Mobile Traffic Grows, Patience Slumps: Adobe

Mobile Traffic Grows, Patience Slumps: Adobe
SHARE
THIS



Using mobiles to browse websites continues to grow as a trend, but the overall experience remains just a little bit shit, with most people still reverting to desktop if they actually want to buy something, according to the latest iteration of the Adobe Digital Insights (ADI) Best of the Best report.

Growth in mobile commerce as well as overall mobile traffic is also being led social media, especially Facebook, with all companies surveyed having a presence on the major platforms.

The study compares the overall average versus websites in the top 20% on various key performance indicators. Analysis is based on aggregated and anonymous data from 100 billion visits to more than 3,000 websites in Asia during the 2015 calendar year.

The analysis shows how the best digital marketing organisations are performing relative to the average across six regions: ANZ, Japan, India, Hong Kong, South Korea and Southeast Asia – across various industries.

Adobe’s Asia Pacific President Paul Robson wrote on his blog: “The report shows consumers are becoming less willing to waste time browsing and demanding better experiences on their mobile devices. These frustrations and shorter attention spans mean people still prefer to convert on desktops.”

In addition to leading APAC in social media traffic rates, the best ANZ brands are moving away from the average, indicating that it is essential to understand multi-touch social marketing and emphasises the importance of social channels.

Smartphone traffic increased for the best of the best and average websites, indicating that brands are optimising smartphone content. In addition, all industries saw a year-over-year increase in smartphone traffic, while desktop traffic decreased in ANZ and across all industries.

Despite mobile still being below standard, the best brands have pulled way ahead of the average in smartphone conversion rates (129% difference) – the highest increase in APAC. If you get it right, there are rewards to be had.

Smartphone average monthly website visits per visitor decreased, showing that while traffic is high, repeat visits from the same individual decreased.

Time spent on a smartphone lags behind both desktops and tablets, indicating that websites have not reached their full potential regarding mobile optimisation. However, APAC consumers generally spend more time on a website than US-based consumers.

Stickiness has decreased among both the best and average brands, though ANZ is still among one of the highest in APAC with the average (44.9%) falling just behind that of South Korea for the average and behind Hong Kong for the best of the best. Again, the best are pulling away from the average, indicating those who invest in methods to attract and retain traffic are succeeding in the delivery of relevant and engaging website experiences.

In terms of average websites, ANZ sees the second highest visit rate on both desktop (1.67 per month) and smartphone (1.57 per month), coming in behind Japan. This equates to higher loyalty and return traffic.

Looking more broadly across the region, nearly all top performing APAC brands in every industry have a Twitter, Facebook and YouTube presence, with retail and travel and hospitality leading the pack.

Media and entertainment is the standout industry across APAC for driving social traffic from social media efforts, while telecommunications and financial services were the worst performers in driving social traffic.

In terms of device performance, APAC outpaces the US and Europe on average smartphone stickiness and consumption rates across smartphones, tablets and desktop.

The top three sectors for smartphone traffic were telecommunications (44.3%), media and entertainment (37%) and retail (36.6%).

The fastest growing sectors for average mobile conversion year-on-year growth were retail and travel and hospitality.

“What does this report mean for marketers? If you haven’t already optimised mobile conversions, now is the time to do it,” concluded Robson.

Read the full Best of the Best report here.

Latest News

Technology For Technology’s Sake? Why An Agency Hired A Chief Medical Officer
  • Opinion
  • Technology

Technology For Technology’s Sake? Why An Agency Hired A Chief Medical Officer

Earlier this year, specialist agency The Pulse took the unusual step of hiring a chief medical officer. Here, Dr Mark Hohenberg (pictured below) explains why the move made sense for both him and the agency. The bedpan-strewn world of geriatric medicine and the fast-paced world of an agency specialising in cutting-edge technology may seem a […]

Opinion

by B&T Magazine

B&T Magazine
“Welcome To TV, But Like Never Before”: Foxtel Unveils Dedicated 4K Live Channel
  • Media
  • Technology

“Welcome To TV, But Like Never Before”: Foxtel Unveils Dedicated 4K Live Channel

Pay TV provider Foxtel has heralded the next wave of change in Australian television with a new, dedicated 4K live channel. For those who are unaware, 4K is 20 times the definition of standard definition, and four times the definition of HD. The arrival of Foxtel’s 4K channel is an Australian-first, bringing with it a […]

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]