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...
3
What is the Best of the Best?
The Best of the Best 2015 report refers to companies using the Adobe Marketing Cloud who r...
4
Key Insights
1.  Smartphone traffic grew across the board, with every country and industry in Europe growing year-over-yea...
•  The United States leads in average traffic
originating from a smartphone
•  The United Kingdom Top 20 has the
highest per...
•  All industries saw a YoY increase in
smartphone traffic
•  Media & Entertainment leads both
average and Top 20 for smartp...
7
EUROPE BEST OF THE BEST
Smartphones are now the go-to device for key tasks
ADOBE DIGITAL INDEX | Europe Best of the Best...
•  85% of EMEA consumers report
switching devices during online tasks
•  While consumers increasingly turn to
smartphones,...
9
EUROPE BEST OF THE BEST
Device switching is disruptive for consumers
ADOBE DIGITAL INDEX | Europe Best of the Best 2015
10
EUROPE BEST OF THE BEST
The European device graph remains complex
ADOBE DIGITAL INDEX | Europe Best of the Best 2015
• ...
•  Getting mobile right is critical for
tasks today that consumers tend to
do exclusively on a mobile device
–  Email and ...
•  This is a Top 20 you don’t want to be
in: The Top 20 represented here are
getting most incoming traffic from
desktop devi...
•  All industries still have over half of their
traffic coming from desktop devices
•  Desktop visits trended down YoY for
a...
•  Both the United States and United
Kingdom saw a decrease in visit rate
regardless of device
•  The average and Top 20 i...
•  Consumers visited websites less
frequently in 2015 in every industry
except Financial Services and Retail
•  Telecommun...
•  Every country saw a decrease in
consumption in 2015
16
EUROPE BEST OF THE BEST
Shorter consumption may be driven by mob...
•  Consumption varies by device: smartphones
garner the least amount of time
•  72% of EMEA consumers say smartphone
brows...
•  Consumption, or average time spent in
minutes on a website, declined for in
Telecommunications, Travel & Hospitality,
a...
•  Small screen size is the key contributor to shorter visits
•  Another top reason for mobile visits being shorter
is poo...
•  The United Kingdom leads in terms
of average smartphone conversion
rate (1.2%) and ties with the Nordics
in terms of hi...
•  Smartphone conversion for Retail
and Travel & Hospitality increased
20% YoY, and now average 1.2%
•  The only conversio...
•  Stickiness within all countries
decreased YoY
•  Nordics outperforms the rest of
the countries, with an average
stickin...
•  All industries within Europe
saw a decline in stickiness
except Technology
•  The Top 20 in most industries
also widene...
•  All European countries and the United
States saw stickiness decline on
smartphone and desktops
24
EUROPE BEST OF THE BE...
25
EUROPE BEST OF THE BEST
Site performance and ads cited as key frustrations
ADOBE DIGITAL INDEX | Europe Best of the Bes...
•  Paid click-through rates (CTR) for both
smartphone and desktop devices
increase for Europe and the United
States YoY
• ...
•  Japan and South Korea have the
highest average smartphone visits
at 37.9% and 31.6%, respectively,
exceeding the “Best”...
•  Conversion on Europe’s travel sites
showed best conversion improvement
YoY, growing 25% on smartphones and
15% on deskt...
•  Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites, 100 billion visits to 3,000...
•  Share of Visits: Share of visits to a website by device
•  Stickiness: Percent of traffic that stays and engages with a s...
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....
32
APPENDIX
Tables by industry
STICKINESS
SOCIAL MEDIA
TRAFFIC RATE
CONVERSION
SMARTPHONE
CONVERSION
DESKTOP
Retail Travel...
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...
34
APPENDIX
Tables by country
VISIT RATE
DESKTOP
CONSUMPTION
(MINS SPENT)
CONVERSION
DESKTOP
CONVERSION
SMARTPHONE
UK Germ...
35
APPENDIX
Tables by country
SOCIAL MEDIA
TRAFFIC RATE
STICKINESS
UK Germany France Nordics Benelux US
Average 4.6% 0.54%...
Nächste SlideShare
Wird geladen in …5
×

Adobe Digital Index: Europe Best Of The Best 2015

12.736 Aufrufe

Veröffentlicht am

ADI's "Best Of The Best" report finds that smartphone traffic grew across the board, with every country and industry in Europe growing year-over-year. The report looks at how European consumers are using their devices, and what they’re expecting with their browsing experience vs. what they’re getting, as well as expectations of how they’ll use their mobile devices in the future.

Veröffentlicht in: Mobil
0 Kommentare
2 Gefällt mir
Statistik
Notizen
  • Als Erste(r) kommentieren

Keine Downloads
Aufrufe
Aufrufe insgesamt
12.736
Auf SlideShare
0
Aus Einbettungen
0
Anzahl an Einbettungen
9.423
Aktionen
Geteilt
0
Downloads
229
Kommentare
0
Gefällt mir
2
Einbettungen 0
Keine Einbettungen

Keine Notizen für die Folie

Adobe Digital Index: Europe Best Of The Best 2015

  1. 1. EUROPE BEST OF THE BEST 2015 ADOBE DIGITAL INDEX
  2. 2. 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. 3. 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. 4. 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 ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  5. 5. •  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 ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  6. 6. •  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 EUROPE BEST OF THE BEST All industries saw an increase in smartphone traffic ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  7. 7. 7 EUROPE BEST OF THE BEST Smartphones are now the go-to device for key tasks ADOBE DIGITAL INDEX | Europe Best of the Best 2015 •  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
  8. 8. •  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 EUROPE BEST OF THE BEST Cross-device experience optimization is lagging ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  9. 9. 9 EUROPE BEST OF THE BEST Device switching is disruptive for consumers ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  10. 10. 10 EUROPE BEST OF THE BEST The European device graph remains complex ADOBE DIGITAL INDEX | Europe Best of the Best 2015 •  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
  11. 11. •  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 EUROPE BEST OF THE BEST Consumers need to be able to complete key tasks entirely on mobile
  12. 12. •  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 EUROPE BEST OF THE BEST Despite mobile growth, desktop visits are still substantial ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  13. 13. •  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 EUROPE BEST OF THE BEST Desktop traffic decreased for all industries ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  14. 14. •  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 14ADOBE DIGITAL INDEX | Europe Best of the Best 2015 EUROPE BEST OF THE BEST Nordics, Germany and France saw increase in smartphone visit rate
  15. 15. •  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 EUROPE BEST OF THE BEST Visit rate decreased in most industries ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  16. 16. •  Every country saw a decrease in consumption in 2015 16 EUROPE BEST OF THE BEST Shorter consumption may be driven by mobile ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  17. 17. •  Consumption varies by device: smartphones garner the least amount of time •  72% of EMEA consumers say smartphone browsing experience is worse than desktop 17 EUROPE BEST OF THE BEST Shorter consumption may be driven by mobile ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  18. 18. •  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 EUROPE BEST OF THE BEST Consumption performance varies by industry, only some see growth ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  19. 19. •  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. 19ADOBE DIGITAL INDEX | Europe Best of the Best 2015 EUROPE BEST OF THE BEST Screen size key driver of shorter mobile visits, but there’s also need for better mobile optimization and search function
  20. 20. •  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 20ADOBE DIGITAL INDEX | Europe Best of the Best 2015 EUROPE BEST OF THE BEST The UK, Germany, Nordics, and Benelux saw increases conversion on smartphone and desktop devices
  21. 21. •  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 21ADOBE DIGITAL INDEX | Europe Best of the Best 2015 EUROPE BEST OF THE BEST Retail and Travel smartphone conversion increased in 2015
  22. 22. •  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 EUROPE BEST OF THE BEST Consumers are less likely to stay on a website after arrival ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  23. 23. •  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 EUROPE BEST OF THE BEST Consumers are less likely to stay on a website after arrival ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  24. 24. •  All European countries and the United States saw stickiness decline on smartphone and desktops 24 EUROPE BEST OF THE BEST Stickiness decreased regardless of device ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  25. 25. 25 EUROPE BEST OF THE BEST Site performance and ads cited as key frustrations ADOBE DIGITAL INDEX | Europe Best of the Best 2015 •  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
  26. 26. •  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 EUROPE BEST OF THE BEST Paid Search Click Through Rate Increased ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  27. 27. •  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 ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  28. 28. •  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 ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  29. 29. •  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 Sign up for email alerts: http://www.cmo.com/adiregister.html 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 ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  30. 30. •  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 30ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  31. 31. 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% Absolute Difference 14.4% 10.6% 17.4% 12.8% 10.5% 13.0% 9.9% % 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% Retail Travel M&E Finance Technology Telecom Auto 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) ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  32. 32. 32 APPENDIX Tables by industry STICKINESS SOCIAL MEDIA TRAFFIC RATE CONVERSION SMARTPHONE CONVERSION DESKTOP Retail Travel M&E Finance Technology Telecom Auto 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% Absolute Difference 12.7% 13.3% 18.2% 20.6% 12.4% 16.8% 12.1% % Difference 25.7% 27.2% 50.7% 47.9% 39.5% 51.2% 23.9% Retail Travel M&E Finance Technology Telecom Auto 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% Absolute Difference 0.9% 0.5% 10.6% 0.3% 0.3% 0.4% 0.6% % 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% ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  33. 33. 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% Absolute Difference 18.0% 13.0% 11.0% 17.8% 12.4% 17.4% % 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% UK Germany France Nordics Benelux US 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 Absolute Difference 0.27 0.19 0.2 0.27 0.25 0.26 % 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 ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  34. 34. 34 APPENDIX Tables by country VISIT RATE DESKTOP CONSUMPTION (MINS SPENT) CONVERSION DESKTOP CONVERSION SMARTPHONE UK Germany France Nordics Benelux US 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 Absolute Difference 0.31 0.21 0.21 0.5 0.37 0.31 % 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 Absolute Difference 1.78 2.12 1.85 1.83 2.33 1.71 % 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% Absolute Difference 4.1% 3.0% 1.4% 2.8% 4.9% 2.0% % Difference 107.9% 96.5% 44.1% 73.8% 139.5% 110.1% UK Germany France Nordics Benelux US 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% ADOBE DIGITAL INDEX | Europe Best of the Best 2015
  35. 35. 35 APPENDIX Tables by country SOCIAL MEDIA TRAFFIC RATE STICKINESS UK Germany France Nordics Benelux US 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% Absolute Difference 1.7% 0.5% 0.6% 1.2% 0.6% 3.2% % 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% Absolute Difference 20.1% 18.1% 16.8% 15.7% 12.8% 15.8% % Difference 50.8% 42.3% 39.8% 34.2% 29.1% 48.5% UK Germany France Nordics Benelux US 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

×