The Internet of Things is becoming entrenched in consumers’ daily habits, according to Adobe Digital Index's (ADI) "Digital Trends Report." Indeed, IoT’s growth is evolving the way consumers browse and navigate online, due, in large part, to use of smartphones to access content. This opens up new opportunities for marketers in location-based marketing and their use of search advertising.

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DIGITAL TRENDS REPORT
ADOBE DIGITAL INDEX 2015

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Apparel: Discounts throughout the season
What browsers, devices, and technologies will lead in 2016
Based on analysis of aggregated and anonymous data
Methodology
 20 million + Social engagements (mentions, page likes, followers) captured from July – November 2015 from
blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe,
WordPress, and YouTube. Social buzz is publically available and based off of aggregate total
 Survey Methodology: We talked to 400 US consumers who own either a smartphone or tablet about their
thoughts on today’s digital trends, including digital assistants, IoT device adoption, with specific probes on
smartwatches. Surveys were conducted October 31-November 3.
 255 billion visits to branded websites
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Data from different Adobe Marketing Cloud solutions:
Adobe
Analytics
Adobe
Social
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Siri leads for voice of the future
Top topics
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
Edge boosts positive sentiment of Microsoft browsers
Internet of things (IoT) devices adopted swiftly by smartphone owners
Windows 10 and El Capitan struggle with consumer sentiment
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Weekend mobile browsing will surpass desktop soon
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Apparel: Discounts throughout the season1/ Siri leads for voice of the future
33% of consumers have used a digital assistant in the last 30 days
(survey)
Siri most used and mentioned
 Mostly likely to be used in last 30 days (survey)
 Ranked #1 by consumers in getting them the information they need when
they need it (survey)
 Averaging 30k + social mentions a day. 6x more than Cortana and Google
Now
Facebook M most anticipated
 20% of social mentions relate to anticipation. 4x more than any other digital
assistant
Amazon Echo most admired
 Nearly 70% of social mentions relate to joy or admiration
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5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season2/ IoT devices adopted swiftly by smartphone owners
51% of consumers have already interacted with home electronic IoT devices (survey).
 Among smartphone owners, smart smoke detectors lead in terms of current ownership and purchase intent,
with smart thermostats close behind (survey).
 65% of social mentions for IoT devices relates to Joy, Admiration, or Anticipation.
 Google On Hub leads for IoT popular device social mentions.
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6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season2/ Fitness trackers beating smartwatches for now
1 in 4 US consumers own a fitness tracker, with 38% planning to purchase within
6 months (survey).
Consumers show deep engagement with fitness trackers.
 41% of consumers review fitness data daily, 76% at least
weekly (survey).
 57% say owning a fitness tracker has had a big impact on their health (survey).
 81% say they are likely to still use their fitness tracker a year
from now (survey).
Will smartwatches replace fitness trackers?
 35% of smartwatch owners use watch most frequently for fitness tracking
(survey).
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7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season2/ Smartwatch adoption on the rise
37% of US consumers report they are likely to buy
a smartwatch in the next 6 months (survey).
Apple leads for mentions, smartwatch ownership, and purchase
intent.
 The Apple Watch has over 4 million mentions since July.
 14% of US consumers say will buy one as a present this
season (survey).
 61% of those likely to purchase smartwatches say they will buy an
Apple Watch (survey).
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8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season3/ The weekend belongs to mobile
Weekend web traffic nearing the tipping point: 48% of browsing coming from smartphones
or tablets, will exceed 50% by year end.
 Smartphones account for 72% of mobile, tablets for 28%.
All websites will see more than 50% mobile traffic on weekdays by end of 2016, currently 40%.
Smartphones are replacing tablets and desktops 16% faster on weekends than on weekdays.
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9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season3/ Samsung, Microsoft, and Amazon fight for 2nd place
Among tablets, iPad still accounts for nearly 8 in 10 visits (79%).
 Galaxy tablets remain in second place, having surpassed Kindle Fire in Jan 2014.
 Surface eclipsed the Nook in 2014, but still remains small (<2% of visits).
Among smartphones, iPhone is used for nearly 6 in 10 visits (59%) and the Galaxy collection another 24%.
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10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
4/ Windows 10 and El Capitan struggle with sentiment
More than 50% of social mentions for both Windows 10 and El Capitan
relate to Sadness or Surprise.
 Windows 10 has nearly 5x more social mentions than Yosemite and El
Capitan combined.
 Windows 10 launch day had 2x more social mentions than El Capitan
launch day.
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11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season5/ Browser wars escalate with Microsoft Edge
Edge has increased positive sentiment of Microsoft’s browsers by 75%.
 Since launch, Edge has reached a 1.4% share of website visits. Chrome and
Safari still capture 2 out of 3 visits.
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12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Marketing Insights & Operations (MIO)
Apparel: Discounts throughout the season2016 Predictions
1. After mainstream launch, Facebook M will establish itself as true competitor to Siri with its advanced Artificial
Intelligence capabilities
2. Microsoft Edge will gain traction with tech enthusiasts and heat up the "browser wars”
3. Smartwatches will overtake dedicated fitness trackers in the wearable category
4. Weekend mobile visits will surpass desktop by end of 2015 and weekday by end of 2016
5. IoT devices in the home are on the rise: 1 in 5 homes will have a smart thermostat, smart home system, or smart
smoke detector by end of 2016
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owners.
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