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Mobile the most important channel for digital marketers: Adobe

Zafirah Salim | Aug. 28, 2015
New research from Adobe confirms that marketers in Southeast Asia are increasingly focused on mobile as a highly effective form of customer interaction and engagement.

Marketers in Southeast Asia are increasingly focused on mobile as a highly effective form of customer interaction and engagement, according to a newly released research from Adobe.

Titled The Adobe Digital Index: Best of the Best Benchmark 2015, the report compares the overall average websites versus the top 20 percent as rated on six key performance indicators across eight regions: Southeast Asia, Australia and New Zealand, India, South Korea, Hong Kong, China, Japan and the United States. Key performance indicators are smartphone and tablet traffic; stick rate; visits-per-visitor; time spent; conversion rate; and click-through-rate.

The Adobe report revealed that Southeast Asia (SEA) saw double-digit increases year-over-year in their share of smartphone visits, with an 18 percent increase for best of the best websites and 11 percent increase for average websites.

SEA also had among the highest share of traffic from tablets from all regions surveyed in the research, with a 40 percent difference between the best of the best websites and average websites.

In addition, loyal return visitors are found to be more prominent in the region as compared to the United States, which equates to higher loyalty and reduced acquisition costs.

Another finding revealed that the time spent on websites - which is the best metric for site engagement - were 22 percent higher than the average. In fact, all countries in Asia Pacific fared better than the United States. However, click-through rate was weak in SEA, showing a lack of alignment between consumer intent and advertising execution.

"Not only did we see the gaps increase for smartphone visits between the best of the best websites and the average websites, we congruently saw the "best of the best" are also moving away from the average in terms of stick rate, indicating the direct correlation between mobile capability and consumer engagement," said Tamara Gaffney, Director, Adobe Digital Index.

"It's clear mobile optimisation is no longer an option, and if businesses are under-skilled in mobile development, it will put them at a severe disadvantage. APAC is dominating when it comes to smartphone and tablet visits. We're seeing the best websites in APAC coming out head of the United States, with more than 50 percent of their visitors coming from smartphones, and increasingly high success rates in areas like consumption and stickiness. The data is telling us that delivering seamless experiences across devices is the key to acquisition and engagement," she added.


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