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2018 Adobe Consumer Content Survey

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We surveyed over 1,000 people in the U.S. to explore people’s content habits. Consumers spend nearly 1/3 of their days engaging with digital content, but they won’t allow brands to get away with delivering poor experiences with that content. For more information, check out: http://www.cmo.com/features/articles/2018/1/31/adobe-2018-consumer-content-survey.html

Published in: Internet
  • A very intriguing piece of research, thank you! I wrote a piece on what these findings might mean for publishers here, if anyone might be interested: https://www.marfeel.com/blog/adobe-consumer-content-survey/
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2018 Adobe Consumer Content Survey

  1. 1. 2018 Adobe Consumer Content Survey United States Results Research Partner:
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Methodology Who 1,011 U.S. adult consumers When Dec. 11 – 17, 2017 Details 3% margin of error; all respondents owned one digital device Adobe conducted an online survey about people’s content habits in the U.S.
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Top Survey Highlights Consumers reject poor experiences Consumers engage on multiple channels throughout the purchase process Consumers spend on average 1/3 of their day engaging with digital content Consumers aren’t only multi-tasking, they’re multi-screening Consumers have become more cautious sharing and viewing content in the last 5 years
  4. 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Who Participated in the Survey The survey was conducted with participants aged 18+ who own a digital device (be it a smartphone or a tablet or a computer). 50%50% MALE FEMALE GENDER 2% 35% 27% 32% TEENS (18-19) MILLENNIALS (20-36) GENERATION X (37-52) BABY BOOMERS (53-71) GENERATION
  5. 5. Device EngagementWith Content
  6. 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Engagement on Digital Devices • Consumers spend on average nearly 1/3 of their day engaging with digital content. • Smartphones are most commonly used to engage with content, followed by laptop/desktop computers. ‒ Males prefer to use a laptop/desktop computer (67%) to look at/engage with content, while females prefer smartphones (86%). ‒ Millennials and Generation X are also more likely to prefer to use a smartphone to engage with content (92% for both). 82% 63% 38% 9% 4% 3% SMARTPHONE LAPTOP/DESKTOP COMPUTER TABLET WEARABLE DEVICE DIGITAL DISPLAY IOT DEVICE DEVICES USED TO ENGAGE WITH CONTENT
  7. 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Multi-screening • More than half of consumers constantly or frequently interact with multiple devices at one time.
  8. 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Emotions When Multi-screening • Most consumers typically use around 2 devices at a time, although newer generations tend to be slightly more comfortable using more than 2 at a time. • Positive feelings were widespread when consumers are using multiple devices at the same time. ‒ ‘Productive’, ‘entertained’, ‘connected’, and even ‘relaxed’ are the most common positive emotions felt when using more than one device at once.The most dominant negative emotion is ‘distracted’. 18% 17% 14% 13% 13% 7% 6% 6% 4% 3% 1% PRODUCTIVE DISTRACTED ENTERTAINED CONNECTED RELAXED FOCUSED HAPPY BORED UNPRODUCTVE FRANTIC ASHAMED FEELINGS WHEN USING MORE THAN ONE DEVICE AT A TIME 32% 60% 6% 2% 0% 1% 1 2 3 4 5 6 or more NUMBER OF DEVICES USED AT ONE TIME
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Devices to be Used Most in the Next FiveYears TOP DEVICES CONSUMERS EXPECT TO USE MOST IN THE NEXT 5 YEARS • The devices that are most expected to be used in the next 5 years are connected home entertainment streaming devices, smart speakers/home assistants, and connected home devices/appliances. ‒ Females are more likely to expect to use wearable devices (46%) while males are more likely to expect to use connected car dashboards (32%). ‒ Millennials are more likely to expect to use smart speakers/home assistants (70%) and wearable devices (47%). Baby boomers are more likely to expect to use digital displays (45%).
  10. 10. Content and Purchase Decisions
  11. 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers Engage on Multiple ChannelsThroughout the Purchase Process
  12. 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Engagement In-store • Nearly six-in-ten have used a smartphone or other connected device while in-store. Common information needs in-store are reviews and price comparisons. ‒ Millennials are much more likely to use their smartphone or other device while in-store, with 71% saying they’ve done this (66% among Generation X; 42% among Baby Boomers). ‒ Baby Boomers are most likely to use a device in-store for price comparisons (59%) or online coupons or offers (59%), while Millennials and Generation X are most likely to use a device in-store to read reviews (67% and 61%, respectively). 62% 55% 54% 16% 1% REVIEWS PRICE COMPARISONS OR SHOPPER HELPER SITES ONLINE COUPONS OR OFFERS VIDEOS SHOWCASING THE PRODUCT OTHER INFORMATION USED ON SMARTPHONES TO INFORM PURCHASE DECISIONS
  13. 13. Content Characteristics
  14. 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Issues Forcing Consumers to Stop/Switch • Taking too long to load, excessively long content, difficulty interacting with content, and not loading are all top content issues that cause nearly half of consumers to stop what they are doing. ‒ Baby Boomers are more likely than newer generations to stop what they’re doing when they experience any of the following content issues. 47% 47% 45% 44% 34% 31% 23% 38% 35% 48% 22% 30% 17% 21% 18% CONTENT TAKES TOO LONG TO LOAD CONTENT IS TOO LONG HAVE TROUBLE INTERACTING WITH THE CONTENT ON THE DEVICE CONTENT/IMAGES WON'T LOAD CONTENT NOT DISPLAYING WELL ON CURRENT DEVICE STOP ALL TOGETHER SWITCH TO A DIFFERENT DEVICE UNCHANGED PROBLEMS ENCOUNTEREDAND REACTIONSTOVIEWING CONTENTON DEVICES
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most Important Content Characteristics • Consumers are looking for informative, accurate and simple content. Beautiful, interactive, and entertaining content are least important. ‒ Baby Boomers consider informative, accurate and simple content to be more important than newer generations (89%, 89%, 66%;Top 3 respectively). ‒ Millennials more likely to rank entertaining and beautiful content as more important than older generations (41%, 25%;Top 3 respectively). 26% 38% 17% 10% 4% 5% 34% 27% 14% 10% 9% 6% 21% 15% 29% 13% 15% 7% 10% 12% 19% 17% 28% 15% 5% 5% 13% 27% 22% 28% 4% 4% 8% 23% 21% 39% CONTENT THAT IS INFORMATIVE CONTENT THAT IS ACCURATE CONTENT THAT IS SIMPLE CONTENT THAT IS ENTERTAINING CONTENT I CAN INTERACT WITH CONTENT THAT IS BEAUTIFULLY DESIGNED RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 CONTENTCHARACTERISTICS – RANKED INTERMS OF IMPORTANCE
  16. 16. Content Shared Online:Trust, Frequency &Type
  17. 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Caution andTrust • The vast majority of consumers say they are more careful now when sharing content compared to 5 years ago. • Content from family and friends is most commonly shared, followed by content from aYouTube or social media celebrity, and content from companies that consumers buy from. Less common is sharing from a company consumers don’t buy from, an academic, or an elected official. • Online news is the 2nd most trustworthy content, followed by traditional broadcast networks. Interestingly, traditional entertainment celebrities are near the bottom of the list in terms of trust. 57% 32% 26% 24% 22% 17% 14% 10% 10% 8% 47% 15% 23% 29% 27% 9% 5% 6% 17% 4% FROM FAMILY, FRIEND OR PEER FROM A YOUTUBE OR SOCIAL MEDIA CELEBRITY FROM A COMPANY WHOSE PRODUCTS YOU BUY FROM AN ONLINE NEWS SOURCE FROM A TRADITIONAL BROADCAST MEDIA NETWORK FROM AN ONLINE BLOG FROM A TRADITIONAL ENTERTAINMENT CELEBRITY FROM AN ELECTED GOVERNMENT OFFICIAL FROM AN ACADEMIC FROM A COMPANY WHOSE PRODUCTS YOU DON'T BUY SHARED TRUSTED CONTENTTYPES –TRUSTEDAND SHARED
  18. 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Frequency of Content Shared Online • Over one-quarter share content online on a daily basis, while just under one-fifth never share content online. Over half share content on at least a weekly basis. 30% of Baby boomers never share content online, followed by 14% of Gen X and only 6% of Millennials. 4% 22% 20% 8% 11% 4% 13% 18% EVERY HOUR DAILY SEVERAL TIMES A WEEK ONCE A WEEK SEVERAL TIMES A MONTH ONCE A MONTH OCCASIONALLY THROUGHOUT THE YEAR I NEVER SHARE CONTENT ONLINE HOW OFTEN CONSUMERS SHARE CONTENT ONLINE
  19. 19. Content by Brands
  20. 20. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What’s AnnoyingWith Content from Brands • The most annoying aspect of content from brands is content that is too wordy, or poorly written.This is followed by content that is not relevant and content that is poorly designed. • Across all ages, two-thirds or more say that these annoyances would lead to an abandoned shopping cart. ‒ Content that is too wordy/poorly written is the most common complaint among Millennials, Generation X and Baby Boomers.
  21. 21. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Importance of Contextual Content • Consumers are split on the degree of importance of content automatically adjusting based on their current location. Millennials are most likely to consider this of high importance (42%). • Among those who place mid-to-high importance on context relevance, about one-quarter would be less likely to make a purchase as a result of content not being relevant. 29% 25% 23% 17% 6% I'M LESS LIKELY TO MAKE A PURCHASE I'M LESS LIKELY TO RECOMMEND THE BRAND TO OTHERS MY LOYALTY IN THE BRAND WOULD DECREASE I'D STOP PAYING ATTENTION TO THE CONTENT I SEE FROM THE BRAND I'D STOP USING THE BRAND ALL TOGETHER POTENTIALACTIONS IFTHECONTENT IS NOT CONTEXTUALLY RELEVANT
  22. 22. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most Important Brand Content Characteristics 75% 60% 53% 46% 44% 41% 38% 28% DISPLAYS WELL ON THE DEVICE I’M USING TIMELY AND RELEVANT VIEW IT ACROSS MULTIPLE DEVICES INTERACT WITH IT PERSONALIZED TO ME AS AN INDIVIDUAL LAYOUT AND IMAGERY IS BEAUTIFUL SHARE IT WITH OTHERS USES NEW AND INTERESTING TECHNIQUES IMPORTANCEOF CHARACTERISTICS FOR GENERATINGA POSITIVE EXPERIENCE • The most important characteristic for generating a positive experience is for content to display well on the device being used. • One-third of all consumers are not comfortable sharing any information about themselves with brands to improve recommendations. ‒ Millennials and Generation X consumers are more comfortable sharing all forms of information (compared to Baby Boomers). 45% 36% 32% 24% 28% DEMOGRAPHIC INFORMATION GEOGRAPHIC LOCATION BEHAVIORAL INFORMATION PERSONAL INFORMATION I'M NOT COMFORTABLE SHARING ANY INFORMATION COMFORTABLE SHARING INFORMATIONWITH BRANDSTO IMPROVE THE RECOMMENDATIONS
  23. 23. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Brand Content Shared Online • Only 13% share content online from brands constantly or frequently (23% among Millennials). The main reasons why content online from brands is shared include raising awareness for a good cause, being informative and not promotional, and incentives. 35% 34% 33% 30% 26% 20% 17% CONTENT WAS RAISING AWARENESS FOR A GOOD CAUSE CONTENT WAS INFORMATIVE, NOT PROMOTIONAL CONTENT GAVE ME AN INCENTIVE CONTENT SEEMED AUTHENTIC/GENUINE CONTENT WAS FUNNY AND IT MADE THE BRAND MORE RELATABLE CONTENT WAS PERSONALIZED TO MY INTERESTS, LOCATION CONTENT WAS POLISHED, WELL DESIGNED MAIN REASONSTO SHARE CONTENT FROM BRANDS
  24. 24. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Shared Content Impacts • Content is most often considered valuable because it helps select between different products/services under consideration, provides information/tips on how to use a product or service, or makes people aware of a service/product they aren’t familiar with. • Nearly half have made a purchase based on the online content of a brand. Millennials (53%) are less likely than other generations (60%) to make a purchase based on online brand content. 38% 37% 33% 33% 24% 16% 3% HELPS SELECT BETWEEN PRODUCTS/SERVICES I'M CONSIDERING PROVIDES INFORMATION/TIPS ON USING THE PRODUCT OR SERVICE MAKES ME AWARE OF A SERVICE/PRODUCT I WASN'T FAMILIAR… GIVES ME ADDITIONAL INCENTIVE TO PURCHASE SHOWS ME HOW ACTUAL USERS ARE USING THE PRODUCT/SERVICE REMINDS ME OF A PURCHASE I NEED TO MAKE OTHER WHY CONTENT FROM BRANDS ISVALUABLE 57% 29% 23% 19% 11% 11% I MADE A PURCHASE I SHARED THE CONTENT WITH MY FRIENDS AND FAMILY I SUBSCRIBED TO AN EMAIL LIST I HAVEN'T TAKEN ANY ACTIONS IN THE PAST YEAR AS A RESULT OF BRAND… I SHARED THE CONTENT WITH MY WORK COLLEAGUES/PEERS I BECAME A BRAND ADVOCATE ACTIONSTAKEN INTHE LASTYEAR ASA RESULT OFVALUABLECONTENT FROM BRANDS

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