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2019 Adobe Brand Content Survey
United States Results
Research Partner:

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Methodology
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1,000 U.S. consumers surveyed
Interviews conducted Dec 18-20, 2018
All participants were required to own at least one digital device

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Highlights
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1. Most consumers, particularly GenX, Millennials, and GenZ, multiscreen constantly.
2. Consumers in the US estimate that they engage with their devices 8.8 hours a day. Gen Z and
Millennials spend 11 hours per day on devices.
3. 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 and video are
emerging in importance, particularly for Gen Z and Millennials.
4. Facebook and YouTube are the most trusted social networks.
5. Consumers are intolerant of content that is poorly written or designed (not displayed well on all
devices, not quick to load), with many, of all ages, saying they would abandon the content if faced
with that scenario.

4. Profile of Participants
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Who Participated in the Survey
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The survey was conducted with participants aged 18+ who own a digital device (be it a smartphone, tablet or a computer).
50%50%
GENDER
FEMALE MALE 4%
24%
29%
29%
15%
GenerationZ (18-22)
Millennials (23-34)
GenerationX (35-49)
Baby Boomers (50-64)
Traditionalists (65 and older)
GENERATION
GENERATION Z (18-22)
MILLENNIALS (23-34)
GENERATION X (35-49)
BABY BOOMERS (50-64)
TRADITIONALISTS (65+)
s1 -- What is your gender? (Base(excluding: prefer not to answer)=995);
s2 -- Which year were you born? (Base All respondents=(1,000);

6. Device Engagement with Content
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Half of Americans use 2 devices at the same time constantly or frequently
They used devices more than 8 hours every day
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Overall daily usage and the likelihood to ‘multiscreen’ declines with age, particularly amount Baby Boomers &Traditionalists.
OVERALL 52%
GENERATION Z 66%
MILLENNIALS 73%
GENERATION X 53%
BABY BOOMERS 42%
TRADITIONALISTS 32%
(CONSTANTLY/FREQUENTLY)
USE MULTIPLE DEVICES
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=1,000);
q3 How many devices do you typically use at one time? (Base All respondents=1,000);
q4 -- Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below.(Base All respondents=1,000)

8. Content & Purchase Decisions
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Brand websites are important at all stages of a purchase; however younger generations find social
networks & video channels very important when researching products and for post-purchase
interactions
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• The in-store channel remains critical, more so for the older generations, more so for the older generations.
• Younger generations are more likely to use their smartphone in a retail store to aid in their purchase decision.
q6 -- When researching an item to purchase, what resources below do you use most to get information to inform your purchase? (Base All respondents=1,0--); q7 -- When purchasing an item, which channels do you use the
most? (Base All respondents=1,000); q8 -- Which channels do you use the most to interact with a brand after you’ve made a purchase? (Base All respondents=1,000);

10. Content Characteristics

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Most consumers are looking for content that is accurate & informative.
They find spam email and content that is slow to load is most frustrating.
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• Although entertaining content is not among the most important types, it has a greater importance to Millennials than it does
to those 35 and older.
42%
35%
29%
29%
27%
23%
22%
13%
SPAM EMAIL
SLOW PAGE LOAD
IRRELEVANT OFFERS
TOO MANY PAGES/SCREENS TO FIND
CONTENT NOT AVAILABLE
IRRELEVANT RECOMMENDATIONS
CLUTTERED CONTENT / DESIGN
CROWDED NAVIGATION PANEL
MOST FRUSTRATING EXPERIENCES
31%
28%
17%
8%
7%
6%
4%
ACCURATE
INFORMATIVE
SIMPLE
ENTERTAINING
CAN INTERACT WITH
PERSONALIZED TO ME
BEAUTIFULLY DESIGNED
IMPORTANT CONTENT CHARACTERISTICS
MILLENNIALS 15%
q12 -- When thinking about content, which of the following is most important to you personally? (Base All respondents=1,000);
q9 -- When looking for content, what experiences frustrate you the most?(Base All respondents=1,000));

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More than half of consumers would stop what they are doing if they encountered
issues,
except for content not displaying well on the current device.
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q11 -- When you are viewing content on any device and encountered the below problem, what would you do? Base All respondents=1,000)
• Baby Boomers and traditionalists are the least tolerant of content issues, they are more likely than younger generations to stop
what they are doing when they experience all listed issues.
53%
52%
51%
51%
50%
45%
32%
34%
25%
31%
32%
39%
16%
15%
24%
18%
18%
16%
CONTENT/IMAGES WON’T LOAD
TROUBLE INTERACTING WITH CONTENT ON THE DEVICE
CONTENT IS TOO LONG
CONTENT TAKES TOO LONG TO LOAD
VIDEO IS SLOW / RESOLUTION IS POOR
NOT DISPLAYING WELL ON CURRENT DEVICE
PROBLEMS ENCOUNTERED VIEWING CONTENT ON DEVICE
STOP ALL TOGETHER SWITCH DEVICES UNCHANGED

13. Content Shared Online
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Not surprisingly older generations are less likely to share content online, be trusting
of any social media channels, or willing to share any info about themselves with
brands.
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q11 -- When you are viewing content on any device and encountered the below problem, what would you do? Base All respondents=1,000)
• Gen Z is the only generation to have a high level of trust in Snapchat (22%).
• Over half of Millennials would share their demographic, personal, behavioral or geographic
info with brands.
• Males are less likely to share content online and females are less likely to share personal
information with brands.
OVERALL 21% 34% 30%
GENERATION Z 0% 2% 2%
MILLENNIALS 5% 15% 17%
GENERATION X 19% 30% 27%
BABY BOOMERS 31% 48% 40%
TRADITIONALIST 39% 52% 43%
GENERATION
NEVER SHARE
CONTENT ONLINE
MOST
TRUSTED
DON’T
TRUST
ANY
SNS
UNCOMFORTAB
LE SHARING
PERSONAL INFO
WITH BRANDS
FREQ OF SHARING CONTENT
AT LEAST WEEKLY
48%
AT LEAST DAILY
20%

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Content from family & friends is both the most shared and the most trusted
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q14 -- Which of the following types of content are you most likely to share? (Base Base Shared content=787);
q15 -- Please indicate which of the following types of content you trust the most, independent of who originally created it. (Base All respondents=1,000)
38%
24%
19%
11%
27%
22%
8%
9%
15%
9%
Content from a family member, friend or
peer
Content from an online news source
Content from a company whose
products you buy
Content from a YouTube or social
media celebrity
Content from an online consumer
review site
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
49%
23%
22%
21%
18%
17%
15%
13%
11%
11%
CONTENT SHARED CONTENT TRUSTED
FROM A FAMILY MEMBER, FRIEND OR PEER
FROM AN ONLINE NEWS SOURCE
FROM A COMPANY WHOSE PRODUCTS YOU BUY
FROM A YOUTUBE OR SOCIAL MEDIA CELEBRITY
FROM AN ONLINE CONSUMER REVIEW SITE
FROM A TRADITIONAL BROADCAST NETWORK
FROM A TRADITIONAL ENTERTAINMENT CELEBRITY
FROM AN ONLINE BLOG
FROM AN ACADEMIC
FROM AN ELECTED GOVT OFFICIAL

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Consumers of all ages are likely to stop purchasing if a brand made them
uncomfortable, and they actively protect their privacy
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• Younger generations are generally more trusting that the brands are respecting their privacy and they are comfortable with
brands using all the information they have gathered to deliver a personalized experience.
• Males arelesstolerantof“creepy”personalization butarealsomorelikelythanfemales tobecomfortablewithbrands usingtheir
informationforapersonalized experience.
82%
70%
66%
61%
51%
I WOULD STOP PURCHASING FROM A BRAND IF IT
CROSSED THE LINED WITH A CREEPY PERSONALIZED
EXPERIENCE
I ACTIVELY ADJUST MY PRIVACY SETTINGS WITH THE
BRANDS I ENGAGE WITH TO PROTECT MY INFO
I TRUST THE BRANDS I ENGAGE WITH ARE
RESPECTING MY PRIVACY & HAVE THE BEST OF
INTENTIONS WITH THE DATA THEY GATHER ABOUT ME
I’M AWARE OF THE INFO AND DATA EACH BRAND I
INTERACT WITH HAS PERMISSION TO GATHER ABOUT
ME
I’M COMFORTABLE WITH BRANDS USING ALL THE INFO
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=1,000);

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While content that is too wordy/poorly written & poorly designed are the most
common complaints, 48% of consumers rate their recent experiences with brand
websites as good
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q26-- When it comes to personalization, please indicate what you agree or disagree with: (Base: All respondents=1,000);
3 out of 5 say experiencing one of the situations
above would prevent them from making a purchase.
8%
44%
48%
RECENT EXPERIENCES WITH BRAND WEBSITES
GOOD
NEUTRAL
POOR

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One-third of consumers are more likely to make an unplanned purchase if content
from brands is personalized
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• BabyBoomersandTraditionalistsarelesslikelytotakeanyactionbased onseeing personalized contentfrombrands.
• Halfofconsumers wouldeitherstoppayingattentiontothebrand orwouldnotmakeapurchaseifthecontentwasnotcontextually
relevant. GenZisthemostlikelytostopusingthebrand alltogether.
• Mostconsumers seeirrelevant, non-personalized contentatleastsometimes.
26%
26%
19%
17%
12%
POTENTIAL ACTIONS IF THE CONTENT
ISN’T CONTEXTUALLY RELEVANT
STOP PAYING ATTENTION
TO CONTENT I SEE FROM
THE BRAND
LESS LIKELY TO MAKE A PURCHASE
LESS LIKELY TO RECOMMEND TO
OTHERS
LOYALTY WOULD DECREASE
STOP USING THE BRAND
q25 -- If a brand personalizes its messages/content to you, are you more likely to: (Base: All respondents=1,000);
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=639);
q24 -- How often do you receive messages/content from brands that are not relevant or personalized to you?(Base: All respondents=1,000);