The latest ADI Mobile Benchmark Report recaps 2015-2016, focusing on key behavioral trends on mobile devices within the retail, travel, automotive, media & entertainment, and financial verticals. It draws insights from 290 billion visits to 16,000 sites, as well as 85+ billion app launches. Data is also included from the ADI Mobile Survey (2016).

2. Table of Contents
ADOIIE
DIGITAL
INSIGHTS
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1. Smartphone visit growth offsets losses seen on desktop and tablet
2. Mobile will overtake desktop in Ql 2018
3. iOS maintains steady traffic lead over Android
4. iOS drives majority of revenue
5. iOS drives majority of app usage
6. In today1
s world of apps, you have to be the best to win
7. Consumers less likely to install new apps
8. Millennials install more apps than other age groups
9. Over half of apps are used less than 10 times
10. Apps must be useful, usable1 and best-in-class to succeed
11. Mobile payment methods haven't taken hold
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6. 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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19. 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
....,,_...IIUG.n'S
G4 Ql 2016
AVERAGE TABLET APP LAUNCH GROWTH (US)
SOURCE: ADOBE AJALYTICS
Q2
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21. Share of Traffic by Industry
ADOIIE
DIGITAL
INSIGHTS
---------------------------------------------
43%
38%
33%
28% 27% 25%
31%
17% 19%
Q2 2015
Q2 2016
77% 75%
64%
60%
Q22015
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[ AIALYTICS
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24. Adobe