Distracted and Device-Hungry: Global Consumers Demand That Brands Entertain Them
December 14 2015 - 11:00AM
Business Wire
Global Adobe survey of more than 12,000 consumers shows
nearly 9 out of 10 will abandon a bad content experience
Demonstrating the mounting pressure for content marketers, Adobe
(Nasdaq:ADBE) today released new findings showing that global
consumers are increasingly multiscreening, impatient and demanding
to be entertained. The report, “The State of Content: Rules of
Engagement,” surveyed more than 12,000 consumers across six
countries in one of the industry’s largest and broadest global
surveys of consumer views on digital content.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20151214005386/en/
State of Content: Rules of Engagement for
2016. Rule 1 - Design for the Multiscreen Reality (Graphic:
Business Wire)
The study found that more than 8 in 10 digital device users
would stop engaging with content that is too long or hard to view
across devices. It also uncovered robust consumer demand for
tailored content from brands, with 73 percent of those surveyed
saying they’re open to content recommendations from brands based on
past behavior, and 75 percent saying they are willing to exchange
at least one piece of information about themselves to prompt better
suggestions. The full report, including the new “rules of
engagement” for content marketers, can be found here.
“This is a wake-up call for content marketers everywhere,” said
Brad Rencher, senior vice president and general manager, Digital
Marketing, Adobe. “To break through, brands need to earn consumers’
trust, use great design and apply smart, predictive connections
that add value to the experience.”
The Multiscreen Reality
People report using an average of five different devices, and
most (83 percent) report using multiple devices simultaneously.
- Globally, consumers are using an
average of 2.23 devices at the same time and U.S. consumers
reported using the highest number of devices at the same time, at
2.42.
- While the majority of consumers report
positive feelings when asked about multiscreening (81 percent feel
entertained, 80 percent feel connected, 76 percent feel
productive), nearly half (47 percent) say they are distracted when
multiscreening.
Skepticism Looms
Consumers are skeptical of most content they view online: half
of consumers (50 percent) question whether negative comments or
reviews have been removed, 49 percent wonder if an author was
incented to write a positive review and 48 percent question whether
a news article is biased.
- The majority of consumers (81 percent)
consider a product endorsement by an ordinary person more
trustworthy than a celebrity.
- Consumers are most likely to trust
content from someone they’re close to, such as a friend or family
member (63 percent).
- Only 23 percent of consumers trust
content from companies whose products they don’t buy, but that
nearly doubles to 43 percent if the source is a company from whom
they do purchase.
Humor is Humanizing
More than two-thirds (70 percent) of global consumers agree that
humor makes companies more relatable, yet only 14 percent rated
current branded content as entertaining.
- Nearly one-third (29 percent) globally
believe that content that entertains is more important than
accuracy.
- Entertainment is particularly valued in
France, where 42 percent believe it’s more important than being
accurate.
- Most consumers (64 percent) share
content online, with 37 percent noting they enjoy sharing content
to make others laugh. Another 36 percent prefer to share content
that speaks to issues that are of personal importance.
This study expands on Adobe’s “State of Content Study:
Expectations on the Rise,” released in October, which highlighted
potential pitfalls for content creators as U.S. consumers raise
expectations for content quality and design.
About The State of Content: Rules of Engagement
“The State of Content: Rules of Engagement” is the second
installment of a two-part online survey of 12,169 consumers ages
18+ from six countries: the U.S., UK, Germany, France, Australia
and Japan. The report was commissioned by Adobe and produced by
research firm Edelman Berland. Data was collected Sept. 12-29, 2015
by Edelman Berland. The margin of error is +/- 0.89%. For more
information and graphics on the research results, see the blog and
today’s report. The first installment of this study is available
here.
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.
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version on businesswire.com: http://www.businesswire.com/news/home/20151214005386/en/
Adobe Systems IncorporatedMelissa Chanslor,
415-535-7877chanslor@adobe.comorEdelmanKimberly Atwood,
917-450-9662kimberly.atwood@edelman.com
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