Report: A/NZ consumers moving to mobile, but still converting on desktop

New Adobe Digital Insights report on desktop versus smartphone website browser traffic finds A/NZ leading globally for smartphone browser growth, plus stickiness and return website visits

Australia and New Zealand consumers increasingly look at websites via their smartphones but still significantly prefer completing a purchase via the desktop.

That’s one of the key insights reported in the latest Adobe Digital Insights Best of the Best Report, which analysed desktop versus mobile usage, engagement and conversion trends during 2016.

According to the report, smartphone traffic to websites (excluding mobile apps) continues to rise across all countries globally as well as all industries. Australia and New Zealand are among countries leading this shift, with 37.7 per cent of all browser traffic coming through smartphones (the highest was Japan at 44.1 per cent). A/NZ also experienced the highest growth year-on-year (44 per cent) after India, putting it well ahead of the US (32 per cent) and the regional average (29 per cent).

In addition, A/NZ saw higher smartphone traffic in retail and finance sectors when compared to the US. Adobe Digital Insights senior manager, Becky Tasker, told CMO the trend was unique to this geography and suggested it reflected the differentiated mobile strategy upheld by finance and retail companies operating in A/NZ.

Across the region, smartphone traffic was highest in the telecommunications industry (41.4 per cent), followed by automotive (45.5 per cent) and retail (44.5 per cent).  

Adobe’s report is based on aggregated anonymised data from about 100 billion visits to 3000 websites across Asia-Pacific during 2016, gathered via Adobe marketing technology. As part of the research, the vendor compared average results for each category with those of the top 20 per cent of organisations in terms of performance.

Adobe’s data also showed conversion rates and frequency of website engagement to be increasing across both desktops and smartphones globally. Total conversion in A/NZ for desktop, for example, was 2.9 per cent, up 14.3 per cent year-on-year, while smartphone conversion sat at 0.8 per cent, up 20.8 per cent year-on-year.

These figures were significantly higher across organisations in the top 20 percentile of performance in A/NZ, indicating top performers are breaking away from the pack. Desktop conversion for example was double at 5.8 per cent, while smartphone conversion was 1.4 per cent.

For Tasker, the smartphone conversion numbers are a worry nonetheless, and she suggested brands still have a long way to go in getting consumers comfortable with converting via a mobile device.

“Smartphone conversion rates are currently much lower than desktop. But as people shift to using phones to engage, brands will run into issues with them converting if the experience is not built well enough to encourage that on a mobile device,” she commented.

“It’s positive we’ve seen year-on-year increases, and A/NZ has higher growth rates than any other country. But in the future, brands need to bring smartphone conversion up as well as enhance cross-device experiences.”

Tasker noted a 2016 Adobe report based on a survey of 1000 consumers found loading times, screen size and navigation hindering conversions via a mobile device.

Another area Adobe’s report focused on was frequency and time spent engaging with websites.  A/NZ saw the highest visit rates in Asia-Pacific across both desktop (1.77 visits per month on average, or 2.37 for the top 20) and smartphones (1.61 visits per month on average, or 2.16 for the top 20), and also reported a 2.5 per cent overall increase in smartphone visit rates year-on-year.

A/NZ had the highest rate of consumers returning to websites, which Tasker said was a good sign that local brands are giving consumers a compelling reason to come back. The overall report suggested visitor rates were falling in other regions by 5.7 per cent on average.

Stickiness was also down globally, with the exception of A/NZ, which saw a modest 1 per cent year-on-year increase in time spent on websites to 6.28 minutes.  This was significantly higher in the top 20 per cent of organisations in A/NZ at 9.01 minutes.

Tasker described the drop in stickiness as a warning sign, suggesting consumers are being more selective about content and which sites they decide to engage with.

For Tasker, the report also illustrated how the ‘best and the best’ websites have a clear advantage over the competition.

“With the increasing complexity of the customer journey, a commitment to digital excellence helps marketers create satisfied customers, who in turn generate a significant increase in revenue,” she added.  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu      

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in