Adobe Content Research France

Taman, Larry

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• Publié par: INfluencia
• Publié le: 10 novembre 2015
• Nombre de lectures: 2 242
• Langue: English
• Poids de l'ouvrage: 1 Mo

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Adobe Content
Research
France Deck
October 2015
ADOBE | CONTENT RESEARCH 2015Methodology
Who? How many? How? When?
N = 12,169 2 Online Surveys Data collection Consumers in 6
occurredcountries
Survey A: 6,082 ~20 minutes per survey 18+ years old
Consumers section September 12, 2015 to Use at least one
Survey B: 6,087 September 29, 2015digital device
Consumers
Margin of error (total sample) =+ /- 0.89
MOE (Survey A) = +/- 1.26 MOE (Survey B) = +/- 1.26
Intelligent
2 EngagementADOBE | CONTENT RESEARCH 2015U.S.A. U.K. Germany France Australia Japan
N: 2008 N: 2007 N: 2017 N: 2114 N: 2010 N: 2014
Survey A: 1002 Survey A: 1003 Survey A: 1008 Survey A: 1057 Survey A: 1005 Survey A: 1007
Survey B: 1006 Survey B: 1004 Survey B: 1009 Survey B: 1057 Survey B: 1005 Survey B: 1007
MARGIN OF ERROR (+/-)
3.1% 3.1% 3.1% 3.0% 3.1% 3.1%
Intelligent
3 EngagementADOBE | CONTENT RESEARCH 2015Detailed FindingsSummary of Key Findings
With the explosion of content, time-starved consumers are increasingly
selective of what they are viewing and reading
• French consumers use an average of 5 devices and consume 10 diferent sources of content;
Millennials use an average of 6 devices and 12 sources (Slide 8)
• Laptop/desktop computers and smartphones are the most frequently used devices by French
Millennials (Slide 11)
• More than 8 in 10 consumers (87%) say they multi-screen, using an average of 2.34 devices at the
same time (Slide 9)
• 4 in 10 French consumers (40%) report feeling “distracted” when multi-screening; Millennials report
higher levels of distraction (45%) than other generations (Slide 10)
• With time at a premium, French consumers prioritize - when limited to a 15-minute window to
consume content, 51% would rather watch a video on breaking news than read an article (Slide 13)
Intelligent
5 EngagementADOBE | CONTENT RESEARCH 2015Accuracy is under attack - As entertainment value becomes increasingly
important to break through the noise, French consumers are skeptical of
Summary of Key Findings (cont’d)content’s authenticity
• More than 4 in 10 of French consumers say they value content that is entertaining over content that is
accurate (Slide 14)
• Over half (52%) of French Millennials value entertainment over accuracy – higher than other
generations (Slide 14)
• Further, over half of Millennials do not regularly check to see if the content they are sharing is
accurate (Slide 15)

• Consumers question whether an ad photo has been altered (58%), if unfavorable comments/reviews
have been removed (59%), or if an author has been paid/incented to post a positive review (56%)
(Slide 16)
• Sixty-four percent of consumers trust content from a family member/friend, compared to a weaker
relationship such as a celebrity (31%) or YouTube star (27%) (Slide 17)
• Nearly 3 in 4 (74%) trust a report from an eyewitness more than one from a news anchor (26%) (Slide
18)
Intelligent
6 EngagementADOBE | CONTENT RESEARCH 2015
• More Millennials question the authenticity of online content, even when it’s shared by a peer, than do
their Gen X counterparts (Slide 16)Summary of Key Findings (cont’d)
As French consumers’ standards rise, so does the pressure on content
producers - Content must be well-designed and easy to consume or
producers risk losing their audience
• More than half of (59%) French consumers say content “must display well on the device I’m using”
in their professional life, and 65% agree in their personal lives (Slide 20)
• With only 15 minutes to consume content, 62% would prefer to view something beautifully
designed vs. simple and plain (Slide 19)
• Key reasons French consumers switch devices or give up on content altogether (Slide 21):
• Content was too long – 25% switch devices; 43% stop engaging
• Images won’t load – 39% switch devices; 42% stop engaging
• It takes too long to load– 36% switch devices; 42% stop engaging
• The content is unattractive in its layout or imagery– 36% switch devices; 39% stop engaging
Intelligent
7 EngagementADOBE | CONTENT RESEARCH 2015French consumers are constantly plugged in and face an
explosion of online content across a variety of devices and
sourcesConsumers use an average of 5 devices and 10 sources of content. Millennials use even more.

Average Number of Devices and Sources of Content
D: Devices
SoC: Sources of Content
12
D:5 D:6 D:5 D:5
10 10
S:10 S:12 S:11 S:11
8
6
5 5
3
D SoCD SoC D SoC D SoC
Total Millennials Gen X Consumers 55+
S4: How frequently, if ever, do you use each of the following devices and services? Rounded mean of devices/services selected shForwance. : N: 2114; Millennials: 986, Gen X: 805, BB: 323 Itelligent
Note: Devices include items such as smartphones, laptop/desktop computers, TVs, and sources of content include search engines, cable/satellite TV service, social networking site, 8 EngagementADOBE | CONTENT RESEARCH 2015
text messaging and more. Consumers in France use more than two devices at the
same time
French consumers use,
on average,
devices at the 2.34 87% of French device users
multiscreen same time
Millennials in France are the
most
likely to multi-screen
(94% vs 84% Gen X vs 72%
55+)
2.23 2.42 2.29 2.31
83% 88% 86% 85%
Q3. Which of your devices do you regularly use at the same time? N: 2114 Intelligent
Q5. When you think about how you feel while you are using multiple screens at the same time, which f each pair best describes your feelingFsr?an ce: N: 2114; 9 EngagementADOBE | CONTENT RESEARCH 2015
Millennials: 986, Gen X: 805, BB: 323 French consumers say they feel focused when they are
multi-screening
FocusedDistracted
40% 60%
50% 49% 47% 40%
In Order ofM ost Distracted
French Millennials report higher levels of
distraction (45%) than other generations – 37%
Gen X, 37% 55+
Intelligent
10 Q5. When you think about how you feel while you are using multiple screens at the same time, which f each pair best describes your feelingFsr?an ce: N: 2114; EngagementADOBE | CONTENT RESEARCH 2015
Millennials: 986, Gen X: 805, BB: 323