This last quarter, defined by the holidays craze, saw voice assistant sales double and wireless chargers sales triple. Wireless headphones outsold wired ones for the first time. This last quarter's total revenue was 14.7% larger than Q4 last year for online retailers focused on Consumer Electronics.

1. CONSUMER ELECTRONICS
REPORT
ADOBE DIGITAL INSIGHTS | Q4 2017

2. CONSUMER ELECTRONICS REPORT | Q4 2017
TABLE OF CONTENTS
Overview
03 Methodology
04 Key Findings
20 Glossary
Key Industry Metrics
05 Quarterly Revenue Trend
06 Visit Share by Device
07 Revenue Share by Device
08 Device Revenue Share by Segment (Q4 2017)
09 Revenue vs Visit Share by Device (Q4 2017)
10 Revenue Growth by Device
11 Conversion Trend by Device
12 Average Order Value Trend by Device
13 Revenue per Visit by Device (Q4 2017)
Product Specific Trends
15 The Future of Electronics Listens to Your Voice
16 The State of Voice Recognition
17 No Strings Attached
18 No Strings Attached pt. 2
19 What About the Physical Stores?

3. CONSUMER ELECTRONICS REPORT | Q4 2017
METHODOLOGY
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• Adobe Analytics measures 80% of online transactions at the largest 100 U.S. web retailers**
• Based on aggregate and anonymized consumer data comprised of over 55+ billion visits to over 250 retailers in the United
States.
• Companion research based on survey of 1,000+ U.S. consumers
Data from different Adobe Experience Cloud Solutions:
Adobe
Analytics Cloud
Adobe
Analytics
**Source: Internet Retailer 2017

4. CONSUMER ELECTRONICS REPORT | Q4 2017
KEY FINDINGS
1. Online retailers focused on Consumer Electronics grew 14.7% YoY in Q4 revenue.
2. Voice assistants saw twice as many sales in Q4 2017 compared to Q4 2016. In November
wireless headphones outsold wired ones online for the first time.
3. Consumer Electronics baskets are ~100% bigger than the retail average, and, unlike the
average retail basket, they have been getting steadily bigger over the past few years.
4. This segment is behind the retail industry average in terms of driving smartphone traffic
and revenue, but it’s following the same trend.

5. CONSUMER ELECTRONICS REPORT | Q4 2017
Quarterly Revenue Trend
• Consumer Electronics online
retailers have been on par with the
retail industry average in Q4 at
14.7% growth over Q4 2016.
Note: The data for the graph is normalized by the Q1 2017 value.

6. CONSUMER ELECTRONICS REPORT | Q4 2017
Visit Share by Device
• Consumer Electronics retailers are
close to seeing mobile traffic
overtake desktop.
• We forecast this to happen by the
end of 2019.

7. CONSUMER ELECTRONICS REPORT | Q4 2017
Revenue Share by Device
• The vast majority of the revenue
(77.3%) is still driven by desktop
for Consumer Electronics
retailers.

8. CONSUMER ELECTRONICS REPORT | Q4 2017
Device Revenue Share by Segment (Q4 2017)
• Consumer Electronics retailers see a significantly lower (22.5%) mobile revenue share compared to the retail
industry average.
• This is likely due to the fact that Electronics purchases are more costly and research-driven than the average
retail purchase.

9. CONSUMER ELECTRONICS REPORT | Q4 2017
Revenue vs Visit Share by Device (Q4 2017)
• Consumer Electronics retailers struggle to convert smartphone traffic, and as you’ll see in the next
few slides, orders on smartphones are smaller than on desktop.
• This leads to the gap between revenue and visits driven by smartphones.

10. CONSUMER ELECTRONICS REPORT | Q4 2017
Revenue Growth By Device
• Even though smartphones are still
behind in share, they’re
experiencing exponential growth
in revenue driven.
• Consumer Electronics retailers will
need to create a strategy to
capitalize on this traffic.
Note: Each device is normalized by its own Q1 2015 value.

11. CONSUMER ELECTRONICS REPORT | Q4 2017
Conversion Trend by Device
• Conversion has seen mild
(< 8%) growth across all
devices.
• Additionally, because of a shift
of traffic to smartphones, the
total weighted conversion
comes out flat.

12. CONSUMER ELECTRONICS REPORT | Q4 2017
Average Order Value Trend by Device
• AOV has seen a steady increase
across all devices for Consumer
Electronics retailers.
• In contrast, overall online retail
average order value is flat YoY for
this past holiday season at $130.
• The Consumer Electronics
segment is seeing baskets that are
more expensive than the retail
average and these are getting
larger over time.

13. CONSUMER ELECTRONICS REPORT | Q4 2017
Revenue per Visit by Device (Q4 2017)
• The lower conversion that this
segment tends to have, is
counteracted by the higher AOV.
This brings the RPV to the same
level as the retail average.
• Every desktop visit is worth about
4x as much as a smartphone visit,
which is similar to the overall retail
industry average.

14. CONSUMER ELECTRONICS REPORT | Q4 2017
Product Specific Trends

15. CONSUMER ELECTRONICS REPORT | Q4 2017
The Future Of Electronics Listens to Your Voice
• Voice assistance sales grew 103% YoY
in Q4.
• According to our survey more than
half of the consumers who own a
voice assistant use it at least once a
day.
• 22% of voice assistants owners
reported that they shop using voice
commands.
• 79% of voice assistants sales for the
year happened in Q4. SURVEY SAYS
Only 16% of consumers still feel uncomfortable using voice
commands in front of others.
Note: The data for the graph is normalized by the Q1 2017 value.

16. CONSUMER ELECTRONICS REPORT | Q4 2017
The State of Voice Recognition
• The vast majority of users think that the current voice
recognition is good , with only 4% considering it poor.
• The most popular uses for voice assistants are listening
to music (61%), checking the weather forecast (60%),
asking fun questions (54%), and researching questions
(53%).

17. CONSUMER ELECTRONICS REPORT | Q4 2017
No Strings Attached: the Headphone Revolution
• Wireless headphones have
surpassed wired headphones for the
first time this fall in terms of units
sold.
SURVEY SAYS
45% of consumers stated they disagree with the decision to
remove the headphone jack.

18. CONSUMER ELECTRONICS REPORT | Q4 2017
Wire-free and Worry-free w/ Wireless Chargers
• Wireless chargers sales have tripled
in Q4 2017 over Q4 2016.
• This is correlated with the release of
more devices supporting the
technology.
• The trend of going wire-free is
expanding within the industry.
SURVEY SAYS
Two thirds of consumers surveyed agreed that the push for
consumer electronics without wires is positive.
Note: The data for the graph is normalized by the Q1 2017 value.

19. CONSUMER ELECTRONICS REPORT | Q4 2017
What About the Physical Stores?
• With the shift to online shopping, physical stores will need to reinvent themselves. This is particularly
important for consumer electronics as the majority of consumers
like to engage physically with their product before purchasing it digitally.
• More than a third of consumers reported being influenced by
in store support when deciding on a consumer electronics
device purchase.
• The role of physical stores is changing. This is creating a market
for “customer experience hubs”; venues focused on consumer
experiences instead of focusing purely on commerce.

20. CONSUMER ELECTRONICS REPORT | Q4 2017
GLOSSARY
Metrics and Definitions
• Average Order Value: the average dollar value of an online order.
• Conversion: percentage of visits that turn into an order.
Industries
• Retail: sale of consumer products to consumers online.
• Consumer Electronics: retailers whose revenue comes predominantly from consumer
electronics sales.