Smartphones Driving More Traffic in APAC Than in US or Europe

September 12, 2016

ADI-Smartphone-Share-of-Website-Visits-by-Country-in-2015-Sept2016Smartphones drove more than one-quarter of all site visits in the Asia-Pacific region last year, including almost 4 in 10 (37.9%) visits in Japan, per a new Adobe Digital Insights (ADI) report. The “Asia-Pacific Best of the Best 2015” presentation – when compared to previously-released reports for the US and Europe – shows that smartphones’ impact on site visits was generally higher in the APAC region than in the US and Europe.

These are interesting figures in light of Pew Research Center data, which suggests that while smartphone ownership is highest in South Korea, Japan (which has the highest share of smartphone visits in the APAC region) is not among the top 15 countries by smartphone ownership.

Nevertheless, Japan is tops in the APAC region in terms of visit share from smartphones (37.9%), followed by South Korea (31.6%). Australia and New Zealand (ANZ) combined represent the only market to trail the US in smartphone traffic share (26.1% and 28%, respectively).

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The latest figures from ADI covering Asia-Pacific show that telecom (44.3%) and media and entertainment (37%) firms are seeing the highest visit share from smartphones. Financial services (22.4%) and technology (16.4%) companies lag on this measure, much as they do in the US and Europe.

While smartphones are increasing their share of site visits across the APAC region, they may be contributing to shorter time spent with websites in some countries. Overall, smartphone traffic spends just 59% the amount of time that desktop traffic does in the APAC region.

Average smartphone conversion rates are also less than half of desktop rates for most countries measured, although smartphone conversion rates increased across both the retail and travel and hospitality sectors.

About the Data: The reports 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. Country averages are based on the industries analyzed: Media & Entertainment; Retail; Automotive; Travel & Hospitality; Technology; Telecommunications; and Financial Services.

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