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Creatives in Japan: Turning Technology In the Face of Change

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We surveyed over 300 Japanese creative professionals to find out how they're navigating the pace of change and new technology shifts. This report shares key findings and dives in for a deeper look.

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Creatives in Japan: Turning Technology In the Face of Change

  1. 1. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
  2. 2. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Methodology Definition: Creative Pro • Online survey among a total of 323 Japanese creative professionals • Data collected between April 22 - April 28, 2015 by Edelman Berland • Margin of error at the 95% confidence level for the total sample is +/- 5.4% • Works in a creative industry (list of disciplines include graphic designers, web designers, photographers, illustrators, etc.) • Employed, self-employed or freelance • Resides in Japan
  3. 3. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Key Findings Creatives in Japan are modest and even skeptical about the state of creativity in their country, yet the rest of the world views Japan as a creative leader. The creative industry is undergoing massive change, putting increased pressure on Japanese creatives who don’t feel fully prepared. • Over a third (36%) of Japanese creatives say that Japan is less creative than other countries. (Slide 6) • More than half (54%) believe creatives’ best days are behind them. (Slide 6) • By contrast, Japan ranked as the most creative country in an international survey conducted in 2012 of 5,000 adults, 1,000 each in the United States, United Kingdom, Germany, France and Japan (See “The State of Create” study, Slide 7). • Seventy-two percent believe the role of creatives is changing rapidly. (Slide 8) • Creatives in Japan point to shorter timelines (74%), the increasing number of stakeholders (67%) and business considerations trumping design and creative purity (60%) as the top sources of pressure. (Slide 10, Slide 12) • Fifty-six percent report feeling unhappy with their careers. (Slide 11) • More than three quarters (77%) of creative professionals in Japan say they lack the skills and resources needed to succeed. (Slide 13)
  4. 4. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Key Findings (continued) Online and mobile creativity are on the rise in Japan as creatives turn to technology for learning, inspiration and greater creative freedom. • Half (50%) say that learning new technologies is a skill they need to succeed. (Slide 13) • Seventy-four percent of creatives agree they need to learn new tools and techniques. (Slide 20) • App development (16%), user interface/user experience design (14%) and Web design (11%) are seen as the top three creative skills that will be most in demand over the next 12 months. (Slide 15) • YouTube (49%) ranked as the top social platform that Japanese creatives rely on for inspiration, followed by Facebook (30%). (Slide 17) • Forty-one percent are inspired by viewing the work of other creatives. (Slide 16) • More than half (55%) believe mobile is transforming the face of creativity and design. (Slide 20) • A third (34%) of creatives agree mobile allows them to capture inspiration on the go; 52% still capture their ideas by writing on paper. (Slide 18 and 19) • Nearly three quarters (73%) say digital tools afford them freedoms they never thought possible. (Slide 20)
  5. 5. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 DETAILED FINDINGS
  6. 6. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE Q28. HOW CREATIVE DO YOU CONSIDER JAPAN TO BE COMPARED TO OTHER COUNTRIES GLOBALLY? Q5: HOW DO YOU SEE THE FUTURE FOR CREATIVEVS? JAPAN JUNE 2015 HOW CREATIVE DO YOU CONSIDER JAPAN TO BE COMPARED TO OTHER COUNTRIES? HOW DO YOU SEE THE FUTURE FOR CREATIVES? Japanese creatives are modest and skeptical about the state of creativity in their country 36% 28% 46% Best days are behind Best days are ahead 36% Less creative More creative 54% As creative
  7. 7. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 Yet, Japan ranked as the most creative country in an international survey GLOBALLY, 36% SAY THAT JAPAN IS THE MOST CREATIVE COUNTRY “STATE OF CREATE” SURVEY, APRIL 2012 36% Japan Other 6%UK France Germany US 9% 11% 12% 26% CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  8. 8. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 The role of Japanese creatives is changing rapidly. HOW FAST DO YOU BELIEVE THE ROLE OF CREATIVES IS CHANGING? HOW DIFFERENT DO YOU THINK YOUR ROLE AS A CREATIVE WILL BE? (SHOWN: 7-9) 72% 36% Rapidly Very different 3 years from now Not at all Very different 12 months from now Slowly 24% 11% 3% Q2. HOW FAST DO YOU FEEL THE ROLE OF CREATIVES IS CHANGING? Q44. ON A 0 TO 9 SCALE WHERE 0 IS NOT AT ALL DIFFERENT AND 9 IS EXTREMELY DIFFERENT, HOW DIFFERENT DO YOU THINK YOUR ROLE AS A CREATIVE WILL BE 12 MONTHS FROM NOW AS WELL AS 3 YEARS FROM NOW?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  9. 9. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 New technologies and growing expectations are forces of change WHAT ARE THE TOP DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES? 55% 38% 49% 26% 38% New technologies that change how you do your work New skills that redefine how you do your work The growing expectations on creatives and creative agencies to do more with less Growing client demand for campaings across multiple channels/platforms/devices The impact of social on the creative industry Q3. WHAT ARE THE TOP THREE DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  10. 10. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 Shorter timelines and pressures from a variety of stakeholders impact the creative process % STRONGLY AGREE / AGREE 74% 66% 67% 40% 53% Shorter timelines mean there is increasing demand for ‘efficient creativity’ Creativity and design thinking are becoming more important to business Creatives must work with and satisfy an increasing number of stakeholders More creatives are moving to independent/freelance roles The creative industry has changed more in the last 5 years than in the last 50 Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  11. 11. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 Though career satisfaction is not high, most stand by their creative profession IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION? YES 63% NO 37% HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE? 38%43%13% 6% Somewhat happy Very happy Not very happy Not happy at all Q6. HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE? Q22. IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  12. 12. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Q41. WHEN IT COMES TO CREATIVE WORK IN THE SERVICE OF MARKETING, HOW MUCH DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS? JAPAN JUNE 2015 And often business considerations take precedence over creative integrity WHEN IT COMES TO CREATIVE WORK IN THE SERVICE OF MARKETING, HOW MUCH DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS? % STRONGLY AGREE / AGREE Business considerations usually trump design and creative purity Creative work is increasingly becoming commoditized The quality of creative work is being overshadowed by the need to produce a high volume of work I primarily trust my creative gut 60% 59% 44% 42% CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  13. 13. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 As the industry changes, gaining skills in new technologies is key to success Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW? Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE? DO YOU HAVE THE SKILLS AND RESOURCES NEEDED FOR SUCCESS AS A CREATIVE? WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE? 50% 37% 38% 19% 23% New technologies Multi-language Mobile skills Story telling/creation Video editing/creation 77% No Yes 23% CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  14. 14. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 Most agree that Creatives need to be skilled in multiple disciplines % STRONGLY AGREE / AGREE 72% 56% 64% 50% Creatives need to become skilled in more than one creative discipline Creatives are increasingly working across multiple mediums and disciplines Creatives will fall behind if they don’t stay current with changes in the industry There is an increasing need to collaborate and share with other creatives Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  15. 15. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015Q4. WHICH OF THESE CREATIVE SKILLS DO YOU THINK WILL BE MOST ‘IN-DEMAND’ OVER THE NEXT 12 MONTHS? JAPAN JUNE 2015 Creative skills in demand are technology focused WHICH OF THESE CREATIVE SKILLS DO YOU THINK WILL BE MOST ‘IN-DEMAND’ OVER THE NEXT 12 MONTHS? App development 3D modelingWeb design Graphic design Visual effectsUser interface/ user experience Art direction 16% 14% 8% 11% 6% 10% 5% CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  16. 16. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015ADOBE CREATIVE INSIGHTS JAPAN JUNE 2015 Though independent, Japanese Creatives draw inspiration from their peers WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS? 41% 27% 18% 36% 18% 17% 26% 17% Viewing the work of other creatives New technologies and products Movies Exposure to new skills and mediums Social media Fine art (museums and galleries) Peers and colleagues Books Q12. WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS?
  17. 17. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 YouTube ranks highest as source of creative inspiration WHICH OF THE FOLLOWING PLATFORMS DO YOU RELY ON FOR INSPIRATION? YouTube Google+TwitterFacebook Instagram 49% 30% 21% 10%11% Q33. WHICH OF THE FOLLOWING PLATFORMS DO YOU RELY ON FOR INSPIRATION?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  18. 18. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 Mobile allows creatives to capture inspiration on the go HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS? 34% 25% 28% I am able to share work across my mobile device and computer easily I’m using mobile devices to present creative concepts I can capture inspiration in the moment and on the go Q39. HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  19. 19. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 However, analog methods are still favored for capturing “in the moment” creativity HOW DO YOU TYPICALLY CAPTURE YOUR BEST CREATIVE IDEAS IN THE MOMENT? By writing them on paper By sketching or doodling them on paper By writing them or taking pictures using a mobile device (e.g. smartphone, tablet) By making mental notes By sketching or doodling them using a mobile device (e.g. smartphone, tablet) 52% 37% 35% 11% 30% Q23B. HOW DO YOU TYPICALLY CAPTURE YOUR BEST CREATIVE IDEAS IN THE MOMENT?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  20. 20. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015 While new technologies put pressure on staying relevant, they also create more creative freedom % STRONGLY AGREE/AGREE 74% 55% 73% 52% Creative are expected to learn new tools and techniques Mobile is transforming the face of creativity and design Digital tools afford creative freedoms I never thought were possible Use of consumer data and analytics is vital to the creative process Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
  21. 21. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 APPENDIX: ADDITIONAL FINDINGS
  22. 22. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 The new workforce is seen to be better equipped to face the changes Creatives do not feel favorably towards these changes WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY? HOW DO YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? 58%42% Creatives who are established in their careers Recent college graduates 40% 36% 15% 39% 17% 11% 17% 11% Confused Overwhelmed Intimidated Commoditized Threatened Optimistic Encouraged Pessimistic Q11. WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY? Q10. WHICH OF THE FOLLOWING ADJECTIVES BEST DESCRIBES HOW YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? (SELECT UP TO 3 ADJECTIVES.)
  23. 23. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Job security, pressures to deliver and lack of skills continue to be concerns WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE? 50% 31% 26% 32% 28% 28% 24% Financial or job security Not being trained sufficiently in new skills Not meeting the expectations set for me Pressure to deliver more creative ideas and content faster than ever Not being original or having difficulty differentiating Losing inspiration and motivation Difficulty in maintaining work life balance Q45. WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?
  24. 24. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Consuming artistic content breeds creativity WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS? 41% 22% 20% 31% 20% 22% 18% 17% 16% Reading books, newspapers or magazines Listening to music While commuting Socializing in a bar or restaurant Watching TV/movies Attending events or exhibitions When sharing/collaborating with peers In the bath/hot spring Exercising (taking a walk, hike, bike ride, at the gym, etc.) Q24. WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?
  25. 25. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Being passionate about their own work is important to Japanese creatives Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW? Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE? HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE? % EXTREMELY IMPORTANT/VERY IMPORTANT 41% 31% 65% 51% 50% 41% 39% 34% 32% 32% Being passionate about my work Having complete creative freedom Having a unique signature style Being efficient in my work Having my work seen by a broad audience Collaborating effectively with others Leveraging my talent to help advance a social cause Staying true to my creative vision despite business preferences Q14. HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?
  26. 26. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Seeing their ideas brought into the world and wanting to do great work motivates them WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE? 48% 34% 28% 41% 30% 32% Seeing my ideas brought to life in the real world Financial rewards Knowing my work is having an impact on causes/social issues I want to do great work Desire to learn new things Reaching a broad audience Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?
  27. 27. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Q17. ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO? Q18. HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES? Creatives feel that their impact is holding steady and their value is not sufficiently acknowledged ARE YOU HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO? HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES? 67% 76% Same impact Adding some value Significantly less impact Adding significant value Significantly more impact Adding no value 22% 14% 11% 10%
  28. 28. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 While traditional methods are still favored, there’s growing interest in creating on tablets in the future 32% 21% 35% 2% 44% 20% 14% 3% 27% 18% 24% 4% 59% 24% 7% 0% 47% 25% 10% 2% 52% 25% 5% 2% 49% 27% 5% 3% 37% 26% 36% 21% 33% 28% 19% 24% 32% 24% 26% 22% 56% 29% 14% 16% 44% 29% 12% 20% 48% 30% 7% 22% 47% 27% 7% 25% Q37. WHICH OF THE DEVICES LISTED IS YOUR GO-TO DEVICE FOR EACH OF THE FOLLOWING CREATIVE ACTIVITIES? Q38. WHICH OF THE DEVICES LISTED WOULD YOU LIKE TO USE MORE IN THE FUTURE FOR EACH OF THE FOLLOWING CREATIVE ACTIVITIES? Idea generation Desktop computer Laptop computer Pen + Paper Tablet (such as iPad) Content Creation Displaying content Brainstorming Seeking inspiration Content sharing Collaboration NOW NOW NOW NOWFUTURE FUTURE FUTURE FUTURE
  29. 29. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015 Osaka, as the second largest prefecture in Japan, is seen as most creative WHICH PREFECTURE BEYOND TOKYO DO YOU THINK IS THE MOST CREATIVE IN JAPAN? Osaka Kyoto Fukuoka Aichi 5% 9% 19% 20% 26% Kanagawa Q48. WHICH PREFECTURE BEYOND TOKYO DO YOU THINK IS THE MOST CREATIVE IN JAPAN?
  30. 30. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015

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