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Creative Shift: German Creatives Are Going Mobile

We surveyed over 300 German creative professionals to get their outlook on creativity and design. These are our findings.

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Creative Shift: German Creatives Are Going Mobile

  1. 1. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
  2. 2. 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
  3. 3. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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)
  4. 4. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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)
  5. 5. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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)
  6. 6. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 DETAILED FINDINGS
  7. 7. 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% No No Yes Yes 25% 12% HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE? 50% Very happySomewhat happyNot very happy 41%9%
  8. 8. 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
  9. 9. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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
  10. 10. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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
  11. 11. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES GERMANY JUNE 2015 As their role changes and expands, pressures increase % STRONGLY AGREE/AGREE 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:
  12. 12. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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 months from now 3 years from 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 of creatives is changing
  13. 13. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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
  14. 14. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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 Content sharing Content creation Brainstorming Idea generation Content sharing Seeking inspiration Seeking inspiration Content creation Seeking inspiration Collaboration Displaying content 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
  15. 15. 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
  16. 16. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES GERMANY JUNE 2015 German creatives are moving away from traditional offices % STRONGLY AGREE/AGREE 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:
  17. 17. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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%
  18. 18. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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
  19. 19. 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
  20. 20. 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
  21. 21. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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
  22. 22. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015 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%
  23. 23. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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 trust my 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
  24. 24. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 APPENDIX: ADDITIONAL FINDINGS
  25. 25. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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 passionate about my work Having complete creative freedom Having a unique signature style Being efficient in my work Being proficient in multiple 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
  26. 26. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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% Recent college graduates Established creatives 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
  27. 27. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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
  28. 28. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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
  29. 29. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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 CONSIDER TO BE THE MOST EFFECTIVE FOR PROMOTING YOUR PERSONAL DIGITAL PRESENCE? Facebook Google+YouTube Instagram OtherDas 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%
  30. 30. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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? WHAT TIME OF DAY YOU DO YOU FEEL YOU ARE MOST CREATIVE/PRODUCTIVE? MOST PRODUCTIVEMOST CREATIVE 6% Early morning, between 5am - 9am Morning, between 9am - 12pm Mid-day, between 12pm - 3pm Afternoon, between 3pm - 6pm Evening, between 6pm - 9pm Night, between 9pm - 12am Late night, between 12am - 3am Overnight, between 3am - 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
  31. 31. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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? WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK? 41% 41% Agencies 5% 2% 1% 22% Self-employed Corporations 15% Small businesses Educational institutions Government entities Non-profits 14% Q23. WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK? Two-fifths believe that the most creative people work in agencies
  32. 32. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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
  33. 33. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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) Yes No 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 creative side jobs Get assistance from family members Have a part time job outside of creative field Live with family Get government assistance Live with roommates 27% 73%
  34. 34. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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% Significantly more impact Adding significant value Significantly less impact Adding no value Same impact Adding some value
  35. 35. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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
  36. 36. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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
  37. 37. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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
  38. 38. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015 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%
  39. 39. CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015

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