Adobe Digital Insights: Mobile Landscape A Moving Target

Table of Contents
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017 2
U.S. Mobile Insights
03 The U.S. is no longer bringing new users to the Internet
04 Industry apps morph into loyalty play
05 Google AMP catches on with U.S. consumers
06 The January Effect
13 Tablets failed to make a comeback in the U.S. and around
the world
Appendix
15 Methodology
16 Glossary
17 Data Tables
Global Mobile Insights
07 App usage spikes around the globe each new year
08 Regardless of economy, January Effect occurs
09 Developing nations rapidly adopt smartphones
10 Smartphones drive global growth of 500M new users
11 China & Brazil will lead global smartphone charge
12Tablets historically see usage from affluent countries

TRENDS AT HOME
The U.S. no longer brings new users to the Internet
Website traffic in the United States
stays flat
 -0.4% over the past 36 months
 3 out of 4 people already access the
Internet (Source: Internet Live Stats)
Smartphone visits continue to grow at
the expense of other devices
 Smartphone visits have grown 69%
since 2014
 Desktop and tablets both lost ground
(down 23% and 19% since 2014,
respectively)
The January Effect
 Surges in smartphone traffic (7%) and
app installs (8%) each new year provide
an opportunity for brands
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017

APPS AS A RETENTION STRATEGY
Industry Apps Morph Into Loyalty Play
5/10 apps are used more than ten times (ADI
Mobile Benchmark Report 2016)
 Yet apps are often deleted because they’re
not useful, there are better apps, or never
used (ADI Mobile Survey 2016)
New and repeat use of apps proves difficult to
capture
 App installs have decreased -38% in the
last two years
 App launches have decreased -28% in the
past two years
The United States sets model for the future
 Given the US’s decline in app usage, other
countries will soon follow
 Larger countries like the UK and France
have reached a plateau with app usage and
are poised to decline in the coming years

FIRST LOOKS
Google AMP catching on with US consumers
Consumers have welcomed this
technology as a quick and efficient
way to access content on mobile
devices
 Top US publishers now see 7% of all
their traffic (across devices) through
Google AMP
 Since April 2016 when usage began
picking up, Google AMP has seen 405%
growth through Dec 2016
 In November during the election
season, traffic showed an 896% spike

THE JANUARY EFFECT
Mobile Traffic Surges Each January
The New Year drives a mobile surge
 Smartphone and tablet traffic increase 7%
and 6% month-over-month, respectively
(January 2017, US)
Excitement tapers, but the upside remains
 Excitement levels off in February, as mobile
traffic decreased 9% month-over-month
(February 2016, US)
 Marketers can capitalize on the surge of
mobile and app traffic and create strategies
to retain the surge throughout the year

THE JANUARY EFFECT
App Usage Spikes Around the Globe Each New Year
The January Effect is a global phenomenon
 December 2015 to January 2016 saw an app
install spike of 10%
 Smart devices received at Christmas
appear to be generating excitement for
apps, but their usage decreases as the year
passes

THE JANUARY EFFECT
Regardless of Economics, January Brings Growth
No matter a country’s circumstances, January brings a boost to traffic
 Tablets see more benefits in affluent countries and smartphones see bigger boosts in developing countries

SMARTPHONE LEADERS
Developing Nations Rapidly Adopt Smartphones
Consumers in developing nations going
straight to smartphones
 34% higher smartphone share growth
compared to affluent nations
 Without the infrastructure needed for
desktop web, many are mobile first when
accessing the Internet
Brazil and Argentina are the fastest growers
for smartphone share of traffic
 Brazil: Smartphone share of traffic grew 44%
YoY for a total of 36%
 Argentina: Smartphone share of traffic grew
by 43% YoY for a total of 33%

THE INTERNET ABROAD
Smartphones Drive Global Growth with 500 Million New Internet Users
Booming smartphone growth in India, China and Brazil is the exclusive driver of new internet users
 Every country measured saw smartphone traffic grow by at least 60% since 2014
 India drove 269M users alone, as smartphone traffic increased by 290% (Desktop traffic is down 6% since 2014, tablet holds steady at
3% growth)
Desktop and tablet traffic fall across the globe
 Global desktop down 10% since 2014, US down 23%
 Global tablet down 8% since 2014, US down 19%

MOBILE PREDICTIONS
China and Brazil will lead the global smartphone charge
Expected smartphone
share of traffic by 2018
37%
UP 6%
45%
UP 9%
46%
UP 6%
41%
UP 6%
41%
UP 5%
China Brazil India Malaysia New Zealand
Slower growth
rate, but each %
brings millions
Following in
Chile’s
footsteps
No signs of
growth
slowing
Both have historically lagged
behind APAC counterparts but
growth is ramping up

TABLETS FOR THE AFFLUENT
Tablets Historically See Usage From Affluent Countries
Tablets prove to be a commodity only the
affluent could afford
 Tablets have persisted in affluent countries
since 2014
 All of the top 10 countries for tablet share
are above $30,000 GDP per capita
 Asia and South America have dropped
tablets for the much more convenient and
cheaper smartphones
None of the countries analyzed have seen
growth in tablet share of traffic
 While no true gains have been made,
tablets has established a foothold in the
northern European countries and Canada

THE TABLET TALE
Tablets failed to make comeback around the world
The 2016 holiday season saw steep
discounts
• Black Friday: discounts 92% higher vs.
2015, resulting in price decreases of 25%
Despite lower prices, tablet share of
traffic in 2016 decreased or stayed flat in
every country around the world
Tablet Share of Traffic
2014 2015 2016
US 10% 9% 8%
UK 16% 15% 13%
India 6% 5% 3%

Methodology
Adobe
Analytics
Most comprehensive and accurate report of its kind in industry
 Report based on analysis of over 1.7 trillion visits to over 16,000 websites from January 2014 to
January 2017
 Over 130 billion app launches from over 1000 apps from January 2014 to January 2017
 Dozens of countries of analyzed, including the United States and countries within the European and
Asia-Pacific regions
Data from different Adobe Marketing Cloud solutions:
Based on analysis of aggregated and anonymous data
Adobe
Marketing Cloud
Adobe
Mobile Services

Glossary
1. Countries Analyzed: AR, AU, BE, BR, CA, CL, CN, CO, DK, FI, FR, DE, HK, IN, ID, IR, IT, JA,
MX, NL, NZ, NO, PE, PH, PO, PT, RU, SG, ZA, KP, ES, SE, CH, TW, TH, TR, UA, GB, US, VE
2. Affluent Countries: Defined as any country with $30,000+ in GDP per capita
3. Developing Countries: Defined as any country with $29,999 or less in GDP per capita
4. App Launch: Any time an app is opened by a user on their smart device
5. App Install: Any time an app is downloaded onto a users smart device
6. App Analyses: Sample excludes social media and messaging apps

Data Tables
Tablet Traffic Growth (APAC, Jan 2014 – Dec 2016) Tablet Share of Traffic (APAC, 2014-2016)
2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12
Australia 0% -9% 4% 0% 3% 4% 8% 13% 9% 8% 3% 4%
China 0% 2% 8% -2% 10% 3% 14% 14% 9% 2% -2% -2%
India 0% -9% 3% 7% 9% 8% 24% 22% 25% 41% 24% 26%
Japan 0% -7% 8% 1% 5% 5% 8% 11% 13% 16% 11% 13%
New
Zealand 0% -9% 4% -3% -2% -4% -1% 4% -3% 1% 1% 2%
United
States 0% -7% 2% -7% -7% -9% -4% -1% -1% -2% 1% 2%
2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12
Australia 17% 3% 12% 12% 15% 13% 15% 16% 10% 13% 11% 10%
China -2% -13% 12% -10% -11% -11% -13% -5% -11% -12% -19% -24%
India 35% 18% 31% 25% 29% 29% 40% 43% 40% 50% 28% 21%
Japan 23% 17% 27% 21% 26% 22% 25% 26% 28% 27% 22% 23%
New
Zealand 17% 6% 20% 15% 15% 9% 13% 13% 4% 7% 7% 1%
United
States 10% -1% 6% -4% -5% -7% -5% -5% -10% -10% -7% -8%
2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12
Australia 22% 7% 15% 13% 13% 11% 12% 11% 4% 7% 1% 0%
China -19% -34% -28% -38% -39% -34% -40% -44% -32% -35% -37% -12%
India 29% 15% 23% 18% 16% 16% 20% 15% 8% 25% -5% 3%
Japan 30% 25% 35% 27% 32% 28% 32% 27% 24% 21% 18% 20%
New
Zealand 14% 6% 11% 5% 5% 3% 5% 0% -6% -4% -4% -9%
United
States -1% -11% -8% -14% -15% -19% -18% -16% -19% -20% -19% -19%
2014 2015 2016
Australia 11% 10% 9%
China 6% 4% 3%
India 6% 5% 3%
Japan 6% 6% 6%
New
Zealand 11% 10% 9%
South Korea 3% 3% 3%
United
States 10% 9% 8%

Data Tables
Smartphone Traffic Growth (APAC, Jan 2014 – Dec 2016) Smartphone Share of Traffic (APAC, 2014-2016)
2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12
Australia 0% -8% 9% 3% 11% 11% 14% 20% 22% 31% 29% 32%
China 0% 6% 20% 17% 30% 19% 39% 56% 59% 58% 69% 73%
India 0% -5% 14% 14% 21% 31% 46% 56% 56% 65% 67% 70%
Japan 0% -6% 11% 5% 11% 8% 13% 13% 14% 19% 16% 20%
New
Zealand 0% -9% 2% 2% -2% 13% 22% 31% 27% 34% 37% 51%
South
Korea 0% 13% 22% 20% 18% 13% 25% 24% 33% 28% 34% 46%
United
States 0% -6% 4% 1% 3% 3% 9% 12% 14% 19% 21% 25%
2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12
Australia 47% 34% 54% 53% 61% 60% 67% 68% 65% 70% 77% 77%
China 83% 86% 152% 136% 142% 144% 159% 168% 194% 181% 152% 162%
India 82% 76% 120% 129% 138% 140% 148% 154% 152% 166% 152% 154%
Japan 30% 24% 39% 34% 36% 36% 41% 40% 42% 43% 42% 45%
New
Zealand 65% 55% 98% 84% 83% 92% 113% 115% 107% 109% 107% 127%
South
Korea 53% 52% 62% 53% 56% 58% 76% 72% 70% 87% 85% 102%
United
States 35% 26% 42% 34% 37% 39% 46% 45% 41% 45% 48% 49%
2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12
Australia 94% 76% 92% 92% 98% 94% 106% 109% 104% 112% 109% 105%
China 173% 162% 185% 166% 166% 202% 175% 161% 188% 184% 194% 222%
India 178% 157% 174% 170% 193% 202% 236% 244% 252% 259% 261% 293%
Japan 52% 47% 62% 51% 55% 55% 60% 55% 66% 63% 58% 65%
New Zealand 145% 139% 171% 169% 161% 162% 180% 171% 159% 151% 147% 157%
South Korea 101% 109% 130% 138% 128% 126% 149% 111% 114% 113% 116% 120%
United States 56% 48% 60% 58% 62% 62% 70% 73% 67% 65% 65% 69%
2014 2015 2016
Australia 27% 33% 39%
China 18% 24% 31%
India 20% 31% 40%
Japan 35% 42% 47%
New
Zealand 17% 27% 36%
South Korea 30% 35% 43%
United
States 25% 31% 37%

Data Tables
Smartphone Traffic Growth (Europe, Jan 2014 – Dec 2016) Smartphone Share of Traffic (Europe, 2014-2016)
2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12
France 0% -5% 4% 4% 15% 13% 23% 26% 28% 38% 44% 53%
Germany 0% -10% 5% 5% 17% 10% 13% 17% 28% 39% 42% 56%
Norway 0% -7% 6% -2% 8% 17% 17% 39% 31% 44% 56% 64%
Sweden 0% -11% -8% -15% -9% -11% 0% 2% 1% 12% 9% 15%
United
Kingdom
0% -8% 1% -1% 6% 2% 7% 13% 16% 24% 24% 24%
United
States
0% -6% 4% 1% 3% 3% 9% 12% 14% 19% 21% 25%
2014 2015 2016
France 14% 21% 26%
Germany 15% 22% 29%
Norway 20% 28% 34%
Sweden 25% 32% 39%
United
Kingdom
24% 32% 37%
United
States
25% 31% 37%
2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12
France 132% 111% 124% 114% 123% 136% 148% 145% 140% 158% 160% 180%
Germany 129% 111% 125% 118% 124% 122% 134% 132% 141% 160% 162% 185%
Norway 106% 91% 101% 95% 103% 115% 111% 131% 120% 135% 155% 158%
Sweden 59% 57% 63% 53% 53% 55% 68% 70% 66% 72% 78% 83%
United
Kingdom
69% 60% 70% 66% 68% 69% 76% 77% 81% 91% 85% 83%
United
States
56% 48% 60% 58% 62% 62% 70% 73% 67% 65% 65% 69%
2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12
France 69% 46% 61% 60% 72% 74% 89% 92% 92% 100% 101% 117%
Germany 63% 46% 61% 53% 63% 64% 71% 71% 79% 94% 99% 117%
Norway 77% 57% 72% 58% 73% 80% 73% 90% 97% 99% 108% 115%
Sweden 23% 15% 25% 22% 22% 24% 40% 33% 37% 42% 46% 51%
United
Kingdom
36% 23% 38% 33% 42% 39% 45% 47% 46% 56% 59% 57%
United
States
35% 26% 42% 34% 37% 39% 46% 45% 41% 45% 48% 49%

Data Tables
Tablet Traffic Growth (Europe, Jan 2014 – Dec 2016) Tablet Share of Traffic (Europe, 2014-2016)
2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12
France 0% -10% -2% -3% 5% 6% 8% 2% 8% 11% 16% 17%
Germany 0% -11% -1% -6% 1% -3% -1% 3% 8% 14% 13% 22%
Norway 0% -13% -8% -18% -13% -5% -18% -5% -9% -1% 2% 10%
Sweden 0% -12% -3% -12% -6% -8% -10% -2% -2% 1% -1% -5%
United
Kingdom
0% -12% -6% -7% -5% -9% -7% 0% -3% 2% 2% 1%
United
States
0% -7% 2% -7% -7% -9% -4% -1% -1% -2% 1% 2%
2014 2015 2016
France 12% 11% 10%
Germany 10% 11% 10%
Norway 14% 13% 12%
Sweden 11% 11% 10%
United
Kingdom
16% 15% 13%
United
States
10% 9% 8%
2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12
France 31% 14% 19% 12% 14% 15% 11% 7% 5% 10% 11% 12%
Germany 35% 20% 23% 17% 16% 9% 11% 10% 8% 21% 17% 21%
Norway -4% -14% -18% -18% -20% -21% -25% -18% -23% -17% -11% -16%
Sweden 14% 7% 8% -2% -7% -11% -4% -1% -10% -1% 0% 4%
United
Kingdom
11% 0% 2% -2% -3% -7% -6% -6% -8% -3% -6% -7%
United
States
-1% -11% -8% -14% -15% -19% -18% -16% -19% -20% -19% -19%
2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12
France 28% 9% 17% 10% 16% 13% 17% 14% 16% 19% 17% 20%
Germany 31% 12% 18% 8% 13% 9% 11% 10% 13% 19% 20% 24%
Norway 20% -4% 1% -9% -1% -3% -10% -9% -10% -8% -5% -5%
Sweden 9% -3% 4% 0% 2% -5% -4% -2% 2% 3% 6% 4%
United
Kingdom
15% -1% 6% -1% 5% -2% 2% 4% -1% 4% 4% 0%
United
States
10% -1% 6% -4% -5% -7% -5% -5% -10% -10% -7% -8%

Adobe Digital Insights: Mobile Landscape A Moving Target

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