Global Adobe survey of more than 12,000 consumers shows nearly 9 out
of 10 will abandon a bad content experience
SAN JOSE, Calif.–(BUSINESS WIRE)–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.
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
“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 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.
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
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
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.
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