It’s a battle for time and attention in today’s digital landscape. That was a major finding of the Adobe Digital Insights (ADI) “U.S. Best Of The Best” report, which found that time spent (minutes-per-month) on websites was down across all industries.

1. U.S. BEST OF THE BEST 2016
ADOBE DIGITAL INSIGHTS

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Table of Contents
2
US Best of the Best
03 What is Best of the Best?
04 Smartphone Visits
05 Desktop Visits
06 Visit Rate
07 Time Spent
08 Conversion
09 Stickiness
10 Click Through Rate
Appendix
11 Methodology
12 Glossary
13 Tables

3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Best of the Best
The Best of the Best 2016 report refers to companies using the Adobe Analytics Cloud who rank in the top 20% of fellow
Adobe clients in their industry on various key performance metrics. It is called the Best of the Best because Adobe Analytics
Cloud customers are already ahead of the masses through their investment in excellence.
3
How to Read the Best of the Best:
Industry being
measured
Overall average for
sites in this industry
Overall average for the Top
20% of sites in this industry
Year-over-year change.
Up arrow indicates increase, down
arrow indicates decrease.
Gap between Top 20% and
average from 2015 to 2016.
Narrower means the gap is closing.
Wider means it’s increasing.

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Smartphone share of visits continues to grow
4
 Smartphone share of visits increased
by an average 18% YoY across all
industries
 The Best of the Best outperformed
their peers by an average of 53%
across all industries.
 Top 20 M&E are setting the standard
for mobile strategy as 60% of their
traffic comes from smartphones

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Desktop share of visits continue to give way to mobile
5
 Desktop share of visits are
down an average of 8% YoY
across all industries.
 M&E is the first industry to
see less than 50% of traffic
originating from a desktop

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Visit rates across industries saw life
6
 Finance saw the highest
average visit rate @ 1.88
visits/month
 Visit rates increased by an
average of 4% YoY across all
industries

7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are spending less time across all industries
7
 Time spent was down across
all industries.

8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
 Desktop conversion
increased 17% YoY in Retail,
an 15% YoY in Travel
 Smartphone conversion
increased 24% YoY in Retail
and 42% YoY in Travel
Mobile & desktop see best conversion yet

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The top know how to engage consumers
9
 The Top 20 across all
industries outperformed their
peers by an average of 58%
 Stickiness was down across
all industries by an average of
6% YoY

10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Paid search click through rate increased
10
 The top 20 are outperforming
their peers by an average of
50% across all industries
 Smartphone and desktop CTRs
increased, with average
smartphone CTR
outperforming desktop by 23%

11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
11
 Consists of aggregated and anonymous data from 200 billion visits to 10,000+ U.S. websites during the
2016 calendar year
 Data from different Adobe Marketing Cloud solutions:
Visit our website: https://adobe.ly/AdobeInsights
Sign up for email alerts: http://www.cmo.com/adiregister.html
Follow us: @adobeinsights
Adobe Analytics
Cloud

12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Glossary
12
 Share of Visits: Share of visits to a website by device
 Stickiness: Percent of traffic that stays and engages with a site
 Visit Rate: Average monthly website visits per visitor, overall and by device
 Click Through Rate: Percent of search ad impressions that are clicked
 Smartphone Traffic: Percent of visits to a website originating on a smartphone
 Time Spent: Average minutes per visit
 Conversion: Average orders or bookings per visit, overall and by device

13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tables
13
M&E Travel Technology Finance Automotive Telecomm Retail
Average 36.6% 26.1% 9.0% 14.5% 28.3% 16.8% 25.7%
Best of the Best 52.9% 37.3% 15.1% 22.7% 36.6% 25.4% 39.6%
Absolute Difference 16.3% 11.2% 6.1% 8.2% 8.3% 8.6% 13.9%
% Difference 44.5% 42.9% 67.8% 56.6% 29.3% 51.2% 54.1%
Average 54.6% 61.1% 84.0% 80.1% 70.9% 76.8% 63.3%
Best of the Best 71.5% 73.7% 92.5% 89.2% 60.0% 89.8% 80.6%
Absolute Difference 16.9% 12.6% 8.5% 9.1% -10.9% 13.0% 17.3%
% Difference 31.0% 20.6% 10.1% 11.4% -15.4% 16.9% 27.4%
Average 1.54 1.29 1.32 1.50 1.24 1.56 1.31
Best of the Best 1.85 1.40 1.50 1.99 1.31 1.87 1.51
Absolute Difference 0.31 0.11 0.18 0.49 0.07 0.31 0.20
% Difference 20.1% 8.5% 13.6% 32.7% 5.6% 19.9% 15.3%
Average 5.21 5.53 5.55 4.90 5.02 7.21 6.00
Best of the Best 7.05 7.29 7.24 6.60 6.11 8.07 7.94
Absolute Difference 1.84 1.76 1.69 1.70 1.09 0.86 1.94
% Difference 35.3% 31.8% 30.5% 34.7% 21.7% 11.9% 32.3%
2016 2015
Average 27.1% 43.5% 28.8% 32.5% 50.7% 30.7% 41.8%
Best of the Best 38.4% 60.0% 43.2% 51.7% 60.5% 44.2% 59.9%
Absolute Difference 11.3% 16.5% 14.4% 19.2% 9.8% 13.5% 18.1%
% Difference 41.7% 37.9% 50.0% 59.1% 19.3% 44.0% 43.3%
M&E Travel Technology Finance Automotive Telecomm Retail
Average 42.1% 33.1% 14.9% 14.9% 33.8% 20.2% 30.9%
Best of the Best 60.4% 47.1% 24.1% 26.0% 46.8% 32.9% 45.8%
Absolute Difference 18.3% 14.0% 9.3% 11.1% 13.0% 12.7% 14.9%
% Difference 43.4% 42.4% 62.3% 74.6% 38.5% 63.2% 48.1%
Average 47.5% 55.6% 81.8% 80.8% 57.0% 74.6% 59.4%
Best of the Best 66.7% 70.6% 92.7% 93.5% 70.2% 87.7% 78.9%
Absolute Difference 19.2% 15.0% 10.9% 12.7% 13.2% 13.1% 19.6%
% Difference 40.4% 26.9% 13.3% 15.7% 23.2% 17.5% 32.9%
Average 1.57 1.31 1.33 1.88 1.26 1.55 1.32
Best of the Best 1.88 1.42 1.51 2.91 1.39 1.87 1.56
Absolute Difference 0.31 0.12 0.18 1.03 0.13 0.32 0.24
% Difference 19.9% 8.9% 13.7% 55.0% 10.3% 21.0% 18.4%
Average 4.83 5.17 5.25 4.34 4.68 6.96 5.57
Best of the Best 6.23 7.00 7.41 7.96 6.72 9.03 7.79
Absolute Difference 1.40 1.83 2.16 3.62 2.04 2.07 2.22
% Difference 29.0% 35.3% 41.1% 83.4% 43.6% 29.7% 39.8%
Average 22.7% 40.9% 26.6% 37.6% 37.4% 29.6% 37.9%
Best of the Best 34.9% 58.2% 40.6% 68.2% 59.3% 50.8% 57.1%
Absolute Difference 12.2% 17.3% 14.0% 30.7% 21.9% 21.2% 19.2%
% Difference 53.6% 42.1% 52.4% 81.6% 58.7% 71.6% 50.8%
SMARTPHONE
SHARE OF VISITS
DESKTOP
SHARE OF VISITS
VISIT RATE
TIME SPENT
(MINS SPENT)
STICKINESS

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Tables
14
Average n/a 2.4% n/a n/a n/a n/a 2.6%
Best of the Best n/a 4.4% n/a n/a n/a n/a 4.6%
Absolute Difference n/a 2.0% n/a n/a n/a n/a 2.0%
% Difference n/a 83.3% n/a n/a n/a n/a 76.9%
Average 4.0% 4.9% 5.1% 3.7% 1.5% n/a 3.2%
Best of the Best 6.4% 7.7% 8.3% 5.1% 2.5% n/a 6.0%
Absolute Difference 2.4% 2.8% 3.2% 1.4% 1.0% n/a 2.8%
% Difference 60.0% 57.1% 62.7% 37.8% 66.7% n/a 87.5%
2016 2015
Average n/a 2.8% n/a n/a n/a n/a 3.1%
Best of the Best n/a 5.3% n/a n/a n/a n/a 5.4%
Absolute Difference n/a 2.6% n/a n/a n/a n/a 2.3%
% Difference n/a 91.3% n/a n/a n/a n/a 76.4%
Average 5.8% 7.4% 5.7% 4.0% 1.6% n/a 2.4%
Best of the Best 8.2% 10.5% 9.1% 5.9% 2.7% n/a 3.9%
Absolute Difference 2.4% 3.1% 3.4% 1.9% 11.1% n/a 1.5%
% Difference 41.4% 41.9% 59.6% 47.5% 68.8% n/a 62.5%
M&E Travel Technology Finance Automotive Telecomm Retail
Average n/a 0.7% n/a n/a n/a n/a 0.9%
Best of the Best n/a 1.3% n/a n/a n/a n/a 1.6%
Absolute Difference n/a 0.6% n/a n/a n/a n/a 0.7%
% Difference n/a 85.7% n/a n/a n/a n/a 77.8%
M&E Travel Technology Finance Automotive Telecomm Retail
Average n/a 1.0% n/a n/a n/a n/a 1.1%
Best of the Best n/a 1.8% n/a n/a n/a n/a 2.1%
Absolute Difference n/a 0.8% n/a n/a n/a n/a 1.0%
% Difference n/a 82.8% n/a n/a n/a n/a 86.0%
CONVERSION
SMARTPHONE
CONVERSION
DESKTOP
PAID SEARCH CTR