adobe digital insights reveals mobile trends for retailers in europe
TRANSCRIPT
ADOBE 2016 MOBILE BENCHMARK: EUROPE
Adobe 2016 Mobile Holiday Report
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Methodology
Most comprehensive and accurate report of its kind in industry
Data from Adobe Marketing Cloud:
Report based on analysis of 300+ billion visits from 16,000+ sites and 90+ billion app launchesCompanion research based on Adobe Digital Insights survey with 1,000+ European consumers(conducted between March 30 - April 4 2015)
AdobeAnalytics
AdobeMobile Services
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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%Desktop 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 grew8% and tablet grew 10%
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Smartphones cannibalize desktop traffic:
Smartphones Cannibalize Traffic, Yet Desktop Remains Top Revenue Driver
Desktop and tablet share of traffic have decreased (6% and 3%, respectively) while smartphone has increased 9%
Desktop remains the cash cow:
While smartphone traffic has increased, revenue shareis disproportionate:
Smartphones drive 12% of total revenue in EuropeDesktop drive 74% of total revenue in Europe
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Smaller Screens Drive Smaller Orders
Smartphones AOV is 80% of desktop: RPV follows the same trend:
Despite smartphone AOV growing by 7% YoY, there is still a large performance gap between smartphone anddesktop
RPV on desktop is 3.4x higher than smartphones
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Mobile Shoppers Aren't Completing As Many Orders
Smartphone conversion rate lags:Desktop conversion rate is 2.6x higher than a smartphoneMobile shoppers find themselves doing more browsing and less purchasing when compared to desktop shoppers
Mobile customers encounter difficulties at checkout:
• Consumers switch to desktops for ease of navigation(28%), seeing images on a bigger screen (23%), and toenter payment information (17%) (Source: ADI Best of theBest EMEA Survey)
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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: ADI Best of the Best EMEA Survey)Several of the frustrations can be fixed by websites by focusing on mobile optimization
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Country Comparisons: Website Traffic Growth By Device
French and German consumers are quickly adopting mobile shopping into their daily lives, butthey still lag behind the European average regarding smartphone share traffic
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Country Comparisons: Website Revenue Growth By Device
European retailers see revenue through smartphones almost doubling year-over-year
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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
• Android a clear winner in France and Germany, but iOS holds a 60-40 lead in UK and US
Country Comparisons: Smartphone Operating System Share