Most Important Content Characteristics • Consumers are looking for informative, accurate and simple content. Beautiful, interactive, and entertaining content are least important. ‒ Baby Boomers consider informative, accurate and simple content to be more important than newer generations (89%, 89%, 66%; Top 3 respectively). ‒ Millennials more likely to rank entertaining and beautiful content as more important than older generations (41%, 25%; Top 3 respectively). CONTENT THAT IS INFORMATIVE 26% 34% 21% 10% 5% 4% CONTENT THAT IS ACCURATE 38% 27% 15% 12% 5% 4% CONTENT THAT IS SIMPLE 17% 14% 29% 19% 13% 8% CONTENT THAT IS ENTERTAINING 10% 10% 13% 17% 27% 23% CONTENT I CAN INTERACT WITH 4% 9% 15% 28% 22% 21% CONTENT THAT IS BEAUTIFULLY 5% 6% 7% 15% 28% 39% DESIGNED RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 RANK 6 CONTENT CHARACTERISTICS –RANKED IN TERMS OF IMPORTANCE © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.