2018美国消费者内容调查（英文版）_23页_727kb

2018 Adobe Consumer Content Survey Summary (United States)

Core Content Overview

The 2018 Adobe Consumer Content Survey provides insights into how consumers interact with digital content across various platforms and age groups. It highlights key trends in content engagement, device usage, and consumer preferences, particularly in the context of purchasing decisions and brand interactions.

Main Survey Highlights

• Time Spent on Digital Content: On average, consumers spend about 1/3 of their day engaging with digital content.
• Device Preference: Smartphones are the most commonly used devices for content engagement, followed by laptop/desktop computers.
• Gender Differences: Males are more likely to use laptops/desktops (67%), while females prefer smartphones (86%).
• Generational Trends: Millennials and Generation X are more inclined to use smartphones for content engagement (92% each).
• Multi-screening Behavior: Over 50% of consumers use more than one device at a time, with most using around 2 devices.
• Emotional Impact: Positive emotions such as productive, entertained, connected, and relaxed are common when using multiple devices. The dominant negative emotion is distracted.
• Future Device Expectations: The most expected devices to be used in the next 5 years include connected home entertainment streaming devices, smart speakers/home assistants, and connected home devices/appliances.
• Gender-Specific Expectations: Females are more likely to expect to use wearable devices, while males expect connected car dashboards.
• Generational Preferences: Millennials are more likely to expect smart speakers/home assistants (70%) and wearable devices (47%), while Baby Boomers expect digital displays (45%).

Content and Purchase Decisions

• In-store Content Use: Nearly 60% of consumers use a smartphone or other connected device in-store to inform purchase decisions.
• Information Needs: Common in-store content needs include reviews and price comparisons.
• Generational Differences: Millennials are most likely to use in-store devices for reading reviews (67%), while Baby Boomers are more likely to use them for price comparisons (59%) and online coupons (59%).
• Content Issues: Slow loading, excessively long content, difficulty interacting, and not loading are the top content issues that cause consumers to stop or switch.
• Baby Boomers are more likely to stop or switch due to these issues compared to newer generations.

Importance of Content Characteristics

• Most Important Content Traits: Consumers prioritize informative, accurate, and simple content. Beautiful, interactive, and entertaining content are considered less important.
• Generational Differences: Baby Boomers place higher importance on informative, accurate, and simple content (89%, 89%, 66%), while Millennials value entertaining and beautiful content more (41%, 25%).
• Contextual Content: About 42% of Millennials consider content that automatically adjusts based on their current location as highly important. One-quarter of those who value contextual relevance would be less likely to make a purchase if content is not relevant.

Trust, Frequency, and Type of Shared Content

• Content Caution: The majority of consumers are more cautious about sharing content now than five years ago.
• Most Shared Content: Content from family and friends is most commonly shared, followed by content from YouTube/social media celebrities and brands they buy from.
• Trustworthiness: Online news is the second most trustworthy content, followed by traditional broadcast networks. Traditional entertainment celebrities are least trusted.
• Sharing Frequency: 30% of Baby Boomers never share content online, while 23% of Millennials do so constantly or frequently. Over half of consumers share content at least weekly.
• Reasons for Sharing: The main reasons for sharing brand content include raising awareness for a good cause, being informative and not promotional, and incentives.

Brand Content Engagement

• Annoyances with Brand Content: The most annoying aspects of brand content are too wordy or poorly written, not relevant, and poorly designed.
• Impact on Purchases: Two-thirds of consumers would not purchase from a brand if any of these issues occur.
• Content Value: Content is most valued for helping select between products/services, providing usage information/tips, and raising awareness of unfamiliar products/services.
• Purchase Influence: Nearly half of consumers have made a purchase based on online brand content. Millennials are less likely than other generations to make such purchases (53% vs. 60%).

Comfort in Sharing Information with Brands

• Sharing Comfort: Only one-third of all consumers are comfortable sharing personal information with brands to improve recommendations.
• Generational Differences: Millennials and Generation X are more comfortable sharing information than Baby Boomers.

Summary of Key Findings

• Consumers are heavy users of digital content, spending significant time on it.
• Smartphones are the most common device for content engagement, with gender and generational differences in preference.
• Multi-screening is widespread, and while it brings positive emotions, it can also lead to distracted behavior.
• Future device expectations are shifting towards connected home and automotive technologies.
• Content quality is critical, with slow loading, irrelevant, and poorly designed content leading to consumer dissatisfaction.
• Brand content is shared for specific reasons and is seen as valuable, but it is also subject to certain annoyances that can deter purchases.
• Contextual relevance and device compatibility are increasingly important for consumer satisfaction.
• Trust in content sources varies, with family and friends being the most trusted, and traditional entertainment celebrities the least.
• Millennials are more likely to engage with and share brand content, but they are also more sensitive to poor content quality.