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2019 Adobe Brand Content Survey

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The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.

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2019 Adobe Brand Content Survey

  1. 1. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 2019 Adobe Brand Content Survey United States Results Research Partner:
  2. 2. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Methodology 2 1,000 U.S. consumers surveyed Interviews conducted Dec 18-20, 2018 All participants were required to own at least one digital device
  3. 3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Highlights 3 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. 4. Profile of Participants 4
  5. 5. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Who Participated in the Survey 5 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. 6. Device Engagement with Content 6
  7. 7. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Half of Americans use 2 devices at the same time constantly or frequently They used devices more than 8 hours every day 7 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. 8. Content & Purchase Decisions 8
  9. 9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 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 9 • 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. 10. Content Characteristics
  11. 11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Most consumers are looking for content that is accurate & informative. They find spam email and content that is slow to load is most frustrating. 11 • 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));
  12. 12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 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. 12 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. 13. Content Shared Online 13
  14. 14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 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. 14 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%
  15. 15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Content from family & friends is both the most shared and the most trusted 15 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
  16. 16. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Consumers of all ages are likely to stop purchasing if a brand made them uncomfortable, and they actively protect their privacy 16 • 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);
  17. 17. © 2019 Adobe. All Rights Reserved. Adobe Confidential. 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 17 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
  18. 18. © 2019 Adobe. All Rights Reserved. Adobe Confidential. One-third of consumers are more likely to make an unplanned purchase if content from brands is personalized 18 • 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);

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