Adobe Digital Dialogue

Smartphone traffic skyrockets across ANZ and India

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.”

Digital Marketing, News & Reports

Join the discussion