New Creatives: Mobile, Social, Versatile, Optimistic
June 16 2014 - 12:01AM
Business Wire
Ninety-six percent of U.S. creatives happy in their roles; 75
percent working across mediums, Adobe creativity study
finds
Seventy-four percent of creative professionals view mobile
technology as transforming the face of creativity and design, with
seven in 10 reporting they create specifically for mobile devices,
according to research released today from Adobe (Nasdaq:ADBE). The
findings are detailed in The New Creatives Report, a U.S. survey of
more than 1,000 creative professionals and 500 students in creative
disciplines. The study provides insights into the attitudes and
beliefs of the creative vanguard – including graphic designers,
illustrators, Web designers, photographers and video professionals
– about the future of the creative industry.
An overwhelming majority (77%) of creatives believe change
within the industry is happening rapidly, with two-thirds expecting
their role will be significantly different within three years. New
technologies such as mobile are driving this change: A strong
majority (87%) of those who create mobile content believe doing so
has had a positive impact on their work. While creatives still rely
on pen and paper for ideation (28%) and brainstorming (36%), nearly
half use their mobile devices to capture inspiration on-the-go and
42 percent say they use mobile to create content anywhere. Thirty
percent of creatives also expressed a desire to create more on
tablets, surpassing desktop computers. Creatives identified app
development and 3D modeling as the skills that will be most
in-demand over the next 12 months.
“Creatives are going mobile, and this means a sea change for the
creative process,” said David Wadhwani, senior vice president and
general manager, Digital Media, Adobe. “The study shows that
creatives are very interested in using mobile for idea generation
and suggests we will see mobile use in the creation process
significantly increase in the years ahead. This underscores
that mobile devices can be an important part of the creative
process when integrated with existing desktop workflows.”
Creatives on the Rise, But Under Pressure
Creatives are feeling optimistic and highly valued. Ninety-six
percent of creative professionals are happy in their careers and 88
percent believe their best days are ahead of them. Eighty-eight
percent believe they have a strong influence on their organizations
and clients, and 46 percent say they have significantly more impact
than they did two years ago. A striking 93 percent believe the
value of their contributions is recognized by their companies or
clients.
Despite their optimism, creatives have worries, pointing to the
need to “create more, at a faster speed than ever” as their top
concern. Creatives also recognize the need to diversify their
skills. Eighty percent of respondents believe they must learn new
tools and techniques and three quarters say that creatives are
increasingly working across multiple mediums and disciplines.
Shifting Sources of Motivation and Inspiration
When asked what motivates them most, creatives ranked doing
great work (54%) and learning new things (52%) higher than
financial rewards (37%). The survey also exposed new insight into
where creatives get their sparks of inspiration. Twice as many view
digital sources such as social media (36%) as well as websites and
online advertising (33%) as the most influential sources of
inspiration over more traditional influences such as fashion and
architecture. Creatives are also turning to professional online
communities, noting inspiration and collaboration and sharing as
the top reasons for participating.
While still mostly trusting their gut (79%) to make decisions,
creatives view the impact of technology and digital analytics
positively: 75 percent note that technology gives them more control
over their professional destiny, and 70 percent feel empowered by
analytics.
Creative Students Share Similar Views to Pros
Students majoring in creative disciplines echoed many of the
same trends as professional creatives. Ninety-six percent of
students have a positive outlook on their choice of a future
creative career, and they recognize that new technologies (31%) and
the impact of social media (23%) are some of the driving forces
changing the industry. They have also embraced mobile: 79 percent
of students have created mobile content. Students’ top interests in
online creative communities are job prospecting (30%) and learning
new skills (21%).
“The New Creatives” a Focus in Cannes and New York
Today at the Cannes Lions International Festival of Creativity,
Adobe vice president of product and creative community Scott Belsky
will host “The New Creatives are Here,” discussing how technology
is changing the way we think about advertising and creativity. The
session begins at 11:00 a.m. local time in the Grand Auditorium and
features creatives PJ Pereira and Yves Behar. See Belsky’s blog
post about The New Creatives Report here.
This Wednesday, June 18, Adobe will hold a worldwide online
event to showcase what’s next in Creative Cloud including the
newest innovations and product updates. Sign up to watch the live
broadcast, 1-2:30 p.m. ET, here.
About The New Creatives Report
The data points referenced above come from a study commissioned
by Adobe, produced by research firm Edelman Berland and conducted
as an online survey among a total of 1,048 US creative
professionals and 535 students of creative disciplines. Data was
collected May 12-21, 2014 by Edelman Berland. The margin of error
at the 95% confidence level for the Pro sample is +/- 3.1% and +/-
4.2% for the student sample. For more information and graphics on
the research results see the New Creatives infographic, Adobe Voice
piece, and the two reports: adobe.com/go/newcreativesreport and
adobe.com/go/newcreativesstudentreport.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2014 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.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20140615005102/en/
Adobe Systems IncorporatedJodi Sorensen,
408-536-2084jsorensen@adobe.comorEdelmanLisa Auslen,
650-762-2805lisa.auslen@edelman.com
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