Internet visits originating from smartphones are set to overtake the desktop globally within the next 18 months--with the APAC region leading the way, new Adobe Digital Index (ADI) “Best of the Best Benchmark (APAC)” research has found.
In fact, the Asia-Pacific region is not only at the forefront of mobile-first business transformation, said ADI principal analyst Tamara Gaffney, but it’s also weathering the disruption better than any other.
“Overall, smartphone visits are higher in this region versus any other, and yet the engagement indicators we look at across all industries--time spent, number of visits lasting more than a page, and frequency of visiting--are holding or improving for the best,” she said.
ADI’s analysis provides insights to determine how the best digital marketing organizations are performing relative to the average. It compared the top 20% of websites versus the overall average on six key performance: smartphone and tablet traffic, stick rate, visits per visitor, time spent, conversion rate, and click-through rate. The eight regions examined were Australia and New Zealand, Southeast Asia, India, South Korea, Hong Kong, China, Japan, and the United States.
The report validated the digital acumen of marketers in Australia and New Zealand, in particular, who emphasize mobile as a key instrument to engage customers.
Smartphone visits to websites increased through December 2014 for the best of the best, with Australia and New Zealand leading the entire APAC region for return visitors. The best of the best are also realizing high stick rates of 64%, second only to South Korea, the research found.
“The region has invested to handle the mobile traffic surge and those investments are paying off,” Gaffney said.
Just as the more mature Australia-NZ market is experiencing high levels of customer loyalty, so, too, is Hong Kong, where return visitors are prominent.
However, the research also found weaker conversion rates within South Korea, China, and Hong Kong, suggesting a possible lack of investment in understanding mobile and desktop activity.
“Those who haven’t invested or are late to figuring out mobile engagement have been falling behind every year for the last two years,” Gaffney explained.
Nevertheless, Southeast Asia has experienced double-digit increases year over year for its share of smartphone visits. This equates to an 18% increase for best-of-the-best sites, while the average site grew 11%.
“True mobile readiness is a competitive advantage,” said Gaffney, pointing out that the finance sector in the Asia-Pacific is faring much better than in the U.S. “Perhaps it is due to the fact that the industry is concentrated into fewer larger companies that have more resources to enable mobile functionality.”
Regardless, ADI data shows that all countries in the Asia-Pacific region have fared well for website engagement. Time spent on a site is the best metric to measure engagement, and the engagement levels of the best-of-the-best websites were 20% to 30% higher than the average.
“Going digital enables rapid global expansion, so the investment in mobile engagement within Asia-Pacific has the potential to propel businesses onto the world stage, seemingly from out of nowhere,” Gaffney said.
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Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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