Smartphones grew to account for almost 37% of traffic to media and entertainment sites in the US, Europe and Asia last year, reports Adobe Digital Index in its latest “Best of the Best” report. Smartphones alone comprised more than half of the traffic to the top 20% of M&E sites on this measure last year, while contributing almost 40% share of traffic to the top 20% of retail sites.
Despite growing smartphone traffic, the study notes that desktops remain important across industries, retaining their global majority share of website traffic. While desktop’s share of site visits was smallest in the media and entertainment industry (54.6%), it was clearly the device of choice for accessing technology (84%) and financial services (80.1%) sites. Adobe theorizes that desktop’s continued dominance in financial services site visits is due to the greater ease of reviewing and conducting transactions on larger screens.
Other results from the report:
- The visit rate to websites declined across industries and devices (on both smartphones and desktops);
- Time spent on websites also declined across most industries, with visits from smartphones lasting about half as long as visits from desktops;
- Conversion rates on smartphones increased for both the retail and travel & hospital industries, and while they were higher on desktops, they decreased for the travel & hospitality sector;
- Website stickiness – measured as the percentage of traffic that stays and engages with a site – was highest in the automotive industry (50.7%) but declined across sectors and devices (smartphones and desktops);
- Paid search click rates were highest for the tech (5.1%) and travel and hospitality (4.9%) industries, and increased across sectors and devices (smartphones and desktops);
- Social media interaction rates declined in all industries save for media and entertainment; and
- Social media drove an impressive 14.1% of media and entertainment site traffic, while contributing only 1% or less of traffic to the other industries tracked.
About the Data: The results are based on aggregated and anonymous data from 200 billion visits to 10,000+ US websites, 100 billion visits to 3,000+ websites in Europe, and 100 billion visits to 3,000+ websites in Asia during the 2015 calendar year gathered via Adobe Analytics and Adobe Social.
The social media data is based on consumer data comprising of 500 million impressions in 2014 and 2015, from aggregated and anonymous data from over 300 clients. The report is based on 500 million engagements (mentions, likes, shares, “official” page likes and followers) across blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, WordPress, and YouTube. Social engagements data is publicly available based on an aggregate total.