Adobe Mobile Trends Refresh -- Q2 2017

MOBILE METRICS REFRESH | Q2 2017
TABLE OF CONTENTS
Overview
03 Methodology
04 Key Findings
47 Glossary
48 Appendix
Highlights
05 Smartphones drive growth for large companies
06 The smartphone is the only device with increasing visits
07 Desktops still see the most visits
08 Some industries outpace others in mobile
transformation
09 On smartphones, search and social drive consumers to
websites
10 Natural search drives more smartphone visits than paid
11 Google AMP adoption is nearly universal by publishers
12 Branded apps continue to struggle for consumer
attention
13 Branded apps are used via Wi-Fi the majority of the time
Industry Breakdowns
15 Mobile Share of Visits Scoreboard
16 Mobile web traffic is above 50% in four of seven
industries
17 Direct traffic from a smartphone increases with “loyalty-
to-one” companies
18 Average large company visit growth by device
20 Paid search is critical for retailers
21 Apple iOS dominates website visits across industries
22 All industries see the majority of smartphone traffic
arrive via Wi-Fi connections
26 Consumers haven’t changed the way they connect to
the Internet
23-43 Industry trend breakdowns
Mobile Breakdowns
45 Apple iOS and Android continue to grow

METHODOLOGY
The Mobile Metrics Refresh for Q2 2017 contains aggregated and anonymized consumer data from large company
websites and apps across seven industries within the United States. It is based on 150+ billion visits to or launches of
400 sites or apps since January 2015. Branded app information is presented separately from browser-based visits to
websites.
Industries profiled include:
1. Retail & E-Commerce
2. Travel & Hospitality
3. Auto, Home & Life Insurance
4. Automotive (excluding local dealers)
5. Banking & Investment
6. Media & Entertainment (excluding National News)
7. National News

KEY FINDINGS
1. Smartphones continue to drive growth as consumers rely on the devices more and
move away from tablets
2. Most industries see more than half of their traffic from mobile devices; industries where
consumers are loyal to one brand, e.g. financial industries, benefit from apps driving
down browsing from phones
3. Social networks and Google AMP play important roles in driving visits for content-driven
industries
4. iOS continues to hold an edge over Android in terms of traffic and consumer value

Smartphones drive overall traffic growth for large companies
Overview:
• While overall web visits have been flat,
larger companies are still seeing
growth (8% YOY), suggesting
consolidation in bigger companies
• Smartphone visit growth averages 2.5x
total visit growth, indicating desktops
and tablets are losing ground
• Industries with overall visit growth
experienced strong growth in
smartphone traffic to their sites
compared to last year
• National News leads (see data
table)
VISITS BY DEVICE | TOTAL VISIT GROWTH

The smartphone is the only device with increasing visits
Long Term Trend
• Smartphones are the only device showing
continued growth, up 68% since January
2015
Year-over-Year Overview
• Smartphone visits to large company
websites increased +25% YOY, while
desktop and tablet website visits
continued to erode (-3% and -6% YOY,
respectively)
• The strong smartphone trend helped total
visits to maintain positive growth for the
large companies at +8% YOY

Desktops still see the most visits by a slim margin
SHARE OF VISITS BY DEVICE

Some industries outpaced others in mobile transformation
Smartphone:
• Above Average Growth: National News (+52%)
and Retail & E-Commerce (+31%)
• Below Average Growth: Media & Entertainment
(+8%), Auto, Home & Life Insurance (+19%)
and Banking & Investment (+20%)
Tablet:
• Positive Growth: Only National News (+15%)
• Below Average Performance: Media &
Entertainment (-20%) and Auto, Home & Life
Insurance (-13%)
Desktop:
• Positive Growth: Travel & Hospitality (+2%)
• Negative Growth: Media & Entertainment
(-14%) and Automotive (-7%)
CHANGE IN VISITS BY DEVICE | INDUSTRY

Overview:
• Google and Facebook account for a combined 3-of-4 (77%) visits from referred traffic; fewer than 1-of-4 (23%) come from any
other website
On smartphones, search and social drive consumers to websites
Facebook dominates referred traffic on smartphones in the
two industries where consumers follow stories: Media &
Entertainment and National News
REFERRED TRAFFIC | REFERRED TRAFFIC BY DEVICE

Overview:
• 3-of-4 visits (77%) from search efforts come from an organic approach which illustrates the strength of leading brands and companies
• Retail is the only industry where paid exceeds natural search, likely driven by its emphasis on promotion and products
• Information leaders rely on content strategies, as natural strongly outperforms paid
Natural search drives more smartphone traffic than paid search
Google Search accounts for more traffic on smartphones
than desktops in 5 of 7 industries
PAID AND NATURAL SEARCH | REFERRED TRAFFIC BY DEVICE

Overview:
• A possible contributor of mobile success and growth on a smartphone is Google’s Accelerated Mobile Pages (AMP)
• Nearly every leading National News (87%) or Media & Entertainment (84%) website sees traffic from accelerated pages
• Other industries see traffic or media flow through from publishers as well
Adoption of Google AMP by publishers is nearly universal
AMP has seen steady adoption by leaders in informational
industries since it launched in 2016
GOOGLE AMP

Overview:
• Despite overall smartphone visits to websites increasing,
apps from large companies have seen a decrease in visits
• Technical advances at the device level, maturity of
HTML5, mobile optimized pages (AMP), and
dynamic content delivery all minimize the
consumer’s need to have ‘yet another application’
• Given the decline in overall tablet website traffic, it’s not
surprising to see app usage decrease as well (-49% since
January 2016)
• Banking & Investment is the one bright spot with app
launches on smartphones up 18% since January 2016
Apps continue to struggle for consumer attention
MOBILE APPS

Apps connect via Wi-Fi the majority of time on both devices
App Share of Visits by Connection Type
Q2 2017 Q2 2016
Wi-Fi Mobile Carrier Wi-Fi Mobile Carrier
Wi-Fi Change
YoY
Smartphone 57% 43% 57% 43% 0%
Tablet 92% 8% 94% 6% -2%
Source: Adobe Ad Cloud + Adobe Analytics
SHARE OF VISITS BY CONNECTION | APPS

INDUSTRY BREAKDOWNS
DATA INSIGHTS BY INDUSTRY

61%
58% 57%
46% 46% 46%
42%39%
42% 43%
54% 54% 54%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Banking &
Investment
Auto, Home & Life
Insurance
Travel Retail Automotive National News Media &
Entertainment
Desktop Mobile
Mobile web traffic is above 50% in four of seven industries
MOBILE WEB TRAFFIC
Over 50% of web traffic is from mobile devices
Large retailers see over half of visits
come from a mobile device
Information industries lead mobile
transformation
Industries where large screens or
apps help consumers are least mobile
in terms of web browsing

Direct traffic increases with “loyalty-to-one” brands in an industry
DIRECT VS. MARKETING CHANNELS

Industry View: Average large company visit growth by device
VISIT GROWTH BY DEVICE AND INDUSTRY

Paid search is critical for retailers
PAID AND NATURAL SEARCH

iOS dominates visits across industries
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
OPERATING SYSTEM BY INDUSTRY

Industries see majority of smartphone traffic arrive via Wi-Fi
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
CONNECTION TYPE BY INDUSTRY

Industry View: Large Auto, Home & Life Insurance
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
Year over Year Overview:
• Total visits have grown 10% in the past year.
• Smartphone visits have increased +84% since January 2015 and yield a Q2 2017 share of 38%
• Smartphone growth outpaced industry average, but share of mobile visits still lags behind (42% vs. 49%)

iPhone 6
iPhone 7
Galaxy S6
Overview:
• iPhone share of visits is slightly below the industry average, 55% vs. 59%.
• Wi-Fi smartphone connections are roughly even with Mobile Carrier (52% to 48%) and just below industry average (58%)
OPERATING SYSTEM BY DEVICE

iPhone 6
iPhone 7
Galaxy S6
Overview:
• Wi-Fi smartphone connections are roughly even with Mobile Carrier (52% to 48%) and just below industry average (58%)
CONNECTION TYPE

Industry View: Large Automotive
iPhone 6
• Total visits have grown by +9% from Q2 2016 to Q2 2017
• Stronger than average smartphone growth coupled with typical desktop trends pushed mobile share over 50%

iPhone 6
iPhone 7
Galaxy S6
Overview:
• iPhone share of visits match the industry average, 59% vs. 50%

iPhone 6
iPhone 7
Galaxy S6
Overview:
• Wi-Fi smartphone connections are slightly more likely than mobile carrier (53% to 47%) and just below industry average (58%)
CONNECTION TYPE

Industry View: Large Banking & Investments
iPhone 6
• Total visits have grown by +5% from Q2 2016 to Q2 2017
• Detailed finances, reviewing accounts, remains a desktop activity when browsing: 61% vs. 51% average

Industry View: Large Banking & Investment
iPhone 6
iPhone 7
Galaxy S6
Overview:
• iPhone share of visits on par with the industry average, 58% vs. 59%.
• Wi-Fi connections are under the industry average, 54% to 58%, suggesting checking in while “out and about” or using an app

Industry View: Large Banking & Investment
iPhone 6
iPhone 7
Galaxy S6
CONNECTION TYPE
Overview:
• Wi-Fi connections are under the industry average, 54% to 58%, suggesting checking in while “out and about” or using an app

Industry View: Large Media & Entertainment
iPhone 6
• Total visits have decreased since Q2016; -5% YOY
• Smartphone growth is at 8% YOY, well below industry average; Slower growth reflects this industry has led the mobile
transformation for quite some time (58% mobile share vs. 49% average)

iPhone 6
iPhone 7
Galaxy S6
Overview:
• iPhone share of visits on par with the industry average, 55% vs. 59%.

iPhone 6
iPhone 7
CONNECTION TYPE
Overview:
• Wi-Fi smartphone connections (61%) are above the industry average (58%)

Industry View: Large National News
iPhone 6
• Total visits have increased +20% YOY due to consumer interest in current events; in addition, National News didn’t lose as much
traffic on desktop and tablets compared to the industry average
• Smartphone activity has increased 52% YOY resulting in 45% share of traffic; by comparison the YoY Q2 growth from 2015 was 22%

iPhone 6
iPhone 7
Galaxy S6
Overview:
• Share of smartphone visits from iPhones are in line with the industry average, 58% vs. 59%.

iPhone 6
iPhone 7
Galaxy S6
CONNECTION TYPE
Overview:
• Wi-Fi smartphone connections are well above the industry average (64% to 58%)

Industry View: Large Retail & E-Commerce
iPhone 6
• Total traffic increased +12% from Q2 2016
• Smartphone traffic increased +31% YOY, contributing to an overall share of 45%; Tablet still accounts for 9% of traffic
• Retail is slightly more mobile-oriented than the typical industry (54% share vs. 49%)

iPhone 6
iPhone 7
Galaxy S6
Overview:
• 6-of-10 smartphone visits to retail sites are via iPhone, just over the industry average (62% vs. 59%)

iPhone 6
iPhone 7
Galaxy S6
CONNECTION TYPE
Overview:
• Wi-Fi smartphone connections (61%) are slightly above the industry average (58%)

Industry View: Large Travel & Hospitality
iPhone 6
• Total visits for large Travel & Hospitality websites has increased +7% YOY
• Travel remains much more of a desktop destination than other industries (58% share of traffic vs. 51% average)
VISIT SHARE BY DEVICE AND INDUSTRY

iPhone 6
iPhone 7
Galaxy S6
Overview:
• Visitors to travel sites are more likely to use iPhones than Android-based smartphones 65% to 59%

iPhone 6
iPhone 7
Galaxy S6
CONNECTION TYPE
Overview:
• Wi-Fi smartphone connections are on par with the industry average (57% to 58%)

MOBILE BREAKDOWNS

Apple iOS and Android continue to grow
Overview:
• Since Q1 2015, large companies saw a +26% increase
in visits from Apple iOS compared to a +10% increase
in Android visits
Trends:
• Apple iOS sees spikes in activity later in the year due
to a combination of product announcements in
September and the U.S. holiday season
• Android, as flagged by Samsung product
announcements, also sees a lift in Q4 but it declines
post-release news
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
OPERATING SYSTEM

GLOSSARY + APPENDIX

GLOSSARY
Metrics and Definitions
01 Devices: Desktop, Smartphone or Tablet
02 Branded App: Enterprise level mobile phone application established by
a company; does not contain social media, email or other native
applications
03 Mobile Device: Smartphone or tablet devices
04 Website Visit: Visit to a website, regardless of device; does not include
app visits
05 Visit Growth: Trend in visits computed over two time periods
06 Referred Traffic: Visits from an external website or source
07 Marketing Channel: Visits sourced from a marketing channel (as
opposed to direct traffic/entering the URL)
08 Operating System: Underlying software running a mobile device
09 Connection Type: The method by which a mobile device connects to
the Internet; Either mobile network or Wi-Fi
10 Large Company: Selection of Adobe’s biggest clients in each industry
based on visits
10 App Launches: Aggregate total of launches on Branded Apps
Industries
01 Retail & E-Commerce: Sale of consumer products to consumers online
02 National News: Organizations focused on covering news stories
03 Auto, Home & Life Insurance: Company and quote sites for all non-
health insurance types
04 Automotive: Manufacturer and car search & review sites
05 Travel & Hospitality: Transportation (airlines, cruises, etc.) and
destinations (hotel)
06 Banking & Investment: Consumer banking and wealth management
companies
07 Media & Entertainment: Companies providing content and
entertainment that is exclusive of National News

Appendix: Paid Search and Natural Search Q2 2016
PAID AND NATURAL SEARCH

Appendix: Smartphone Share of Visits by Operating System Q2 2016
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
OPERATING SYSTEM BY INDUSTRY

Appendix: Smartphone Share of Visits by Connection Type Q2 2016
iPhone 6
iPhone 7
Galaxy S7
Galaxy S6
CONNECTION TYPE BY INDUSTRY

Smartphones drive overall traffic growth for large companies
Large Company YoY Visit Growth Breakdown Q2 2017
Smartphone Visit
Growth
Total Visit Growth
National News 52% 20%
Retail 31% 12%
Travel 25% 7%
Automotive 24% 9%
Banking & Investment 20% 5%
Auto, Home & Life Insurance 19% 10%
Media & Entertainment 8% -5%
Methodology: Aggregated and anonymous visits to company web sites
Visit growth: Year-over-year trend in visits computed between Q2 2016 and Q2 2017

Some industries outpaced others in mobile transformation
Year-Over-Year Change in Visits by Device (US, Q2 2017)
Smartphone Tablet Desktop
National News 52% 15% 0%
Retail 31% -1% -2%
Travel 25% -7% 2%
Automotive 24% -8% -7%
Banking & Investment 20% -6% 0%
Auto, Home & Life Insurance 19% -13% 0%
Media & Entertainment 8% -20% -14%
CHANGE IN VISITS BY DEVICE | INDUSTRY
Methodology: Aggregated and anonymous visits to company web sites broken down by seven key industries
Visit growth: Year-over-year trend in visits computed between Q2 2016 and Q2 2017

Direct traffic has decreased in most industries since last year
Smartphone Share of Visits by Marketing Channel
Q2 2017 Q2 2016
Direct
Marketing
Channel
Direct
Marketing
Channel
Direct Change
YoY
Automotive 23% 77% 27% 73% -15%
National News 28% 72% 33% 67% -15%
Media & Entertainment 28% 72% 33% 67% -15%
Retail 32% 68% 29% 71% 10%
Travel 46% 54% 48% 52% -4%
Auto, Home & Life
Insurance
61% 39% 77% 23% -21%
Banking & Investment 79% 21% 72% 28% 10%
DIRECT VS. MARKETING CHANNEL

Apple iOS held steady lead across most industries
Smartphone Share of Visits by Operating System
Q2 2017 Q2 2016
Apple iOS Google Android Apple iOS Google Android
Apple iOS
Change YoY
Travel 65% 35% 63% 37% 3%
Retail 62% 38% 61% 39% 2%
Automotive 60% 40% 57% 43% 5%
National News 58% 42% 59% 41% -2%
Auto, Home & Life
Insurance
55% 45% 53% 47% 4%
Media & Entertainment 55% 45% 53% 47% 4%
SHARE OF VISITS BY OPERATING SYSTEM |
INDUSTRY

Consumers haven’t changed the way they connect to the internet
Smartphone Share of Visits by Connection Type
Q2 2017 Q2 2016
Wi-Fi Mobile Carrier Wi-Fi Mobile Carrier
Wi-Fi Change
YoY
National News 64% 36% 63% 37% 2%
Media & Entertainment 61% 39% 62% 38% -2%
Retail 61% 41% 61% 39% 0%
Travel 57% 43% 56% 41% 2%
Automotive 53% 47% 53% 47% 0%
Auto, Home & Life
Insurance
52% 48% 53% 47% -2%
SHARE OF VISITS BY CONNECTION TYPE |
INDUSTRY

Large Auto, Home & Life Insurance
Visit Growth Share of Visits
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Q2 2016 Q2 2017 YoY Change
Desktop -12% 0% 59% 58% -2%
Smartphone 84% 19% 36% 38% 6%
Tablet -27% -13% 5% 4% -20%
Methodology: aggregated and anonymous visit data to company websites in specified industry
Share of visits defined as visits from listed device divided by total visits in the time period
Visit growth based is percent change from one period to the base period

Large Automotive
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Desktop -19% -7% 57% 46% -19%
Smartphone 98% 24% 33% 45% 36%
Tablet -32% -8% 10% 9% -10%

Industry View: Large Banking & Investment visits by device
Large Banking & Investment
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Desktop -10% 0% 62% 61% -2%
Smartphone 80% 20% 31% 33% 6%
Tablet -21% -6% 7% 6% -14%

Large Media & Entertainment
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Desktop -35% -14% 44% 42% -5%
Smartphone 18% 8% 46% 50% 9%
Tablet -52% -20% 10% 8% -20%

Large National News
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Desktop -15% 0% 52% 46% -12%
Smartphone 51% 52% 38% 45% 18%
Tablet -17% 15% 10% 9% -10%

Large Retail & E-Commerce
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Desktop -19% -2% 51% 46% -9%
Smartphone 66% 31% 39% 45% 15%
Tablet -34% -1% 10% 9% -10%

Large Travel & Hospitality
Long Term: Jan
2015 to Jun 2017
YoY: Q2 2016 to
Q2 2017
Desktop 0% 2% 60% 58% -3%
Smartphone 99% 25% 29% 32% 10%
Tablet -23% -7% 11% 10% -9%

Adobe Mobile Trends Refresh -- Q2 2017

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Adobe Mobile Trends Refresh -- Q2 2017

Similar a Adobe Mobile Trends Refresh -- Q2 2017 (20)

Más de Adobe

Más de Adobe (20)

Adobe Mobile Trends Refresh -- Q2 2017