Ninety-six percent of U.S. creatives happy in their roles; 75 percent working across mediums, Adobe creativity study finds
Monday, June 16, 2014
Press release from the issuing company
SAN JOSE, Calif. - Seventy-four percent of creative professionals view mobile technology as transforming the face of creativity and design, with seven in 10 reporting they create specifically for mobile devices, according to research released today from Adobe. The findings are detailed in The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines. The study provides insights into the attitudes and beliefs of the creative vanguard – including graphic designers, illustrators, Web designers, photographers and video professionals – about the future of the creative industry.
An overwhelming majority (77%) of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years. New technologies such as mobile are driving this change: A strong majority (87%) of those who create mobile content believe doing so has had a positive impact on their work. While creatives still rely on pen and paper for ideation (28%) and brainstorming (36%), nearly half use their mobile devices to capture inspiration on-the-go and 42 percent say they use mobile to create content anywhere. Thirty percent of creatives also expressed a desire to create more on tablets, surpassing desktop computers. Creatives identified app development and 3D modeling as the skills that will be most in-demand over the next 12 months.
“Creatives are going mobile, and this means a sea change for the creative process,” said David Wadhwani, senior vice president and general manager, Digital Media, Adobe. “The study shows that creatives are very interested in using mobile for idea generation and suggests we will see mobile use in the creation process significantly increase in the years ahead. This underscores that mobile devices can be an important part of the creative process when integrated with existing desktop workflows.”
Creatives on the Rise, But Under Pressure
Despite their optimism, creatives have worries, pointing to the need to “create more, at a faster speed than ever” as their top concern. Creatives also recognize the need to diversify their skills. Eighty percent of respondents believe they must learn new tools and techniques and three quarters say that creatives are increasingly working across multiple mediums and disciplines.
Shifting Sources of Motivation and Inspiration
While still mostly trusting their gut (79%) to make decisions, creatives view the impact of technology and digital analytics positively: 75 percent note that technology gives them more control over their professional destiny, and 70 percent feel empowered by analytics.
Creative Students Share Similar Views to Pros
“The New Creatives” a Focus in Cannes and New York
This Wednesday, June 18, Adobe will hold a worldwide online event to showcase what’s next in Creative Cloud including the newest innovations and product updates. Sign up to watch the live broadcast, 1-2:30 p.m. ET, here.
About The New Creatives Report
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