While smartphone traffic is up, engagement and repeat visits from phones are lower and desktop is still the preferred method for conversion, according to Adobe Digital Index’s Asia Pacific Best of the Best.

That suggests brands still have work to do when it comes to smartphone optimisation.

The study compares the overall average versus websites in the top 20 per cent on various key performance indicators of social media traffic, stickiness, smartphone and desktop conversion, smartphone and desktop visits and consumption. The 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 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,” Paul Robson, president at Adobe wrote in a post.

All industries saw a year-over-year increase in smartphone traffic, while desktop traffic decreased in ANZ and across all industries. However smartphone average monthly website visits per visitor decreased, showing that while traffic is high, repeat visits from the same individual decreased.

 

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

Time spent on a smartphone lags behind both desktops and tablets, indicating that websites have not reached their full potential regarding mobile optimisation.

“To combat the decline in engagement, smartphone optimisation is essential,” Robson wrote. “Marketers need to meet the rise of smartphone traffic across all industries. Desktop has retained 100 per cent relative consumption length compared to 59 per cent on mobile, and that means brands need to provide an amazing experience for their customers on mobile.”

Australia and New Zealand are performing well in terms of mobile conversions, where the best brands have pulled way ahead of the average in smartphone conversion rates – 129 per cent difference. The fastest growing sectors for average mobile conversion year-on-year growth were retail and travel and hospitality.

According to Robson, “Ultimately consumption and engagement are important because they lead to conversion. Data shows that conversions on smartphones are growing and this is where potential lies. The best in class leaders are making huge progress, with India’s best growing mobile conversions to 2.2 per cent and Australia and New Zealand coming in just behind with 1.6 per cent.”

Social media continues to be an effective platform for customer interactions and engagement. ANZ brands are leading APAC in social media traffic rates, according to the report.

Across APAC, 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.