference 42.9% 51.6% 54.6% 51.3% 83.5% 81.8% 49.2%
Average 60.4% 64.4% 56.3% 74.5% 84.3% 69.6% 67.7%
Best of the Best 74.8% 75.0% 73.7% 87.3% 94.8% 82.6% 77.6%
% Difference 23.8% 16.5% 30.9% 17.2% 12.5% 18.7% 14.6%
Average 6.44 5.97 6.17 5.77 5.95 6.2 5.35
Best of the Best 8.02 7.78 8.39 8.34 7.34 7.97 6.04
Absolute Difference 1.58 1.81 2.22 2.57 1.39 1.77 0.69
% Difference 24.5% 30.3% 36.0% 44.5% 23.4% 28.5% 12.9%
17.0% 13.9% 23.4% 10.9% 8.4% 14.2% 12.6%
26.2% 21.4% 37.9% 17.0% 16.7% 22.6% 19.8%
9.2% 7.5% 14.5% 6.1% 8.3% 8.4% 7.2%
54.1% 54.0% 62.0% 56.0% 98.8% 59.2% 57.1%
66.8% 69.5% 62.5% 79.1% 86.9% 76.2% 72.8%
80.1% 79.0% 78.4% 88.9% 95.2% 85.9% 82.1%
13.3% 9.5% 15.9% 9.8% 8.3% 9.7% 9.3%
19.9% 13.7% 25.4% 12.4% 9.6% 12.7% 12.8%
6.41 6.12 6.53 5.71 5.73 6.4 5.61
8.31 7.89 8.85 7.95 6.91 7.38 6.27
1.90 1.77 2.32 2.24 1.18 0.98 0.66
29.6% 28.9% 35.5% 39.2% 20.6% 15.3% 11.8%
2015 2014
SMARTPHONE
SHARE OF VISITS
DESKTOP
SHARE OF VISITS
Average 1.37 1.31 1.55 1.54 1.39 1.92 1.31
Best of the Best 1.59 1.48 1.88 1.94 1.66 2.53 1.44
Absolute Difference 0.22 0.17 0.33 0.40 0.27 0.61 0.13
% Difference 16.1% 13.0% 21.3% 26.0% 19.4% 31.8% 10.2%
1.36 1.32 1.58 1.53 1.4 2.02 1.32
1.57 1.46 1.95 1.96 1.69 2.71 1.44
0.21 0.14 0.37 0.43 0.29 0.69 0.12
15.4% 10.6% 23.4% 28.1% 20.7% 34.2% 9.4%VISIT RATE
CONSUMPTION
(MINS SPENT)

32
APPENDIX
Tables by industry
STICKINESS
SOCIAL MEDIA
TRAFFIC RATE
CONVERSION
SMARTPHONE
CONVERSION
DESKTOP
Average 1.2% 1.2% n/a n/a n/a n/a n/a
Best of the Best 1.8% 1.6% n/a n/a n/a n/a n/a
Absolute Difference 0.6% 0.4% n/a n/a n/a n/a n/a
% Difference 47.5% 33.3% n/a n/a n/a n/a n/a
Average 3.4% 3.7% n/a n/a n/a n/a n/a
Best of the Best 6.2% 7.8% n/a n/a n/a n/a n/a
Absolute Difference 2.8% 4.1% n/a n/a n/a n/a n/a
% Difference 82.4% 110.8% n/a n/a n/a n/a n/a
Average 49.5% 48.9% 35.9% 43.0% 31.4% 32.8% 50.7%
Best of the Best 62.2% 62.2% 54.1% 63.6% 43.8% 49.6% 62.8%
% Difference 25.7% 27.2% 50.7% 47.9% 39.5% 51.2% 23.9%
1.0% 1.0% n/a n/a n/a n/a n/a
1.8% 1.2% n/a n/a n/a n/a n/a
0.8% 0.2% n/a n/a n/a n/a n/a
76.0% 20.0% n/a n/a n/a n/a n/a
3.2% 4.2% n/a n/a n/a n/a n/a
5.9% 9.3% n/a n/a n/a n/a n/a
2.7% 5.1% n/a n/a n/a n/a n/a
84.4% 121.4% n/a n/a n/a n/a n/a
52.0% 51.8% 37.4% 44.1% 31.2% 38.8% 53.0%
64.6% 64.7% 56.3% 62.7% 44.0% 54.2% 64.0%
12.6% 12.9% 18.9% 18.6% 12.8% 15.4% 11.0%
52.0% 51.8% 37.4% 44.1% 31.2% 38.8% 53.0%
2015 2014
Average 1.0% 0.4% 7.6% 0.3% 0.6% 0.7% 0.6%
Best of the Best 1.9% 0.9% 18.2% 0.6% 0.9% 1.1% 1.2%
% Difference 90.0% 125.0% 139.5% 100.0% 50.0% 57.1% 100.0%
0.6% 0.3% 5.8% 0.2% 0.5% 0.9% 0.4%
1.2% 0.5% 14.3% 0.6% 1.0% 2.4% 1.1%
0.6% 0.2% 8.5% 0.4% 0.5% 1.5% 0.7%
0.6% 0.3% 5.8% 0.2% 0.5% 0.9% 0.4%

33
APPENDIX
Tables by country
UK Germany France Nordics Benelux US
Average 27.3% 19.3% 18.2% 24.0% 18.8% 28.0%
Best of the Best 42.6% 29.1% 27.0% 35.8% 27.1% 42.1%
Absolute Difference 15.3% 9.8% 8.8% 11.8% 8.3% 14.1%
% Difference 56.0% 50.8% 48.4% 49.2% 44.1% 50.4%
Average 56.1% 69.6% 69.4% 61.9% 66.0% 63.1%
Best of the Best 74.1% 82.6% 80.4% 79.7% 78.4% 80.5%
% Difference 32.1% 18.7% 15.9% 28.8% 18.8% 27.6%
Average 1.40 1.38 1.39 1.60 1.49 1.36
Best of the Best 1.64 1.64 1.59 2.02 1.79 1.56
Absolute Difference 0.24 0.26 0.2 0.42 0.3 0.2
% Difference 17.1% 18.8% 14.4% 26.3% 20.1% 14.7%
21.8% 14.1% 13.0% 17.4% 12.5% 21.9%
34.8% 22.7% 19.5% 26.7% 18.6% 33.1%
13.0% 8.6% 6.5% 9.3% 6.1% 11.2%
59.6% 61.0% 50.0% 53.4% 48.8% 51.1%
61.4% 75.1% 74.8% 68.6% 71.6% 68.3%
76.8% 85.0% 83.2% 83.6% 81.4% 82.1%
15.4% 9.9% 8.4% 15.0% 9.8% 13.8%
25.1% 13.2% 11.2% 21.9% 13.7% 20.2%
1.48 1.36 1.38 1.57 1.49 1.37
1.80 1.59 1.53 1.99 1.78 1.57
0.32 0.23 0.15 0.42 0.29 0.2
21.6% 16.9% 10.9% 26.8% 19.5% 14.6%
2015 2014
SMARTPHONE
SHARE OF VISITS
DESKTOP
SHARE OF VISITS
VISIT RATE
SMARTPHONE
Average 1.46 1.33 1.33 1.54 1.41 1.35
Best of the Best 1.73 1.52 1.53 1.81 1.66 1.61
% Difference 18.5% 14.3% 15.0% 17.5% 17.7% 19.3%
1.48 1.33 1.35 1.54 1.42 1.36
1.76 1.50 1.55 1.84 1.66 1.62
0.28 0.17 0.2 0.3 0.24 0.26
18.9% 12.8% 14.8% 19.5% 16.9% 19.1%VISIT RATE

34
APPENDIX
Tables by country
VISIT RATE
DESKTOP
CONSUMPTION
(MINS SPENT)
CONVERSION
DESKTOP
CONVERSION
SMARTPHONE
Average 1.44 1.40 1.38 1.66 1.55 1.43
Best of the Best 1.75 1.61 1.59 2.16 1.92 1.74
% Difference 21.5% 15.0% 15.2% 30.1% 23.9% 21.7%
Average 5.53 5.97 6.51 6.08 6.25 5.04
Best of the Best 7.31 8.09 8.36 7.91 8.58 6.75
% Difference 32.2% 35.5% 28.4% 30.1% 37.3% 33.9%
Average 3.8% 3.11% 3.15% 3.8% 3.49% 1.8%
Best of the Best 7.9% 6.11% 4.54% 6.6% 8.36% 3.8%
% Difference 107.9% 96.5% 44.1% 73.8% 139.5% 110.1%
1.54 1.39 1.39 1.71 1.54 1.44
1.91 1.60 1.59 2.26 1.85 1.75
0.37 0.21 0.2 0.55 0.31 0.31
24.0% 15.1% 14.4% 32.2% 20.1% 21.5%
5.67 6.03 6.51 6.15 6.57 5.14
7.34 8.27 8.40 7.98 9.57 6.88
1.67 2.24 1.89 1.83 3 1.74
29.5% 37.1% 29.0% 29.8% 45.7% 33.9%
3.7% 2.92% 3.22% 3.8% 2.9% 2.0%
7.5% 5.74% 5.05% 6.5% 6.4% 3.8%
3.8% 2.8% 1.8% 2.7% 3.5% 1.8%
102.7% 96.6% 56.8% 71.8% 120.8% 89.4%
2015 2014
Average 1.2% 1.13% 0.88% 1.19% 0.62% 0.6%
Best of the Best 2.1% 2.12% 0.82% 1.99% 1.00% 1.2%
Absolute Difference 0.9% 1.0% -0.1% 0.8% 0.4% 0.6%
% Difference 75.0% 87.6% -6.8% 67.2% 61.3% 106.9%
1.0% 1.07% 0.93% 1.1% 0.4% 0.6%
2.0% 2.06% 1.03% 2.1% 0.7% 1.1%
1.0% 1.0% 0.1% 1.0% 0.3% 0.5%
100.0% 92.5% 10.8% 87.4% 61.0% 96.4%

35
APPENDIX
Tables by country
SOCIAL MEDIA
TRAFFIC RATE
STICKINESS
Average 4.6% 0.54% 0.69% 1.3% 1.1% 3.7%
Best of the Best 6.3% 0.99% 1.25% 2.5% 1.7% 6.9%
% Diﬀerence 37.0% 83.3% 81.2% 92.3% 54.5% 86.5%
Average 39.6% 42.8% 42.2% 45.8% 44.0% 32.6%
Best of the Best 59.7% 60.9% 59.0% 61.5% 56.8% 48.4%
% Diﬀerence 50.8% 42.3% 39.8% 34.2% 29.1% 48.5%
3.4% 0.47% 0.55% 1.0% 0.92% 2.1%
6.8% 0.85% 0.94% 1.8% 1.6% 4.3%
3.4% 0.4% 0.4% 0.8% 0.7% 2.2%
100.0% 80.9% 70.9% 80.0% 73.9% 104.8%
41.9% 44.6% 43.6% 46.7% 47.2% 35.0%
61.2% 61.2% 61.2% 61.5% 60.7% 51.4%
19.3% 16.6% 17.6% 14.8% 13.5% 16.4%
46.1% 37.2% 40.4% 31.8% 28.6% 46.9%
2015 2014

Adobe Digital Index: Europe Best Of The Best 2015

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