Adobe Content Research

Transcription

1 Adobe Content Research Germany Deck October 2015 ADOBE CONTENT RESEARCH 2015

2 Methodology Who? How many? How? When? Consumers in 6 countries N = 12,169 2 Online Surveys Data collection occurred 18+ years old Use at least one digital device Survey A: 6,082 Consumers Survey B: 6,087 Consumers ~20 minutes per survey section September 12, 2015 to September 29, 2015 Margin of error (total sample) = +/ MOE (Survey A) = +/ MOE (Survey B) = +/ ADOBE CONTENT RESEARCH 2015

3 U.S.A. U.K. Germany France Australia Japan N: 2008 Survey A: 1002 Survey B: 1006 N: 2007 Survey A: 1003 Survey B: 1004 N: 2017 Survey A: 1008 Survey B: 1009 N: 2114 Survey A: 1057 Survey B: 1057 MARGIN OF ERROR (+/-) N: 2010 Survey A: 1005 Survey B: 1005 N: 2014 Survey A: 1007 Survey B: % 3.1% 3.1% 3.0% 3.1% 3.1% 3 ADOBE CONTENT RESEARCH 2015

4 Detailed Findings

5 German consumers are very plugged in They use an average of 5 devices and 11 sources of content. Millennials use even more. Average Number of Devices and Sources of Content D: Devices SoC: Sources of Content 12 D:5 D:6 D:5 D: S:10 S:12 S:10 S: D SoC D SoC D SoC D SoC Total Millennials Gen X Baby Boomers S4: How frequently, if ever, do you use each of the following devices and services? Rounded mean of devices/services selected shown. N: 2010 Millennials: 895, Gen X: 870, 55+: ADOBE CONTENT RESEARCH 2015 Note: Devices include items such as smartphones, laptop/desktop computers, TVs, and sources of content include search engines, cable/satellite TV service, social networking site, text messaging and more.

6 German consumers are using more than two devices at the same time and exceeding global multi-screening averages German consumers use, on average, 2.29 Devices at the same time Number of Devices Used Simultaneously (% Selecting) 86% of German device users multi-screen Millennials in Germany are the most likely to multi-screen (94% vs 83% Gen X vs 65% 55+) % 88% 87% 85% 6 ADOBE CONTENT RESEARCH 2015 Q3. Which of your devices do you regularly use at the same time?

7 Almost half of German device users feel distracted, similar to the UK and well above their French and US counterparts Distracted Focused 50% 47% 40% 40% 49% 51% In Order of Most Distracted German Millennials report higher levels of distraction (52%) than other generations 46% Gen X, 50% ADOBE CONTENT RESEARCH 2015 Q5. When you think about how you feel while you are using multiple screens at the same time, which f each pair best describes your feelings?

8 Laptop/desktop computers are the most commonly used devices, but smartphones are most commonly used by German Millennials Smartphones are most frequently used by Millennials globally (71% vs 45% Global Consumers 55+) Top Devices Based on every day usage Global Total Germany UK France United States #1 Laptop/Desktop (80%) Laptop/Desktop (78%) Laptop/Desktop (77%) Laptop/Desktop (79%) Laptop/Desktop (81%) Mill (71%) Mill (67%) Mill (67%) Mill (73%) Mill (76%) Smartphone (65%) Smartphone (69%) Smartphone (70%) Smartphone (65%) Smartphone (69%) Mill (71%) Mill (71%) Mill (76%) Mill (68%) Mill (76%) #3 Tablet (29%) Mill (28%) Tablet (26%) Mill (25%) Tablet (37%) Mill (33%) Tablet (31%) Mill (31%) Tablet (35%) Mill (37%) *Full list of Devices and Services in Appendix 8 ADOBE CONTENT RESEARCH 2015 S4. How frequently, if ever, do you use each of the following devices and services?

9 Surfing the web, social networking and messaging are the top services used across countries, including Germany For German Millennials (64%), messaging is used most often while Gen X and 55+ are most likely to use online search engines (66% + 62%, respectively) #1 Sources of content Based on every day usage Total Germany UK France United States Online search engines (69%) Online search engines Online search engines (64%) (70%) Online search engines (74%) Online search engines (71%) Social networking sites (51%) Messaging (57%) Social networking sites (56%) Messaging (57%) Cable/Satellite Television (64%) Messaging (42%) Social networking sites (47%) Cable/Satellite Television (46%) Social networking sites (55%) Social networking sites (62%) #5 Cable/Satellite Television (35%) User-generated online video platforms (29%) Cable/Satellite Television (34%) newsletters (30%) Messaging (42%) User-generated online video platforms (28%) User-generated online video platforms (33%) Cable/Satellite Television (30%) Messaging (50%) User-generated online video platforms (34%) *Full list of Devices and Services in Appendix 9 ADOBE CONTENT RESEARCH 2015 S4. How frequently, if ever, do you use each of the following devices and services?

10 With limited time, as in other countries, Germans opt for videos over text and brief information over deeper insights 61% Prefer watching videos on breaking news over articles when they have only 15 minutes to spare 61% Prefer skimming short stories on trends over deeper, longer articles when they have only 15 minutes to spare 57% 66% 64% 51% 63% 59% 59% 58% 10 ADOBE CONTENT RESEARCH 2015 QA9. If you only had 15 minutes a day to spend consuming content, which would you rather be doing

11 Younger Germans more apt to value entertainment over accuracy Which of the following is more important to you, personally? Content that is Entertaining 29% Accurate 71% 29% 25% 42% 25% 39% 61% 22% 78% 15% 85% QB5. Which of the following is more important to you personally? N: 2010; Millennials: 895, Gen X: 870, 55+: ADOBE CONTENT RESEARCH 2015

12 Millennials in Germany are also less likely to confirm that the content they share is accurate or appropriate than older generations (55+) Online Activities (Top 2 Box) Among Millennials Check that the information I am about to post is accurate Nearly 6 in 10 don t regularly fact check before they post - more than any other generational group 43% 42% 58% 45% 48% Think about whether the photo you are about to post is appropriate for sharing Crop a photo when posting personal photos online Wish you could edit document, or post after it has been sent or posted Cleared your browser history to hide your content viewing from a friend/loved one Had a conversation with a friend/coworker using only memes or emojis Apply filters or adjust lighting when posting personal photos online 36% 30% 30% 26% 25% 25% 33% 43% 29% 36% 28% 37% 33% 30% 25% 37% 27% 22% 25% 34% 32% 23% 23% 32% 25% 23% 26% 35% 32% 25% Edit an image using a special app (e.g. Instagram, Grid, etc.) 24% 25% 38% 28% 21% 12 ADOBE CONTENT RESEARCH 2015 QB19. Do you ever do any of the following activities online?

13 German consumers are likely to be skeptical of most content online They are least skeptical of content that comes from peers a trusted source Likelihood to Question Authenticity (% Top Two Box) Questioning whether a photo in an ad has been altered 54% 52% 60% 56% 58% Questioning if unfavorable comments/reviews have been removed. 51% 50% 57% 52% 59% Questioning whether a photo in a magazine or news article has been altered 51% 48% 57% 52% 53% Questioning whether a photo or image posted by a company has been altered 50% 48% 58% 53% 50% Questioning whether the author has been paid/incented to provide a positive review 46% 49% 60% 52% 56% Questioning whether a news article is biased 44% 48% 61% 55% 47% Questioning whether a video posted by people I don t know has been altered 44% 45% 54% 44% 48% Questioning whether a photo posted by people I don t know has been altered 42% 44% 53% 46% 47% Questioning whether a news article has legitimate information 40% 42% 52% 45% 44% Questioning whether a PDF has been altered 37% 35% 43% 35% 40% Questioning whether a photo posted by my peers has been altered Questioning whether a video posted by my peers has been altered 29% 26% Peer-created content is the least likely to be questioned 31% 41% 33% 35% 29% 37% 31% 33% QB6. When you view the following type of content online how likely are you to question its authenticity? N: ADOBE CONTENT RESEARCH 2015

14 Similar to other countries, overwhelmed German consumers turn to family, peers and colleagues as their most trustworthy content sources Trustworthiness of Content (% Top Two Box) Content from a friend or family member 65% 63% 72% 70% 64% Content from a work colleague or peer Content from a traditional broadcast media network (NBC, CBS, ABC, etc.) Content in a traditionally printed newspaper or magazine (New York Times, USA Today, etc.) 50% 48% 48% 50% 59% 54% 53% 45% 55% 47% 40% 44% 54% 42% 45% Content from a company whose products you buy 41% 43% 54% 46% 44% Content from a business leader Content from a government official Content from a professional blogger Content from a YouTube celebrity Content from an entertainment celebrity (i.e. movie star, musician, athlete, etc.) Content from a company whose products you don t buy Content on an entertainment news outlet (e.g. Buzzfeed) 33% 32% 30% 28% 23% 23% 21% 36% 45% 37% 39% 40% 39% 45% 38% 29% 36% 28% 35% 24% 31% 22% 27% 25% 31% 25% 31% 23% 29% 23% 27% 25% 34% 23% 28% QB9. Please indicate how much you trust the following types of content, independent of who originally created it. N: ADOBE CONTENT RESEARCH 2015

15 Information from eyewitnesses and people like me are most trusted sources 83% Consider a product endorsed by an ordinary user more trustworthy than one endorsed by a celebrity 65% Consider breaking news from an eyewitness more trustworthy than from a news anchor 75% Consider a music recommendation from a close friend more trustworthy than one from a music service based on past preferences Total 81% 83% 84% 84% 80% Total 65% 65% 68% 66% 74% Total 74% 75% 73% 77% 73% Mill GX % 83% 92% 79% 84% 97% 77% 86% 96% 75% 86% 97% 74% 84% 90% Mill GX % 63% 66% 70% 62% 60% 70% 67% 64% 69% 64% 66% 72% 73% 81% Mill GX % 76% 77% 71% 80% 77% 70% 72% 84% 72% 79% 82% 71% 76% 73% 15 ADOBE CONTENT RESEARCH 2015 QB3. Which of the following do you consider more trustworthy?

16 Time-starved, skeptical German consumers prefer content that is beautifully designed With Only 15 Minutes to Consume Content (% Selecting) Something beautifully designed Something simple and plain Germany 59% Mill 62%; GX 58%; % 41% Global Total 59% Mill 63%, GX 59%, % 41% UK 58% Mill 63% GX 56% % 42% France 62% Mill 59%; GX 64%; % 38% USA 66% Mill 73%; GX 62%; % 34% 16 ADOBE CONTENT RESEARCH 2015 QA9. If you only had 15 minutes a day to spend consuming content, which would you rather be doing N: 1002; Millennials: 348, Gen X: 361, 55+: 293

17 Consumers prioritize display and design when viewing content, albeit at a lower level than global counterparts Importance in Content Viewing Experience for Personal Life (% Total Germany) Professional Life Personal Life It displays well on the device I m using 56% 63% 65% 61% 73% 73% 72% 66% 65% 59% It holds my attention 35% 53% 64% 53% 80% 72% 75% 63% 60% 53% Overall good design, such as appealing layout and photography 45% 46% 54% 53% 64% 68% 59% 59% 56% 54% It is personalized based on my interests 45% 56% 49% 44% 56% 53% 47% 48% 48% 45% I can view it across multiple devices 43% 44% 45% 47% 55% 57% 48% 50% 41% 45% 17 ADOBE CONTENT RESEARCH 2015 QA10. Overall, when you view content in your personal and professional life, how important is the following to your experience?

18 German consumers will switch devices or stop engaging with content altogether if they encounter design or display issues Content Issue Actions (% Total Germany) Switch + Stop Content was too long 34% 33% 34% 67% It takes too long to load 21% 47% 31% 78% Images won t load 19% 50% 31% 81% The content is unattractive in its layout or imagery 23% 47% 30% 77% I have trouble interacting with it on the device (links and buttons don t work) 18% 52% 30% 82% I need to review it while on the go 31% 40% 29% 69% It is not displaying well on the device I m using 18% 58% 24% 82% I want to show it to somebody else 41% 39% 20% 59% The experience would be improved on a bigger device 26% 58% 16% 74% Unchanged Switch Stop Altogether Q2. When you are viewing content on any device, which of the following would cause you to switch to another device to view the same content or stop viewing it altogether? N: ADOBE CONTENT RESEARCH 2015

19 We see a very similar pattern globally as well. Content Issue Actions (% Total) Among Global Total Switch + Stop Content was too long 33% 26% 41% 67% It takes too long to load 22% 37% 41% 78% Images won t load 20% 41% 39% 80% The content is unattractive in its layout or imagery 30% 32% 38% 70% I have trouble interacting with it on the device (links and buttons don t work) 21% 44% 35% 79% It is not displaying well on the device I m using 21% 49% 30% 79% I need to review it while on the go 38% 37% 25% 62% The experience would be improved on a bigger device 31% 53% 16% 69% I want to show it to somebody else 53% 31% 15% 46% Unchanged Switch Stop Altogether Q2. When you are viewing content on any device, which of the following would cause you to switch to another device to view the same content or stop viewing it altogether? N: ADOBE CONTENT RESEARCH 2015

20 UK consumers will switch devices or stop engaging with content altogether if they encounter design or display issues Content Issue Actions (% Total) UK Switch + Stop Content was too long 33% 26% 41% 67% It takes too long to load 22% 37% 41% 78% The content is unattractive in its layout or imagery 32% 28% 40% 68% Images won t load 20% 42% 38% 80% I have trouble interacting with it on the device (links and buttons don t work) 21% 46% 33% 79% It is not displaying well on the device I m using 21% 52% 27% 79% I need to review it while on the go 38% 41% 22% 63% I want to show it to somebody else 53% 34% 13% 47% The experience would be improved on a bigger device 28% 60% 12% 72% Unchanged Switch Stop Altogether Q2. When you are viewing content on any device, which of the following would cause you to switch to another device to view the same content or stop viewing it altogether? N: ADOBE CONTENT RESEARCH 2015

21 French consumers are among the most likely to stop altogether Content Issue Actions (% Total) France Switch + Stop Content was too long 32% 25% 43% 68% Images won t load 19% 39% 42% 81% It takes too long to load 22% 36% 42% 78% The content is unattractive in its layout or imagery 25% 36% 39% 75% I have trouble interacting with it on the device (links and buttons don t work) 21% 44% 35% 79% It is not displaying well on the device I m using 19% 47% 34% 81% I need to review it while on the go 42% 36% 22% 58% I want to show it to somebody else 55% 28% 17% 45% The experience would be improved on a bigger device 34% 50% 16% 66% Unchanged Switch Stop Altogether Q2. When you are viewing content on any device, which of the following would cause you to switch to another device to view the same content or stop viewing it altogether? N: ADOBE CONTENT RESEARCH 2015

22 US consumers will switch devices or stop engaging with content altogether if they encounter design or display issues Content Issue Actions (% Total) USA Switch + Stop Images won t load 15% 46% 39% 85% It takes too long to load 17% 44% 39% 83% Content was too long 32% 30% 38% 68% The content is unattractive in its layout or imagery 28% 35% 38% 73% I have trouble interacting with it on the device (links and buttons don t work) 16% 50% 33% 83% It is not displaying well on the device I m using 17% 57% 25% 82% I need to review it while on the go 35% 46% 20% 66% The experience would be improved on a bigger device 23% 64% 13% 77% I want to show it to somebody else 51% 36% 13% 49% Unchanged Switch Stop Altogether Q2. When you are viewing content on any device, which of the following would cause you to switch to another device to view the same content or stop viewing it altogether? N: ADOBE CONTENT RESEARCH 2015

23 The shifting content landscape has increased tensions between consumers desire to share and create vs. connect and unplug Agreement of Change Now Compared to Five Years Ago Positive Impact It is easier to share photos/pictures/posts with my friends and family 66% 80% 75% 68% 67% It is easier for anybody to create content 62% 80% 72% 63% 64% Content is more visual than it used to be 65% 79% 76% 67% 69% It is easier to interact with my favorite companies and products 53% 71% 61% 54% 56% Negative Impact Young people spend too much time on screens as opposed to in-person interaction 67% 78% 72% 70% 68% I feel like there is too much content out there 42% 53% 43% 47% 49% I wish I could more frequently unplug from all content and devices 39% 45% 37% 42% 38% It is harder to feel deeply connected to friends and family 25% 40% 30% 31% 31% 23 ADOBE CONTENT RESEARCH 2015 QA2. How strongly do you agree with the following statements about how things are now compared to fixe years ago? N: 1002

24 Summary of Key Findings With the explosion of content, time-starved consumers are increasingly selective in what they are viewing and reading German consumers use an average of 5 devices and consume 11 different sources of content; Millennials use an average of 6 devices and 12 sources (Slide 4) Smartphones are the most frequently used device by Millennials (Slide 7) More than 8 in 10 consumers (86%) say they multi-screen, using an average of 2.29 devices at the same time (Slide 5) Nearly half of all German consumers (49%) report feeling distracted when multi-screening; Millennials report higher levels of distraction (52%) than other generations (Slide 6) With time at a premium, German consumers prioritize - when limited to a 15-minute window to consume content, 61% would rather skim a few articles on trends than read a lengthy article on one issue (Slide 9) 24 ADOBE CONTENT RESEARCH 2015

25 Summary of Key Findings (cont d) Accuracy is under attack - as entertainment value becomes increasingly important to break through the noise, German consumers are skeptical of content s authenticity More than one quarter of German consumers say they value content that is entertaining over content that is accurate (Slide 10) Additionally, over one third (39%) of German Millennials value entertainment over accuracy significantly higher than Generation X or 55+ (Slide 10) Further, 57% of Millennials do not regularly check to see if the content they are sharing is accurate (Slide 11) Consumers question whether an ad photo has been altered (54%), if unfavorable comments/reviews have been removed (51%), or whether a photo in a news article or magazine has been altered (51%) (Slide 12) Sixty-five percent of consumers trust content from a family member/friend, compared to a weaker relationship such as an entertainment celebrity (23%) (Slide 13) More than 6 in 10 (65%) trust a report from an eyewitness more than one from a news anchor (35%) (Slide 14) Younger people are likely to question the authenticity of online content, even when it s shared by a peer (Slide 12) 25 ADOBE CONTENT RESEARCH 2015

26 Summary of Key Findings (cont d) As consumers standards rise, so does the pressure on content producers - Content must be well-designed and easy to consume or producers risk losing their audience With only 15 minutes to consume content, 59% would prefer to view something beautifully designed vs. simple and plain (Slide 16) More than 6 in 10 (63%) German consumers say content must display well on the device I m using in their personal lives (Slide 16) Key reasons German consumers switch devices or give up on content altogether (Slide 17): I have trouble interacting with it on the device I m using 52% switch devices; 30% stop engaging Images won t load 50% switch devices; 31% stop engaging The content is unattractive in its layout or imagery 47% switch devices; 30% stop engaging Content was too long 33% switch devices; 34% stop engaging With explosion of content and technology, German consumers feel benefits and costs More than half feel it is easier to stay up to date with friends and family, while more than one third wish they could more frequently unplug from all content and devices 26 ADOBE CONTENT RESEARCH 2015

27 Appendix

28 Appendix Devices and Services Devices A smartphone (e.g. iphone, Galaxy, or other similar device that you could use to access the Internet or ) A laptop/desktop computer A tablet (e.g. ipad) An e-reader (e.g. Kindle, etc.) A video gaming system with access to the internet (e.g. PlayStation, Xbox,etc.) A home entertainment streaming device (e.g. smart TV, DVR, AppleTV, Roku, Amazon Fire TV Stick, etc.) A wearable device (e.g. Fitbit, Jawbone, Apple Watch, etc.) 3-D Printer Connected home devices/appliances (e.g. refrigerators, smart thermostats) Automated shopping devices (e.g. Amazon Dash Button) Digital displays (e.g. at gas pump or in a taxi cab) Services Streaming entertainment services (e.g. Netflix, Hulu, Amazon Prime, HBO GO) Streaming music services (e.g. Pandora, Spotify, Apple Music) Cable/Satellite Television (e.g. Comcast, DirectTV) Social networking sites (e.g. Facebook, LinkedIn) Microblogging sites (e.g. Twitter) Photo sharing platforms (e.g. Pinterest, Instagram, Snapchat) Messaging (e.g. WhatsApp, texting ) User-generated online video platforms (e.g. YouTube, Vimeo, Periscope, Vine) Online blogs/forums (e.g. Reddit, Mashable, Buzzfeed) Online news sources (e.g. CNN.com, NewYorkTimes.com) Podcasts Online search engines (e.g. Google, Yahoo, Bing) Government sites (city, county, state, federal) newsletters (company, membership organization) E-commerce (e.g. Amazon, ebay) 28 ADOBE CONTENT RESEARCH 2015