4
In Our
Relationships
We Trust
Trust content from
companies whose
products they
don’t buy
23%
65%
Friends
or family
members
Colleagues
36%
Trust content
from companies
whose products
they do buy
43%
People are most likely to share content when
it comes from a source they’re close to, such
as a friend, family member or a colleague.
Said asking permission
to access data would make
them more comfortable.
5
Don’t
Show Up
Uninvited
Believe companies
could do something
to ease their concern.
Of those not comfortable
sharing information:
75%Are willing to share at least one
piece of personal information to
improve content recommendations
from brands.
40%
25%
3
29%
Believe that entertaining
content is more important
than content that is accurate.
70%Agree that humor
makes companies
more relatable.
You Really Need
to Lighten Up
14%
Rate company-
created content
as entertaining.
BUT JUST
42%believe entertainment
is more important than
being accurate.
In France
2
9of 10
Nearly
Don’t Fall Victim to #TLDR
(Too Long, Didn’t Read)
Would stop
engaging
if content
is too long.
Would switch devices
or stop viewing altogether
when encountering content
that fails to meet their
expectations.
79%
67%
Would do the
same if the
content doesn’t
display well on
their device.
83%On average
1 Design for the Multiscreen Reality
Of global
consumers report
they multiscreen,
using 2.23 devices.
Are distracted
by multiscreening.
47% Ranked display
as most
would rather engage with content
that’s beautifully designed vs. simple.
59%
54%
important when it comes to viewing
content in their personal life.
Listed overall good design,
such as appealing layout and
photography, as important.
As attention
spans shrink
65%DISPLAY
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 12,169 consumers in six countries, over the age of 18 using at least one digital device.
The global data presented in total in the report uses an aggregate of six countries (U.S.A., U.K., Germany, France, Japan and Australia).
Data was collected Sept. 12-29, 2015 by Edelman Berland. The margin of error was +/- .89%.
For more information on the results visit www.adobe.com/go/globalstateofcontent.
The stakes are higher than ever for brands to create content that can break through the noise.
Follow these simple rules to engage consumers in 2016.
RULE S OF ENG AG EMENT FOR 2016
5
THE STATE OF
CONTENT