Content in More Demand Than Ever, Authenticity a Major Factor

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Consumers are embracing content across screens more than ever, a new report suggests, placing new stresses on content creators.

At Adobe MAX 2015, a creativity conference, Adobe released findings from a survey that shows standards in North America for digital content are rising as people are inundated with content across multiple devices.

The report, “The State of Content: Expectations on the Rise,” 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.

Consumers 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. Eighty-eight percent of consumers report they “multiscreen,” using an average of nearly three devices simultaneously. Forty percent find this deluge of information distracting, according to the report.

“The message from consumers is clear: the bar is higher for content creators than it has ever been,” said Bryan Lamkin, senior vice president and general manager Digital Media, Adobe. “People are overwhelmed by an ever-increasing volume of media and apps. Creatives and brands need to focus even more on great design to maximize the impact of their experiences.

Amazingly, more than one-third of Millennials value entertainment over accuracy, suggests the survey, and more than 40 percent of Millennials don’t regularly fact-check content they are sharing.

Yet, overall, consumers are increasingly questioning the authenticity of content, the report says: more than 60 percent question whether a news article is biased, a photo has been altered or the author has been paid or incented to post a positive review.

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