CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015

Transcription

1 CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

2 Methodology Online survey among 308 German creative professionals Data collected April 22 to April 28, 2015 by Edelman Berland Margin of error at the 95% confidence level for the total sample is +/- 5.5% Definition: Creative Pro Works in a creative industry (list of disciplines includes graphic designers, web designers, photographers, illustrators, etc.) Employed, self-employed or freelance Resides in Germany CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

3 Key Findings Creatives in Germany are positive in their outlook and see more opportunity in the future. Seventy-one percent believe their company is hiring more creatives compared to three years ago. (Slide 8) A strong majority (81%) believe their best days are ahead. (Slide 8) Creativity and design are becoming more important to business and the nature of the creative role is changing. A significant majority (8 out of 10) agree that creatives need to be skilled in more than one discipline as they are increasingly working across multiple mediums. (Slide 9) Eighty-two percent of creatives agree they are becoming more important to business and 87% believe they are having a significant influence. (Slide 10 and 11) Seventy-three percent agree the role of creatives is changing rapidly. (Slide 12) Seventy-four percent say shorter timelines mean there is increasing demand for efficient creativity. (Slide 11) CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

4 Key Findings (continued) Mobile is changing the way creative work gets done in Germany, affecting the creative process and ability to be productive anywhere. A significant majority of German creatives (84%) believe digital tools and mobile technology are transforming the face of creativity. (Slide 13) German creatives express strong interest in making more use of tablets in the future for idea generation (30%) and seeking inspiration (30%), and want to make more use of mobile phones in the future for content sharing (25%). (Slide 14) Forty-four percent say mobile allows them to capture inspiration on the go, though pen and paper are still used for idea generation (23%) and brainstorming (36%). (Slide 15 and 14) Sixty-five percent of creatives say working outside the office helps them be more creative and more than half (58%) say that the most creative people do not work in a traditional office. (Slide 16) On average, creatives in Germany are working from 5 different places per week. (Slide 17) CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

5 Key Findings (continued) Technology advances are seen as empowering, supporting creatives preference to work independently. More than half (55%) say new technologies are changing how they work, and a third (34%) are inspired by new technologies and products in their creative process. (Slide 18 and 19) Sixty-two percent of German creatives say they work best independently. (Slide 21) Most creatives in Germany (68%) feel empowered by analytics, but a majority (79%) also trust their creative gut. (Slide 22 and 23) Those who are empowered by analytics feel their best days are ahead of them (90%) and are happier in their careers (61%), in contrast to those who are threatened by analytics (64% and 29% respectively). (Slide 22) CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

6 DETAILED FINDINGS CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

7 Creatives are happy in their careers and most feel their work is recognized HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE? 9% 41% 50% Not very happy Somewhat happy Very happy IS YOUR WORK APPROPRIATELY RECOGNIZED OR HONORED? IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION? 25% No 12% No 75% 88% Yes Yes Q6. HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE? Q21. DO YOU FEEL THAT YOUR OWN WORK IS APPROPRIATELY RECOGNIZED AND HONORED? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q22. IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION?

8 Outlook for hiring is favorable and creatives feel positive about the future IS YOUR COMPANY HIRING MORE OR LESS CREATIVE ROLES COMPARED TO THREE YEARS AGO? 29% 71% Hiring less Hiring more HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR 19% 81% Best days are behind Best days are ahead Q4A IS YOUR COMPANY HIRING MORE OR LESS CREATIVE ROLES COMPARED TO 3 YEARS CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE AGO. Q5. HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR

9 Skills across mediums and disciplines, as well as keeping up with industry trends, are key to success % STRONGLY AGREE/AGREE Creatives need to become skilled in more than one creative discipline 83% Creatives are increasingly working across multiple mediums and disciplines 82% New skills that redefine how you do your work There is an increasing need to collaborate and share with other creatives 77% 77% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:

10 They feel they have a strong level of influence over their company/clients LEVEL OF INFLUENCE OVER COMPANY OR CLIENTS (AMONG NON-SELF-EMPLOYED) 12% 75% 12% Weak Strong Very strong LEVEL OF INFLUENCE OVER CLIENT DESIGN DECISIONS (AMONG SELF-EMPLOYED)* 28% 56% 16% Weak Strong Very strong Q19. HOW WOULD YOU RATE THE LEVEL OF INFLUENCE YOUR CREATIVE TEAM OR DEPARTMENT HAS OVER YOUR COMPANY OR YOUR CLIENTS OVERALL? Q20. HOW WOULD YOU RATE THE LEVEL CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE OF INFLUENCE YOU HAVE OVER CLIENTS IN TERMS OF DESIGN DECISIONS?

11 As their role changes and expands, pressures increase % STRONGLY AGREE/AGREE Creativity and design thinking are becoming more important to business 82% Creatives must work with and satisfy an increasing number of stakeholders Shorter timelines mean there is increasing demand for efficient creativity The creative industry has changed more in the last 5 years than in the last 50 74% 74% 74% More creatives are moving to independent/ freelance roles It is difficult for creatives to make a living from a job in the creative industries 60% 65% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:

12 The rapid changes in the industry will have a significant effect on the role of creatives HOW FAST DO YOU BELIEVE THE ROLE OF CREATIVES IS CHANGING? HOW DIFFERENT DO YOU THINK YOUR ROLE AS A CREATIVE WILL BE (TOP 3: 7-9) 55% 15% 12% 73% I do not feel the role of creatives is changing Slowly Rapidly 28% 12 months from now 3 years from now 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 CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE ROLE AS A CREATIVE WILL BE 12 MONTHS FROM NOW AS WELL AS 3 YEARS FROM NOW?

13 Digital tools and mobile are transforming the face of creativity % STRONGLY AGREE / AGREE Digital tools and mobile are transforming the face of creativity Creatives are expected to learn new tools and techniques 83% 84% Digital tools afford creative freedoms I never thought were possible 77% Use of consumer data and analytics is vital to the creative process 57% Print as a medium is dying Print as a medium is already dead 40% 38% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:

14 While, traditional methods are still favored for idea generation and brainstorming, mobile is the future USE MORE TODAY WILL USE MORE IN THE FUTURE PAPER DESKTOP TABLET 36% 23% 36% 33% 30% 30% 28% 26% 25% 25% Brainstorming Idea generation Displaying content Content creation Idea generation Seeking inspiration Content sharing Collaboration Content creation Displaying content LAPTOP MOBILE DEVICE 35% 30% 30% 27% 25% 24% 19% Content creation Content sharing Collaboration Seeking inspiration Content sharing Seeking inspiration Brainstorming 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 CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE EACH OF THE FOLLOWING CREATIVE ACTIVITIES?

15 Mobile allows for flexibility in where creative process takes place % STRONGLY AGREE / AGREE I can capture inspiration in the moment and on the go 44% I can create content anywhere 38% I am able to share work across my mobile device and computer easily 32% I m using mobile to collaborate 31% I m using mobile devices to present creative concepts 28% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q39. HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS? GERMANY JAPAN JUNE 2015

16 German creatives are moving away from traditional offices % STRONGLY AGREE/AGREE Working outside the office helps me be more creative 65% The most creative people do not work in a traditional office 58% The traditional office limits creativity 56% The traditional office is a thing of the past 54% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:

17 Creatives are working less in the office WHAT PERCENTAGE OF YOUR TIME DO YOU SPEND WORKING OUTSIDE A TRADITIONAL OFFICE? 47% On average, they re working from 5 different places per week (Median = 3) outside traditional office 53% in a traditional office Q8. WHAT PERCENTAGE OF YOUR TIME DO YOU SPEND WORKING ON CREATIVE WORK OUTSIDE A TRADITIONAL OFFICE (IN A COFFEE SHOP, LIBRARY, PARK, AT HOME, ETC.)? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q9. HOW MANY DIFFERENT PLACES DO YOU WORK ON CREATIVE WORK IN AN AVERAGE WEEK?

18 New technologies are the largest driving force of change WHAT ARE THE TOP DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES? New technologies that change how you do your work 55% The impact of social media on the creative industry New skills that redefine how you do your work Growing client demand for campaigns across multiple channels/platforms/devices The growing expectations on creatives and creative agencies to do more with less 35% 31% 29% 28% CREATIVES SHIFT: IN JAPAN: GERMAN TURNING CREATIVES TO TECHNOLOGY ARE GOING IN MOBILE THE FACE OF CHANGE Q3. WHAT ARE THE TOP THREE DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?

19 and they are also a source of inspiration WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS? New technologies and products 34% Viewing the work of other creatives 33% Travel 29% Exposure to new skills and mediums 28% Social media 24% Trends in pop-culture 20% Peers and colleagues 18% Fine art (museums and galleries) 18% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q12. WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS?

20 Creatives are optimistic and encouraged by the changes occurring within the industry HOW DO YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? Optimistic 65% Encouraged 41% Overwhelmed 17% Commoditized 15% Confused 9% Threatened 9% Pessimistic 6% Intimidated 5% Q10. WHICH OF THE FOLLOWING ADJECTIVES BEST DESCRIBES HOW YOU FEEL ABOUT THE CHANGES CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? (SELECT UP TO 3 ADJECTIVES.)

21 Technology supports creatives desire to work independently 38% 62% Say they are most creative when they work with others Say they are most creative when they work alone Q31. FOR EACH PAIR OF STATEMENTS BELOW, WHICH STATEMENT CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE COMES CLOSEST TO YOUR OWN VIEW OF CREATIVITY?

22 German creatives feel empowered by analytics ONLY 64% FEEL THEIR BEST DAYS ARE AHEAD OF THEM AND MOST (71%) ARE NOT VERY HAPPY IN THEIR CAREERS 32% feel threatened by analytics and metrics 68% feel empowered by analytics and metrics THEY FEEL THEIR BEST DAYS ARE AHEAD OF THEM (90%) AND 61% ARE HAPPY IN THEIR CAREERS Q42. WHICH OF THE STATEMENTS BELOW COMES CLOSEST TO HOW YOU FEEL ABOUT CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE DIGITAL ANALYTICS AND METRICS (I.E. BIG DATA) AS IT RELATES TO CREATIVITY?

23 While valuing analytics, Creatives still rely on their creative gut 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 79% 61% 61% 57% 54% 52% 51% I primarily trust my creative gut The quality of creative work is being overshadowed by the need to produce a high volume of work Business considerations usually trump design and creative purity Analytics and metrics can inspire great creative Creative work is increasing becoming commoditized Analytics and metrics create more work for creatives Analytics and metric make creative gambles less risky CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

24 APPENDIX: ADDITIONAL FINDINGS CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

25 Passion, individuality and efficiency are universally important to German Creatives HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE? % EXTREMELY IMPORTANT/VERY IMPORTANT 41% 31% 83% 81% 80% 78% 77% 75% Being passionate about my work Having a unique signature style Being efficient in my work Staying true to my creative vision despite business preferences Having complete creative freedom Being proficient in multiple disciplines CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q14. HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?

26 Established Creatives are better equipped to handle the changing industry WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY? HOW CREATIVE DO YOU CONSIDER YOURSELF TO BE COMPARED TO YOUR CREATIVE PEERS? Less creative 6% 37% Recent college graduates 63% Established creatives As creative More creative 44% 50% Q11. WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q27. HOW CREATIVE DO YOU CONSIDER YOURSELF TO BE COMPARED TO YOUR CREATIVE PEERS?

27 Creatives feel Germany is as creative as other countries in Europe and globally HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES GLOBALLY? HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES IN EUROPE? Less creative 21% Less creative 16% As creative 41% As creative 42% More creative 38% More creative 42% Q28. HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES GLOBALLY? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q28B. HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES IN EUROPE?

28 Social media is used heavily; YouTube is the top avenue for inspiration WHICH OF THE FOLLOWING PLATFORMS DO YOU USE? 41% 70% 59% 31% 51% 36% 45% 36% 35% 32% 29% 10% 15% 17% 24% 19% 5% 16% 19% 6% Facebook YouTube WhatsApp Twitter Google+ Instagram Xing Pinterest LinkedIn USE REGULARLY RELY ON FOR INSPIRATION Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR Q32. POTENTIAL WHICH OF FOR THE SUCCESS FOLLOWING AS A SOCIAL CREATIVE PLATFORMS OF TOMORROW? DO YOU USE REGULARLY? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILEQ47A. WHAT KIND OF SKILLS DO YOU Q33. THINK WHICH YOU OF NEED THE FOLLOWING TO LEARN TO PLATFORMS BECOME A DO MORE YOU SUCCESSFUL RELY ON FOR CREATIVE? INSPIRATION?

29 Facebook is used most widely, and is seen as most effective in promotion WHICH OF THE FOLLOWING PLATFORMS DO YOU CONSIDER TO BE THE MOST EFFECTIVE FOR PROMOTING YOUR PERSONAL DIGITAL PRESENCE? 36% 20% 8% 8% 5% 5% Facebook YouTube Google+ Instagram Das Auge - Other dasauge.de Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT Q34. YOUR WHICH POTENTIAL OF THE FOR FOLLOWING SUCCESS PLATFORMS AS A CREATIVE DO OF YOU TOMORROW? CONSIDER TO BE THE MOST CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILEQ47A. WHAT KIND OF SKILLS DO YOU THINK EFFECTIVE YOU NEED FOR PROMOTING TO LEARN TO YOUR BECOME PERSONAL A MORE DIGITAL SUCCESSFUL PRESENCE? CREATIVE?

30 Creatives are more productive and efficient in the morning WHAT TIME OF DAY YOU DO YOU FEEL YOU ARE MOST CREATIVE/PRODUCTIVE? 32% 34% 6% 7% 10% 15% 15% 15% 17% 16% 13% 9% 6% 3% 1% 1% Early morning, between 5am - 9am Morning, between 9am - 12pm Mid-day, between 12pm - 3pm Afternoon, between 3pm - 6pm Evening, between 6pm - 9pm Night, between 9pm - 12am Late night, between 12am - 3am Overnight, between 3am - 5am MOST CREATIVE MOST PRODUCTIVE Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT Q25. YOUR WHAT POTENTIAL TIME OF DAY FOR YOU SUCCESS DO YOU AS FEEL A CREATIVE YOU ARE OF MOST TOMORROW? CREATIVE? (PLEASE SELECT ONE.) CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILEQ47A. WHAT KIND OF SKILLS DO Q26. YOU WHAT THINK TIME YOU OF NEED DAY DO TO YOU LEARN FEEL TO YOU BECOME ARE MOST A MORE PRODUCTIVE? SUCCESSFUL (PLEASE CREATIVE? SELECT ONE.)

31 Two-fifths believe that the most creative people work in agencies 41% WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK? 41% 22% 15% 14% 5% 2% 1% Agencies Self-employed Corporations Small businesses Educational institutions Government entities Non-profits Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILEQ47A. WHAT KIND OF SKILLS DO YOU THINK Q23. WHERE YOU NEED DO TO YOU LEARN THINK TO THE BECOME MOST CREATIVE A MORE SUCCESSFUL PEOPLE WORK? CREATIVE?

32 Consuming creative content and exercising inspires WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS? Listening to music 37% Attending events or exhibitions Exercising (taking a walk, hike, bike, at the gym, etc.) In bed or sleeping or dreaming Reading books, newspapers or magazines 32% 31% 29% 27% Socializing in a bar or restaurant 21% While commuting 18% Watching TV/movies Whileviewing my social feed 13% 15% In the shower 11% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q24: WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?

33 Among those who need to supplement their income, 2 in 5 rely on additional work within the creative field ARE YOU ABLE TO MEET YOUR FINANCIAL NEEDS WITH YOUR PRIMARY CREATIVE EMPLOYMENT? HOW DO YOU SUPPLEMENT YOUR INCOME? (AMONG THOSE WHO ARE UNABLE TO MEET FINANCIAL NEEDS THROUGH PRIMARY CREATIVE EMPLOYMENT) Take creative side jobs 40% 73% Yes 27% No Have a part time job outside of creative field Get assistance from family members Live with family 16% 22% 35% Get government assistance Live with roommates 4% 8% Q7. ARE YOU ABLE TO MEET YOUR FINANCIAL NEEDS WITH YOUR PRIMARY CREATIVE EMPLOYMENT? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q7A. HOW DO YOU SUPPLEMENT YOUR INCOME? (PLEASE SELECT ALL THAT APPLY.)

34 Creatives impact is holding steady, yet only 1/3 think companies perceive a significant value-add from creatives ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO? HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES? 8% Significantly less impact 6% Adding no value 59% 59% 33% 35% Significantly more impact Same impact Adding significant value Adding some value Q17. ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q18. HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES?

35 Top concerns center around inspiration, job security and expectations WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE? Losing inspiration and motivation 35% Financial or job security 31% Never making it in my profession 30% Pressure to deliver more creative ideas and content faster than ever 29% Not meeting the expectations set for me 27% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q45. WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?

36 Learning new skills is a priority for creatives IF YOU HAD COMPLETE CONTROL OF YOUR TIME AS A CREATIVE, WHICH ONE OF THE TWO ACTIVITIES BELOW WOULD YOU PRIORITIZE? WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE? 44% Other activity 56% Learning a new medium or discipline 46% Other skills 54% of creatives lacking skills think learning about new technology would help them be successful Q43. IF YOU HAD COMPLETE CONTROL OF YOUR TIME AS A CREATIVE, WHICH ONE OF THE TWO ACTIVITIES BELOW WOULD YOU PRIORITIZE? Q47A. WHAT KIND OF SKILLS DO YOU THINK CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

37 Top motivations revolve around producing high quality, visible work and knowledge expansion WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE? Seeing my ideas brought to life in the real world 42% I want to do great work 41% Desire to learn new things 37% Reaching a broad audience 36% Mastering new techniques 31% CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

38 And those who create for mobile feel it has made a positive impact DO YOU CREATE ANY OF THE FOLLOWING? IMPACT OF MOBILE CONTENT ON YOU AS A CREATIVE? (AMONG THOSE WHO CREATE FOR MOBILE) Mobile websites 45% Apps Mobile ads None of the above 16% 30% 44% 82% Postitive 9% No impact 8% Negative Q40. DO YOU CREATE CONTENT FOR ANY OF THE FOLLOWING? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE Q40A. WHAT KIND OF IMPACT HAS CREATING MOBILE CONTENT HAD ON YOU AS A CREATIVE?

39 CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE