ADOBE 2016 MOBILE BENCHMARK: EUROPE

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

European Tablet Shoppers Bring in Less Revenue Per Visit

Country Comparisons: Smartphone Operating System Share

• AndroidaclearwinnerinFranceandGermany,butiOSholdsa60-40leadinUKandUS