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ADOBE 2016 MOBILE BENCHMARK: EUROPE

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Adobe 2016 Mobile Holiday Report
s
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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 launches
Companion research based on Adobe Digital Insights survey with 1,000+ European consumers
(conducted between March 30 - April 4 2015)
Adobe
Analytics
Adobe
Mobile 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 grew
8% 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 share
is disproportionate:
Smartphones drive 12% of total revenue in Europe
Desktop 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 and
desktop
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
smartphone
Mobile 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 to
enter payment information (17%) (Source: ADI Best of the
Best 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, but
they 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

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European Tablet Shoppers Bring in Less Revenue Per Visit

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• 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