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JP Consumer Results
August 2021 | Lisa Davis|Adobe Corporate Communications
Future of Marketing
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Methodology
Who participated
in this research?
How was this
research conducted?
Sample Frame
• 1,002 Japanese participants completed the survey online;
• To qualify:
‒ Must own at least one digital connected device
‒ Able to complete a survey online
‒ Note that the survey was conducted in multiple countries (US, UK, AU, FR, DE)
• Marketing practitioners, marketing leaders, and creative professionals completed a companion survey.
survey.
• Participants were recruited from an actively managed online panel — this should be considered a non-
a non-probability sample;
• Participants were incented using rewards points offered by their online panel;
• Research was conducted between August 19th and 26th, 2021.
• Quotas were set for gender and age to reflect the Japan population;
• No weighting of data was required;
• Margin of error is for consumer is +/- 3.1 percentage points at the 95% CL.
• Additional results can be found at https://portal.advanis.net/adbe/
Advanis is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC
Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. This research was sponsored by Adobe
and conducted by Advanis. For information about data collection, please contact Lori Reiser (lori_reiser@advanis.net 519.340.0125)
Icon Source: icons8.com
Personalisation
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Benefits of Personalisation
• Only 1/2 of Japanese consumers value one or more aspects of personalisation, with
personalised offers or discounts being most valued.
• Millennials and Gen Z are more likely to value recommendations. Personalisation is least
valued among Boomers and Traditionalists.
Personalisation Valued from Brands
25%
10%
10%
49%
6%
7%
4%
33%
18%
14%
9%
8%
49%
Personalised discounts/offers for frequently purchased products
Personalised product/service recommendations for things I was browsing
on another website
Seeing my name in the email or on the page
Reminders to refill/repurchase frequently bought items
Location-based personalisation
I don’t value personalisation
Ranked 1 Ranked 2 Ranked 3 Ranked in top-3
Future of Marketing US Results (August 2021)
Q3 - What kind of personalisation do you value most from brands? Base: all respondents (1002)
4
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Loyalty Derived From Personalisation
• Helpful information and personalised recommendations are the tools most likely to drive
loyalty among consumers. Gen Z and Millennials especially like helpful information.
Personalisation Driving Loyalty to Brands
15%
13%
9%
5%
7%
49%
6%
5%
6%
4%
23%
20%
19%
12%
10%
7%
49%
Helpful information
Personalised product recommendations based on items I’ve purchased
before
Personalised offers
When a brand shows they “know” me, regardless of the device I use
Seeing my name in an email or web page I’m visiting
When a brand anticipates what I need even before I do
I don’t value personalised experiences
Ranked 1 Ranked 2 Ranked 3 Ranked in top-3
Future of Marketing US Results (August 2021)
Q4 - What type of personalised experiences are most important in gaining your loyalty to a brand? Base: all respondents (1002)
5
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Tailored Communications from Brands
• Consumers find it most important that brands tailor communications via email, website and
app; they are less concerned about personalisation of digital advertising (though more than 2/5
of GenZ and Millennials find this important). Tailoring email is most important to Millennials
(64%) and Gen X (72%).
18%
20%
21%
28%
18%
24%
28%
42%
49%
44%
40%
24%
15%
11%
11%
6%
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
Website
Email
Mobile app
Digital ad
Don't care for it Not important Important Very important NET Important
Importance of Tailored Brand
Communications
Future of Marketing US Results (August 2021)
Q1 - When a brand communicates with you, how important is it for your experience to be tailored/relevant to you? Base all respondents (1002)
Q2 - Have your digital customer experiences with brands overall gotten better or worse in the last 12 months? Base all respondents (1002)
6
This Photo by Unknown Author is licensed under CC BY-SA-NC
15% say that
digital customer
experiences with
brands has gotten
better (GenZ 27%,
Millennials 28%)
BrandTrust
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• Corporate reputation and social impact are somewhat important to consumers but have
much less impact on purchase decisions than the table stakes of product reliability and
innovation.
Impact of Corporate Reputation
Importance of Corporation Reputation Impact on Likelihood to
Purchase
61%
19%
9%
6%
12%
24%
13%
10%
4%
9%
10%
10%
72%
43%
22%
15%
Product reliability & innovation
Customer service
Social impact
Business leadership & performance
Ranked 1 Ranked 2
8%
9%
31%
38%
[CELLRANG
E]
52%
Corporate Importance
NET Important Very important
Somewhat important Neither important nor unimportant
Somewhat unimportant Very unimportant
Future of Marketing US Results (August 2021)
Q4b - How important is corporate reputation to your business? Base all respondents (1002)
Q4c - Which, if any, of these will make you more likely to purchase from a brand? Base all respondents (1002)
8
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• Trust in brands can be gained by providing products that consumers love and care about,
by giving control, and by being open about the use of consumer data. In contrast, trust is
violated by being creepy, disappointing, or annoying.
ConsumerTrust
31%
31%
17%
12%
9%
17%
14%
16%
10%
7%
8%
9%
10%
7%
5%
48%
44%
33%
22%
16%
They’re creepy
They disappoint me
They’re annoying
They don’t listen
They treat me like a stranger
Ranked 1 Ranked 2 Ranked 3 Ranked in top-2
31%
21%
20%
15%
13%
12%
16%
11%
13%
6%
6%
7%
10%
7%
5%
43%
37%
31%
27%
19%
Provide me with content, products or
services I love and care about
Give me control over how they use my
data
They’re open and transparent about how
they use my data
They ask for my permission to use my
data
Demonstrate that they “know” me
Ranked 1 Ranked 2 Ranked 3 Ranked in top-2
Actions That Violate Trust
How to Earn Trust
Future of Marketing US Results (August 2021)
Q5 - What is the most important thing a company can do to earn your trust? Base all respondents (1002)
Q6 - What actions are most likely to violate your trust with a brand? Base all respondents (1002)
9
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• Building (and not violating) trust can have a direct impact on the bottom line – consumers
will make purchases and recommendations of brands they trust. Some will completely quit
a brand that violates their trust. Nearly one quarter have quit one or more brands this year.
Impact ofTrust on Consumer Action
70%
44%
22%
16%
Stop purchasing from the
brand
Unsubscribe/opt out of all
communications
Request an immediate
refund / cancel
subscription
Post a negative
review/social media
comment/share with
friends/my network
1%
6%
12%
77%
7+
5-6
3-4
2
1
0
62%
32%
23%
23%
20%
I make more purchases
I recommend them to
friends
I join their loyalty program
I share my data
I post positive reviews /
social media comments
“Quitting a Brand”
Past Year Frequency
Ways of Showing Trust in
Brands
Actions in Response to Violated
Trust
Future of Marketing US Results (August 2021)
Q7 - How do you show you trust to a brand? Base all respondents (1002)
Q8 - Once a brand has violated your trust, what actions do you take? Base all respondents (1002)
Q10r - How many times in the past year have you “quit” a brand because they didn’t live up to their customer experience promises? Base all respondents (1002)
10
23% say that
they have quit
a brand (Gen Z
39%, Millennials 26%)
Marketing Offers
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• Timeliness is the number one way to make brand content emails useful, for work and
personal settings. Relevancy is also very important for personal and work brand offers.
Useful Components of Email
48%
33%
17%
16%
14%
Timeliness
Relevancy
Interactive emails (i.e., product
recommendations, waitlist
updates, etc.)
Personalised offer
Tips and tricks (i.e., fitness tips,
indoor activities or recipes etc.)
44%
37%
21%
20%
12%
Timeliness
Relevancy
Personalised offer
Interactive emails (i.e., product
recommendations, waitlist
updates, etc)
Tips and tricks (i.e., fitness tips,
indoor activities or recipes etc.)
Useful Brand Content – Personal
Email Useful Brand Content – Work Email
Future of Marketing US Results (August 2021)
Q19 - What makes brand content in your personal email useful? Base all respondents (1002)
Q20 - What makes brand content in your work email useful? Base all respondents (1002)
12
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• For both personal and work email, frequency is most important tool to get right, for brands
that want to avoid annoying their consumers. Accuracy is also important, in terms of
personalisation, and timing of marketing vs. recent purchases.
Annoying Brand Content
36%
22%
21%
21%
15%
12%
9%
8%
6%
6%
0%
12%
Getting emailed too often by a brand
Emails that are too wordy/poorly
written
An email urging me to buy a product
or service I’ve already purchased
Emails come in at the wrong time of
the day
Too much personalization, where it
is creepy
An offer that makes it clear that the
marketers data about me is wrong
Too little or no personalization
Emails without video or images
Poor design
Emails that don’t include a buy
button to facilitate purchase
Other
None of the above make email
annoying/intrusive
Annoying Brand Content – Personal
Email
Future of Marketing US Results (August 2021)
Q26_a - For email offers received at work? : When you receive an email offer from a brand, which of the following is most annoying? Base all respondents (1002)
Q26_b - For email offers received as a consumer? : When you receive an email offer from a brand, which of the following is most annoying? Base all respondents (1002)
36%
26%
24%
22%
19%
12%
9%
9%
7%
5%
12%
Getting emailed too often by a brand
Emails that are too wordy/poorly
written
Emails come in at the wrong time of
the day
An email urging me to buy a product
or service I’ve already purchased
Too much personalization, where it
is creepy
An offer that makes it clear that the
marketers data about me is wrong
Too little or no personalization
Emails without video or images
Poor design
Emails that don’t include a buy
button to facilitate purchase
Other
None of the above make email
annoying/intrusive
Annoying Brand Content – Work
Email
13
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Preferred Channel
61%
23%
14%
11%
6%
6%
5%
61%
17%
15%
12%
7%
6%
4%
Brand Contact
Frequency
Preferences
Email
Phone call
Direct mail
Text message
/SMS
The brand’s
mobile app
Social media
channels
Chatbots
Offers as a consumer
Offers at work
Future of Marketing US Results (August 2021)
Q27_a - For offers received at work? : When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? Base all respondents (1002)
Q27_b - For offers received as a consumer? : When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? Base all respondents (1002)
14
• Email is by far the preferred channel for receiving offers from brands. Only one third of
GenZ want to receive offers as a consumer via email, with higher preferences for social,
text, or chatbot.
Checking Email & Other
Communication Channels
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• Time spent checking personal email increased in 2021, while work email has been
consistent. Despite this, the proportion of emails perceived to be useful is quite low.
66% open
31% useful
Time Spent Checking Email
Emails Opened &
Found Useful
Future of Marketing US Results (August 2021)
Q15 - What percentage of emails received do you open? Base all respondents (1002)
Q16 - What percentage of the emails that you receive do you actually find useful? Base all respondents (1002)
Q17 - Minutes per weekday spent checking work email. Base all respondents (1002)
Q18 - Minutes per weekday spent checking personal email. Base all respondents (1002)
16
Minutes Spent Each
Weekday
Checking Email
79 78 78
72
58
53
47
75
0
10
20
30
40
50
60
70
80
90
2018 2019 2020 2021
Work Email Personal Email
h
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
Frequency of Checking Emails
• The proportion of people who blend work/personal
hours when checking email is somewhat high.
Checking personal email at work is less common than
checking work email on personal time.
• The proportion of people who blend
work/personal hours when checking email has
increased in 2021.
• Email usage has generally remained stable among
those working from home. It has increased for GenZ
and Millennials (37%, 29%).
49%
33%
6%
7%
5%
38%
45%
7%
6%
4%
Never
Every few
hours
Every hour
Multiple times
per hour
Constantly
Email Checking Frequency
Frequency of checking personal
email while at work
Frequency of checking work email
outside of normal work hours
21%
75%
4%
Increased
Not changed
Decreased
Usage of Email Since
Working from Home
Future of Marketing US Results (August 2021)
Q13 - Outside of normal work hours, how often do you check your work email in a given day? Base all respondents (1002)
Q14 - While at work, how often do you typically check your personal email in a given day? Base all respondents (1002)
Q18b - How has your usage of email changed since working from home/hybrid work? Base all respondents (1002)
17
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• One quarter or more engage with email, social media, or chat apps while still in bed (and
13% have taken a videoconference from bed). The majority are engaging before they
actually start work for the day. More are checking work email/messaging apps in bed than
in 2020.
22%
30% 26% 26%
13%
20%
22% 31% 27%
26%
15%
18% 16%
43% 11%
34%
27%
14%
23%
19%
28%
9%
Work
Email
Personal
Email
First Video
Conference
While getting ready
Still in bed
Before exercising
Within an hour of
starting work
Work
Messaging
App
Social
Media
When People Engage with DigitalTools
On a break/
after work
Future of Marketing US Results (August 2021)
q23a - After you wake up, how long does it typically take you to check your work email? Base all respondents (1002)
q23b - After you wake up, how long does it typically take you to check your personal email? Base all respondents (1002)
q23c - After you wake up, how long does it typically take you to look at a social media app? Base all respondents (1002)
q23d - After you wake up, how long does it typically take you to look at a work messaging app? Base: excludes those not using a video call app (630)
q23e - After you wake up, how long does it typically take before your first video conference? Base: excludes those not using a video call app (517)
18
Typical Time of Day for First Checking/Looking at/Using…
By lunch time
When I get to work
During the workday
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
21% 21% 17% 16% 31% 19%
46%
27%
11%
7% 6%
3%
Email Phone Calls Text Messages Social Media Direct
Messaging
Video Conferencing Enterprise
communications
tools
• Most people still prefer email for work communication - only GenZ has a lower preference
for email (only 1/3).
Preferred Methods ofWork Communication
Reason for Change in Preferred
Communication Method
% increased preference for method since shift to remote
work
25%
14%
60%
I feel more productive
I feel fess productive
My production hasn't changed
Preferred Method of Work Communication to feel productive at work
Future of Marketing US Results (August 2021)
q22 - What is your preferred method of communication to feel productive at work? Base all respondents (1002)
q22b - How has your preference for the following communications channels changed since the shift to remote work? Base all respondents (1002)
q22c - If your preference for the communication method has changed, why has it changed? Base all respondents (1002)
19
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
• COVID-19 has had little impact on the preferred method of communications for personal
reasons, with email and text still most popular.
Change in Preferred Personal Communications
45%
29%
10%
6% 6%
3%
40%
27%
12%
9% 9%
4%
Email Phone Calls Text Messages Social Media Direct
Messaging
WhatsApp, Line,
etc
Video
Conferencing
Pre-Covid Post-Covid
Preferred Method for Personal Communication
Future of Marketing US Results (August 2021)
q22d - What was your preferred communication method for personal communications prior to the COVID-19 pandemic? Base all respondents (1002)
q22e - What is your preferred communication method for personal communications now? Base all respondents (1002)
20
©2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
© 2021 Adobe. All Rights Reserved. Adobe Confidential.
21
During which of these situations have you checked your email or social media?
BC
BC
AC
C
B
B
C
Future of Marketing US Results (August 2021)
Base: Gen Z (117) Millennials (247), Gen X (257), Baby Boomers (345)
q24a - In the last month, during which situations have you checked your work email? Base all respondents (1002)
q24b - In the last month, during which situations have you checked your personal email? Base all respondents (1002)
q24c - In the last month, during which situations have you checked your social media app? Base all respondents (1002) ↑↓ = Significant higher/lower than all other age groups combined at 95% confidence level.
• While on the phone, in bed, and watching TV/movie are common situations where people
check their email or social media.
Checking EmailThroughout the Day
Gen Z Millennials Gen X Boomers Gen Z Millennials Gen X Boomers Gen Z Millennials Gen X Boomers
During a meal with others in your house 12% 15%↑ 10% 8%↓ 15% 19% 17% 13%↓ 10% 16%↑ 10% 8%↓
While in a video conversation with someone 9% 10%↑ 7% 2%↓ 5% 9%↑ 2%↓ 1%↓ 5% 11%↑ 3% 1%↓
While on the phone 44%↑ 35% 36% 24%↓ 52% 57%↑ 53%↑ 33%↓ 45% 47%↑ 40% 28%↓
While in bed 27%↑ 19%↑ 14% 5%↓ 35%↑ 34%↑ 29% 12%↓ 28% 32%↑ 23% 10%↓
While in the bathroom 10%↑ 6% 3% 1%↓ 13%↑ 9%↑ 4% 1%↓ 12%↑ 6% 3% 1%↓
While watching TV/movie 10% 9% 8% 8% 21% 27% 24% 22% 15% 21%↑ 15% 12%↓
While walking 11%↑ 6% 2%↓ 6% 21%↑ 14% 5%↓ 10% 12% 12%↑ 4%↓ 6%
While driving 6% 8%↑ 2%↓ 1%↓ 6% 8%↑ 4% 0%↓ 3% 5%↑ 2% 1%↓
While working out 13% 13% 6%↓ 11% 14% 10% 6%↓ 13% 10% 13% 8% 10%
While in a work meeting 10% 15% 15% 9%↓ 6% 5% 4% 3% 7% 7% 4% 3%↓
None 14%↓ 31%↓ 39% 51%↑ 7%↓ 12%↓ 17% 33%↑ 9%↓ 19%↓ 28% 48%↑
Work Email Personal Email Social Media
The Future of Marketing Survey - JP Consumer Results

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The Future of Marketing Survey - JP Consumer Results

  • 1. JP Consumer Results August 2021 | Lisa Davis|Adobe Corporate Communications Future of Marketing
  • 2. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Methodology Who participated in this research? How was this research conducted? Sample Frame • 1,002 Japanese participants completed the survey online; • To qualify: ‒ Must own at least one digital connected device ‒ Able to complete a survey online ‒ Note that the survey was conducted in multiple countries (US, UK, AU, FR, DE) • Marketing practitioners, marketing leaders, and creative professionals completed a companion survey. survey. • Participants were recruited from an actively managed online panel — this should be considered a non- a non-probability sample; • Participants were incented using rewards points offered by their online panel; • Research was conducted between August 19th and 26th, 2021. • Quotas were set for gender and age to reflect the Japan population; • No weighting of data was required; • Margin of error is for consumer is +/- 3.1 percentage points at the 95% CL. • Additional results can be found at https://portal.advanis.net/adbe/ Advanis is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. This research was sponsored by Adobe and conducted by Advanis. For information about data collection, please contact Lori Reiser (lori_reiser@advanis.net 519.340.0125) Icon Source: icons8.com
  • 4. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Benefits of Personalisation • Only 1/2 of Japanese consumers value one or more aspects of personalisation, with personalised offers or discounts being most valued. • Millennials and Gen Z are more likely to value recommendations. Personalisation is least valued among Boomers and Traditionalists. Personalisation Valued from Brands 25% 10% 10% 49% 6% 7% 4% 33% 18% 14% 9% 8% 49% Personalised discounts/offers for frequently purchased products Personalised product/service recommendations for things I was browsing on another website Seeing my name in the email or on the page Reminders to refill/repurchase frequently bought items Location-based personalisation I don’t value personalisation Ranked 1 Ranked 2 Ranked 3 Ranked in top-3 Future of Marketing US Results (August 2021) Q3 - What kind of personalisation do you value most from brands? Base: all respondents (1002) 4
  • 5. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Loyalty Derived From Personalisation • Helpful information and personalised recommendations are the tools most likely to drive loyalty among consumers. Gen Z and Millennials especially like helpful information. Personalisation Driving Loyalty to Brands 15% 13% 9% 5% 7% 49% 6% 5% 6% 4% 23% 20% 19% 12% 10% 7% 49% Helpful information Personalised product recommendations based on items I’ve purchased before Personalised offers When a brand shows they “know” me, regardless of the device I use Seeing my name in an email or web page I’m visiting When a brand anticipates what I need even before I do I don’t value personalised experiences Ranked 1 Ranked 2 Ranked 3 Ranked in top-3 Future of Marketing US Results (August 2021) Q4 - What type of personalised experiences are most important in gaining your loyalty to a brand? Base: all respondents (1002) 5
  • 6. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Tailored Communications from Brands • Consumers find it most important that brands tailor communications via email, website and app; they are less concerned about personalisation of digital advertising (though more than 2/5 of GenZ and Millennials find this important). Tailoring email is most important to Millennials (64%) and Gen X (72%). 18% 20% 21% 28% 18% 24% 28% 42% 49% 44% 40% 24% 15% 11% 11% 6% [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] Website Email Mobile app Digital ad Don't care for it Not important Important Very important NET Important Importance of Tailored Brand Communications Future of Marketing US Results (August 2021) Q1 - When a brand communicates with you, how important is it for your experience to be tailored/relevant to you? Base all respondents (1002) Q2 - Have your digital customer experiences with brands overall gotten better or worse in the last 12 months? Base all respondents (1002) 6 This Photo by Unknown Author is licensed under CC BY-SA-NC 15% say that digital customer experiences with brands has gotten better (GenZ 27%, Millennials 28%)
  • 8. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Corporate reputation and social impact are somewhat important to consumers but have much less impact on purchase decisions than the table stakes of product reliability and innovation. Impact of Corporate Reputation Importance of Corporation Reputation Impact on Likelihood to Purchase 61% 19% 9% 6% 12% 24% 13% 10% 4% 9% 10% 10% 72% 43% 22% 15% Product reliability & innovation Customer service Social impact Business leadership & performance Ranked 1 Ranked 2 8% 9% 31% 38% [CELLRANG E] 52% Corporate Importance NET Important Very important Somewhat important Neither important nor unimportant Somewhat unimportant Very unimportant Future of Marketing US Results (August 2021) Q4b - How important is corporate reputation to your business? Base all respondents (1002) Q4c - Which, if any, of these will make you more likely to purchase from a brand? Base all respondents (1002) 8
  • 9. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Trust in brands can be gained by providing products that consumers love and care about, by giving control, and by being open about the use of consumer data. In contrast, trust is violated by being creepy, disappointing, or annoying. ConsumerTrust 31% 31% 17% 12% 9% 17% 14% 16% 10% 7% 8% 9% 10% 7% 5% 48% 44% 33% 22% 16% They’re creepy They disappoint me They’re annoying They don’t listen They treat me like a stranger Ranked 1 Ranked 2 Ranked 3 Ranked in top-2 31% 21% 20% 15% 13% 12% 16% 11% 13% 6% 6% 7% 10% 7% 5% 43% 37% 31% 27% 19% Provide me with content, products or services I love and care about Give me control over how they use my data They’re open and transparent about how they use my data They ask for my permission to use my data Demonstrate that they “know” me Ranked 1 Ranked 2 Ranked 3 Ranked in top-2 Actions That Violate Trust How to Earn Trust Future of Marketing US Results (August 2021) Q5 - What is the most important thing a company can do to earn your trust? Base all respondents (1002) Q6 - What actions are most likely to violate your trust with a brand? Base all respondents (1002) 9
  • 10. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Building (and not violating) trust can have a direct impact on the bottom line – consumers will make purchases and recommendations of brands they trust. Some will completely quit a brand that violates their trust. Nearly one quarter have quit one or more brands this year. Impact ofTrust on Consumer Action 70% 44% 22% 16% Stop purchasing from the brand Unsubscribe/opt out of all communications Request an immediate refund / cancel subscription Post a negative review/social media comment/share with friends/my network 1% 6% 12% 77% 7+ 5-6 3-4 2 1 0 62% 32% 23% 23% 20% I make more purchases I recommend them to friends I join their loyalty program I share my data I post positive reviews / social media comments “Quitting a Brand” Past Year Frequency Ways of Showing Trust in Brands Actions in Response to Violated Trust Future of Marketing US Results (August 2021) Q7 - How do you show you trust to a brand? Base all respondents (1002) Q8 - Once a brand has violated your trust, what actions do you take? Base all respondents (1002) Q10r - How many times in the past year have you “quit” a brand because they didn’t live up to their customer experience promises? Base all respondents (1002) 10 23% say that they have quit a brand (Gen Z 39%, Millennials 26%)
  • 12. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Timeliness is the number one way to make brand content emails useful, for work and personal settings. Relevancy is also very important for personal and work brand offers. Useful Components of Email 48% 33% 17% 16% 14% Timeliness Relevancy Interactive emails (i.e., product recommendations, waitlist updates, etc.) Personalised offer Tips and tricks (i.e., fitness tips, indoor activities or recipes etc.) 44% 37% 21% 20% 12% Timeliness Relevancy Personalised offer Interactive emails (i.e., product recommendations, waitlist updates, etc) Tips and tricks (i.e., fitness tips, indoor activities or recipes etc.) Useful Brand Content – Personal Email Useful Brand Content – Work Email Future of Marketing US Results (August 2021) Q19 - What makes brand content in your personal email useful? Base all respondents (1002) Q20 - What makes brand content in your work email useful? Base all respondents (1002) 12
  • 13. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • For both personal and work email, frequency is most important tool to get right, for brands that want to avoid annoying their consumers. Accuracy is also important, in terms of personalisation, and timing of marketing vs. recent purchases. Annoying Brand Content 36% 22% 21% 21% 15% 12% 9% 8% 6% 6% 0% 12% Getting emailed too often by a brand Emails that are too wordy/poorly written An email urging me to buy a product or service I’ve already purchased Emails come in at the wrong time of the day Too much personalization, where it is creepy An offer that makes it clear that the marketers data about me is wrong Too little or no personalization Emails without video or images Poor design Emails that don’t include a buy button to facilitate purchase Other None of the above make email annoying/intrusive Annoying Brand Content – Personal Email Future of Marketing US Results (August 2021) Q26_a - For email offers received at work? : When you receive an email offer from a brand, which of the following is most annoying? Base all respondents (1002) Q26_b - For email offers received as a consumer? : When you receive an email offer from a brand, which of the following is most annoying? Base all respondents (1002) 36% 26% 24% 22% 19% 12% 9% 9% 7% 5% 12% Getting emailed too often by a brand Emails that are too wordy/poorly written Emails come in at the wrong time of the day An email urging me to buy a product or service I’ve already purchased Too much personalization, where it is creepy An offer that makes it clear that the marketers data about me is wrong Too little or no personalization Emails without video or images Poor design Emails that don’t include a buy button to facilitate purchase Other None of the above make email annoying/intrusive Annoying Brand Content – Work Email 13
  • 14. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Preferred Channel 61% 23% 14% 11% 6% 6% 5% 61% 17% 15% 12% 7% 6% 4% Brand Contact Frequency Preferences Email Phone call Direct mail Text message /SMS The brand’s mobile app Social media channels Chatbots Offers as a consumer Offers at work Future of Marketing US Results (August 2021) Q27_a - For offers received at work? : When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? Base all respondents (1002) Q27_b - For offers received as a consumer? : When it comes to receiving offers from marketers, how do you prefer to be contacted by brands? Base all respondents (1002) 14 • Email is by far the preferred channel for receiving offers from brands. Only one third of GenZ want to receive offers as a consumer via email, with higher preferences for social, text, or chatbot.
  • 15. Checking Email & Other Communication Channels
  • 16. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • Time spent checking personal email increased in 2021, while work email has been consistent. Despite this, the proportion of emails perceived to be useful is quite low. 66% open 31% useful Time Spent Checking Email Emails Opened & Found Useful Future of Marketing US Results (August 2021) Q15 - What percentage of emails received do you open? Base all respondents (1002) Q16 - What percentage of the emails that you receive do you actually find useful? Base all respondents (1002) Q17 - Minutes per weekday spent checking work email. Base all respondents (1002) Q18 - Minutes per weekday spent checking personal email. Base all respondents (1002) 16 Minutes Spent Each Weekday Checking Email 79 78 78 72 58 53 47 75 0 10 20 30 40 50 60 70 80 90 2018 2019 2020 2021 Work Email Personal Email h
  • 17. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. Frequency of Checking Emails • The proportion of people who blend work/personal hours when checking email is somewhat high. Checking personal email at work is less common than checking work email on personal time. • The proportion of people who blend work/personal hours when checking email has increased in 2021. • Email usage has generally remained stable among those working from home. It has increased for GenZ and Millennials (37%, 29%). 49% 33% 6% 7% 5% 38% 45% 7% 6% 4% Never Every few hours Every hour Multiple times per hour Constantly Email Checking Frequency Frequency of checking personal email while at work Frequency of checking work email outside of normal work hours 21% 75% 4% Increased Not changed Decreased Usage of Email Since Working from Home Future of Marketing US Results (August 2021) Q13 - Outside of normal work hours, how often do you check your work email in a given day? Base all respondents (1002) Q14 - While at work, how often do you typically check your personal email in a given day? Base all respondents (1002) Q18b - How has your usage of email changed since working from home/hybrid work? Base all respondents (1002) 17
  • 18. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • One quarter or more engage with email, social media, or chat apps while still in bed (and 13% have taken a videoconference from bed). The majority are engaging before they actually start work for the day. More are checking work email/messaging apps in bed than in 2020. 22% 30% 26% 26% 13% 20% 22% 31% 27% 26% 15% 18% 16% 43% 11% 34% 27% 14% 23% 19% 28% 9% Work Email Personal Email First Video Conference While getting ready Still in bed Before exercising Within an hour of starting work Work Messaging App Social Media When People Engage with DigitalTools On a break/ after work Future of Marketing US Results (August 2021) q23a - After you wake up, how long does it typically take you to check your work email? Base all respondents (1002) q23b - After you wake up, how long does it typically take you to check your personal email? Base all respondents (1002) q23c - After you wake up, how long does it typically take you to look at a social media app? Base all respondents (1002) q23d - After you wake up, how long does it typically take you to look at a work messaging app? Base: excludes those not using a video call app (630) q23e - After you wake up, how long does it typically take before your first video conference? Base: excludes those not using a video call app (517) 18 Typical Time of Day for First Checking/Looking at/Using… By lunch time When I get to work During the workday
  • 19. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. 21% 21% 17% 16% 31% 19% 46% 27% 11% 7% 6% 3% Email Phone Calls Text Messages Social Media Direct Messaging Video Conferencing Enterprise communications tools • Most people still prefer email for work communication - only GenZ has a lower preference for email (only 1/3). Preferred Methods ofWork Communication Reason for Change in Preferred Communication Method % increased preference for method since shift to remote work 25% 14% 60% I feel more productive I feel fess productive My production hasn't changed Preferred Method of Work Communication to feel productive at work Future of Marketing US Results (August 2021) q22 - What is your preferred method of communication to feel productive at work? Base all respondents (1002) q22b - How has your preference for the following communications channels changed since the shift to remote work? Base all respondents (1002) q22c - If your preference for the communication method has changed, why has it changed? Base all respondents (1002) 19
  • 20. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. • COVID-19 has had little impact on the preferred method of communications for personal reasons, with email and text still most popular. Change in Preferred Personal Communications 45% 29% 10% 6% 6% 3% 40% 27% 12% 9% 9% 4% Email Phone Calls Text Messages Social Media Direct Messaging WhatsApp, Line, etc Video Conferencing Pre-Covid Post-Covid Preferred Method for Personal Communication Future of Marketing US Results (August 2021) q22d - What was your preferred communication method for personal communications prior to the COVID-19 pandemic? Base all respondents (1002) q22e - What is your preferred communication method for personal communications now? Base all respondents (1002) 20
  • 21. ©2020 Adobe. All Rights Reserved. Adobe Confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential. © 2021 Adobe. All Rights Reserved. Adobe Confidential. 21 During which of these situations have you checked your email or social media? BC BC AC C B B C Future of Marketing US Results (August 2021) Base: Gen Z (117) Millennials (247), Gen X (257), Baby Boomers (345) q24a - In the last month, during which situations have you checked your work email? Base all respondents (1002) q24b - In the last month, during which situations have you checked your personal email? Base all respondents (1002) q24c - In the last month, during which situations have you checked your social media app? Base all respondents (1002) ↑↓ = Significant higher/lower than all other age groups combined at 95% confidence level. • While on the phone, in bed, and watching TV/movie are common situations where people check their email or social media. Checking EmailThroughout the Day Gen Z Millennials Gen X Boomers Gen Z Millennials Gen X Boomers Gen Z Millennials Gen X Boomers During a meal with others in your house 12% 15%↑ 10% 8%↓ 15% 19% 17% 13%↓ 10% 16%↑ 10% 8%↓ While in a video conversation with someone 9% 10%↑ 7% 2%↓ 5% 9%↑ 2%↓ 1%↓ 5% 11%↑ 3% 1%↓ While on the phone 44%↑ 35% 36% 24%↓ 52% 57%↑ 53%↑ 33%↓ 45% 47%↑ 40% 28%↓ While in bed 27%↑ 19%↑ 14% 5%↓ 35%↑ 34%↑ 29% 12%↓ 28% 32%↑ 23% 10%↓ While in the bathroom 10%↑ 6% 3% 1%↓ 13%↑ 9%↑ 4% 1%↓ 12%↑ 6% 3% 1%↓ While watching TV/movie 10% 9% 8% 8% 21% 27% 24% 22% 15% 21%↑ 15% 12%↓ While walking 11%↑ 6% 2%↓ 6% 21%↑ 14% 5%↓ 10% 12% 12%↑ 4%↓ 6% While driving 6% 8%↑ 2%↓ 1%↓ 6% 8%↑ 4% 0%↓ 3% 5%↑ 2% 1%↓ While working out 13% 13% 6%↓ 11% 14% 10% 6%↓ 13% 10% 13% 8% 10% While in a work meeting 10% 15% 15% 9%↓ 6% 5% 4% 3% 7% 7% 4% 3%↓ None 14%↓ 31%↓ 39% 51%↑ 7%↓ 12%↓ 17% 33%↑ 9%↓ 19%↓ 28% 48%↑ Work Email Personal Email Social Media