Consumers are becoming increasingly comfortable accessing the internet via their smartphones and Adobe Digital Insights’ recently released Best of the Best report projects a surge in this trend globally.
Zoning in on individual markets, the report found that Australia/New Zealand (ANZ) had the highest growth in smartphone traffic year-over-year at 44 per cent, followed closely by India on 40 per cent. This growth is outstanding when compared with the US, which also experienced an impressive growth rate of 32 per cent in smartphone internet traffic.
By taking data from the past few years, ADI can anticipate future trends. Adobe Digital Insights Senior Managing Analyst Becky Tasker looks at what’s driving these trends.
Look ahead to gain an advantage
Regardless of country or industry, businesses with the greatest amounts of smartphone traffic now will continue to gain more traction in the future, the report finds.
“The top 20 are pulling away from the average performers, but when we look at the gap between the two we did see that India is tied with Japan at the largest gap – in other words, its top performers are way ahead of the average compared to other countries,” Tasker says.
ANZ recorded the smallest gap, suggesting average performers in this market are more likely to catch up to the Best of the Best.
“For companies to catch up to the top performers, they should consider technologies in the pipeline such as artificial intelligence and voice assistance that could be game changers like the smartphone. Gauging future trends and investing early enough is crucial to ensuring a competitive advantage,” Tasker says.
Where is all this growth coming from?
India’s rapid smartphone adoption between 2014-2016 has resulted in wave of 270 million people accessing the internet through that medium.
“It’s almost as if they bypassed the traditional infrastructure required to get online with a desktop. When we looked into the growth in the countries experiencing this trend, we found that India’s primary driver for new internet user numbers was smartphone uptake.”
In the same timeframe, the ANZ region had just 1.5 million more people go online as a result of smartphone adoption.
This surge in online visitors due to smartphone adoption offers a great opportunity to both average and top performers to deliver timely, relevant content to these users. In India, websites have gotten better at delivering timely content in thanks to improvements in infrastructure.
“We have seen progress in how quickly websites can deliver content, and this is increasing across the board. The catch here is that average performers must improve considerably to catch up to the top 20,” Tasker says.
Keeping customers on your site
While consumers are spending less time on websites in most countries around the world, ANZ industries on average skew higher, the report shows, with the media and entertainment industries experiencing the highest consumer time spent on average at a site, at 7.71 minutes.
“This is the industry where you want more people spending time on your site because consumers are engaging with your content and the advertiser’s content. This indicates that ANZ websites are resonating with their consumers online,” Tasker says.
Stickiness is also down globally and Tasker believes businesses need to do more to encourage consumers to stay on a site to drive subscriptions and conversions.
“Otherwise, your customers could move to a competitor’s site and find what want there. Acknowledging this trend will be crucial for businesses moving forward.”
Out with the old, in with the trendy
People are also giving up tablets and desktops in favour of smartphones to search online, the ADI report finds.
“We trended out the growth in the smartphone, tablet and desktop segments and found that, over the past two years, smartphone increases in website traffic have increased by 145 per cent, whereas tablet and desktop searches have decreased by 5 and 9 per cent respectively,” Tasker says.
Despite this trend, however, there is still a time and place for desktop and tablet use, Tasker says, “so ensure your cross-device experience is set up appropriately. This will be crucial to setting up long-term relationships and cultivating a great experience for your consumers.”