According to the Adobe Digital Insights report, while ANZ consumers are among those leading the shift from desktops (52.5% share of browser traffic) to smartphones (37.7% share of browser traffic), desktop conversion rates (2.9%) were three times that of smartphones (0.8%).
The Adobe Digital Insights Asia-Pacific Best of the Best Report aggregated anonymous data from approximately 100 billion visits to 3000+ websites across the region during 2016.
By comparison, the report reveals that in Australia and New Zealand, Southeast Asia, India, Japan, Hong Kong, South Korea and the United States the top 20% of websites in ANZ are widening the gap with average websites, with a 5.8% desktop conversion rate, compared with the average of 2.9%.
“We are seeing that while browsing activity is shifting towards smartphones, consumers in Australia and New Zealand still prefer to make their final purchase via desktop,” said Becky Tasker, senior manager, Adobe Digital Insights.
“Smartphone traffic and conversion rates are rising, but ANZ’s best marketers recognise that the desktop is still likely to be the final destination, even in a cohesive multi-device experience.”
Tasker say the research also highlights an evolution in the way consumers are engaging with the technology sector and, while tech websites maintain one of the highest visit rates, the sector has also seen the time consumers spend during these visits decreasing – now consisting of interactions that are more numerous, but shorter.
“With the customer journey now involving an increasing number of interactions across a range of devices, we need to keep pace with changing customer expectations,” said Danielle Uskovic, head of Digital & Social, Lenovo Asia Pacific.
“Using Adobe Analytics Cloud, we are able to ensure we deliver a superior experience for our customers, no matter how they choose to engage with us.”
According to Tasker, the research illustrates how "Best of 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.”
Other key findings in report include:
• ANZ sees the highest visit rates for the region across both desktops (1.77 visits per month) and smartphones (1.61 visits per month).
• ANZ is only region to see an increase in time spent across average and ‘Best of the Best’ websites (6.28 and 9.01 minutes respectively), with tech and retail the only two ANZ industries to show a decrease.
• ANZ and India were the only countries to see visit rates increase across both smartphone and desktop.
• ANZ’s "Best of the Best" websites lead the region in website stickiness (percentage of visits that last for more than one page)..
The full research report is here.