AIMIA and Adobe Web Design Survey 2014

Transcription

1 AIMIA and Adobe Web Design Survey 2014

2 Executive Summary The AIMIA and Adobe Web Design Survey 2014 aim was to identify whether the role of the designer is blurring and if designers are being expected to take on other disciplines such as digital publishing, interactive design, or content for mobiles. The survey aimed to identify the current trends and the respondent s predications of where the role of a web designer is heading over the next twelve months. Overall, the survey highlighted that the role of the designer continues to blur as their role is integrated with other disciplines. Key results of the survey indicated the following: Strong focus towards developing websites optimised for mobile with 63.6% of respondents indicating this as the largest change in their time spent on compared to Furthermore, this is supported by 18.9% of respondents indicating that between 50-69% of their design work is for mobile platforms. This has increased substantially since the 2012 Web Design Survey with majority of respondents indicating 11-29%. Overwhelming 59.2% of respondents indicated that % of their design work is for online use. This has increased since the 2012 Web Design Survey with only 46.5% of respondents indicating % of their design work is for online use. 65.5% of respondents highlighted the increase of demand to create interactive advertising for digital publications. Key trends over the next twelve months include increased emphasis on mobile, UI / UX, integrated multi-channel publishing with device focus, and responsive and interactive sites. Organisations have increased their engagement with social media with majority (63.5%) of respondents organisations engage with social media at least once a day. This has increased from 50.5% in the 2012 Web Design Survey. The following report analyses the responses to the AIMIA and Adobe Web Design Survey AIMIA and Adobe Web Design Survey 2014 Page 2 of 14

3 Demographics State Majority (57.7%) of the respondents were based in NSW, followed by QLD (19.7%). Answer Options Response Percent NSW 57.7% VIC 12.7% ACT 1.4% NT 1.4% SA 4.2% WA 2.8% TAS 0.0% QLD 19.7% Category which best describes respondents organisation Majority (28.2%) of respondents identified Digital Agency as the category that best describes their organisation. Answer Options Response Count Digital Agency 28.2% Other (please specify) 16.9% Publisher 11.3% Developer (Web/Mobile) 11.3% Media Agency 9.9% Creative Agency 8.5% Corporate (client side) 8.5% Full-service agency 5.6% Other responses: Web company, Design, Digital Innovation Specialist, Educator, In-house dept, Development and Marketing, Freelancer, DSP AIMIA and Adobe Web Design Survey 2014 Page 3 of 14

4 Number of employees in respondent s organisation Majority of the respondents (69%) worked in an organisation between 1-50 employees. Answer Options Response Percent % % % % % Number of years each respondent has been involved in the design industry Majority (33.8%) have been involved in the design industry for 6 to 10 years. Answer Options Response Percent 0-1 Years 12.7% 2-5 Years 21.1% 6-10 Years 33.8% Years 18.3% 20+ Years 14.1% 14% 13% 18% 21% 0-1 Years 2-5 Years 6-10 Years Years 20+ Years 34% AIMIA and Adobe Web Design Survey 2014 Page 4 of 14

5 Respondent s position / title Digital Designer 15.15% Managing Director 13.6% CEO 9% Owner / Founder 9% Marketing Specialist / Manager 9% Web Designer 6% Graphic Designer 3% Front End Developer 3% Content Writer / Sales 3% Digital Product Manager 1.5% Media & Client Relations Director 1.5% UX Consultant 1.5% Design & UX Manager 1.5% Illustrator/Designer 1.5% Design Specialist 1.5% Teacher Designer 1.5% Creative Director 1.5% Agency Solutions Manager 1.5% UX Consultant 1.5% Creative Technologist 1.5% Senior Project Manager 1.5% CMO 1.5% GM Innovation 1.5% Freelancer 1.5% Lead Designer 1.5% Intern 1.5% Senior Lecturer 1.5% Head of Digital 1.5% AIMIA and Adobe Web Design Survey 2014 Page 5 of 14

6 Q: Do you feel that the role of the designer is blurring and you re being expected to take on other disciplines such as digital publishing, interactive design, content for mobiles etc? 6% 94% yes no Answer Options Response Percent Yes 94.1% No 5.9% Q: What other disciplines are you being asked to take on? Interactive advertising Creation of digital publications for tablets Web content management Video content Native App development Web sites optimized for mobile Business process management Other (please specify) *respondents were able to select multiple answers Other responses: HCI, content strategy, SEO, SEM, multi-variant testing, GA reporting, information architecture, cloud integration, responsive web design, content generation / copy writing, and non-native app development AIMIA and Adobe Web Design Survey 2014 Page 6 of 14

7 Q: Did you spend more time working on the following in 2013/2014 than in 2012? Majority (63.6%) of respondents indicated that they are increasingly spending more time on websites optimised for mobile than in Other (please specify) Not working on any of the above Business process management Web sites optimised for mobile Native App development Video content Web content management Creation of digital publications for tablets HTML5 development Interactive advertising *respondents were able to select multiple answers Other responses: Qualitative UX research, marketing and optimisation, GA analytics, user research, content strategy, responsive web design 2014 Web Design Survey results compared with 2012 Web Design Survey results AIMIA and Adobe Web Design Survey 2014 Page 7 of 14

8 Q: Have you noticed an increased demand to create interactive advertising for digital publications this year compared to last year? Yes No 35% 65% Answer Options Response Percent Yes 65.5% No 34.5% Q: What percentage of your design work is for online use? 59.2% of respondents indicated that % of their design work is for online use. This has increased since the 2012 Web Design Survey with only 46.5% of respondents indicating % of their design work is for online use. Answer Options Response Percent None 1.9% 1-10% 0.0% 11-29% 7.4% 30-49% 9.3% 50-69% 3.7% 70-89% 18.5% 90-99% 33.3% 100% 25.9% AIMIA and Adobe Web Design Survey 2014 Page 8 of 14

9 Response Count Q: What percentage of your design work is for mobile platforms? 18.9% of respondents indicated that between 50-69% of their design work is for mobile platforms. This has increased substantially since the 2012 Web Design Survey with majority of respondents indicating 11-29% None 1-10% 11-29% 30-49% 50-69% 70-89% 90-99% 100% Percentage of design work for mobile platforms Q: What trends do you see happening in your industry over the next 12 months? Increased emphasis on mobile apps Continue to move marketing online, Meta data becomes everything search and cloud Cross skilled designers in the industry Increase collaboration with subject More flash video replacing static matter experts in their particular field Responsive sites, full screen design Integrated multi-channel publishing Outsourcing due to high costs and with device focus lack of VC/Government support for Mobile optimisation the industry Targeted mobile advertising Shift towards digital design and front Data analytics to drive end coding personalisation, co-design Interactive and dynamic websites as Decentralisation the agency model features provided by HTML5/CSS3 is dead Flat design parallax Better social media integration Increased demand for UI / UX Multi-platform re-purposing of content Advertising that is personal and Emotional and user-centric web engaging specific to each unique user design that visits the page AIMIA and Adobe Web Design Survey 2014 Page 9 of 14

10 Q: What skills would you like to develop over the next 12 months? Designing for responsive sites tablets and mobiles UX design Better understanding of digital publishing and digital advertising in the demise of flash and the rise of HTML5 and CSS3 Animation Back-end development Interactive design Prototyping SEO SEM Video and audio editing GA analytics Cross platform design and development HTML5 CSS3 JavaScript Q: Do you use online cloud services such as Dropbox etc? Majority (51.9%) of respondents use only free online cloud services. However, in the 2012 Web Design Survey 11.1% of respondents did not use any online cloud service; this has decreased to now 3.7%. Answer Options Response Percent Yes (Paid) 44.4% Yes (Free only) 51.9% No 3.7% AIMIA and Adobe Web Design Survey 2014 Page 10 of 14

11 Q: Do you use any of the following Adobe products/suites for work? Majority of respondents used Photoshop, InDesign and Illustrator for work. Other (please specify) CS Master Collection CS Production Premium CS Web Premium CS Design Standard CS Design Premium Creative Cloud After Effects Premiere Flash Dreamweaver Acrobat InDesign Ilustrator Photoshop *respondents were able to select multiple answers Other responses: Axure RP, Invision, Jira Camtasia, Fireworks, Edge Reflow, Edge Inspect AIMIA and Adobe Web Design Survey 2014 Page 11 of 14

12 Q: Where do you get your industry news from? Overall, majority of respondents equally source their industry news from social media and online sources Social media *respondents were able to select multiple answers Twitter and Facebook were the most popular social media platform for the respondents to source industry news from. Social Media Platform Response Percent Twitter 40.3% Facebook 28.1% LinkedIn 15.7% Instagram 3.5% Pinterest 3.5% Mashable 3.5% The Next Web 3.5% Youtube 1.7% AIMIA and Adobe Web Design Survey 2014 Page 12 of 14

13 Online resources Online Resource Response Percent Mashable 15% Blogs 10% Subscribed edm s 10% Adnews 10% Smashing Magazine 7.5% Mumbrella 5% Tech Crunch 5% Fast Company 5% The Loop 2.5% Behance 2.5% WebDesignerDepot 2.5% Speckboy Magazine 2.5% Usepanda.com 2.5% UK Guardian 2.5% Markto 2.5% Brand Channel 2.5% Wired 2.5% Screenhub 2.5% B&T 2.5% Campaign Brief 2.5% Geekwire 2.5% Phone Apps Phone App Response Percent Flipboard 21% LinkedIn 10.5% Twitter 5.2% Pinterest 5.2% Pulse 5.2% The Next Web 5.2% Macrumors 5.2% 148apps 5.2% Google News 5.2% Gizmodo 5.2% Engadget 5.2% The Verge 5.2% CNET 5.2% Appy Geek 5.2% Mashable 5.2% Tablet Apps Tablet App Response Percent Flipboard 33.33% Zite 20% Wired Magazine 6.6% Facebook 6.6% Twitter 6.6% IGN 6.6% 148apps 6.6% Google News 6.6% Mashable 6.6% TV TV Response Percent ABC 40% News 40% CNBC 20% Print Magazines Print Magazine Response Percent Adnews 50% Financial Review 25% BRW 25% Talking with friends / networking Responses included: Networking Friends in the industry LinkedIn Yammer Meetup groups AGDA / DIA Industry nights Gawker TMZ Motherboard Vice The Verge AIMIA and Adobe Web Design Survey 2014 Page 13 of 14

14 Forums and Events Responses included: AIMIA events Facebook Webinars Twitter Seminars Mobile Monday Meetup.com Interactive Minds AGDA Other Responses included: Suppliers Q: How often does your organisation engage with social media? Majority (63.5%) of respondents engage with social media at least once a day. This has increased from 50.5% in the 2012 Web Design Survey. Not at all Read Only At least once every few months At least once a month At least once a week At least once a day Social Media Activity AIMIA and Adobe Web Design Survey 2014 Page 14 of 14