Adobe Japan Brand Content Report

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2019 Adobe Brand Content Survey
Japan Results
1
Research Partner:

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Profile of Respondents
Content Engagement
w/ Devices
Content and Purchase
Decisions Content Characteristics
Content Shared Online
A total of 1,004 surveys
were conducted among
adults in Japan.
Interviews were conducted
between December 31, 2018
and January 3, 2019.
All participants were required
to own at least one digital
device (such as a smart phone,
tablet, or computer) to
participate.
Methodology
TOPICS INCLUDED

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
• Approximately half of consumers multiscreen constantly or frequently. However, two seems to be the limit on the number of
screens that they can manage at one time.
‒ Consumers in Japan estimate that they engage with their devices 4.8 hours a day.
• Among emerging devices, consumers of all ages expect to use TV streaming, digital displays and smart speakers most over the
next 5 years.
• Omni channel offerings are important – a brand’s website and brand’s physical store are used most often in researching an item
to purchase, followed closely by reviews. Social media is emerging importance, particularly for 18 to 34 year olds.
• Older age groups are less likely to share content, or to trust social media networks. Nearly half of consumers and 50 to 64 year
olds in particular would not be comfortable sharing their information with brands.
‒ YouTube, Twitter, and Facebook are the most trusted social networks in Japan.
• Consumers are particularly intolerant of content that is poorly written, with the majority, of all ages, saying they would abandon
the content if faced with annoying situations such as this.
• Few Japanese consumers have had recent positive experiences with brand websites.
Highlights
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential

Profile of Participants

45%
55%
Male
Female
15%
43%
33%
9%
GenerationZ (18-
22)/Millennials (23-34)
GenerationX (35-49)
Baby Boomers (50-64)
Traditionalists (65 and older)
s1 -- What is your gender? (Base(excluding: prefer not to answer)=998);
s2 -- Which year were you born? (Base All respondents=(1,004);
• The survey was conducted with participants aged 18+ who own a digital device (be it a smart phone or a tablet or a
computer).
Who Participated in the Survey
Gender Age Group
18 to 34
35 to 49
50 to 64
65 and older

Device Engagement With Content

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
Age group Use Multiple Devices
(Constantly/Frequently)
Total device
usage per day
46% 4.8
18 to 34 59% 6.0
35 to 49 47% 4.9
50 to 64 41% 4.0
65 and older 34% 4.7
7
q2 -- How often do you use more than one device at a time (e.g., watching TV and checking social media on your phone)? (Base All respondents=1,004);
q3 -- How many devices do you typically use at one time? (Base All respondents=1,004);
q4 -- Please estimate the total number of hours per day - on average - you spend engaging with content on the devices below.(Base All respondents=1,004)
• While the likelihood to ‘multiscreen’ declines with age, overall daily usage is lowest for 50 to 64 year olds.
Nearly half of Japanese consumers use 2 devices at the same time constantly or
frequently. They used devices more than 4.8 hours per day.
2 devices at a time
are typically used,
for all age groups

Statistical significance at 95% CL denoted by capital lettersStatistical significance at 95% CL denoted by capital letters
Users of all ages expect to use TV streaming, digital displays and smart speaker most
over the next 5 years.
8
• 1-in-5 18 to 34 year olds also expect to use a wearable device most over the next 5 years.
q5 -- Of the devices below, which do you expect to use the most in the next five years? (Base All respondents=1,004)
Top 3 devices expected to use most in the next 5 years
18 to 34 35 to 49 50 to 64 65 and older
Digital displays
Smart speakers/home
assistants
Set Top Box/ TV
Streaming device
Smart speakers/
home assistants
Digital displays
Set Top Box/ TV
Streaming device
Digital displays
Smart speakers/
home assistants
33%
25%
20%
32%
25%
23%
35%
21%
24%
Set Top Box/ TV
Streaming device
Set Top Box/ TV
Streaming device
Smart speakers/
home assistants
Digital displays
33%
24%
21%
Wearable device

Content and Purchase Decisions

18 to 34 39%
35 to 49 36%
50 to 64 30%
65 and older 20%
• Those 65 and older are less likely to use their smartphones in a retail store to aid in their purchase decision.
10
q6 -- When researching an item to purchase, what resources below do you use most to get information to inform your purchase? (Base All respondents=1,004); q7 -- When purchasing an item, which
channels do you use the most? (Base All respondents=1,004); q8 -- Which channels do you use the most to interact with a brand after you’ve made a purchase? (Base All respondents=1,004); ); q10 – q10
q10 --Have you used a smartphone or another connected device while in a brick-and-mortar store to inform your purchase decision? ? (Base All respondents=1,004)
Retail stores and brand websites are important at all stages of a purchase however younger age groups find social
networking sites important for research and all consumers find them somewhat important for post-purchase
interactions.
Used smartphone/connected
device in a brick-and-mortar
store to inform purchase
decision
33%
Channel Researching purchases Purchasing Post-purchase
interactions
Online marketplace 44% 48% 45% 54% 63% 60% 55% 58%
Visit a store in person 31% 38% 38% 39% 43% 55% 54% 55% 26% 35% 42% 49%
The brand's website 24% 24% 26% 17% 30% 25% 24% 21% 34% 41% 43% 40%
Reviews from peers, family members,
friends or colleagues
21% 20% 21%
Online review sites 24% 21% 19% 20% 26% 19% 18% 19%
Social networking sites 25% 22% 15% 7% 15%
Email from a brand 18% 18% 24% 37%

Content Characteristics

• Those 65 and older are more frustrated by looking at too many pages and less frustrated by slow page loading than younger age groups.
• Males are more frustrated by irrelevant recommendations.
12
q12 -- When thinking about content, which of the following is most important to you personally? (Base All respondents=1,0004;
q9 -- When looking for content, what experiences frustrate you the most?(Base All respondents=1,004));
Most consumers are looking for content that is accurate and informative. They find
looking at too many pages, irrelevant offers and slow page loading most frustrating.
33%
33%
32%
30%
25%
12%
12%
8%
Looking at too many pages/screens to
find content
Irrelevant offers
Slow page load
Irrelevant recommendations/content
Spam email
Content not available
Cluttered content and design
Crowded navigation panel
Most Frustrating Experiences
36%
28%
19%
7%
5%
3%
2%
Content that is accurate
Content that is informative
Content that is simple
Content that is entertaining
Content that is beautifully designed
Content that is personalized to me
Content I can interact with
Important Content Characteristics
35%
65 and older
47%
65 and older
19%

Statistical significance at 95% CL denoted by capital lettersStatistical significance at 95% CL denoted by capital letters
13
q11 -- When you are viewing content on any device and encountered the below problem, what would you do? Base All respondents=1,004)
67%
65%
65%
65%
61%
60%
16%
24%
21%
19%
28%
23%
18%
11%
15%
16%
11%
17%
Content is too long
The content/images won't load
I have trouble interacting with the content on
the device
Content takes too long to load
Content not displaying well on current device
The video is slow and resolution is poor
Problems encountered viewing content on device
Stop all together Switch to a different device Unchanged
At least 3-in-5 of consumers would stop what they are doing if they encountered issues
viewing content on their devices.

Content Shared Online

Statistical significance at 95% CL denoted by capital letters
15
q13 -- How often do you share content online (e.g., on social media posts, blogs, videos, news, articles, etc.)? (Base All respondents=1,004);
q16 -- When looking at social media channels specifically, what channel do you trust the most (the accuracy of the content, security of your information, etc.)? (Base All respondents=1,004);
q19 -- Which of the following pieces of information if any are you comfortable sharing about yourself to improve the recommendations you see from brands? (Base All respondents=1,004)
Not surprisingly older age groups are less likely to share content online or to be trusting
of any social media channels.
• YouTube is the most trusted social network overall (23%)
• Those 65 and older have the highest level of trust in Facebook (22%) while 18 to 34 year olds put a high level of trust in Twitter
(24%).
• Nearly half of Japanese consumers, and those 50 to 64 in particular would not share their demographic, personal, behavioral or
geographic information with brands.
Age group
Share content
at least daily
Most trusted
social
networks
Don’t trust any social
media channels
Not
comfortable
sharing any
personal
information
with brands
33% 44% 48%
18 to 34 47% 23% 30%
35 to 49 35% 42% 48%
50 to 64 27% 55% 57%
65 and older 27% 52% 47%

Statistical significance at 95% CL denoted by capital letters
28%
8%
30%
22%
23%
22%
4%
7%
6%
4%
Content from a family member, friend or
peer
Content from a YouTube or social
media celebrity
Content from an online news source
Content from an online consumer
review site
Content from a company whose
products you buy
Content from a traditional broadcast
media network
Content from a traditional entertainment
celebrity
Content from an online blog
Content from an academic
Content from an elected government
official
16
q14 -- Which of the following types of content are you most likely to share? (Base Shared content=681);
q15 -- Please indicate which of the following types of content you trust the most, independent of who originally created it. (Base All respondents=1,004)
Content from friends and family is the most likely to be shared while content from an online news
source is the most likely to be trusted.
• Those 50 and older are more likely to share content from an online news source and nearly half of those 65 and older trust
content from this source.
• 18 to 34 year olds are most likely to share and trust content from traditional celebrities.
32%
25%
24%
23%
21%
20%
16%
12%
2%
2%
Content from a family member, friend or
peer
Content from a YouTube or social
media celebrity
Content from an online news source
Content from an online consumer
review site
Content from a company whose
products you buy
Content from a traditional broadcast
media network
Content from a traditional entertainment
celebrity
Content from an online blog
Content from an academic
Content from an elected government
official
Content Shared Content Trusted
39%
32%
65 and older 47%
65 and older 34%
8%
18 to 34
6%35 to 49
65 and older18%
65 and older35%
50 to 6429%
65 and older42%
26% 18 to 34

73%
59%
57%
56%
38%
I would stop purchasing from a brand if it
crossed the line with a creepy personalized
experience.
I actively adjust my privacy settings with the
brands I engage with to protect my information.
I trust that the brands I engage with are
respecting my privacy and have the best of
intentions with the data they gather about me.
I'm aware of the information and data each
brand I interact with has permission to gather
about me.
I'm comfortable with brands using all of the
information they know about me to personalize
their interactions with me.
Agreement with statements about personalization
q26 -- When it comes to personalization, please indicate what you agree or disagree with: (Base: All respondents=1,004);
Consumers of all ages are likely to stop purchasing if a brand made them uncomfortable,
and they actively protect their privacy.

43%
25%
24%
23%
14%
14%
12%
11%
1%
Content that is too wordy/poorly
written
Content that's too personalized where
it's creepy
Content that isn't personalized or
relevant to me or my situation
Content that isn't optimized for my
device
Content that is poorly designed
Content that I've seen before/content
that is old or stale
Content that I have already purchased
is highlighted as a promotion
Content without video or images
Other
Most annoying about content from brands
18
q17 -- When you think about content from brands, which of the following is most annoying? (Base All respondents=1,004);
q18 -- Would any of the annoying situations mentioned in the last question prevent you from purchasing a product (e.g., content that isn't relevant, too personalized, not optimized, etc.)? (Base All respondents=1,004);
q21 -- When you think overall about your recent experiences with brand websites, how would you rate those experiences in general? (Base Have recent experience with a brand website=925);
While content that is too wordy/poorly written is the most common complaint and less than one-quarter
of consumers rate their recent experiences with brand websites as good.
• Across all ages, three-quarters say that these annoyances would lead to an abandoned shopping cart. Those 50 and older are more likely than 35
to 49 years olds to abandon their shopping cart after an annoying situation.
17%
61%
22%
Recent experiences with brand
websites
Poor Neutral Good
The annoying situations
WOULD prevent you from
purchasing a product with a
brand
70%
75%
82%65 and older
79%50 to 64
60%
65 and older
35 to 49

29%
28%
28%
28%
23%
Make a purchase
Subscribe to the brand's
communications like email
list, social media channels,
etc.
Become loyal to the brand
Make purchases that you
didn't intend to due to
enhanced recommendations
Recommend the brand to
others
Actions taken as a result of
personalized content from brands
18-34
32%
20%
17%
16%
14%
I'd be less likely to make a
purchase
I'd stop paying attention to
the content I see from the
brand
My loyalty to the brand
would decrease
I'd stop using the brand all
together
I'd be less likely to
recommend the brand to
others
Potential actions if the content is not
contextually relevant
19
q25 -- If a brand personalizes its messages/content to you, are you more likely to: (Base: All respondents=1,004);
q23 -- What would you most likely do if the content wasn't contextually relevant (i.e., isn't mapped to time, location, activity)? (Base: Mid to high importance=651);
q24 -- How often do you receive messages/content from brands that are not relevant or personalized to you?(Base: All respondents=1,004);
Over one-quarter of consumers and baby boomers in particular are more likely to make
an unplanned purchase if content from brands is personalized.
• GenZ/Millennials are more likely to recommend a brand if they see personalized content and less likely to recommended a brand if content is
not contextually relevant.
• Many consumers see irrelevant, non-personalized content at least sometimes.
22%
18-34s
58%
Receiving messages from brands that
are not relevant/personalized
Constantly/Frequently/Sometimes
34%
40%18-34

Adobe Japan Brand Content Report

Adobe Japan Brand Content Report

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