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Adobe Japan Brand Content Report

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Adobe Japan Brand Content Report

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Adobe Japan Brand Content Report

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2019 Adobe Brand Content Survey Japan Results 1 Research Partner:
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Profile of Respondents Content Engagement w/ Devices Content and Purchase Decisions Content Characteristics Content Shared Online A total of 1,004 surveys were conducted among adults in Japan. Interviews were conducted between December 31, 2018 and January 3, 2019. All participants were required to own at least one digital device (such as a smart phone, tablet, or computer) to participate. Methodology TOPICS INCLUDED
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 • Approximately half of consumers multiscreen constantly or frequently. However, two seems to be the limit on the number of screens that they can manage at one time. ‒ Consumers in Japan estimate that they engage with their devices 4.8 hours a day. • Among emerging devices, consumers of all ages expect to use TV streaming, digital displays and smart speakers most over the next 5 years. • Omni channel offerings are important – a brand’s website and brand’s physical store are used most often in researching an item to purchase, followed closely by reviews. Social media is emerging importance, particularly for 18 to 34 year olds. • Older age groups are less likely to share content, or to trust social media networks. Nearly half of consumers and 50 to 64 year olds in particular would not be comfortable sharing their information with brands. ‒ YouTube, Twitter, and Facebook are the most trusted social networks in Japan. • Consumers are particularly intolerant of content that is poorly written, with the majority, of all ages, saying they would abandon the content if faced with annoying situations such as this. • Few Japanese consumers have had recent positive experiences with brand websites. Highlights © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Profile of Participants
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 45% 55% Male Female 15% 43% 33% 9% GenerationZ (18- 22)/Millennials (23-34) GenerationX (35-49) Baby Boomers (50-64) Traditionalists (65 and older) s1 -- What is your gender? (Base(excluding: prefer not to answer)=998); s2 -- Which year were you born? (Base All respondents=(1,004); • The survey was conducted with participants aged 18+ who own a digital device (be it a smart phone or a tablet or a computer). Who Participated in the Survey © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Gender Age Group 18 to 34 35 to 49 50 to 64 65 and older
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Device Engagement With Content
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential Age group Use Multiple Devices (Constantly/Frequently) Total device usage per day 46% 4.8 18 to 34 59% 6.0 35 to 49 47% 4.9 50 to 64 41% 4.0 65 and older 34% 4.7 7 q2 -- How often do you use more than one device at a time (e.g., watching TV and checking social media on your phone)? (Base All respondents=1,004); q3 -- How many devices do you typically use at one time? (Base All respondents=1,004); q4 -- Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below.(Base All respondents=1,004) • While the likelihood to ‘multiscreen’ declines with age, overall daily usage is lowest for 50 to 64 year olds. Nearly half of Japanese consumers use 2 devices at the same time constantly or frequently. They used devices more than 4.8 hours per day. 2 devices at a time are typically used, for all age groups
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Statistical significance at 95% CL denoted by capital lettersStatistical significance at 95% CL denoted by capital letters Users of all ages expect to use TV streaming, digital displays and smart speaker most over the next 5 years. 8 • 1-in-5 18 to 34 year olds also expect to use a wearable device most over the next 5 years. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential q5 -- Of the devices below, which do you expect to use the most in the next five years? (Base All respondents=1,004) Top 3 devices expected to use most in the next 5 years 18 to 34 35 to 49 50 to 64 65 and older Digital displays Smart speakers/home assistants Set Top Box/ TV Streaming device Smart speakers/ home assistants Digital displays Set Top Box/ TV Streaming device Digital displays Smart speakers/ home assistants 33% 25% 20% 32% 25% 23% 35% 21% 24% Set Top Box/ TV Streaming device Set Top Box/ TV Streaming device Smart speakers/ home assistants Digital displays 33% 24% 21% Wearable device
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content and Purchase Decisions
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential 18 to 34 39% 35 to 49 36% 50 to 64 30% 65 and older 20% • Those 65 and older are less likely to use their smartphones in a retail store to aid in their purchase decision. 10 q6 -- When researching an item to purchase, what resources below do you use most to get information to inform your purchase? (Base All respondents=1,004); q7 -- When purchasing an item, which channels do you use the most? (Base All respondents=1,004); q8 -- Which channels do you use the most to interact with a brand after you’ve made a purchase? (Base All respondents=1,004); ); q10 – q10 q10 --Have you used a smartphone or another connected device while in a brick-and-mortar store to inform your purchase decision? ? (Base All respondents=1,004) Retail stores and brand websites are important at all stages of a purchase however younger age groups find social networking sites important for research and all consumers find them somewhat important for post-purchase interactions. Used smartphone/connected device in a brick-and-mortar store to inform purchase decision 33% Channel Researching purchases Purchasing Post-purchase interactions Online marketplace 44% 48% 45% 54% 63% 60% 55% 58% Visit a store in person 31% 38% 38% 39% 43% 55% 54% 55% 26% 35% 42% 49% The brand's website 24% 24% 26% 17% 30% 25% 24% 21% 34% 41% 43% 40% Reviews from peers, family members, friends or colleagues 21% 20% 21% Online review sites 24% 21% 19% 20% 26% 19% 18% 19% Social networking sites 25% 22% 15% 7% 15% Email from a brand 18% 18% 24% 37%
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Characteristics
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential • Those 65 and older are more frustrated by looking at too many pages and less frustrated by slow page loading than younger age groups. • Males are more frustrated by irrelevant recommendations. 12 q12 -- When thinking about content, which of the following is most important to you personally? (Base All respondents=1,0004; q9 -- When looking for content, what experiences frustrate you the most?(Base All respondents=1,004)); Most consumers are looking for content that is accurate and informative. They find looking at too many pages, irrelevant offers and slow page loading most frustrating. 33% 33% 32% 30% 25% 12% 12% 8% Looking at too many pages/screens to find content Irrelevant offers Slow page load Irrelevant recommendations/content Spam email Content not available Cluttered content and design Crowded navigation panel Most Frustrating Experiences 36% 28% 19% 7% 5% 3% 2% Content that is accurate Content that is informative Content that is simple Content that is entertaining Content that is beautifully designed Content that is personalized to me Content I can interact with Important Content Characteristics 35% 65 and older 47% 65 and older 19%
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Statistical significance at 95% CL denoted by capital lettersStatistical significance at 95% CL denoted by capital letters 13 q11 -- When you are viewing content on any device and encountered the below problem, what would you do? Base All respondents=1,004) 67% 65% 65% 65% 61% 60% 16% 24% 21% 19% 28% 23% 18% 11% 15% 16% 11% 17% Content is too long The content/images won't load I have trouble interacting with the content on the device Content takes too long to load Content not displaying well on current device The video is slow and resolution is poor Problems encountered viewing content on device Stop all together Switch to a different device Unchanged At least 3-in-5 of consumers would stop what they are doing if they encountered issues viewing content on their devices. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
  14. 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Shared Online
  15. 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Statistical significance at 95% CL denoted by capital letters 15 q13 -- How often do you share content online (e.g., on social media posts, blogs, videos, news, articles, etc.)? (Base All respondents=1,004); q16 -- When looking at social media channels specifically, what channel do you trust the most (the accuracy of the content, security of your information, etc.)? (Base All respondents=1,004); q19 -- Which of the following pieces of information if any are you comfortable sharing about yourself to improve the recommendations you see from brands? (Base All respondents=1,004) Not surprisingly older age groups are less likely to share content online or to be trusting of any social media channels. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential • YouTube is the most trusted social network overall (23%) • Those 65 and older have the highest level of trust in Facebook (22%) while 18 to 34 year olds put a high level of trust in Twitter (24%). • Nearly half of Japanese consumers, and those 50 to 64 in particular would not share their demographic, personal, behavioral or geographic information with brands. Age group Share content at least daily Most trusted social networks Don’t trust any social media channels Not comfortable sharing any personal information with brands 33% 44% 48% 18 to 34 47% 23% 30% 35 to 49 35% 42% 48% 50 to 64 27% 55% 57% 65 and older 27% 52% 47%
  16. 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Statistical significance at 95% CL denoted by capital letters 28% 8% 30% 22% 23% 22% 4% 7% 6% 4% Content from a family member, friend or peer Content from a YouTube or social media celebrity Content from an online news source Content from an online consumer review site Content from a company whose products you buy Content from a traditional broadcast media network Content from a traditional entertainment celebrity Content from an online blog Content from an academic Content from an elected government official 16 q14 -- Which of the following types of content are you most likely to share? (Base Shared content=681); q15 -- Please indicate which of the following types of content you trust the most, independent of who originally created it. (Base All respondents=1,004) Content from friends and family is the most likely to be shared while content from an online news source is the most likely to be trusted. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential • Those 50 and older are more likely to share content from an online news source and nearly half of those 65 and older trust content from this source. • 18 to 34 year olds are most likely to share and trust content from traditional celebrities. 32% 25% 24% 23% 21% 20% 16% 12% 2% 2% Content from a family member, friend or peer Content from a YouTube or social media celebrity Content from an online news source Content from an online consumer review site Content from a company whose products you buy Content from a traditional broadcast media network Content from a traditional entertainment celebrity Content from an online blog Content from an academic Content from an elected government official Content Shared Content Trusted 39% 32% 65 and older 47% 65 and older 34% 8% 18 to 34 6%35 to 49 65 and older18% 65 and older35% 50 to 6429% 65 and older42% 26% 18 to 34
  17. 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 73% 59% 57% 56% 38% I would stop purchasing from a brand if it crossed the line with a creepy personalized experience. I actively adjust my privacy settings with the brands I engage with to protect my information. I trust that the brands I engage with are respecting my privacy and have the best of intentions with the data they gather about me. I'm aware of the information and data each brand I interact with has permission to gather about me. I'm comfortable with brands using all of the information they know about me to personalize their interactions with me. Agreement with statements about personalization q26 -- When it comes to personalization, please indicate what you agree or disagree with: (Base: All respondents=1,004); Consumers of all ages are likely to stop purchasing if a brand made them uncomfortable, and they actively protect their privacy. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
  18. 18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43% 25% 24% 23% 14% 14% 12% 11% 1% Content that is too wordy/poorly written Content that's too personalized where it's creepy Content that isn't personalized or relevant to me or my situation Content that isn't optimized for my device Content that is poorly designed Content that I've seen before/content that is old or stale Content that I have already purchased is highlighted as a promotion Content without video or images Other Most annoying about content from brands 18 q17 -- When you think about content from brands, which of the following is most annoying? (Base All respondents=1,004); q18 -- Would any of the annoying situations mentioned in the last question prevent you from purchasing a product (e.g., content that isn't relevant, too personalized, not optimized, etc.)? (Base All respondents=1,004); q21 -- When you think overall about your recent experiences with brand websites, how would you rate those experiences in general? (Base Have recent experience with a brand website=925); While content that is too wordy/poorly written is the most common complaint and less than one-quarter of consumers rate their recent experiences with brand websites as good. • Across all ages, three-quarters say that these annoyances would lead to an abandoned shopping cart. Those 50 and older are more likely than 35 to 49 years olds to abandon their shopping cart after an annoying situation. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential 17% 61% 22% Recent experiences with brand websites Poor Neutral Good The annoying situations WOULD prevent you from purchasing a product with a brand 70% 75% 82%65 and older 79%50 to 64 60% 65 and older 35 to 49
  19. 19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29% 28% 28% 28% 23% Make a purchase Subscribe to the brand's communications like email list, social media channels, etc. Become loyal to the brand Make purchases that you didn't intend to due to enhanced recommendations Recommend the brand to others Actions taken as a result of personalized content from brands 18-34 32% 20% 17% 16% 14% I'd be less likely to make a purchase I'd stop paying attention to the content I see from the brand My loyalty to the brand would decrease I'd stop using the brand all together I'd be less likely to recommend the brand to others Potential actions if the content is not contextually relevant 19 q25 -- If a brand personalizes its messages/content to you, are you more likely to: (Base: All respondents=1,004); q23 -- What would you most likely do if the content wasn't contextually relevant (i.e., isn't mapped to time, location, activity)? (Base: Mid to high importance=651); q24 -- How often do you receive messages/content from brands that are not relevant or personalized to you?(Base: All respondents=1,004); Over one-quarter of consumers and baby boomers in particular are more likely to make an unplanned purchase if content from brands is personalized. • GenZ/Millennials are more likely to recommend a brand if they see personalized content and less likely to recommended a brand if content is not contextually relevant. • Many consumers see irrelevant, non-personalized content at least sometimes. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential 22% 18-34s 58% Receiving messages from brands that are not relevant/personalized Constantly/Frequently/Sometimes 34% 40%18-34

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