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Insight

Chart of the week: Mobile first for the news industry Smartphones are the main motor for growth in web traffic across all industries. Overall, there has been a 68 per cent increase in traffic from smartphones in the United States since 2015. Data compiled by Adobe Analytics (https://www.slideshare.net/adobe/adobe-mobile-trends-refresh-q2-2017?ref=http://www.cmo.com/adobe-digital-insights/articles/2017/9/8/media-and-entertainment-study-on-consumer-behavior-adi-.html) also holds a clear message for all publishers involved in distributing news: mobile first all the way! Although this isn't a radically new insight, the pace at which this transformation seems to be taking place still is astounding. For large US companies in the news segment Adobe has measured a 52 per cent increase in smartphone visits year-over-year for Q2 2017. National news also shows the biggest growth for traffic from tablets. Media and entertainment shows below than average growth, with an increase of eight per cent for mobiles. This is also due to the fact that this sector already stands at an overall 58 per cent mobile share for Q2 2017, the highest share for all industries. Adobe tracked more than 150 billion visits to or launches of 400 large company sites and apps since January 2015.
Chart of the week: 'Media and entertainment' is the second most launched app category In the first half of 2017 there were close to 16 monthly app launches per user on average worldwide. According to data analysis firm Localytics (https://www.localytics.com/lp/cheat-sheet-overall-app-benchmarks-h1-2017/), the most used apps are in the social media category. The second best performing type of apps were in the media and entertainment segment. According to Localytics, whose numbers are based on data from more than 37,000 apps, the session length amounted to 4.63 minutes per month, which is the average time spent in an individual app across all sessions per month. The total amount of time spent in apps throughout the month amounts to 73.57 minutes.
Chart of the week: Media and entertainment top in smartphone share According to a recent Adobe report released at the end of March (https://www.slideshare.net/adobe/adis-us-best-of-the-best ), the smartphone share of visits continued to grow by an average 18 per cent year-over-year across all industries in 2016 in the United States. The top 20 per cent of sites using Adobe Analytics Cloud outperformed their peers by an average of 53 per cent. As our infographic shows, the top 20 per cent in media and entertainment are setting the gold standard for mobile strategy, as 60 per cent of their traffic comes from smartphones. It’s the only industry in which the top dogs get more traffic from smartphones than from other sources. The travel and hospitality industry comes in at second place with 47.1 per cent, almost tying with the automotive industry at 46.8 per cent.
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