The New Creatives Report - Creative Professionals

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© Copyright 2014 Adobe Systems Incorporated. All rights reserved.
THE NEW CREATIVES REPORT
June 2014

2
•  Online survey among a total of 1,048 U.S. creative professionals
•  Data collected May 12-21, 2014 by Edelman Berland...

3
Summary of Key Findings
New creatives are versatile and optimistic
1. 96% of creatives are happy in their career and 88%...

4
Summary of Key Findings (cont.)
Creatives on the rise, but under pressure
4. 88% believe they have a strong influence on...

5
Summary of Key Findings (cont.)
Creativity is going mobile
7. 74% of creatives view mobile technology as transforming th...

6
Summary of Key Findings (cont.)
Shifting sources of motivation and inspiration
11.  When asked what motivates them most,...

7Q11. How happy are you in your overall career as a creative? n=1,048
HOW HAPPY ARE YOU IN YOUR CAREER AS A CREATIVE?
51%
...

8
Creatives are optimistic about the future
HOW DO YOU SEE THE FUTURE FOR CREATIVES?
88% believe the creative
industry's b...

9
43%
40%
39%
39%
33%
37%
38%
37%
31%
32%
36%
36%
37%
38%
39%
43%
Mobile is transforming the face of creativity and design...

10
Creatives believe their roles are changing rapidly
WILL YOUR ROLE CHANGE IN THE NEXT? HOW FAST IS THE ROLE OF CREATIVES...

11
2%
10%
62%
26%
Very weak
Weak
Strong
Very strong
LEVEL OF INFLUENCE OVER COMPANY OR CLIENTS
Creative teams enjoy strong...

12
9%
45%
46%
Significantly less impact
Same impact
Significantly more impact
ARE YOU, AS A CREATIVE, HAVING MORE OR LESS ...

13
13%
13%
18%
19%
20%
21%
25%
28%
32%
33%
Never making it in my profession
Losing respect of my peers
Losing my artistic ...

14
30%
30%
41%
42%
None of the above
Mobile ads
Apps
Mobile websites
DO YOU CREATE CONTENT FOR ANY OF THE FOLLOWING? IMPAC...

15
Idea
Generation
Seeking
Inspiration
Brain-
storming
Content
Creation
Collaboration
Content
Sharing
Displaying
Content
D...

16
20%
30%
31%
32%
41%
42%
45%
Created more output mediums which makes my job harder
I'm using mobile devices to present c...

17
Idea
Generation
Seeking
Inspiration
Brain-
storming
Content
Creation
Collaboration
Content
Sharing
Displaying
Content
D...

18
3%
4%
5%
5%
5%
6%
9%
10%
14%
18%
20%
Photography
Illustration
Video editing
Digital storytelling
Motion graphics
Animat...

19
27%
29%
31%
33%
37%
38%
45%
50%
52%
54%
Recognition and advancement from my employer
Reaching a broad audience
Recognit...

20
14%
15%
15%
17%
18%
19%
22%
25%
26%
33%
36%
Print and magazine advertising
Architecture
High fashion
Street style
Cultu...

21
86%
14%
5%
9%
10%
23%
26%
27%
Job prospecting
Mentoring or teaching others
Networking/self-promotion
Learning new skill...

22
38%
37%
39%
38%
16%
20%
19%
41%
Analytics and metrics make creative gambles
less risky
Analytics and metrics can inspir...

© Copyright 2014 Adobe Systems Incorporated. All rights reserved.
Appendix: Additional Findings

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The creative industry is changing rapidly
believe creative industry has
changed more in the past 5 years
than in the la...

25
13%
19%
22%
22%
22%
27%
33%
35%
36%
50%
The opportunity to crowd-source projects
Ease of sharing your work with peers i...

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7%
11%
17%
17%
18%
18%
19%
21%
21%
22%
24%
31%
37%
Volunteer/Pro Bono work
Industry events and conferences
Mentoring/te...

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HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?
34%
35%
36%
38%
34%
43%
37%
42%
36%
36%
31%
24%
24%
28%
2...

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WHAT DO YOU CONSIDER TO BE THE “CARDINAL SIN” OF DESIGN?
7%
7%
7%
8%
8%
9%
10%
19%
24%
Distracting motion graphics
Bad ...

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