Consumers are demanding for higher standards in digital content as people are inundated with content across multiple devices, according to an Adobe report.
The report highlights consumers’ changing attitudes about content, including a growing skepticism about online content, and reveals a new imperative for brands and creators to develop content that is well-designed, easily accessible and authentic.
As consumers are embracing content across screens, they are accessing an average of 12 sources of content through an average of six different devices, with smartphones ranking as the most frequently used device by millennials daily.
Nearly 88% of consumers report they “multiscreen,” using an average of nearly three devices simultaneously with 40% finding this deluge of information distracting.
Consumers increasingly skeptical
The research shows that perceptions about the accuracy of content are under attack as people focus on entertainment value to break through the noise.
Over one-third of millennials value entertainment over accuracy and more than 40% of millennials don’t regularly fact-check content they are sharing. This means that consumers are increasingly questioning the authenticity of content; with more than 60% questioning whether a news article is biased, a photo has been altered or the author has been paid or incented to post a positive review.
Trust in brands and content creators hangs in the balance, as more than 70% trust content from a family member or friend more than celebrities or YouTubers.
Wake-up call for creators
A previous study from Adobe found that creatives feel pressure to create more content at a faster rate than ever before and, to keep up, more than 40% use mobile devices to create content wherever they are.
Today’s report indicates that pressure is continuing to build, with time-constrained consumers demanding a great experience. Consumers report they’re likely to stop viewing content or switch devices: if the content (layout, imagery) is unattractive, too long or if the images take too long to load.
“The message from consumers is clear: the bar is higher for content creators than it has ever been,” Bryan Lamkin, senior vice president and general manager digital media, Adobe, said. “People are overwhelmed by an ever-increasing volume of media and apps. Creatives and brands need to focus even more on great design to maximise the impact of their experiences.
The findings were based on the report “The State of Content: Expectations on the Rise”, a two-part online survey of 2,008 US consumers ages 18+ commissioned by Adobe and produced by research firm Edelman Berland, the market research arm of Edelman.
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