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Adobe Creative Confidence & Expression Report

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In a study focused on creativity, we surveyed 2,587 members of the U.S. general population to better understand how often people create, how they are creating content, the limiting factors impacting their creativity and what mobile app features would encourage them to create.

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Adobe Creative Confidence & Expression Report

  1. 1. Adobe Creative Confidence & Expression Report September 2019
  2. 2. Survey Methodology Adobe fielded a 5-minute online omnibus survey to a representative sample of the general population (n=2,587). Adobe Creative Confidence & Expression Report 01 Audience General Population Sample Size n=2,587 Margin of Error ±1.9% Method 5-minute online omnibus survey Timing Survey fielded from August 22-26, 2019
  3. 3. Adobe Creative Confidence & Expression Report 02 In a study focused on creativity, Adobe surveyed 2,587 members of the U.S. general population to better understand how often people create, how they are creating content, the limiting factors impacting their creativity and what mobile app features would encourage them to create. The majority (68%) of U.S. adults wish they were more creative, and they cite lack of time and inspiration as the top limiting factors impacting their ability to be creative. Despite frequently drawing and painting as children, a majority of U.S. adults say they rarely or never have time to paint or draw. However, there is a strong opportunity to re-inspire creative experiences through the power of today’s mobile devices – especially when it comes to digital artwork. Many of those who use a mobile device to create content prefer using mobile over the desktop to create. U.S. adults believe simpler mobile app design and more powerful, advanced features would make them more likely to create on mobile.
  4. 4. Adobe Creative Confidence & Expression Report 03 Frequency of Painting or Drawing as a Child (Shown: Percent selected response; n=2,587) Nearly half of U.S. adults say they painted or drew at least once a week as children. Women (42%) are more likely than men (30%) to say they painted or drew frequently as a child. painted or drew at least once a week Every day Frequently (i.e., at least once a week) Occasionally (i.e., at least once a month) Rarely (i.e., a few times a year) Never 11% 36% 23% 18% 12% 47% Total
  5. 5. Adobe Creative Confidence & Expression Report 04 Frequency of Painting or Drawing as an Adult (Shown: Percent selected response; n=2,587) rarely or never paint or draw Every day Frequently (i.e., at least once a week) Occasionally (i.e., at least once a month) Rarely (i.e., a few times a year) Never 4% 8% 17% 38% 71% 33% say they rarely or never paint or draw. creative frequency drops in adulthood – However, 71% of U.S. adults • Adults who say they frequently painted or drew as children are more likely to say they frequently (15%) or occasionally (24%) paint or draw as adults. • Women (20%) are more likely than men (13%) to say they occasionally paint or draw as adults. • 25% of Gen Z’ers, 21% of Millennials, 16% of Gen X’ers and 13% of Boomers say they draw at least once a month as adults. Total
  6. 6. Adobe Creative Confidence & Expression Report 05 The majority of U.S. adults wish they were more creative. confident expressing their creativity through drawing. 33% & only feel Statement Agreement (Shown: Total agree (somewhat/strongly agree); n=2,587) I wish I was more creative I am confident in my creative ability I feel confident expressing my ideas and creativity through drawing It's easier for me to express myself through drawing or painting than through writing 68% 52% 33% 22% Adults who frequently painted or drew as children are more confident in both their creative ability (65%) and expressing ideas through painting and drawing (47%) compared to those who occasionally or never did as children [41%; 20%]. Total agree
  7. 7. Adobe Creative Confidence & Expression Report 06 • Gen Z’ers are the most likely to feel they lack inspiration (44%) and time (43%) compared to Millennials (35%; 39%), Gen X’ers (31%; 36%) and Boomers (26%; 21%). • Adults who painted or drew frequently as children cite lack of time (39%) as their greatest limiting factor. Limiting Factors of Creativity (Shown: Percent selected response; n=2,587)cite lack of inspiration & time as the top limiting factors impacting their ability to be creative. 1in3U.S. adults Lack of inspiration Lack of time Lack of understanding how to use tools and technology Other factors include: • Lack of talent/ability • Lack of interest • Lack of funds Lack of artistic tools and technology Other 31% 31% 25% 23% 5% Total
  8. 8. Millennials (45%) and Gen X’ers (44%) who use a mobile device to create content are the most likely to agree they prefer using a mobile device over a desktop or laptop, compared to Gen Z’ers (27%) and Boomers (28%). Adobe Creative Confidence & Expression Report 07 of U.S. adults 40% who use a mobile device to create content prefer to create on their mobile device over a desktop or laptop. prefer to create content on their mobile device over a desktop/laptop Of those with a mobile device used to create content Content Creation on Mobile Devices vs. Desktop/Laptop (Shown: Total agree (somewhat/strongly agree); Total disagree (somewhat/strongly disagree); Among U.S. adults with a mobile device used to create content n=1,354) Agree Don’t know Disagree 40%
  9. 9. U.S. adults who are likely to create Adobe Creative Confidence & Expression Report 08 Likelihood to Create Content (Shown: Percent selected response; Among U.S. adults with a mobile device n=2,448) of U.S. adults 43% say something would make them more likely to create content believe a simpler app UX and more powerful app features would make them more likely to create on mobile devices. Features that Increase Likelihood to Create Content (Shown: Percent selected response; Among U.S. adults with a mobile device used to create content that say something would make them more likely to create content n=1,057) Other factors include: • Larger screen size • Intuitive controls • More time Simpler app user experience More powerful and advanced app features More integration with the apps I already use on the desktop Faster apps Other 49% 41% 32% 28% 6% Among U.S. adults with a mobile device used to create content that say a factor would make them more likely to create content

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