Content Caution and Trust • The vast majority of consumers say they are more careful now when sharing content compared to 5 years ago. • Content from family and friends is most commonly shared, followed by content from a YouTube or social media celebrity, and content from companies that consumers buy from. Less common is sharing from a company consumers don’t buy from, an academic, or an elected official. • Online news is the 2nd most trustworthy content, followed by traditional broadcast networks. Interestingly, traditional entertainment celebrities are near the bottom of the list in terms of trust. FROM FAMILY, FRIEND OR PEER 57% 47% FROM A YOUTUBE OR SOCIAL MEDIA CELEBRITY 32% 15% FROM A COMPANY WHOSE PRODUCTS YOU BUY 26% 23% FROM AN ONLINE NEWS SOURCE 24% 29% FROM A TRADITIONAL BROADCAST MEDIA 22% NETWORK 27% FROM AN ONLINE BLOG 17% 9% FROM A TRADITIONAL ENTERTAINMENT 14% CELEBRITY 5% FROM AN ELECTED GOVERNMENT OFFICIAL 10% 6% FROM AN ACADEMIC 10% 17% FROM A COMPANY WHOSE PRODUCTS YOU 8% SHARED DON'T BUY 4% TRUSTED © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CONTENT TYPES –TRUSTED AND SHARED