Shared Content Impacts • Content is most often considered valuable because it helps select between different products/services under consideration, provides information/tips on how to use a product or service, or makes people aware of a service/product they aren’t familiar with. • Nearly half have made a purchase based on the online content of a brand. Millennials (53%) are less likely than other generations (60%) to make a purchase based on online brand content. HELPS SELECT BETWEEN 38% PRODUCTS/SERVICES I'M CONSIDERING I MADE A PURCHASE 57% PROVIDES INFORMATION/TIPS ON USING 37% THE PRODUCT OR SERVICE I SHARED THE CONTENT WITH MY 29% MAKES ME AWARE OF A FRIENDS AND FAMILY 33% SERVICE/PRODUCT I WASN'T FAMILIAR… I SUBSCRIBED TO AN EMAIL LIST 23% GIVES ME ADDITIONAL INCENTIVE TO 33% PURCHASE I HAVEN'T TAKEN ANY ACTIONS IN THE 19% SHOWS ME HOW ACTUAL USERS ARE 24% PAST YEAR AS A RESULT OF BRAND… USING THE PRODUCT/SERVICE I SHARED THE CONTENT WITH MY WORK REMINDS ME OF A PURCHASE I NEED TO COLLEAGUES/PEERS 11% MAKE 16% I BECAME A BRAND ADVOCATE 11% OTHER 3% WHY CONTENT FROM BRANDS IS VALUABLE ACTIONS TAKEN IN THE LAST YEAR AS A RESULT OF VALUABLE CONTENT FROM BRANDS © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.