Content Creators Face Mounting Pressure in Era of ‘Third Screen’
October 05 2015 - 9:01AM
Business Wire
Adobe survey finds trust in content eroding while consumers
demand more immediate, entertaining and well-designed
content
At Adobe MAX 2015, the world’s leading creativity conference,
Adobe (Nasdaq:ADBE) today released findings from a survey of more
than 2,000 U.S. consumers that shows standards for digital content
are rising as people are inundated with content across multiple
devices. The report, “The State of Content: Expectations on the
Rise,” highlights consumers’ changing attitudes about content,
including a growing skepticism about online content, and reveals a
new imperative for brands and creators to develop content that is
well-designed, easily accessible and authentic.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20151005005630/en/
According to the study, consumers are embracing content across
screens. They are accessing an average of 12 sources of content
through an average of six different devices, with smartphones
ranking as the most frequently used device by Millennials daily.
Eighty-eight percent of consumers report they “multiscreen,” using
an average of nearly three devices simultaneously. Forty percent
find this deluge of information distracting.
Barrage of Content Leaves Consumers Skeptical
The research shows that perceptions about the accuracy of
content are under attack as people focus on entertainment value to
break through the noise.
- More than one-third of Millennials
value entertainment over accuracy and more than 40 percent of
Millennials don’t regularly fact-check content they are
sharing.
- Consumers are increasingly questioning
the authenticity of content; more than 60 percent question whether
a news article is biased, a photo has been altered or the author
has been paid or incented to post a positive review.
- Trust of brands and content creators
hangs in the balance, as more than 70 percent trust content from a
family member or friend more than celebrities or YouTubers.
Wake-up Call for Creators
A previous study from Adobe found that creatives feel pressure
to create more content at a faster rate than ever before and, to
keep up, more than 40 percent use mobile devices to create content
wherever they are. Today’s report indicates that pressure is
continuing to build, with time-constrained consumers demanding a
great experience:
- With limited time, nearly seven in 10
would choose to view something that is beautifully designed vs
something that is plain.
- Consumers report they’re likely to stop
viewing content or switch devices:
- If the content (layout, imagery) is
unattractive (73 percent)
- If the content is too long (68
percent)
- If the images won’t load (85 percent)
or take too long to load (83 percent)
“The message from consumers is clear: the bar is higher for
content creators than it has ever been,” said Bryan Lamkin, senior
vice president and general manager Digital Media, Adobe. “People
are overwhelmed by an ever-increasing volume of media and apps.
Creatives and brands need to focus even more on great design to
maximize the impact of their experiences.
About The State of Content: Expectations on the Rise
“The State of Content: Expectations on the Rise” is a two-part
online survey of 2,008 US consumers ages 18+ commissioned by Adobe
and produced by research firm Edelman Berland. Data was collected
Sept. 12-16, 2015 by Edelman Berland. The margin of error is +/-
2.19%. For more information and graphics on the research results,
see the blog and today’s report. Full global results from the study
will be available later this year.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151005005630/en/
Adobe Systems IncorporatedEdie Kissko,
408-536-3034kissko@adobe.comorEdelmanPaige Young,
425-442-3981paige.young@edelman.com
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