Best of the Best Benchmark. Adobe Digital Index APAC 2015

Transcription

1 Best of the Best Benchmark Adobe Digital Index APAC 2015

2 ADOBE DIGITAL INDEX Best of the Best Benchmark (APAC) This report covers the performance of companies in Asia Pacific region, including Japan (APAC). The world can look to Japan and Asia-Pacific (APAC) for best practices in mobile marketing. The region grew faster than either EMEA or US with the Best of Best seeing more than 50% of their visits from a mobile device. Countries are reported as follows: ANZ: Australia + New Zealand China: Mainland China Hong Kong India Japan South Korea SEA or Southeast Asia: Singapore, Cambodia, Laos, Myanmar, Thailand, Vietnam, Brunei, Malaysia TABLE OF CONTENTS 1. Share of smartphone visits 2. Share of tablet visits 3. Stickiness 7. Click through rate 8. Consumption 6. Conversion 7. Glossary 8. Methodology 9. Tables 2

3 ADOBE DIGITAL INDEX How to read this report 3

4 METRIC REVIEW: COUNTRY Share of smartphone visits Smartphone visits continue to surge across the region. All countries are up over last year; led by double digit increases in South Korea, Japan and Southeast Asia (SEA). Best of the Best widened the gap between themselves and the rest of the pack. Top sites are pushing and exceeding the 50% threshold. South Korea best of the best lead for smartphone usage, Japan leads for the average company. Consumers continue to rely more and more on their phone to be connected. Mobile optimization is no longer an option. Mobile visitors are engaged, but don t necessarily convert. Focus on acquisition, engagement and experience. 4

5 METRIC REVIEW: INDUSTRY Share of smartphone visits Telecom leads all industries in terms of both smartphone usage (34%) and the gap between the Best and the Rest. Retail and Travel lead the growth and transition to a mobile world. Six out of ten visits to the best telecom companies come from a smartphone. Compared to the US, five out of six sectors attract more smartphone visits. The Best in APAC also outdistance their US counterparts. Only Media & Entertainment shows higher smartphone activity in the US. 5

6 METRIC REVIEW: COUNTRY Share of tablet visits Tablet usage remains flat year over year in the region. Only Australia + New Zealand (ANZ) experienced a small 2% increase in share. As with smartphones, the tablet share gap between the best and the rest is widening. ANZ, along with SEA, see the highest share of traffic from tablets. India and South Korea the lowest. Tablet visitors tend to Consume more video and rich content. Use it as a fixed mobile device accessing via WiFi most of the time. 6

7 METRIC REVIEW: INDUSTRY Share of tablet visits Tablets becoming niche device Content rich and transactional sectors rank highest for tablet usage. (Travel, Media & Entertainment and Retail.) Travel and Hospitality industry leads the way in APAC for share of tablet visits from average and best of the best companies. The best finance sites generate nearly 60% more traffic than the rest. The US generates more tablet traffic in Retail and Travel & Hospitality where the Best Retailers demonstrate a wider gap than those in APAC. 7

8 METRIC REVIEW: COUNTRY Stickiness Ability to attract and satisfy consumer needs is critical, the countries in APAC generally fare better than the US. China lags its regional peers (37%) while South Korea leads (54%). Compared to mobile visits, the gap between the Best and the Rest is relatively small and on par with that seen in the US. Engagement levels Year-over-Year (YoY) are mixed. South Korea sees an increase; China a decrease; the remaining countries are flat. Improve stickiness through Optimizing path based on device and context. Aligning reach-based advertising with specific audiences. 8

9 METRIC REVIEW: INDUSTRY Stickiness Intent-based industries enjoy the most stickiness. (Retail and Travel) The best Financial Services sites display the widest gap from their peers. Media & Entertainment is among the lowest suggesting consumers come to snack on an interesting bit of content. Financial Services and Media & Entertainment sites are much more sticky than those in the US. 9

10 METRIC REVIEW: COUNTRY Visit rate (visits per visitor per month) More visits per visitor equates to loyalty and reduced acquisition costs. With the exception of China, all countries enjoy higher repeat traffic than the US. ANZ leads the region in both average, best and gap metrics. Traffic remains consistent or growing as no area saw a decrease in visits per visitor over last year. Loyal visitors Convert at a higher rate. Contribute more to brand health. 10

11 METRIC REVIEW: INDUSTRY Visit rate Subscription and service industries see the highest rate of return visitors. Financial Services and Telecommunications also set the benchmark for Best. Due to long purchase cycles, Travel & Hospitality has the lowest visit rate. All sectors are equal to or better than US comparisons. 11

12 METRIC REVIEW: COUNTRY Conversion Conversion in Retail and Travel relates directly to revenue. India and Japan enjoy rates higher than others in the region and higher than the US, they also improved performance YoY. Hong Kong, South Korea and China show the weakest conversion rates. The best in China are on par with the average in ANZ. ANZ s Best enjoy the widest gap and are on par with US. Getting to conversion requires Understanding what activities consumers use mobile and desktop for. Eliminating any friction in the process and experience. 12

13 METRIC REVIEW: INDUSTRY Conversion Shopping conversion is stronger than travel. The Best of both segments have conversion rates at least 50% higher than their peers. Conversion is up YoY. Strides made by the masses have narrowed the gap slightly. 13

14 METRIC REVIEW: COUNTRY Consumption Time spent is a two-edged sword: It can reflect either an enjoyable or frustrating experience. The best UX designers know why consumers come to a site. All countries see higher time on site than the US. The gap between the Best and the Rest is consistent and relatively narrow compared to other key metrics. India and SEA see the most time on site, South Korea the least. Longer visits Lead to engagement and loyal visitors; they also increase upsell and advertising opportunities. May be related to confusion and difficult navigation; this metric should be tracked with pathing. 14

15 METRIC REVIEW: INDUSTRY Consumption Media & Entertainment, Retail and Travel & Hospitality see the longest visits. The gap between the Best and the Rest is fairly consistent across the board and narrower in all industries except Financial Services. APAC visitors spend more time on site than those in the US in all but Telecommunications sector. 15

16 METRIC REVIEW: COUNTRY Click-through-rate Click Thru Rate indicates alignment between consumer intent and advertising execution. Acquisition via search is strongest in ANZ (3.5%) and weakest in Japan and SEA. US rates are higher than the overall regional average (2.4% vs. 2.0%). The Best in APAC distance themselves further than their peers compared to the US. Improved CTR Increases Return on Advertising Spend (ROAS). Stretches budget further for additional acquisition activities. 16

17 METRIC REVIEW: INDUSTRY Click-through-rate Travel & Hospitality enjoys the leadership position in all metrics where consumer intent is the strongest. Financial Services ranks second in the region and trails the US-based firms by less than half a point. Technology seems to be a different market in APAC vs. US. 17

18 ADOBE DIGITAL INDEX Methodology This data is based on over 100 billion visits during the 2013 and 2014 calendar years and is comprised of the aggregated and anonymous data from 3,000-plus websites in Asia (Australia + New Zealand, China, Hong Kong, India, Japan, Southeast Asia, South Korea United States). Visit our website: adobe.ly/digitalindex Read our blog: adobe.ly/digitalindex Follow Ask a question or make a suggestion: [email protected] 18

19 INDUSTRY SUMMARIES AND DATA COUNTRY SUMMARY AND DATA Country Summary Country Summary The region outpaces the US on the key mobile metric - smartphone visits. The The best region web outpaces sites the in US APAC on key see mobile more metrics than - smartphone 50% of their and tablet visitors visits. coming from smartphones. The best web sites in JAPAC see more than 50% of their visitors coming from smartphones. Conversion rates are typically substantially higher among the Best of the Best. Conversion rates are typically substantially higher among the Best of the Best YoY Change 20.7% 13.4% 30.4% 23.3% 35.0% 25.6% 34.8% 19.2% Best of the Best 29.5% 20.9% 42.9% 34.0% 55.8% 36.7% 59.5% 30.0% Absolute Difference 8.8% 7.5% 12.5% 10.7% 20.8% 11.2% 24.7% 10.8% % Difference 42% 56% 41% 46% 59% 44% 71% 56% 12.6% 7.3% 21.7% 16.1% 20.0% 14.6% 17.0% 14.1% Best of the 18.8% 10.4% 25.6% 19.3% 30.7% 18.9% 26.1% 21.2% Best Absolute Difference 6.2% 3.1% 4.0% 3.2% 10.7% 4.4% 9.2% 7.2% % Difference 50% 42% 18% 20% 53% 30% 54% 51% 8.2% 6.1% 8.7% 7.2% 15.0% 11.0% 17.8% 5.1% Best of the 10.7% 10.5% 17.2% 14.6% 25.2% 17.8% 33.4% 8.7% Best Difference 2.6% 4.4% 8.5% 7.5% 10.1% 6.8% 15.6% 3.6% Wider Wider Wider Wider Wider 11.1% 4.6% 7.3% 4.1% 5.1% 9.1% 2.0% 8.3% Best of the 16.0% 7.8% 10.0% 6.4% 7.5% 12.8% 2.7% 12.3% Best Absolute Difference 4.9% 3.3% 2.7% 2.4% 2.4% 3.7% 0.7% 4.0% % Difference 44.1% 72.3% 37.5% 58.4% 47.3% 40.2% 34.4% 48.3% 9.0% 4.0% 7.9% 3.9% 3.9% 8.7% 2.1% 7.2% Best of the 12.4% 5.6% 10.5% 6.2% 5.8% 11.8% 2.8% 10.4% Best Absolute Difference 3.4% 1.6% 2.6% 2.2% 1.9% 3.1% 0.7% 3.3% % Difference 38.1% 40.9% 33.6% 57.1% 47.7% 35.7% 30.9% 45.9% 2.1% 0.6% -0.6% 0.1% 1.2% 0.5% -0.1% 1.1% Best of the Best 3.6% 2.3% -0.6% 0.3% 1.8% 1.0% -0.1% 1.8% Difference 1.5% 1.7% 0.1% 0.1% 0.6% 0.6% 0.0% 0.7% Wider Wider Wider Wider Wider 47.2% 36.8% 42.6% 41.7% 42.3% 42.7% 53.8% 37.9% Best of the Best 64.2% 52.9% 60.4% 58.8% 56.7% 56.7% 68.5% 53.8% Absolute Difference 17.0% 16.1% 17.8% 17.1% 14.4% 14.0% 14.6% 15.9% % Difference 26.5% 30.4% 29.5% 29.1% 25.4% 24.7% 21.4% 29.6% 48.1% 41.7% 46.3% 42.3% 43.1% 43.6% 47.3% 39.4% Best of the Best 63.4% 56.7% 62.2% 58.1% 56.3% 57.1% 62.2% 53.3% Absolute Difference 15.3% 15.0% 15.9% 15.9% 13.2% 13.6% 14.9% 13.9% % Difference 24.1% 26.5% 25.5% 27.3% 23.5% 23.8% 24.0% 26.0% -1.0% -4.8% -3.7% -0.5% -0.8% -0.8% 6.6% -1.5% Best of the 0.8% -3.8% -1.8% 0.7% 0.4% -0.4% 6.3% 0.5% Best Difference 1.8% 1.0% 1.9% 1.2% 1.2% 0.4% -0.3% 2.0% Wider Wider Wider Narrower Wider Best of the Best Absolute Difference % Difference 27.1% 9.7% 26.1% 11.7% 17.8% 14.8% 24.6% 14.5% Best of the Best Absolute Difference % Difference 19.1% 11.7% 37.0% 18.3% 20.1% 21.3% 11.5% 16.2% Best of the Best Difference Gap Spread Wider Narrow Narrower Narrow Narrow Narrow Wider Narrow 3.0% 1.6% 1.0% 3.5% 3.3% 1.8% 1.6% 2.5% Best of the Best 5.0% 2.6% 1.5% 3.8% 5.0% 2.9% 2.9% 4.4% Absolute Difference 2.0% 1.0% 0.5% 0.3% 1.7% 1.0% 1.3% 1.9% % Difference 65.0% 65.4% 48.7% 7.7% 50.2% 56.2% 78.7% 76.0% 2.7% 2.0% 0.9% 1.4% 2.6% 1.9% 1.5% 2.2% Best of the Best 4.4% 3.7% 1.6% 2.5% 4.0% 3.3% 2.1% 3.6% Absolute Difference 1.7% 1.7% 0.7% 1.1% 1.4% 1.4% 0.6% 1.3% % Difference 62.2% 83.7% 71.8% 81.0% 54.0% 72.6% 37.3% 59.1% 0.3% -0.4% 0.0% 2.1% 0.7% -0.1% 0.1% 0.2% Best of the 0.5% -1.0% -0.2% 1.3% 1.0% -0.4% 0.8% 0.8% Best Difference 0.3% -0.6% -0.2% -0.9% 0.3% -0.3% 0.7% 0.6% Gap Spread Wider Narrow Narrower Narrow Wider Narrow Wider Wider Best of the Best Absolute Difference % Difference 29.0% 34.8% 27.1% 26.2% 27.8% 21.9% 32.5% 28.5% Best of the Best Absolute Difference % Difference 28.2% 30.6% 24.1% 31.3% 29.2% 24.9% 21.3% 26.3% Best of the Best Difference Narrow Narrow Narrow Wider Wider 19" ADOBE DIGITAL INDEX JAPAC Best of the Best

20 INDUSTRY SUMMARIES AND DATA Retail Summary INDUSTRY SUMMARIES AND DATA Retail Summary APAC leads all regions in smartphone growth. JAPAC leads all regions in smartphone growth. The best see >50% mobile traffic. The best see >50% mobile traffic. Conversion is up YoY and the best enjoy a 50% premium rate. Conversion is up YoY and the best enjoy a 50% premium rate. The gap in Time Spent narrowed to just 26% as visit rate widened. The gap in Time Spent narrowed to just 26% as visit rate widened. 28.8% 18.9% 20.4% Best of the Best 44.5% 26.5% 30.5% Absolute Difference 15.7% 7.5% 10.1% % Difference 54.5% 39.7% 49.4% 7.1% 13.3% 10.9% Best of the Best 10.2% 19.4% 16.2% Absolute Difference 3.2% 6.1% 5.3% % Difference 45.2% 45.4% 48.3% 48.7% 52.9% 48.9% Best of the Best 64.5% 65.9% 63.2% Absolute Difference 15.7% 13.0% 14.3% % Difference 32.3% 24.6% 29.2% Best of the Best Absolute Difference % Difference 21% 13% 12% 3.1% 2.7% 2.9% Best of the Best 4.6% 4.2% 5.1% Absolute Difference 1.5% 1.4% 2.2% % Difference 50.5% 52.7% 76.5% Best of the Best Absolute Difference % Difference 26% 26% 26% GAP 16.8% 11.4% 14.0% Best of the Best 25.2% 16.9% 20.8% Absolute Difference 8.4% 5.4% 6.8% % Difference 49.8% 47.4% 49.0% 6.3% 10.2% 9.7% Best of the Best 9.4% 15.0% 13.8% Absolute Difference 3.0% 4.7% 4.1% % Difference 48.0% 46.3% 42.0% 47.7% 52.6% 49.9% Best of the Best 61.9% 65.3% 63.4% Absolute Difference 14.2% 12.6% 13.5% % Difference 29.9% 24.0% 27.1% Best of the Best Absolute Difference % Difference 17% 15% 13% 2.7% 2.4% 2.6% Best of the Best 4.4% 4.1% 4.4% Absolute Difference 1.7% 1.6% 1.8% % Difference 63.9% 66.4% 68.8% Best of the Best Absolute Difference % Difference 30% 28% 29% 12.0% 7.5% 6.5% Best of the Best 19.3% 9.6% 9.7% Difference 7.3% 2.1% 3.3% 0.7% 3.1% 1.2% Best of the Best 0.9% 4.4% 2.4% Difference 0.2% 1.3% 1.2% 1.1% 0.3% -1.0% Best of the Best 2.6% 0.6% -0.2% Difference 1.5% 0.3% 0.8% Best of the Best Difference Gap Spread Wider Narrower Narrower 0.4% 0.3% 0.3% Best of the Best 0.2% 0.1% 0.7% Difference -0.2% -0.2% 0.4% Gap Spread Narrower Narrower Wider Best of the Best Difference Gap Spread Narrower Narrower Narrower 20" ADOBE DIGITAL INDEX JAPAC Best of the Best

21 INDUSTRY SUMMARIES AND DATA Travel & Hospitality Summary INDUSTRY SUMMARIES AND DATA Travel & Hospitality Summary The content rich segment typically retains tablet visits. While tablets grew in APAC, the gain is not nearly as strong as elsewhere. The content rich segment typically retains tablet visits. While tablets grew in JAPAC, the gain is not nearly as strong as elsewhere. Instead, growth is in smartphone visits. Instead, growth is in smartphone visits. Conversion hasn t changes substantially YoY but Time Spent and Stickiness are down. Conversion hasn t changes substantially YoY but Time Spent and Stickiness are down. 23.4% 15.6% 19.3% Best of the Best 33.4% 18.6% 27.7% Absolute Difference 10.0% 3.0% 8.4% % Difference 42.7% 19.5% 43.4% 9.9% 13.0% 13.4% Best of the Best 14.2% 17.7% 17.7% Absolute Difference 4.3% 4.6% 4.2% % Difference 43.2% 35.5% 31.4% 49.5% 52.5% 47.7% Best of the Best 63.8% 66.2% 61.3% Absolute Difference 14.3% 13.7% 13.7% % Difference 29.0% 26.1% 28.7% Best of the Best Absolute Difference % Difference 18% 10% 7% 2.5% 2.1% 2.0% Best of the Best 4.0% 3.7% 2.9% Absolute Difference 1.4% 1.6% 0.9% % Difference 56.8% 74.4% 44.1% Best of the Best Absolute Difference % Difference 32% 20% 27% GAP 12.9% 10.1% 13.5% Best of the Best 18.8% 12.8% 19.7% Absolute Difference 5.9% 2.7% 6.2% % Difference 45.9% 27.3% 45.7% 9.2% 10.4% 11.4% Best of the Best 12.6% 14.8% 14.6% Absolute Difference 3.4% 4.4% 3.3% % Difference 36.8% 42.9% 28.7% 54.9% 53.2% 50.2% Best of the Best 65.4% 65.0% 62.6% Absolute Difference 10.5% 11.8% 12.4% % Difference 19.2% 22.2% 24.8% Best of the Best Absolute Difference % Difference 18% 9% 9% 2.2% 1.9% 1.6% Best of the Best 3.7% 3.0% 2.5% Absolute Difference 1.5% 1.1% 0.8% % Difference 65.0% 59.1% 50.1% Best of the Best Absolute Difference % Difference 29% 23% 26% 10.5% 5.5% 5.8% Best of the Best 14.6% 5.8% 8.0% Difference 4.1% 0.3% 2.2% 0.7% 2.7% 2.1% Best of the Best 1.6% 2.9% 3.1% Difference 0.9% 0.2% 1.0% -5.4% -0.7% -2.5% Best of the Best -1.6% 1.2% -1.2% Difference 3.8% 1.9% 1.3% Best of the Best Difference Gap Spread Wider Wider Narrower 0.3% 0.2% 0.4% Best of the Best 0.3% 0.7% 0.4% Difference 0.0% 0.5% 0.1% Gap Spread Narrower Wider Wider Best of the Best Difference Gap Spread Wider Narrower Wider 21" ADOBE DIGITAL INDEX JAPAC Best of the Best

22 INDUSTRY SUMMARIES AND DATA Media & Entertainment Summary INDUSTRY SUMMARIES AND DATA Media & Entertainment Summary APAC trails the US in growth in smartphone traffic, but does a better job holding on to them. JAPAC trails the US in growth in smartphone traffic, but does a better job holding on to them. Time spent is 20% higher than in other regions. Time spent is 20% higher than in other regions. Tablet appears weakest in APAC and strongest in EMEA. Tablet appears weakest in JAPAC and strongest in EMEA. 28.1% 24.8% 31.5% Best of the Best 42.0% 37.0% 46.1% Absolute Difference 13.9% 12.2% 14.5% % Difference 49.3% 49.2% 46.2% 8.0% 13.4% 8.6% Best of the Best 12.3% 18.3% 11.7% Absolute Difference 4.3% 4.9% 3.1% % Difference 52.9% 36.8% 36.1% 38.1% 36.2% 30.8% Best of the Best 50.9% 49.5% 41.2% Absolute Difference 12.9% 13.3% 10.5% % Difference 33.8% 36.7% 34.0% Best of the Best Absolute Difference % Difference 27% 20% 17% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 28% 24% 32% GAP 19.4% 18.7% 20.3% Best of the Best 26.1% 26.9% 28.8% Absolute Difference 6.7% 8.2% 8.5% % Difference 34.6% 43.9% 42.0% 6.2% 11.1% 6.4% Best of the Best 9.3% 14.8% 8.9% Absolute Difference 3.0% 3.7% 2.5% % Difference 48.6% 33.2% 38.5% 37.4% 36.7% 33.8% Best of the Best 48.8% 48.3% 44.5% Absolute Difference 11.4% 11.5% 10.7% % Difference 30.5% 31.4% 31.6% Best of the Best Absolute Difference % Difference 14% 20% 16% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 32% 16% 29% 8.7% 6.1% 11.2% Best of the Best 15.9% 10.1% 17.3% Difference 7.2% 4.0% 6.0% 1.8% 2.3% 2.2% Best of the Best 3.0% 3.5% 2.9% Difference 1.2% 1.2% 0.7% 0.7% -0.5% -3.0% Best of the Best 2.2% 1.3% -3.2% Difference 1.5% 1.8% -0.2% Gap Spread Wider Wider Narrower Best of the Best Difference NA NA NA Best of the Best NA NA NA Difference 0.0% 0.0% 0.0% Gap Spread Narrower Narrower Narrower Best of the Best Difference Gap Spread Narrower Wider Wider 22" ADOBE DIGITAL INDEX JAPAC Best of the Best

23 INDUSTRY SUMMARIES AND DATA Financial Services Summary INDUSTRY SUMMARIES AND DATA Financial Services Summary One in five web visits is from a mobile device for the average site; for the best it is one in three. One in five web visits is from a mobile device for the average site; for the best it is one in three. Smartphone activity leads the shift to mobile with APAC growing faster than EMEA or US. Smartphone activity leads the shift to mobile with JAPAC growing faster than EMEA or US. Visitors are more engaged with all key metrics improving or holding steady (Visits per Visitor, Time Spent and Stickiness). Visitors are more engaged with all key metrics improving or holding steady (Visits per Visitor, Time Spent and Stickiness). 14.9% 10.1% 9.6% Best of the Best 22.8% 15.7% 15.2% Absolute Difference 7.9% 5.6% 5.6% % Difference 53.3% 55.3% 58.1% 5.8% 8.0% 5.8% Best of the Best 9.2% 11.1% 8.3% Absolute Difference 3.4% 3.2% 2.5% % Difference 57.9% 39.8% 42.9% 49.1% 45.3% 41.4% Best of the Best 70.8% 61.7% 65.2% Absolute Difference 21.7% 16.4% 23.8% % Difference 44.2% 36.3% 57.4% Best of the Best Absolute Difference % Difference 21% 27% 46% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 31% 33% 31% GAP 10.5% 6.7% 7.6% Best of the Best 15.9% 10.1% 11.8% Absolute Difference 5.4% 3.4% 4.2% % Difference 51.3% 50.6% 54.9% 5.2% 6.2% 4.9% Best of the Best 8.0% 9.5% 6.8% Absolute Difference 2.8% 3.3% 1.9% % Difference 53.0% 52.4% 38.8% 49.1% 45.7% 40.2% Best of the Best 68.5% 61.9% 60.4% Absolute Difference 19.4% 16.2% 20.2% % Difference 39.6% 35.6% 50.4% Best of the Best Absolute Difference % Difference 20% 25% 44% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 25% 31% 30% 4.3% 3.4% 2.0% Best of the Best 6.9% 5.6% 3.4% Difference 2.5% 2.2% 1.4% 0.6% 1.8% 0.9% Best of the Best 1.2% 1.7% 1.5% Difference 0.6% -0.1% 0.6% Gap Spread Wider Narrower Wider 0.0% -0.4% 1.2% Best of the Best 2.3% -0.2% 4.8% Difference 2.3% 0.2% 3.5% Best of the Best Difference NA NA NA Best of the Best NA NA NA Difference 0.0% 0.0% 0.0% Gap Spread Narrower Narrower Narrower Best of the Best Difference " ADOBE DIGITAL INDEX JAPAC Best of the Best

24 INDUSTRY SUMMARIES AND DATA Technology Summary INDUSTRY SUMMARIES AND DATA Technology Summary Tech firms in APAC gained more smartphone traffic YoY than those in either EMEA or US. Tech firms in JAPAC gained more smartphone traffic YoY than those in either EMEA or US. The best of the best stretched their lead. The best of the best stretched their lead. Tablets for Technology are waning in APAC. Tablets for Technology are waning in JAPAC. Visitors are increasing their visits while holding time consistent. Visitors are increasing their visits while holding time consistent. 12.1% 7.1% 8.7% Best of the Best 17.4% 11.3% 12.6% Absolute Difference 5.3% 4.3% 3.9% % Difference 43.7% 60.2% 44.9% 4.6% 5.0% 4.1% Best of the Best 6.9% 8.4% 6.5% Absolute Difference 2.3% 3.4% 2.4% % Difference 50.5% 68.9% 57.6% 34.3% 32.8% 34.1% Best of the Best 46.3% 47.9% 48.7% Absolute Difference 12.1% 15.1% 14.6% % Difference 35.2% 46.0% 43.0% Best of the Best Absolute Difference % Difference 12% 13% 13% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 27% 41% 32% GAP 7.3% 5.3% 6.1% Best of the Best 10.9% 8.1% 8.6% Absolute Difference 3.6% 2.8% 2.5% % Difference 48.9% 52.0% 41.9% 4.4% 4.7% 3.6% Best of the Best 7.5% 6.8% 5.2% Absolute Difference 3.1% 2.2% 1.6% % Difference 69.5% 46.1% 43.4% 37.2% 38.8% 33.5% Best of the Best 50.0% 51.5% 46.8% Absolute Difference 12.8% 12.7% 13.3% % Difference 34.4% 32.9% 39.8% Best of the Best Absolute Difference % Difference 9% 12% 12% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 28% 21% 22% 4.8% 1.7% 2.6% Best of the Best 6.5% 3.2% 4.0% Difference 1.7% 1.5% 1.4% 0.2% 0.3% 0.5% Best of the Best -0.6% 1.6% 1.3% Difference -0.8% 1.3% 0.8% Gap Spread Narrower Wider Wider -2.9% -5.9% 0.6% Best of the Best -3.7% -3.6% 1.9% Difference -0.7% 2.3% 1.3% Gap Spread Narrower Wider Wider Best of the Best Difference NA NA NA Best of the Best NA NA NA Difference 0.0% 0.0% 0.0% Gap Spread Narrower Narrower Narrower Best of the Best Difference Gap Spread Narrower Wider Wider 24" ADOBE DIGITAL INDEX JAPAC Best of the Best

25 INDUSTRY SUMMARIES AND DATA Telecommunications Summary INDUSTRY SUMMARIES AND DATA Telecommunications Summary Mobile visitation is shifting from the tablet to the smartphone in APAC. Mobile visitation is shifting from the tablet to the smartphone in JAPAC. Now nearly 7 out of 8 mobile visitors come from their smartphone. Now nearly 7 out of 8 mobile visitors come from their smartphone. The Best see twice the level of smartphone traffic as the Best in EMEA or US. The Best see twice the level of smartphone traffic as the Best in EMEA or US. As is typical with the shift to digital, visitors are spending less time per visit but do visit more often. As is typical with the shift to digital, visitors are spending less time per visit but do visit more often. 34.1% 16.2% 17.0% Best of the Best 59.7% 23.0% 26.6% Absolute Difference 25.6% 6.8% 9.6% % Difference 75.2% 41.8% 56.6% 4.6% 8.3% 5.6% Best of the Best 6.9% 11.4% 8.7% Absolute Difference 2.2% 3.1% 3.1% % Difference 48.2% 37.5% 54.4% 45.4% 43.3% 40.5% Best of the Best 58.9% 57.3% 55.0% Absolute Difference 13.6% 13.9% 14.6% % Difference 30.0% 32.2% 36.0% Best of the Best Absolute Difference % Difference 48% 28% 29% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 19% 15% 6% GAP 27.1% 10.8% 11.4% Best of the Best 42.2% 14.2% 16.7% Absolute Difference 15.1% 3.4% 5.4% % Difference 55.6% 31.3% 47.3% 5.0% 5.7% 4.9% Best of the Best 8.0% 7.4% 7.1% Absolute Difference 3.0% 1.7% 2.2% % Difference 60.7% 30.5% 46.1% 45.1% 45.5% 38.8% Best of the Best 53.8% 60.6% 50.2% Absolute Difference 8.6% 15.1% 11.4% % Difference 19.1% 33.1% 29.5% Best of the Best Absolute Difference % Difference 19% 21% 17% NA NA NA Best of the Best NA NA NA Absolute Difference 0.0% 0.0% 0.0% % Difference NA NA NA Best of the Best Absolute Difference % Difference 23% 30% 28% 7.0% 5.4% 5.6% Best of the Best 17.5% 8.9% 9.8% Difference 10.5% 3.4% 4.2% -0.3% 2.6% 0.8% Best of the Best -1.1% 4.0% 1.6% Difference -0.8% 1.4% 0.8% Gap Spread Narrower Wider Wider 0.2% -2.2% 1.7% Best of the Best 5.2% -3.3% 4.8% Difference 5.0% -1.1% 3.2% Gap Spread Wider Narrower Wider Best of the Best Difference NA NA NA Best of the Best NA NA NA Difference 0.0% 0.0% 0.0% Gap Spread Narrower Narrower Narrower Best of the Best Difference Gap Spread Narrower Narrower Narrower 25" ADOBE DIGITAL INDEX JAPAC Best of the Best