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