Table of Contents ADOIIE

DIGITAL

INSIGHTS

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1. Smartphone visit growth offsets losses seen on desktop and tablet2. Mobile will overtake desktop in Ql 20183. iOS maintains steady traffic lead over Android4. iOS drives majority of revenue5. iOS drives majority of app usage6. In today

1s world of apps, you have to be the best to win7. Consumers less likely to install new apps8. Millennials install more apps than other age groups9. Over half of apps are used less than 10 times10. Apps must be useful, usable

1 and best-in-class to succeed11. Mobile payment methods haven't taken hold

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2 I Mobile will overtake desktop in Q1 2018 ADOIIE

DIGITAL

INSIGHTS

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60%

40%

20%

0%

•••••••••••• ••••••••••

MOBILE TO OVERTAKE

DESKTOP IN Ql 2018

••••••••••••,_ DESKTOP•••••••

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..:...:..:.,.;;.,-;...;.....,.; ............... ...-�-��':""':'-:-:*······· ••••••••• • ••••• MOBILE

Ql 2015 Ql 2016 Ql 2017

��:,_ SHARE OF TRAFFIC BY DEVICE (US) ,�s,'."'n

SOURCE: ADOBE ANALYTICS

*AVERAGE OF FINANCE, M&E, TRAVEL, SHOPPING, AND AUTOMOTIVE

Ql 2018

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App Launch Growth by Industry and Device ADOIIE

DIGITAL

INSIGHTS

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02 2015

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Q3 04 012016

AVERAGE SMARTPHONE APP LAUNCH GROWTH (US) SOURCE: AD03E ANALYTICS

40%

Q2 10%

Q2 2015 Q3

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,_ ... IIUG.n'S

G4 Ql 2016

AVERAGE TABLET APP LAUNCH GROWTH (US) SOURCE: ADOBE A\JALYTICS

Q2

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Share of Traffic by Industry ADOIIE

DIGITAL

INSIGHTS

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43%

38%

33%

28% 27% 25%

31%

17% 19%

Q2 2015 Q2 2016

77% 75%

64% 60%

Q2 2015 Q22016

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SfV1ARTPHONE SHARE OF TRAFFIC BY INDUSTRY (US) SOURCE: ADOBE ANALYTICS

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._,., DESKTOP SHARE OF TRAFFIC BY INDUSTRY (US) SOURC[ ADOO[ AI\ALYTICS

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