Financial security top concern for Australian creative agencies claims study

Source: Adobe APAC Creatives Pulse

Source: Adobe APAC Creatives Pulse

Creative professionals across Australia and New Zealand are kept up at night by concerns around financial security with pressure to deliver creative ideas and content faster also a major headache for a large proportion of creatives, according to new research from Adobe.

The APAC Creatives Pulse study revealed losing inspiration and motivation only keeps 39 per cent of Australian and New Zealand based creatives up at night compared to 44 per cent stressed over the pressure to deliver more ideas and content faster, and 52 per cent losing sleep over financial security.

However, in terms of motivators at work, financial rewards only motivates 60 per cent of creatives, with the desire to do great work motivating 61 per cent of respondents. Desire to learn new things was cited as a motivator by 46 per cent of local creatives.

The study also revealed that 71 per cent of creatives strongly agree or agree that mobile is transforming the face of creativity and design, with a vast majority (89 per cent) believing they are increasingly working across multiple mediums and devices.

Among creatives in Australia and New Zealand 61 per cent cite new technologies as a driver behind the change, with a smaller portion (37 per cent) naming social media as the key driver.

Nearly all creatives (89 per cent) realise they are expected to learn new tools and techniques as a result of this, with 20 per cent naming app development as a top in-demand skill for the next 12 months. A further 20 per cent named digital storytelling as an in-demand skill while 17 per cent named web design.

Adobe president Asia Pacific Paul Robson said: “Asia Pacific is home to half the world’s mobile devices. The rise of mobile brings with it plenty of opportunities and challenges for creatives to create content across platforms and devices at a pace that matches the growing economies of the region. We anticipate that mobile devices will become an important part of the creative process when integrated with existing desktop workflows.”

In terms of inspiration, nearly half of creative professionals in Australia and New Zealand are now turning to websites and online advertising for inspiration with only 11 per cent looking to TV. Thirty eight per cent of creatives are drawing on online creative communities for inspiration while 35 per cent are being inspired by social media.

“It is worth noting the dominant role that social media has come to play in the lives of creatives, whether that’s as a source of inspiration or an important success metric. In fact, success in the socialverse is now considered an even more important indicator of success than industry awards, showing that the industry is undergoing a sea change,” said Robson.

And according to the survey, more than half of Australian and New Zealand (61 per cent) creatives feel empowered by analytics and metrics.

Adobe surveyed a total of 2,557 creative professionals from the APAC region across different types of organisations (corporate or government) and across disciplines (including web design, illustrator, UI designer and architect).

Miranda Ward


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