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© Copyright 2014 Adobe Systems Incorporated. All rights reserved.2014

ADOBE APAC CREATIVES PULSE

Methodology

Online survey among a total of 2,557 creative professionals

Survey �eld period: September 8 – October 5, 2014

Survey included creative professionals from di�erent types of organizations(corporate, government entity, agency) and across disciplines (web design, illustrator, UI designer, architect).

Margin of error at the 95% con�dence level is +/- 1.9%.

APAC Creatives Survey | 2014 2

Respondent pro�le

Country of Origin

Gender

Male

Female

211INDIA

343AUSTRALIANEW ZEALAND

941GREATER CHINA

559KOREA

503SINGAPORE

71%

29%

Total -2557


Respondent pro�le

Employment Type

Years of experience

Corporation

Government entity

Non-pro�t

Small business

Agency

Educational institution

Self-employed

27%

32%

4%

4%

9%

3%

21%

6-10 years

0-5 years

30%

33%

21-30 years8%

More than 30 years

4%

11-20 years25%


Summary of key �ndings

Creatives place a high premium on producing business impact through their work, rating it well above recognition and �nancial success.

Creatives are largely optimistic about the future.

With design and creativity becoming more important in business, creatives feel they have to be ready to adapt to new tools, technology and platforms.

say that mobile is transforming the face of creativity and design.(Slide 9)80%

say the role of creatives is changing rapidly or very rapidly with 58% citing new technologies as driving this change. (Slide 10)78%

feel that app development skills will be most in demand over the next 12 months. (Slide 11)34%

say business impact is one of the most important measures of success in their work. (Slide 12)72%

say the best days of the industry lie ahead. (Slide 13)86%


Creatives are driven by learning and growth opportunities as well as by creative ful�llment.

54%say a desire to learn new thingsmotivates them at work while 50%

are driven by the satisfaction of seeingtheir ideas brought to life. (Slide 15)

Creatives feel good about their impact at work and believe that their contribution is viewed positively by employers and clients.

50%say that they are having signi�cantly moreimpact at work than two years ago. (Slide 16) 41%

indicate that they are perceivedas adding signi�cant value. (Slide 17)

Creatives seek inspiration from multiple sources, both o�ine and online.

37% Websites/ Online advertising 35%Online creativecommunities 29% Film

26% TV Advertising 26% Print/Magazine advertising

Summary of key �ndings(Contd)

lead the list. (Slide 14)


Creatives still rely on pen and paper as well as traditional computing devices for much of the creative process. However, there is evidence of increasing mobile usage in many of these activities.

Creatives cite several bene�ts to using mobile devices in the creative process.

49%say mobile makes their work accessible to a broader audience while

44%say they are using it topresent creative concepts 38%

believe it creates more output mediums which makes their jobs harder. (Slide 18)

48%say it allows them to captureinspiration on the go

However,


Smartphones are being used for idea generation and for seeking inspiration. (Slide19)

Tablets and touchpads are being used for content sharing and display.


Creatives indicate they would like to use mobile devices to a larger degree during the creative process.


Creatives largely value the insights they get from data.

72% feel empowered by analytics and metrics in their jobs. (Slide 21)

�ey would like to use tablets, touchpads and smartphones more o�en for idea generation,seeking inspiration, brainstorming, collaboration, content sharing and display. (Slide 20)

Creatives are fearful of not meeting expectations at work as well as of losing their creative drive and focus.

46%insu�cient trainingin new skills

43%di�culty in producing original or di�erentiated output.

50%losing inspiration/motivation

A few factors that keep creatives up at night are(Slide 22)

47%pressure to deliver more content faster


How creatives view industry trendsPercent who Strongly Agree/ Somewhat Agree with statement

With design and creativity becoming more importantin business, creatives feel they have to be ready to adaptto new tools, technology and platforms.

Creativity and design thinking are becomingmore important to business 83%

Technology is enabling creatives to be morein control of their professional destiny

78%

Mobile is transforming the faceof creativity and design

80%

Creatives are increasingly working acrossmultiple mediums and disciplines 84%

Creatives will fall behind if they don’t staycurrent with changes in the industry 84%

Creatives are expected to learnnew tools and techniques 84%

APAC Creatives Survey | 2014 9Q. Please indicate whether you agree or disagree with the following statements.

What's driving change in role of creatives?

New technologies thatchange how you do your work 58%

New skills that rede�nehow you do your work 32%

35%New responsibilities added to

the creative function

27%Challenge of “breaking through

the noise” to reach audiences

37%�e impact of social media

27%Necessity to work on multidisciplinary

/cross-functional teams

29%New platforms forreaching audience

5%�e opportunity to crowd-

source projects

18%�e use of consumer data and

analytics to guide creative strategy

78%VERY RAPIDLY/

RAPIDLY

14%Very Slowly/

Slowly

Creatives believe they are ina fast changing industryHow fast do you feel the role of creatives is changing?

New and cu�ing edge technologies are transformingthe industry with more than half of creatives surveyed citing this as a leading driver of change.

Top driving forces behind the change

APAC Creatives Survey | 2014 10Q. How fast do you feel the role of creatives is changing?Q. What are the top three driving forces behind the change in the role of creatives? (Please select up to three)

10%

7%6%4%2% 2% 2%3%

6%

Which of these skills will be most in demand over the next 12 months?

App development leads the list of critical creative skills for the upcoming year, followed by web design and digital story telling.

Web design Illustration Visual e�ectsGraphicdesign

PhotographyVideo editing 3D Modeling App develop-ment

Motiongraphics

Animation Digitalstorytelling

Other

12% 12%

34%

APAC Creatives Survey | 2014 11Q. Which of these creative skills do you think will be most ‘in-demand’ over the next 12 months?

44%Recognitionfrom peers

72%Business impact 55%

Social mediafeedback & views

37%Industryawards

What are the ultimate measures of success in your work?

Creatives place a high premium on producing business impactthrough their work, rating it well above social media feedback, awards, recognition and �nancial success.

45%Personal�nancialsuccess

APAC Creatives Survey | 2014 12Q. What is the ultimate measure of success in today’s creative world? Please rank the following from most important factor (1) to least important (5).

How do you see the future for creatives?

Creatives are largely optimistic about what lies ahead for them in the industry.

86%

14%

Best daysare ahead

Best daysare behind

APAC Creatives Survey | 2014 13Q. How do you see the future for creatives?

What are the primary sources of inspirationfor the creative community?

Social media, �lm and advertising across media largely in�uence creatives in their work. However, they also draw inspiration from many other sources, both online and o�ine.

6%

12 %

16% 15%

22%

35%

46%

26% 26%

29%

37%

Architecture TV advertising Print and magazine advertising

Film Video games Social media(Facebook, Twi�er, etc.)

Websites/online advertising

High fashion Street style Cultural imports from other countries

Online creativecommunities

(Behance, Dribbble,or others)

Q. Which of the following do you see as the most in�uential source of creative sparks and inspiration for the creative community?APAC Creatives Survey | 2014 14

What are some of the things thatmotivate you as a creative?

Creatives are driven by a desire to learn new things and by the satisfaction of seeing their ideas brought to life. �ey rate these factors above �nancial rewards when it comes to motivating them at work.

Desire to learn new things 54%

Mastering new technologies 42%

I want to do great work 43%

Recognition from peers 20%

Reaching a broad audience 29%

Recognition and advancement from my employer 23%

Recognition from family members 10%

Recognition from my mentors/teachers 12%

Prestigious awards and accolades 17%

Seeing my ideas brought to life in the real world 50%

Financial rewards 40%

Knowing my work is having an impact on business 34%

Knowing my work is having an impact on causes/social issues 32%


I am having signi�cantly less impact

I am having the same impact

I am havingsigni�cantly more impact

Are you having more or less impact today,compared to two years ago?

50%38%

12%

Creatives feel positive about their contribution at work. Many feel that they are having signi�cantlymore impact than two years ago.

Q. Are you, as a creative, having more or less impact today than you did two years ago?APAC Creatives Survey | 2014 16

Creatives are addingsigni�cant value

52%

Creatives are addingsome value

41%

How does your company/clients perceive the value of creatives?

Creatives are secure about how they are perceived with more than half indicating that they are viewed as adding signi�cant value.

Q. How do you feel your company/clients perceive the value of creatives?APAC Creatives Survey | 2014 17

How have mobile deviceschanged your creative process?

Creatives believe mobile devices make their work more accessible and allow them to capture inspiration on the go. Many are using mobile to present creative concepts. However, by creating more output mediums to design for, it also makes their work more challenging.

49% My work is now accessible to a broader audience

44%I’m using mobile devices to present creative concepts

26% I’m using mobile to collaborate

30% I’m using mobile as a digital portfolio

48%I can capture inspiration in the moment and on the go

2% Other

32% I can create content anywhere

38%Created more output mediums which makes my job harder

Q. How have mobile devices changed your creative process?(Please select all that apply)APAC Creatives Survey | 2014 18

Desktop Computer

LaptopComputer

Touchpadlike a Wacom

Tablet likean iPad

Smartphone

Pen & paper

Which is your current go-to device for the activity listed?

Idea generation

Seekinginspiration

Brainstorming ContentCreation

Collaboration ContentSharing

ContentDisplay

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Creatives largely use pen and paper to generate ideas and still rely on desktops for content creation, collaboration and sharing. However, there is evidence of growing tablet and mobile device usage, especially for activities such as content sharing, idea generation and inspiration seeking.

Q. Which of the devices listed is your current go-to device for each of the following creative activities? (Please select one activity per device)APAC Creatives Survey | 2014 19

Which of the devices listed would you like to use more for each of the creative activities listed?

Desktop Computer

LaptopComputer

Touchpadlike a Wacom

Tablet likean iPad

Smartphone

Pen & paper

Idea generation

Seekinginspiration

Brainstorming ContentCreation

Collaboration ContentSharing

ContentDisplay

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Creatives would like to use mobile devices such as tablets, touchpads and smartphones to a greater degree during the creative process.

Q. Which of the devices listed would you like to use more, in the future, for each of the following creative activities? (Please select all that apply for each activity)APAC Creatives Survey | 2014 20

How do you feel about digital analytics and metrics?

While the majority of creatives feel empowered by analytics and metrics, a smaller group feels threatened by these elements.

feel empowered by analytics and metrics72%

feel threatened by analytics and metrics27%

APAC Creatives Survey | 2014 21Q. 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?

Losing inspiration and motivation

What keeps creatives up at night?

50%

47%

46%

43%

35%

31%

28%

20%

20%6%

Pressure to deliver more creative ideas and content faster than ever

Financial or job security

Not meeting the expectations set for me

Losing my artistic authenticity and selling out

Being misunderstood

Never making it in my professionLosing respect of my peers

Creatives are fearful of not meeting expectations at work as well as of losing their creative drive and focus.

Not being original or di�culty di�erentiating

Not being trained su�ciently in new skills

APAC Creatives Survey | 2014 22Q. What keeps you up at night as a creative? (Please select all that apply)

Top three sources of creative inspiration

53%Websites/Online Advertising

42%

Social media

43%

TVAdvertising

Sentiments of creatives in India

50%

�ey believe that they are havingsigni�cantly more impact than

two years ago

57%

APACINDIA

Likely to believe that creativity and design are becoming more important to business

72%INDIA

58%APAC

�ey largely believe that new technologies are changing their roles

Less likely to believe that creatives will fall behind if they don't stay current with changes

84%INDIA

83%APAC

72%INDIA

84%APAC

Creatives in India are:

Top three measures of success at work

Business impact

Social media feedback & views

Personal �nancial success

57%

38%

37%

Top in-demand skills for thenext 12 months

30%AppDevelopment

18%GraphicDesign

16%WebDesign


Sentiments of creatives in India

What keeps them up at night

Pressure to deliver morecreative ideas and content faster 55%

Insu�cient training in new skills 50%

Financial/job security 48%

62%

41%APAC

creatives in India feel positive about how their work and contributions are perceived at work and by clients

Creatives in India believe that mobile devices can help them create content anywhere. �ey are also using mobile:

Main motivators at work

Knowingwork is havingsocial impact

Financialrewards

Desire to learnnew things

54%

IND

IA

APA

C

35%

53%

32%

IND

IA

APA

C

46%

40%IN

DIA

APA

C

35%To collaborate

50%To present creative concepts

43%As a digital portfolio

74%

72%

feel empowered by analytics & metrics

APAC

INDIA

Importance of analytics to creativity


Sentiments of creatives in Australia-New Zealand (ANZ)

Sources of Creative Inspiration


35%

Social media

11%

TVAdvertising

38%Onlinecreativecommunities

61%ANZ 58%

APAC

New technologies that change how you do your work

Feel that they are increasingly working across multiple mediums and disciplines

89%ANZ

84%APAC

Also realise that they are expected to learn new tools and techniques

89%ANZ

84%APAC

Creatives in Australia-New Zealand: Reasons for the rapid change in the role of creatives


Business impact

Personal �nancial success

Recognition from peers

66%

37%

46%


20% 34%

12%

Appdevelopment

20%Digitalstorytelling

17%WebDesign

APAC

15%APAC

APAC37%ANZ

�e impact of social media


Sentiments of creatives in Australia-New Zealand (ANZ)


When it comes to mobile, creatives in ANZ believe:

71% strongly agree or agree that mobile is transforming the face of creativity and design


Desire to dogreat work


Financialrewards

61%

43%

AN

Z

APA

C

50%

40%

AN

Z

APA

C46%

54%

AN

Z

APA

C

30%Allows them to present

creative concepts

52%It makes their work

more accessible

33%Allows them to captureinspiration on the go

71%

Pressure to deliver morecreative ideas and content faster 44%

Losing inspiration & motivation 39%

Financial/job security 52%

66%

72%


APAC

ANZ




32%Cultural imports from other countries

43%

Social media

36%

Film

Agree that creativity and design are becoming more important to business

Believe that mobile is transforming the creative space

85%GC

83%APAC

83%GC

80%APAC

Creatives in Greater China:


Business impact

Social media feedback and views


81%

67%

75%

Sentiments of creatives in Greater China (GC) (Includes Mainland China, Hong Kong & Taiwan)

57%GC

58%APAC


�e necessity to work on multi-disciplinary/ cross-functional teams

41%GC

27%APAC

Reasons for the rapid change in the role of creatives Top in-demand skills for thenext 12 months

40%AppDevelopment

9%GraphicDesign

9%WebDesign



(Includes Mainland China, Hong Kong & Taiwan)Sentiments of creatives in Greater China (GC)

say they are using mobile devices to present creative concepts

as well as to collaborate (28%) & maintain a digital portfolio (28%)

When it comes to mobile, creatives in Greater China believe:

28%Allows them to create

content anywhere


more accessible

53%Allows them to captureinspiration on the go


88%

72%


APAC

GREATER CHINA


Inability to be originalor di�erentiated 50%


Losing inspiration & motivation 70%

53%


Mastering newtechnologies


Seeing theirideas brought

to life

63%

54%

GRE

ATER

CH

INA

APA

C

57%

50%G

REAT

ER C

HIN

A

APA

C

54%

42%

GRE

ATER

CH

INA

APA

C


Sources of creative inspiration

33%

TVAdvertising

49%

Socialmedia


33%Website/Onlineadvertisements

Sentiments of creatives in Korea

Reasons for the rapid change in the role of creatives

More likely to believe that they will fall behind if they don't keep up with industry changes

91%KOREA

84%APAC

88%KOREA

78%APAC

�ey are also:

More likely to indicate that technology allows creatives greater control of their professional destiny

Creatives in Korea believe creativity and design thinking are becoming more important to business


Business impact


Industry rewards

79%

54%

26%


28%Appdevelopment


11%3Dmodelling

11%WebDesign

New platforms for reaching audience

42% KOREA

29% APAC

Challenge of 'breaking through the noise' to reach

audience

39%KOREA

27%APAC


Sentiments of creatives in Korea

43%

72%

Only 43% feelempowered withanalytics. A majority (57%) ofcreatives in Koreaappear data averse

APAC

KOREA

When it comes to mobile, creatives in Korea:

46%But feel that it creates more

output mediums and makestheir jobs more challenging

42%Are using it to present

creative concepts

45%Believe it allows them tocapture inspiration on the go

36%Believe it makes theirwork more accessible

What keeps them up at nightImportance of analytics to creativity

Inability to be originalor di�erentiated 55%


Pressure to deliver more faster 50%


Knowing thatwork is having

business impact



to life

63%

54%

KORE

A

APA

C

49%50%

KORE

A

APA

C

41%

34%

KORE

A

APA

C


Believe that design and creativity are becoming more important in business

Feel they will fall behind if they don't stay current with industry changes

78%SIN

83%APAC

78%SIN

84%APAC

Creatives in Singapore:

50%

�ey feel they are havingsigni�cantly more impact

than two years ago

55%

APACSIN

Sentiments of creatives in Singapore

73% SIN

58% APAC


58%

Social media



Reasons for rapid change in role of creatives


Business impact



56%

43%

33%


38%Appdevelopment


11%GraphicDesign

14%WebDesign




Losing inspirationand motivation 48%

Not meeting expectationsset for them 39%

Pressure to deliver more faster 61%

76%

72%


APAC

SINGAPORE

Sentiments of creatives in Singapore

When it comes to mobile, creatives in Singapore indicate:

57%�ey can captureinspiration on the go

41%Create content anywhere

39%�ey are using it to present

creative concepts


more accessible


Knowing thatwork is having

business impact /Desire to learn

new things

41%

34%

SIN

GPO

RE

APA

C

Knowingwork is havingsocial impact

50%

32%

SIN

GA

PORE

APA

C



to life

46%

50%

SIN

GA

PORE

APA

C


Country Insights

Korea feels that design and creativity are becoming more important to business, more so than Australia-New Zealand (ANZ) and Singapore.

Korea is most concerned about falling behind if it doesn’t stay current with changes in the industry. India does not feel as much pressure on this front.

ANZ, Greater China and Korea report more pressure to learn new tools and techniques with India and Singapore feeling less pressure on this front.

ANZ is most likely to be working across multiple mediums and disciplines.

Korea largely agrees that technology is enabling creatives to be more in control of their professional destiny. ANZ is least likely to agree with this sentiment.

Countries across the APAC region broadly agree that mobile is transforming the face of creativity and design.

General industry trends

Singapore strongly feels that the role of creatives is changing rapidly while Greater China is least likely to believe this.

New technologies that alter how creatives do their work, the impact of social media and new responsibilities are most o�en cited as reasonsfor changes in the role of creatives across APAC.

India and Singapore also cite new skills that rede�ne how creatives do their work.

ANZ and Korea cite the challenge of 'breaking through the noise' to reach the audience.

Greater China cites the need to work on multidisciplinary/cross-functional teams.

Korea and Singapore cite new platforms for reaching the audience.

Change in the role of creatives


Country Insights

Across APAC, app development was most o�en cited as an in-demand creative skill over the next 12 months, followed by web design and digital story telling.

Singapore, Greater China, ANZ and India also cite graphic design.

Korea is the only country to highlight 3D modeling as a sought a�er skill.

Skills likely to be in demand

India and Singapore are most likely to view business impact as a key measure of success in their work, rating it above recognition, awards and �nancial achievements.

ANZ ranks personal �nancial success just below business impact while Korea and Greater China rank it lower in importance.

Korea views industry awards as important, ranking it above peer recognition and personal �nancial success.

Measures of success

India and Korea are more likely to be inspired by TV advertising while this is least prominent as a source of inspiration in ANZ, followed by Greater China and Singapore.

Social media is strongest as a source of inspiration in Greater China and Singapore.

Singapore is most likely to be in�uenced by online creative communities such as Behance and Dribble.

Sources of inspiration


Country Insights

Across APAC, a desire to learn new things and the satisfaction of seeing ideas brought to life are motivating creatives.

India and Singapore are also motivated by the knowledge that their work is having an impact on causes or social issues.

ANZ feels most strongly about producing great work .

Greater China are most likely to cite mastering new technologies as a source of motivation.

Korea and Singapore are motivated by the knowledge that their work is having an impact on business.

Motivators at work

India is most positive about how creatives are perceived by employers and clients and most likely to state that they are viewed as adding signi�cant value.

Value of creatives

Creatives across APAC see bene�ts to leveraging mobile devices in the creative process.

Korea is more likely to believe that they make the job of creatives more challenging by increasing the number of output mediums.

Greater China appreciates the fact that it has made creative work accessible to a broader audience.

Greater China and Singapore are more likely to report that they are using mobile devices to present creative concepts.

India and Singapore are more likely to state that mobile allows them to create content anywhere.

Mobile in the creative process


Country Insights

Greater China feels most empowered by analytics and metrics while Korea feels most threatened by this.

Views on data and analytics

Losing inspiration and motivation, the pressure to deliver more in a shorter period, and insu�cient training in skills are most o�en cited across APAC as keeping creatives up at night.

India also worries about being misunderstood and losing artistic authenticity and selling out.

Financial or job security is a leading concern for ANZ while this is least likely to worry Singapore.

Greater China and Korea are also more likely to worry about being unable to produce original or di�erentiated output.

Main worries


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