- More than one-third of Millennials value entertainment over accuracy and more than 40 percent of Millennials don't regularly fact-check content they are sharing.
- Consumers are increasingly questioning the authenticity of content; more than 60 percent question whether a news article is biased, a photo has been altered or the author has been paid or incented to post a positive review.
- Trust of brands and content creators hangs in the balance, as more than 70 percent trust content from a family member or friend more than celebrities or YouTubers.
- With limited time, nearly seven in 10 would choose to view something that is beautifully designed vs something that is plain.
- Consumers report they're likely to stop viewing content or switch devices:
- If the content (layout, imagery) is unattractive (73 percent)
- If the content is too long (68 percent)
- If the images won't load (85 percent) or take too long to load (83 percent)
About The State of Content: Expectations on the Rise"The State of Content: Expectations on the Rise" is a two-part online survey of 2,008 US consumers ages 18+ commissioned by Adobe and produced by research firm Edelman Berland. Data was collected Sept. 12-16, 2015 by Edelman Berland. The margin of error is +/- 2.19%. For more information and graphics on the research results, see the blog and today's report. Full global results from the study will be available later this year. About Adobe Systems Incorporated Adobe is changing the world through digital experiences. For more information, visit www.adobe.com. © 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.