Creative Shift: German Creatives Are Going Mobile

CREATIVE SHIFT: GERMAN CREATIVES ARE

GOING MOBILEGERMANY JUNE 2015

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015

Methodology

Definition: Creative Pro

• Online survey among 308 German creative professionals

• Data collected April 22 to April 28, 2015 by Edelman Berland

• Margin of error at the 95% confidence level for the total sample is +/- 5.5%

• Works in a creative industry (list of disciplines includes graphic designers,

web designers, photographers, illustrators, etc.)

• Employed, self-employed or freelance

• Resides in Germany


Key Findings

Creatives in Germany are positive in their outlook and see more opportunity in the future.

Creativity and design are becoming more important to business and the nature of the creative role is

changing.

• Seventy-one percent believe their company is hiring more creatives compared to three years ago. (Slide 8)

• A strong majority (81%) believe their best days are ahead. (Slide 8)

• A significant majority (8 out of 10) agree that creatives need to be skilled in more than one discipline as they are

increasingly working across multiple mediums. (Slide 9)

• Eighty-two percent of creatives agree they are becoming more important to business and 87% believe they are

having a significant influence. (Slide 10 and 11)

• Seventy-three percent agree the role of creatives is changing rapidly. (Slide 12)

• Seventy-four percent say shorter timelines mean there is increasing demand for “efficient creativity.” (Slide 11)


Key Findings (continued)

Mobile is changing the way creative work gets done in Germany, affecting the creative process and ability to

be productive anywhere.

• A significant majority of German creatives (84%) believe digital tools and mobile technology are transforming

the face of creativity. (Slide 13)

• German creatives express strong interest in making more use of tablets in the future for idea generation (30%)

and seeking inspiration (30%), and want to make more use of mobile phones in the future for content sharing

(25%). (Slide 14)

• Forty-four percent say mobile allows them to capture inspiration on the go, though pen and paper are still

used for idea generation (23%) and brainstorming (36%). (Slide 15 and 14)

• Sixty-five percent of creatives say working outside the office helps them be more creative and more than half

(58%) say that the most creative people do not work in a traditional office. (Slide 16)

• On average, creatives in Germany are working from 5 different places per week. (Slide 17)


Key Findings (continued)

Technology advances are seen as empowering, supporting creatives’ preference to work independently.

• More than half (55%) say new technologies are changing how they work, and a third (34%) are inspired by

new technologies and products in their creative process. (Slide 18 and 19)

• Sixty-two percent of German creatives say they work best independently. (Slide 21)

• Most creatives in Germany (68%) feel empowered by analytics, but a majority (79%) also trust their creative

gut. (Slide 22 and 23)

• Those who are empowered by analytics feel their best days are ahead of them (90%) and are happier in their

careers (61%), in contrast to those who are threatened by analytics (64% and 29% respectively). (Slide 22)


DETAILED FINDINGS

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

Q6. HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE?Q21. DO YOU FEEL THAT YOUR OWN WORK IS APPROPRIATELY RECOGNIZED AND HONORED?

Q22. IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION? GERMANY JUNE 2015

IS YOUR WORK APPROPRIATELY RECOGNIZED OR HONORED?

IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION?

Creatives are happy in their careers and most feel their work is recognized

75% 88%

NoNo

Yes Yes

25% 12%

HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE?

50%

Very happySomewhat happyNot very happy

41%9%

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015

Outlook for hiring is favorable and creatives feel positive about the future

HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR…

IS YOUR COMPANY HIRING MORE OR LESS CREATIVE ROLES COMPARED TO THREE YEARS AGO?

81%

71%

Best days are ahead

Hiring more

Best days are behind

Hiring less

19%

29%

Q4A IS YOUR COMPANY HIRING MORE OR LESS CREATIVE ROLES COMPARED TO 3 YEARS AGO. Q5. HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR…CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE


Skills across mediums and disciplines, as well as keeping up with industry trends, are key to success

% STRONGLY AGREE/AGREE

83%

77%

82%

77%

Creatives need to become skilled in more than one creative discipline

New skills that redefine how you do your work

Creatives are increasingly working across multiple mediums and disciplines

There is an increasing need to collaborate and share with other creatives

Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE


They feel they have a strong level of influence over their company/clients

LEVEL OF INFLUENCE OVER COMPANY OR CLIENTS (AMONG NON-SELF-EMPLOYED)

LEVEL OF INFLUENCE OVER CLIENT DESIGN DECISIONS (AMONG SELF-EMPLOYED)*

12%

16%

75%

56%

12%

28%

Very strong

Very strong

Strong

Strong

Weak

Weak

Q19. HOW WOULD YOU RATE THE LEVEL OF INFLUENCE YOUR CREATIVE TEAM OR DEPARTMENT HAS OVER YOUR COMPANY OR YOUR CLIENTS OVERALL? Q20. HOW WOULD YOU RATE THE LEVEL

OF INFLUENCE YOU HAVE OVER CLIENTS IN TERMS OF DESIGN DECISIONS? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES GERMANY JUNE 2015

As their role changes and expands, pressures increase


82%

74%

60%

74%

65%

74%

Creativity and design thinking are becoming more important to business

Shorter timelines mean there is increasing demand for ‘efficient creativity’

It is difficult for creatives to make a living from a job in the creative industries

Creatives must work with and satisfy an increasing number of stakeholders

More creatives are moving to independent/freelance roles

The creative industry has changed more in the last 5 years than in the last 50

Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:


The rapid changes in the industry will have a significant effect on the role of creatives

HOW DIFFERENT DO YOU THINK YOUR ROLE AS A CREATIVE WILL BE… (TOP 3: 7-9)

12 monthsfrom now

3 yearsfrom now

28%

55%

Q2. HOW FAST DO YOU FEEL THE ROLE OF CREATIVES IS CHANGING? Q44. ON A 0 TO 9 SCALE WHERE 0 IS NOT AT ALL DIFFERENT AND 9 IS EXTREMELY DIFFERENT, HOW DIFFERENT DO YOU THINK YOUR

ROLE AS A CREATIVE WILL BE 12 MONTHS FROM NOW AS WELL AS 3 YEARS FROM NOW?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

HOW FAST DO YOU BELIEVE THE ROLE OF CREATIVES IS CHANGING?

73%12%15%

RapidlySlowlyI do not feel the role ofcreatives

is changing


Digital tools and mobile are transforming the face of creativity

% STRONGLY AGREE / AGREE

84%

77%

83%

40%

38%

57%

Digital tools and mobile are transforming the face of creativity

Digital tools afford creative freedoms I never thought were possible

Creatives are expected to learn new tools and techniques

Print as a medium is dying

Print as a medium is already dead

Use of consumer data and analytics is vital to the creative process

Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE


While, traditional methods are still favored for idea generation and brainstorming, mobile is the future

USE MORE TODAY

PAPER DESKTOP

LAPTOP

WILL USE MORE IN THE FUTURE

TABLET

MOBILE DEVICE

Brainstorming

Content creation

Idea generation

Content sharing

Displaying content

Collaboration

Contentsharing

Contentcreation

Brainstorming

Ideageneration

Contentsharing

Seekinginspiration

Seekinginspiration

Contentcreation

Seekinginspiration

Collaboration Displayingcontent

35%30%

23%

36%

30%

30%30%

24%25%

33%36%

27%

26% 25% 25%28%

19%

Q37. WHICH OF THE DEVICES LISTED IS YOUR GO-TO DEVICE FOR EACH OF THE FOLLOWING CREATIVE ACTIVITIES? Q38. WHICH OF THE DEVICES LISTED WOULD YOU LIKE TO USE MORE IN THE FUTURE FOR

EACH OF THE FOLLOWING CREATIVE ACTIVITIES? CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015JAPAN JUNE 2015

Mobile allows for flexibility in where creative process takes place

% STRONGLY AGREE / AGREE

44%

32%

38%

28%

31%

I can capture inspiration in the moment and on the go

I am able to share work across my mobile device and computer easily

I can create content anywhere

I’m using mobile devices to present creative concepts

I’m using mobile to collaborate

Q39. HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES GERMANY JUNE 2015

German creatives are moving away from traditional offices


65%

56%

58%

54%

Working outside the office helps me be more creative

The traditional office limits creativity

The most creative people do not work in a traditional office

The traditional office is a thing of the past

Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:


Creatives are working less in the office

Q8. WHAT PERCENTAGE OF YOUR TIME DO YOU SPEND WORKING ON CREATIVE WORK OUTSIDE A TRADITIONAL OFFICE (IN A COFFEE SHOP, LIBRARY, PARK , AT HOME, ETC.)?

Q9. HOW MANY DIFFERENT PLACES DO YOU WORK ON CREATIVE WORK IN AN AVERAGE WEEK?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

On average, they’re working from 5 different places per

week(Median = 3)

53%outside traditional

office

WHAT PERCENTAGE OF YOUR TIME DO YOU SPEND WORKING OUTSIDE A TRADITIONAL OFFICE?

in a traditional office

47%


New technologies are the largest driving force of change…

WHAT ARE THE TOP DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?

55%

31%

35%

28%

29%

New technologies that change how you do your work

New skills that redefine how you do your work

The impact of social media on the creative industry

The growing expectations on creatives and creative agencies to do more with less

Growing client demand for campaigns across multiple channels/platforms/devices

Q3. WHAT ARE THE TOP THREE DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015Q12. WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS? GERMANY JUNE 2015

…and they are also a source of inspiration

WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS?

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

34%

29%

33%

24%

18%

18%

20%

28%

New technologies and products

Travel

Viewing the work of other creatives

Social media

Peers and colleagues

Trends in pop-culture

Fine art (museums and galleries)

Exposure to new skills and mediums

CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015

Creatives are optimistic and encouraged by the changes occurring within the industry

Q10. WHICH OF THE FOLLOWING ADJECTIVES BEST DESCRIBES HOW YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? (SELECT UP TO 3 ADJECTIVES.)

HOW DO YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY?

65%

17%

9%

5%

41%

9%

6%

15%

Optimistic

Overwhelmed

Threatened

Intimidated

Encouraged

Confused

Pessimistic

Commoditized


Technology supports creatives’ desire to work independently

Q31. FOR EACH PAIR OF STATEMENTS BELOW, WHICH STATEMENT COMES CLOSEST TO YOUR OWN VIEW OF CREATIVITY?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

62%38%

Say they are most creative when they work aloneSay they are most creative when they work with others


German creatives feel empowered by analytics

Q42. WHICH OF THE STATEMENTS BELOW COMES CLOSEST TO HOW YOU FEEL ABOUT DIGITAL ANALYTICS AND METRICS (I.E . BIG DATA) AS IT RELATES TO CREATIVITY?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

68%feel threatened by

analytics and metrics

ONLY 64% FEEL THEIR BEST DAYS ARE AHEAD

OF THEM AND MOST (71%) ARE NOT VERY

HAPPY IN THEIR CAREERS

feel empowered by analytics and metrics

THEY FEEL THEIR BEST DAYS ARE AHEAD OF THEM (90%) AND 61% ARE HAPPY

IN THEIR CAREERS

32%


WHEN IT COMES TO CREATIVE WORK IN THE SERVICE OF MARKETING, HOW MUCH DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS? % STRONGLY AGREE/AGREE

Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

While valuing analytics, Creatives still rely on their creative gut

79% 61% 61% 57% 54% 52% 51%

I primarily trustmy creative gut

Creative work is increasing becoming

commoditized

The quality of creative work is being overshadowed by the

need to produce a high volume of work

Business considerations usually

trump design and creative purity

Analytics and metrics create more work for

creatives

Analytics and metric make creative

gambles less risky

Analytics and metrics can inspire great creative

GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE


APPENDIX:ADDITIONAL FINDINGS


HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE? % EXTREMELY IMPORTANT/VERY IMPORTANT 41%

31%

83% 81% 80% 78% 77% 75%

Being passionateabout my work

Having complete creative freedom

Having a uniquesignature style

Being efficientin my work

Being proficient inmultiple disciplines

Staying true to my creative vision despite business

preferences

Q14. HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?

Passion, individuality and efficiency are universally important to German Creatives


WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY?

HOW CREATIVE DO YOU CONSIDER YOURSELF TO BE COMPARED TO YOUR CREATIVE PEERS?

63%37%Recentcollege

graduates

Establishedcreatives

Q11. WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY?Q27. HOW CREATIVE DO YOU CONSIDER YOURSELF TO BE COMPARED TO YOUR CREATIVE PEERS?

Established Creatives are better equipped to handle the changing industry

6%

44%

50%

Less creative

More creative

As creative


Creatives feel Germany is as creative as other countries in Europe and globally

Q28. HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES GLOBALLY?Q28B. HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES IN EUROPE?

HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES IN EUROPE?

HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES GLOBALLY?

16%21%

42%38%

42%41%

Less creativeLess creative

More creativeMore creative

As creativeAs creative


Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW?

Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

WHICH OF THE FOLLOWING PLATFORMS DO YOU USE?

USE REGULARLY RELY ON FOR INSPIRATION

41%

31%70%

Facebook

35%

Google+

15%

59%

YouTube

36%

51%

WhatsApp

45%

32%

Instagram

17%19%

LinkedIn

16%

6%

29%

Xing

24% 19%

Pinterest

5%

36%

Twitter

10%

Q32. WHICH OF THE FOLLOWING SOCIAL PLATFORMS DO YOU USE REGULARLY?Q33. WHICH OF THE FOLLOWING PLATFORMS DO YOU RELY ON FOR INSPIRATION?

Social media is used heavily; YouTube is the top avenue for inspiration




WHICH OF THE FOLLOWING PLATFORMS DO YOU CONSIDER TO BE THE MOSTEFFECTIVE FOR PROMOTING YOUR PERSONAL DIGITAL PRESENCE?

Facebook Google+YouTube Instagram Other Das Auge - dasauge.de

Q34. WHICH OF THE FOLLOWING PLATFORMS DO YOU CONSIDER TO BE THE MOST EFFECTIVE FOR PROMOTING YOUR PERSONAL DIGITAL PRESENCE?

Facebook is used most widely, and is seen as most effective in promotion

36%

5% 5%

20%

8% 8%




WHAT TIME OF DAY YOU DO YOU FEEL YOU ARE MOST CREATIVE/PRODUCTIVE?

MOST PRODUCTIVEMOST CREATIVE

6%

Early morning,between 5am - 9am

Morning, between9am - 12pm

Mid-day, between12pm - 3pm

Afternoon, between3pm - 6pm

Evening, between6pm - 9pm

Night, between9pm - 12am

Late night, between12am - 3am

Overnight, between3am - 5am

17%

15%

32%

7%

10%

34%

13%

16%

1%

6%

9%

1%3%

15%15%

Q25. WHAT TIME OF DAY YOU DO YOU FEEL YOU ARE MOST CREATIVE? (PLEASE SELECT ONE.) Q26. WHAT TIME OF DAY DO YOU FEEL YOU ARE MOST PRODUCTIVE? (PLEASE SELECT ONE.)

Creatives are more productive and efficient in the morning




WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK?

41%

41%

Agencies

5%2% 1%

22%

Self-employed Corporations

15%

Smallbusinesses

Educationalinstitutions

Governmententities

Non-profits

14%

Q23. WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK?

Two-fifths believe that the most creative people work in agencies


WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?

Q24: WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?

Consuming creative content and exercising inspires

37%

21%

31%

15%

32%

18%

29%

13%

27%

11%

Listening to music

Socializing in a bar or restaurant

Exercising (taking a walk, hike, bike, at the gym, etc.)

Watching TV/movies

Attending events or exhibitions

While commuting

In bed or sleeping or dreaming

Whileviewing my social feed

Reading books, newspapers or magazines

In the shower


ARE YOU ABLE TO MEET YOUR FINANCIAL NEEDS WITH YOUR PRIMARY CREATIVE EMPLOYMENT?

HOW DO YOU SUPPLEMENT YOUR INCOME?(AMONG THOSE WHO ARE UNABLE TO MEET FINANCIAL

NEEDS THROUGH PRIMARY CREATIVE EMPLOYMENT)

YesNo

Q7. ARE YOU ABLE TO MEET YOUR FINANCIAL NEEDS WITH YOUR PRIMARY CREATIVE EMPLOYMENT?Q7A. HOW DO YOU SUPPLEMENT YOUR INCOME? (PLEASE SELECT ALL THAT APPLY.)

Among those who need to supplement their income, 2 in 5 rely on additional work within the creative field

40%

22%

35%

16%

8%

4%

Take creativeside jobs

Get assistance fromfamily members

Have a part time job outside of creative field

Live with family

Get government assistance

Live withroommates

27%73%


ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO?

HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES?

8%

Q17. ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO? Q18. HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES?

Creatives’ impact is holding steady, yet only 1/3 think companies perceive a significant value-add from creatives

59% 59%33% 35%

6%

Significantlymore impact

Addingsignificant

value

Significantlyless impact

Addingno value

Same impact Addingsome value


WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?

Q45. WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?

Top concerns center around inspiration, job security and expectations

35%

30%

31%

29%

27%

Losing inspiration and motivation

Never making it in my profession

Financial or job security

Pressure to deliver more creative ideas and content faster than ever

Not meeting the expectations set for me


IF YOU HAD COMPLETE CONTROL OF YOUR TIME AS A CREATIVE, WHICH ONE OF THE TWO ACTIVITIES BELOW WOULD YOU PRIORITIZE?

Q43. IF YOU HAD COMPLETE CONTROL OF YOUR TIME AS A CREATIVE, WHICH ONE OF THE TWO ACTIVITIES BELOW WOULD YOU PRIORITIZE? Q47A. WHAT KIND OF SKILLS DO YOU THINK

YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

Learning new skills is a priority for creatives

WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

56%44%Other activity

Learning a new medium or discipline

54%46%Other skills

of creatives lacking skills think learning about new technology would help them be successful


WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

Top motivations revolve around producing high quality, visible work and knowledge expansion

42%

37%

41%

36%

31%

Seeing my ideas brought to life in the real world

Desire to learn new things

I want to do great work

Reaching a broad audience

Mastering new techniques


DO YOU CREATE ANY OF THE FOLLOWING?IMPACT OF MOBILE CONTENT ON YOU AS A CREATIVE?

(AMONG THOSE WHO CREATE FOR MOBILE)

Q40. DO YOU CREATE CONTENT FOR ANY OF THE FOLLOWING? Q40A. WHAT KIND OF IMPACT HAS CREATING MOBILE CONTENT HAD ON YOU AS A CREATIVE?

And those who create for mobile feel it has made a positive impact

Mobile websites

Mobile ads

Apps

None of the above

16%

44%

30%9%

Negative

No impact

8%82%

Postitive

45%

Creative Shift: German Creatives Are Going Mobile

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