Best of the Best Benchmark Adobe Digital Index Europe 2014

Transcription

1 Best of the Best Benchmark Adobe Digital Index Europe 2014

2 ADOBE DIGITAL INDEX Best of the Best Benchmark (Europe) Without context, marketers are left wondering if their results are any good. The Best of the Best Benchmark report presents the average and top performing benchmarks across five industries and 6 geographies. Best of the Best refers to the companies using the Adobe marketing cloud who achieve results in the top 20% (top quintile) when compared against others in their industry. Adobe Marketing Cloud customers are already ahead of the masses through their investment in excellence so overall averages are already better than noncloud users, hence, Best of the Best. See how your online presence measures up. TABLE OF CONTENTS 1. Share of smartphone visits 2. Share of tablet visits 3. Stick rate 4. Click through rate 5. Minutes per visit 6. Consumption 7. Conversion 8. Glossary 9. Methodology 10. Tables 2

3 ADOBE DIGITAL INDEX How to read this report 3

4 ADOBE DIGITAL INDEX Share of smartphone visits Smartphone visits surged in 2014 across all countries. Best-of-the-best pulling away For the second year in a row the gap between top performers and average has grown wider. UK, in particular has had the largest shift to mobile with the top sites already seeing more than 50% of the traffic coming from smartphones. Optimizing for mobile is critical. Mobile visitors Search more than other visitors Are more likely to open links Do more down-time browsing 4

5 ADOBE DIGITAL INDEX Share of smartphone visits The best-of-the-best in continue to see strong usage of smartphones and outperform the masses by 17%. Compared to the US, Financial Services in Europe are attracting more smartphone visitors but retail, travel and technology are attracting fewer. 5

6 ADOBE DIGITAL INDEX Share of tablet visits Tablet visits also grew in 2014 but are starting to slow in some markets. Tablet visits more important in Europe All countries in Europe are seeing greater share of tablet visits than US sites overall. As with smartphones, tablet visit share is widening between the best-of-the-best and the masses. Tablet visitors tend to Purchase larger baskets in travel and online retail Consume more digital video Browse in more fixed mobile locations where WiFi is available 6

7 ADOBE DIGITAL INDEX Share of tablet visits Retail is more impacted by increases to tablet visits in Europe while is more impacted in the US. Compared to the US, top industries in Europe have still not caught up to US site traffic 7

8 ADOBE DIGITAL INDEX Stickiness Stickiness is a key measurement of acquisition and landing page performance and overall, the countries in Europe are performing better than the US. Mixed bag versus last year UK, Germany and Benelux have improved average stickiness rates versus 2013 but France and Nordics have seen stickiness rates fall. Top performers are widening the gap in this metric as well and in every country. Increase Stickiness Through improved mobile browsing experiences With better audience targeting By optimizing programmatic advertising buying 8

9 ADOBE DIGITAL INDEX Stickiness The best-of-the-best in continue to see strong usage of smartphones and outperform the masses by 17%. Compared to the US, Financial Services in Europe are attracting more smartphone visitors but retail, travel and technology are attracting fewer. 9

10 ADOBE DIGITAL INDEX Click-through-rate Click-through-rate is an indicator of acquisition optimization Programmatic buying improves results across the board Every industry saw improvement in click-through rate last year as the gap between the best and the masses grew wider. Media & Entertainment, in particular, had the widest gap with the best receiving double the click-through-rate of the masses. Improve CTR Increase visits Reduce acquisition expense Improve site performance and conversion 10

11 ADOBE DIGITAL INDEX Visit rate (visits per visitor per month) Higher visit rates reduce acquisition expense and improve ROI. Visit Rates Generally Improve All countries saw increase in visit rate versus 2013 and in keeping with the common theme, the best sites grew at an even faster pace. Performance in UK and Nordics leads all other regions in average and top performance. US laggs behind all but France. Loyal visitors Spend more on travel and retail Consume more content Convert at a higher rate 11 11

12 ADOBE DIGITAL INDEX Visit rate Telecom, Financial Services and Media sites are seeing the most return visitors. All industries in Europe are doing a better job of attracting return visitors with Financial Services standing out as an industry to emulate when establishing a loyal following is a key objective 12

13 ADOBE DIGITAL INDEX Consumption (in minutes) Increasing time on site generally leads to greater ROI but could also indicate confusing or difficult navigation. Most countries experiencing similar trends Marketers looking to increase time spent engagement should look to Germany s best for examples on how to build up the minutes. UK sites are receiving the shortest visits amongst all countries measured. Longer visits Lead to increased opportunities for advertising revenue Should be tracked carefully and matched against drop-off rates to identify confusing or difficult navigation 13

14 ADOBE DIGITAL INDEX Consumption The best in Telecom and Media and Entertainment is leading the pack with an average of over 10 minutes per visit. All industries in Europe are doing a better job of increasing visit length with Retail standing out as an industry to emulate when longer visits result in larger baskets and increased conversion rates. 14

15 ADOBE DIGITAL INDEX Conversion For most sites, conversion events tie directly to revenue but are traditionally very low. A tough year for conversion Likely as a result of massive increases in smartphone traffic, conversion rates are down versus 2013 in every country. Only Germany, France and Nordics have seen the gap between the best and the masses grow. Still, best performers can achieve nearly double the conversion rate of the masses. Getting to conversion Requires vastly streamlined experiences for mobile visitors Improved acquisition and engagement More emphasis on loyal and return visitors 15

16 ADOBE DIGITAL INDEX Conversion The best in Retail are pulling away from the masses while Travel sites are losing ground. European retail sites are losing less ground due to mobile visitor impact than US retailers. 16

17 ADOBE DIGITAL INDEX Methodology This data is based on 100 billion visits during the 2013 and 2014 calendar year and is comprised of the aggregated and anonymous data from 3,000-plus websites in Europe (UK, Germany, France, Netherlands, Belgium, Luxemburg, Sweden, Norway, Finland). Visit our website: adobe.ly/digitalindex Read our blog: adobe.ly/digitalindex Follow Ask a question or make a suggestion: [email protected] 17

18 Phone % Visits United Kingdom Average 30.7% 22.2% 8.4% Best of the Best 52.0% 31.2% 20.9% Difference 21.4% 8.9% 12.5% Gap Percent Difference 69.7% 40.1% Wider Gap Nordics Average 24.8% 16.0% 8.7% Best of the Best 36.8% 20.8% 16.0% Difference 12.0% 4.8% 7.2% Gap Percent Difference 48.5% 30.0% Wider Gap Germany Average 21.9% 14.6% 7.3% Best of the Best 33.5% 17.0% 16.4% Difference 11.5% 2.5% 9.1% Gap Percent Difference 52.7% 16.9% Wider Gap Benelux Average 20.7% 13.9% 6.8% Best of the Best 28.0% 17.6% 10.4% Difference 7.3% 3.7% 3.6% Gap Percent Difference 35.3% 26.8% Wider Gap France Average 21.3% 15.7% 5.6% Best of the Best 31.7% 17.1% 14.6% Difference 10.4% 1.4% 9.0% Gap Percent Difference 49.0% 8.9% Wider Gap United States Average 23.6% 17.6% 5.9% Best of the Best 37.9% 26.1% 11.8% Difference 14.3% 8.5% 5.9% Gap Percent Difference 60.8% 48.0% Wider Gap 18

19 Tablet % Visits United Kingdom Average 16.4% 13.1% 3.3% Best of the Best 23.2% 17.5% 5.7% Difference 6.8% 4.4% 2.4% Gap Percent Difference 41.7% 33.6% Wider Gap Nordics Average 12.0% 9.1% 2.9% Best of the Best 17.9% 13.7% 4.2% Difference 5.9% 4.6% 1.3% Gap Percent Difference 49.5% 50.4% Wider Gap Germany Average 10.1% 6.8% 3.4% Best of the Best 15.1% 10.1% 5.0% Difference 5.0% 3.3% 1.7% Gap Percent Difference 49.4% 49.4% Wider Gap Benelux Average 14.2% 11.6% 2.6% Best of the Best 21.2% 17.8% 3.4% Difference 7.0% 6.2% 0.8% Gap Percent Difference 49.2% 53.8% Wider Gap France Average 11.1% 8.4% 2.7% Best of the Best 16.4% 12.5% 3.8% Difference 5.3% 4.1% 1.1% Gap Percent Difference 47.4% 49.1% Wider Gap United States Average 8.9% 7.6% 1.3% Best of the Best 13.9% 11.6% 2.2% Difference 5.0% 4.0% 1.0% Gap Percent Difference 56.0% 52.5% Wider Gap 19

20 Stickiness United Kingdom Average 48.0% 46.5% 1.4% Best of the Best 71.8% 66.5% 5.3% Difference 23.8% 19.9% 3.9% Gap Percent Difference 49.7% 42.8% Wider Gap Nordics Average 48.8% 48.9% -0.0% Best of the Best 65.7% 64.1% 1.6% Difference 16.9% 15.2% 1.7% Gap Percent Difference 34.6% 31.2% Wider Gap Germany Average 48.2% 48.0% 0.3% Best of the Best 68.7% 64.7% 4.0% Difference 20.5% 16.8% 3.7% Gap Percent Difference 42.5% 35.0% Wider Gap Benelux Average 52.6% 51.5% 1.1% Best of the Best 71.4% 65.2% 6.2% Difference 18.8% 13.7% 5.1% Gap Percent Difference 35.7% 26.6% Wider Gap France Average 48.6% 48.6% -0.0% Best of the Best 69.1% 67.6% 1.4% Difference 20.5% 19.1% 1.4% Gap Percent Difference 42.2% 39.2% Wider Gap United States Average 41.6% 42.0% -0.4% Best of the Best 61.8% 59.4% 2.4% Difference 20.2% 17.4% 2.8% Gap Percent Difference 48.5% 41.5% Wider Gap 20

21 Visit Rate United Kingdom Average Best of the Best Difference Gap Percent Difference 24.7% 26.1% Wider Gap Nordics Average Best of the Best Difference Gap Percent Difference 29.9% 22.8% Wider Gap Germany Average Best of the Best Difference Gap Percent Difference 24.7% 20.5% Wider Gap Benelux Average Best of the Best Difference Gap Percent Difference 29.2% 21.2% Wider Gap France Average Best of the Best Difference Gap Percent Difference 25.6% 25.7% Wider Gap United States Average Best of the Best Difference Gap Percent Difference 23.1% 23.1% Wider Gap 21

22 Consumption United Kingdom Average Best of the Best Difference Gap Percent Difference 31.2% 32.5% Germany Average Best of the Best Difference Gap Percent Difference 40.5% 39.8 Wider Gap Nordics Average Best of the Best Difference Gap Percent Difference 31.4% 33.1 Benelux Average Best of the Best Difference Gap Percent Difference 35.4% 35.6 Wider Gap France Average Best of the Best Difference Gap Percent Difference 29.0% 33.4% United States Average Best of the Best Difference Gap Percent Difference 39.5% 33.6 Wider Gap 22

23 Conversion United Kingdom Average 1.6% 2.6% -0.98% Best of the Best 3.3% 5.3% -2.05% Difference 1.7% 2.8% -1.07% Gap Percent Difference 106.8% 107.6% Germany Average 2.5% 2.6% -0.14% Best of the Best 5.4% 5.3% 0.12% Difference 2.9% 2.7% 0.25% Gap Percent Difference 117.3% 101.4% Wider Gap France Average 3.2% 3.8% -0.63% Best of the Best 5.5% 5.7% -0.14% Difference 2.3% 1.8% 0.50% Gap Percent Difference 73.7% 48.4% Wider Gap Nordics Average 3.5% 4.3% -0.80% Best of the Best 6.6% 6.6% -0.05% Difference 3.1% 2.3% 0.75% Gap Percent Difference 87.0% 53.6% Wider Gap Benelux Average 2.1% 3.5% -1.45% Best of the Best 3.6% 5.9% -2.34% Difference 1.5% 2.4% -0.90% Gap Percent Difference 69.9% 66.6% United States Average 1.8% 2.6% -0.73% Best of the Best 3.5% 6.1% -2.55% Difference 1.7% 3.5% -1.82% Gap Percent Difference 92.9% 137.8% 23

24 Industry Phone % Visits Retail Average 24.4% 17.0% 7.4% Best of the Best 34.6% 22.2% 12.4% Difference 10.2% 5.2% 5.0% Gap Percent Difference 41.8% 30.4 Wider Gap Financial Services Average 19.8% 13.5% 6.3% Best of the Best 26.0% 13.6% 12.4% Difference 6.3% 0.2% 6.1% Gap Percent Difference 31.6% 1.3% Wider Gap Travel & Hospitality Average 23.1% 16.6% 6.5% Best of the Best 32.5% 23.9% 8.6% Difference 9.4% 7.3% 2.1% Gap Percent Difference 40.9% 44.0% Wider Gap Technology Average 15.2% 9.0% 6.2% Best of the Best 26.5% 12.3% 14.2% Difference 11.3% 3.3% 8.0% Gap Percent Difference 74.8% 37.2% Wider Gap Average 29.1% 22.1% 7.0% Best of the Best 46.1% 30.9% 15.2% Difference 17.0% 8.8% 8.2% Gap Percent Difference 58.4% 39.9 Wider Gap Telecommunications Average 35.0% 34.1% 0.9% Best of the Best 88.6% 90.3% -1.7% Difference 53.6% 56.2% -2.6% Gap Percent Difference 153.0% 164.6% 24

25 Industry Tablet % Visits Retail Average 13.6% 10.6% 3.0% Best of the Best 21.2% 16.7% 4.5% Difference 7.6% 6.2% 1.5% Gap Percent Difference 56.3% 58.2% Wider Gap Financial Services Average 8.2% 6.3% 1.9% Best of the Best 13.1% 10.1% 3.0% Difference 5.0% 3.8% 1.2% Gap Percent Difference 60.6% 60.4% Wider Gap Travel & Hospitality Average 13.2% 11.4% 1.8% Best of the Best 19.4% 17.0% 2.4% Difference 6.2% 5.6% 0.7% Gap Percent Difference 47.4% 48.8% Wider Gap Technology Average 6.6% 4.7% 1.9% Best of the Best 11.8% 8.1% 3.7% Difference 5.3% 3.4% 1.9% Gap Percent Difference 80.6% 72.8% Wider Gap Average 13.2% 11.7% 1.5% Best of the Best 19.7% 16.0% 3.7% Difference 6.5% 4.3% 2.2% Gap Percent Difference 49.5% 37.1% Wider Gap Telecommunications Average 7.3% 5.3% 2.0% Best of the Best 11.1% 8.4% 2.6% Difference 3.8% 3.1% 0.6% Gap Percent Difference 51.9% 59.3% Wider Gap 25

26 Industry Stickiness Retail Average 53.7% 53.6% 0.1% Best of the Best 70.0% 67.9% 2.1% Difference 16.3% 14.3% 2.0% Gap Percent Difference 30.4% 26.8% Wider Gap Financial Services Average 48.0% 46.5% 1.6% Best of the Best 71.6% 67.5% 4.0% Difference 23.5% 21.0% 2.5% Gap Percent Difference 48.9% 45.3% Wider Gap Travel & Hospitality Average 55.7% 54.8% 1.0% Best of the Best 72.1% 67.8% 4.3% Difference 16.3% 13.0% 3.3% Gap Percent Difference 29.3% 23.7% Wider Gap Technology Average 36.5% 39.1% -2.6% Best of the Best 51.6% 50.7% 0.9% Difference 15.0% 11.6% 3.5% Gap Percent Difference 41.2% 29.6% Wider Gap Average 46.9% 43.2% 3.7% Best of the Best 73.8% 62.0% 11.8% Difference 26.9% 18.8% 8.2% Gap Percent Difference 57.5% 43.5% Wider Gap Telecommunications Average 52.2% 52.0% 0.2% Best of the Best 79.8% 69.6% 10.1% Difference 27.5% 17.6% 9.9% Gap Percent Difference 52.7% 33.9% Wider Gap 26

27 Industry Visit Rate Retail Average Best of the Best Difference Gap Percent Difference 24.7% 21.7% Wider Gap Travel & Hospitality Average Best of the Best Difference Gap Percent Difference 16.9% 15.1% Wider Gap Financial Services Average Best of the Best Difference Gap Percent Difference 34.6% 40.7% Technology Average Best of the Best Difference Gap Percent Difference 50.6% 17.1% Wider Gap Average Best of the Best Difference Gap Percent Difference 27.0% 25.1% Wider Gap Telecommunications Average Best of the Best Difference Gap Percent Difference 45.6% 57.3% 27

28 Industry Consumption Retail Average Best of the Best Difference Gap Percent Difference 41.2% 35.4% Wider Gap Financial Services Average Best of the Best Difference Gap Percent Difference 40.3% 38.7% Wider Gap Travel & Hospitality Average Best of the Best Difference Gap Percent Difference 25.3% 29.1% Average Best of the Best Difference % 0.07 Gap Percent Difference 46.0% 47.0% Wider Gap Technology Average Best of the Best Difference Gap Percent Difference 44.4% 24.5% Wider Gap Telecommunications Average Best of the Best Difference Gap Percent Difference 49.3% 36.0% Wider Gap 28

29 Industry Click Through Rate Retail Average 2.8% 2.6% 0.20% Best of the Best 4.4% 4.1% 0.30% Difference 1.6% 1.5% 0.10% Gap Percent Difference 57% 58% Wider Gap Financial Services Average 2.2% 1.4% 0.80% Best of the Best 4.1% 2.9% 1.20% Difference 1.9% 1.5% 0.10% Gap Percent Difference 86% 107% Wider Gap Travel & Hospitality Average 3.2% 2.6% 0.60% Best of the Best 4.4% 3.7% 0.70% Difference 1.2% 1.1% 0.10% Gap Percent Difference 38% 42% Wider Gap Technology Average 1.3% 0.9% 0.80% Best of the Best 2.0% 1.4% 1.20% Difference 0.7% 0.5% 0.40% Gap Percent Difference 54% 556% Wider Gap Average 2.9% 2.9% 0.00% Best of the Best 5.9% 5.8% 0.10% Difference 3.0% 2.9% 0.10% Gap Percent Difference 103% 100% Wider Gap Telecommunications Average n/a n/a n/a Best of the Best n/a n/a n/a Difference n/a n/a n/a Percent Difference n/a n/a n/a 29

30 Industry Conversion Retail Average 3.2% 3.5% -0.26% Best of the Best 5.2% 5.5% -0.21% Difference 2.0% 2.0% 0.05% Gap Percent Difference 61.6% 55.6% Wider Gap Travel & Hospitality Average 1.6% 2.2% -0.63% Best of the Best 2.6% 4.2% -1.59% Difference 1.1% 2.0% -0.96% Gap Percent Difference 67.7% 91.5% Average 1.4% 6.9% -5.52% Best of the Best 3.7% 10.9% -7.19% Difference 2.3% 3.9% -1.66% Gap Percent Difference 158.8% 56.5% Financial Services Average 3.4% 4.2% -0.87% Best of the Best 7.6% 9.8% -2.18% Difference 4.3% 5.6% -1.31% Gap Percent Difference 126.8% 131.7% Technology Average 1.1% 0.9% 0.15% Best of the Best 1.6% 2.0% -0.46% Difference 0.5% 1.1% -0.61% Gap Percent Difference 43.9% 116.7% Telecommunications Average 0.7% 0.5% 0.13% Best of the Best 1.2% 1.0% 0.20% Difference 0.5% 0.5% 0.07% Gap Percent Difference 78.9% 85.7% Wider Gap 30

31 US Industry Phone % Visits Retail Average 26.6% 20.2% 6.4% Best of the Best 40.1% 30.3% 9.8% Difference 13.4% 10.0% 3.4% Gap Percent Difference 50.4% 49.5% Wider Gap Financial Services Average 13.8% 11.8% 2.0% Best of the Best 20.5% 17.2% 3.2% Difference 6.6% 5.4% 1.3% Gap Percent Difference 47.9% 45.4% Wider Gap Travel & Hospitality Average 31.1% 23.9% 7.2% Best of the Best 40.7% 32.4% 8.3% Difference 9.6% 8.5% 1.1% Gap Percent Difference 30.9% 35.6% Wider Gap Technology Average 19.0% 14.2% 4.8% Best of the Best 32.7% 23.7% 9.0% Difference 13.7% 9.5% 4.2% Gap Percent Difference 72.5% 67.4% Wider Gap Average 35.5% 24.1% 11.4% Best of the Best 50.9% 35.5% 15.5% Difference 15.4% 11.3% 4.1% Gap Percent Difference 43.5% 47.0% Wider Gap Telecommunications Average 25.6% 18.1% 7.6% Best of the Best 37.1% 26.2% 10.9% Difference 11.4% 8.1% 3.3% Gap Percent Difference 44.7% 45.1% Wider Gap 31

32 US Industry Tablet % Visits Retail Average 17.8% 12.4% 5.4% Best of the Best 28.6% 19.9% 8.6% Difference 10.8% 7.5% 3.3% Gap Percent Difference 60.7% 60.9% Wider Gap Financial Services Average 8.7% 7.1% 1.6% Best of the Best 13.7% 11.5% 2.2% Difference 5.0% 4.4% 0.7% Gap Percent Difference 57.5% 61.0% Wider Gap Travel & Hospitality Average 17.4% 12.2% 5.2% Best of the Best 26.3% 19.1% 7.2% Difference 8.8% 6.8% 2.0% Gap Percent Difference 50.5% 55.7% Wider Gap Technology Average 12.3% 8.5% 3.7% Best of the Best 21.8% 14.9% 6.8% Difference 9.5% 6.4% 3.1% Gap Percent Difference 76.9% 74.4% Wider Gap Average 26.1% 17.2% 8.9% Best of the Best 39.5% 26.1% 13.4% Difference 13.4% 8.9% 4.5% Gap Percent Difference 51.2% 51.5% Wider Gap Telecommunications Average 17.7% 11.9% 5.8% Best of the Best 26.1% 19.3% 6.8% Difference 8.4% 7.5% 0.9% Gap Percent Difference 47.4% 62.9% Wider Gap 32

33 US Industry Stickiness Retail Average 33.7% 38.1% -4.4% Best of the Best 51.6% 55.3% -3.7% Difference 17.8% 17.2% 0.6% Gap Percent Difference 52.9% 45.1% Wider Gap Financial Services Average 32.8% 37.3% -4.5% Best of the Best 45.2% 47.2% -1.9% Difference 12.5% 9.9% 2.6% Gap Percent Difference 38.0% 26.6% Wider Gap Travel & Hospitality Average 45.4% 50.4% -5.0% Best of the Best 60.5% 62.4% -1.9% Difference 15.1% 12.1% 3.1% Gap Percent Difference 33.4% 24.0% Wider Gap Average 29.7% 33.4% -3.7% Best of the Best 43.0% 46.3% -3.3% Difference 13.3% 12.9% 0.5% Gap Percent Difference 45.0% 38.6% Wider Gap Technology Average 29.9% 32.8% -3.0% Best of the Best 46.7% 49.9% -3.1% Difference 16.9% 17.0% -0.2% Gap Percent Difference 56.4% 51.8% Telecommunications Average 36.1% 41.3% -5.1% Best of the Best 60.2% 60.5% -0.3% Difference 24.1% 19.2% 4.9% Gap Percent Difference 66.6% 46.6% Wider Gap 33

34 US Industry Visit Rate Retail Average Best of the Best Difference Gap Percent Difference 15.6% 17.5% Travel & Hospitality Average Best of the Best Difference Gap Percent Difference 9.2% 11.6% Average Best of the Best Difference Gap Percent Difference 21.2% 21.4% Financial Services Average Best of the Best Difference Gap Percent Difference 10.4% 10.7% Technology Average Best of the Best Difference Gap Percent Difference 39.7% 41.9% Telecommunications Average Best of the Best Difference Gap Percent Difference 20.6% 24.4% 34

35 US Industry Consumption Retail Average Best of the Best Difference Gap Percent Difference 39.0% 34.8% Wider Gap Travel & Hospitality Average Best of the Best Difference Gap Percent Difference 25.3% 24.9% Average Best of the Best Difference % Gap Percent Difference 36.7% 36.0% Financial Services Average Best of the Best Difference Gap Percent Difference 25.9% 33.0% Technology Average Best of the Best Difference Gap Percent Difference 25.8% 24.2% Telecommunications Average Best of the Best Difference Gap Percent Difference 36.6% 34.5% 35

36 US Industry Conversion Retail Average 2.3% 2.4% -0.1% Best of the Best 4.4% 4.5% -0.1% Difference 2.0% 2.1% 0.0% Gap Percent Difference 88.7% 87.7% Travel & Hospitality Average 2.2% 1.9% 0.3% Best of the Best 3.7% 3.3% 0.4% Difference 1.4% 1.4% 0.0% Gap Percent Difference 63.5% 72.3% Wider Gap Financial Services Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Technology Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Telecommunications Average 1.1% 1.8% -0.7% Best of the Best 1.3% 2.0% -0.7% Difference 0.3% 0.2% 0.1% Gap Percent Difference 23.1% 9.9% Wider Gap 36

37 EMEA vs US Industry Phone % Visits Retail Average -2.3% -3.3% 1.0% Best of the Best -5.5% -8.1% 2.6% Difference -3.2% -4.9% 1.6% Gap Percent Difference -8.6% -19.1% NA Financial Services Average 5.9% 1.6% 4.3% Best of the Best 5.6% -3.6% 9.1% Difference -0.4% -5.2% 4.8% Gap Percent Difference -16.3% -44.1% NA Travel & Hospitality Average -8.0% -7.2% -0.8% Best of the Best -8.2% -8.4% 0.2% Difference -0.2% -1.2% 1.0% Gap Percent Difference 9.9% 8.4% NA Technology Average -3.8% -5.2% 1.4% Best of the Best -6.2% -11.4% 5.2% Difference -2.4% -6.2% 3.8% Gap Percent Difference 2.3% -30.2% NA Average -6.4% -2.0% -4.3% Best of the Best -4.8% -4.6% -0.2% Difference 1.6% -2.5% 4.1% Gap Percent Difference 14.9% -7.1% NA Telecommunications Average 9.4% 16.1% -6.7% Best of the Best 51.6% 64.1% -12.6% Difference 42.1% 48.0% -5.9% Gap Percent Difference 108.3% 119.5% NA 37

38 EMEA vs US Industry Tablet % Visits Retail Average -4.2% -1.8% -2.4% Best of the Best -7.4% -3.2% -4.2% Difference -3.2% -1.4% -1.8% Gap Percent Difference -4.4% -2.7% NA Financial Services Average -0.5% -0.8% 0.3% Best of the Best -0.6% -1.4% 0.8% Difference -0.1% -0.6% 0.5% Gap Percent Difference 3.1% -0.6% NA Travel & Hospitality Average -4.3% -0.8% -3.4% Best of the Best -6.8% -2.1% -4.7% Difference -2.6% -1.3% -1.3% Gap Percent Difference -3.1% -6.9% NA Technology Average -5.7% -3.9% -1.9% Best of the Best -9.9% -6.8% -3.1% Difference -4.2% -3.0% -1.2% Gap Percent Difference 3.7% -1.7% NA Average -12.9% -5.6% -7.4% Best of the Best -19.8% -10.1% -9.7% Difference -6.9% -4.5% -2.3% Gap Percent Difference -1.7% -14.4% NA Telecommunications Average -10.4% -6.6% -3.8% Best of the Best -15.0% -10.9% -4.1% Difference -4.6% -4.3% -0.3% Gap Percent Difference 4.4% -3.5% NA 38

39 EMEA vs US Industry Stickiness Retail Average 19.9% 15.4% 4.5% Best of the Best 18.4% 12.6% 5.8% Difference -1.5% -2.8% 1.4% Gap Percent Difference -22.4% -18.3% NA Financial Services Average 15.3% 9.2% 6.1% Best of the Best 26.3% 20.3% 6.0% Difference 11.0% 11.1% -0.1% Gap Percent Difference 10.9% 18.7% NA Travel & Hospitality Average 10.4% 4.4% 6.0% Best of the Best 11.6% 5.3% 6.2% Difference 1.2% 0.9% 0.3% Gap Percent Difference -4.0% -0.2% NA Technology Average 6.7% 6.3% 0.4% Best of the Best 4.8% 0.8% 4.0% Difference -1.8% -5.4% 3.6% Gap Percent Difference -15.3% -22.3% NA Average 17.2% 9.8% 7.4% Best of the Best 30.8% 15.7% 15.1% Difference 13.6% 5.9% 7.7% Gap Percent Difference 12.5% 4.9% NA Telecommunications Average 16.1% 10.7% 5.4% Best of the Best 19.6% 9.2% 10.4% Difference 3.5% -1.6% 5.0% Gap Percent Difference -13.9% -12.6% NA 39

40 EMEA vs US Industry Visit Rate Retail Average 31.7% 22.3% 9.5% Best of the Best 51.2% 32.6% 18.6% Difference 19.5% 10.3% 9.2% Gap Percent Difference 9.1% 4.2% NA Financial Services Average 94.1% 63.1% 31.0% Best of the Best 157.3% 127.6% 29.7% Difference 63.2% 64.5% -1.3% Gap Percent Difference 24.2% 30.0% NA Travel & Hospitality Average 14.2% 12.0% 2.2% Best of the Best 26.4% 18.3% 8.1% Difference 12.2% 6.3% 5.9% Gap Percent Difference 7.7% 3.5% NA Technology Average 14.6% -12.7% 27.3% Best of the Best 39.8% -55.8% 95.6% Difference 25.2% -43.1% 68.3% Gap Percent Difference 10.9% -24.8% NA Average 81.8% 58.4% 23.5% Best of the Best 112.7% 78.8% 33.9% Difference 30.9% 20.4% 10.4% Gap Percent Difference 5.8% 3.8% NA Telecommunications Average 89.9% 74.1% 15.7% Best of the Best 171.4% 171.8% -0.4% Difference 81.6% 97.7% -16.1% Gap Percent Difference 25.0% 33.0% NA 40

41 EMEA vs US Industry Consumption Retail Average Best of the Best Difference Gap Percent Difference 2% 1% NA Financial Services Average Best of the Best Difference Gap Percent Difference 14% 6% NA Travel & Hospitality Average Best of the Best Difference Gap Percent Difference 0% 4% NA Technology Average Best of the Best Difference Gap Percent Difference 19% 0% NA Average Best of the Best Difference Gap Percent Difference 9% 11% NA Telecommunications Average Best of the Best Difference Gap Percent Difference 13% 1% NA 41

42 EMEA vs US Industry Conversion Retail Average 0.9% 1.1% -0.2% Best of the Best 0.9% 1.0% -0.1% Difference -0.1% -0.1% 0.1% Gap Percent Difference -27.1% -32.1% NA Financial Services Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Travel & Hospitality Average -0.7% 0.3% -1.0% Best of the Best -1.0% 0.9% -2.0% Difference -0.4% 0.6% -1.0% Gap Percent Difference 4.2% 19.1% NA Technology Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Average NA NA NA Best of the Best NA NA NA Difference NA NA NA Percent Difference NA NA NA Telecommunications Average -0.4% -1.3% 0.9% Best of the Best -0.1% -1.0% 0.9% Difference 0.3% 0.3% 0.0% Gap Percent Difference 55.7% 75.8% NA 42