adobe 2016 mobile benchmark: europe
TRANSCRIPT
Adobe2016MobileHolidayReport
Methodology
Adobe Analytics
Most comprehensive and accurate report of its kind in industryBased on analysis of aggregated and anonymous data
§ Report based on analysis of 300+ billion visits from 16,000+ sites and 90+ billion app launches§ Companion research based on Adobe Digital Insights survey with 1,000+ European consumers
(conducted between March 30 – April 4 2015)
Data from Adobe Marketing Cloud:
Adobe Mobile Services
Smartphones Drive Retailer Growth In Europe
Despite strong growth in visits for smartphones (+54% Q2 2016 YoY), overall visits for the average retailer remains flat:• Overall traffic increased 3%• Desktops and tablet visits shrank (-7% and -8%,
respectively)
Dollars spent through smartphones see large growth, overall revenue is growing much smaller:• Overall revenue increased 13%• Smartphones grew by 89% YoY, while desktops grew
8% and tablet grew 10%
Smartphones Cannibalize Traffic, Yet Desktop Remains Top Revenue Driver
Desktop remains the cash cow:• While smartphone traffic has increased, revenue share
is disproportionate:• Smartphones drive 12% of total revenue in
Europe• Desktops drive 74% of total revenue in Europe
Smartphones cannibalize desktop traffic:• Desktop and tablet share of traffic have decreased
(6% and 3%, respectively) while smartphone has increased 9%
Smaller Screens Drive Smaller Orders
Smartphones AOV is 80% of desktop:• Despite smartphone AOV growing by 7% YoY, there is
still a large performance gap between smartphone and desktop
RPV follows the same trend:• RPV on desktop is 3.4x higher than smartphones
Mobile Shoppers Aren’t Completing As Many Orders
Smartphone conversion rate lags:• Desktop conversion rate is 2.6x higher than a
smartphone• Mobile shoppers find themselves doing more
browsing and less purchasing when compared to desktop shoppers
Mobile customers encounter difficulties at checkout:• Consumersswitchtodesktopsforeaseofnavigation
(28%),seeingimagesonabiggerscreen(23%),andtoenterpaymentinformation(17%)(Source:ADIBestoftheBestEMEASurvey)
Common Frustrations Could Hinder Order Completion
Mobile browsing leads to frustration:• Slowness (49%), small screen (45%) and poor navigation (39%) are among the top frustrations while
browsing on a mobile device (Source:ADIBestoftheBestEMEASurvey)• Several of the frustrations can be fixed by websites by focusing on mobile optimization
Country Comparisons: Website Traffic Growth By Device
• French and German consumers are quickly adopting mobile shopping into their daily lives, but they still lag behind the European average regarding smartphone share traffic
Country Comparisons: Website Revenue Growth By Device
• European retailers see revenue through smartphones almost doubling year-over-year
Country Comparisons: Share of Traffic vs. Share of Revenue
• UK retailers lead in regards to capitalizing on mobile shoppers