Smartphone traffic growing fastest in India

Reuters
Wednesday, 28 June 2017

mobile optimisation was playing a big role in helping consumers complete their digital needs faster, reducing their overall online time.

Bengaluru : Volume in smartphone traffic is growing in India across all industry sectors, but the growth was fastest in Retail with 45.3 per cent average year on year growth, according to a Digital insight report released by Adobe. 

Growth in Media and Entertainment sector was 39.2 per cent and in Travel and Hospitality segment it was 34.4 per cent, the report released here said. 

Gaps in smartphone traffic widened dramatically between the best industry performers in the Finance sector as well as Media and Entertainment. Leaders are pulling away to capture higher share of traffic versus their competitors. In this respect, the best performers in Retail had the greatest gap between the best and the rest, with smartphone share totaling 67.8 per cent. Top performers in Media and Entertainment sat at 53 per cent, while top performers Finance recorded a much lower performance of 22.1 per cent, suggesting that there was still room for fast-moving and innovative players in this sector to attract customers post-demonetization phase in the country. 

Desktop share of visits were down year on year in every industry except for Finance, indicating consumers in India continue to access financial content on the desktop device. Desktop share of visits in Travel and Hospitality and Retail sector decreased the fastest in 2016.  

The report said mobile optimisation was playing a big role in helping consumers complete their digital needs faster, reducing their overall online time. This underscored the pressure on brands to get it right the first time, by driving innovative and personalised online engagements. 
The report leverages Adobe Analytics to aggregate anonymous data from 100 billion visits to more than 3,000 websites in Asia, including 16 billion visits from India. 

''With the growing smartphones penetration, consumers are establishing their digital presence and gaining more opportunity to interact with brands. Brands that adopt mobile strategy and offer a compelling and consistent customer experience are driving better business results and will continue to maintain a lead over the competition,'' said Becky Tasker, Senior Managing Analyst, Adobe Digital Insights. ''India is on the verge of becoming a digital-first nation and as smartphone adoption levels increase. In times like these, where opportunities for digital success are in abundance, the need to constantly evolve or provide value has become vital for brands.'' she added.

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