Importance of Contextual Content • Consumers are split on the degree of importance of content automatically adjusting based on their current location. Millennials are most likely to consider this of high importance (42%). • Among those who place mid-to-high importance on context relevance, about one-quarter would be less likely to make a purchase as a result of content not being relevant. I'M LESS LIKELY TO MAKE A 29% PURCHASE I'M LESS LIKELY TO RECOMMEND THE BRAND TO 25% OTHERS MY LOYALTY IN THE BRAND 23% WOULD DECREASE I'D STOP PAYING ATTENTION TO THE CONTENT I SEE FROM 17% THE BRAND I'D STOP USING THE BRAND 6% ALL TOGETHER POTENTIAL ACTIONS IF THE CONTENT IS NOT CONTEXTUALLY RELEVANT © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.