Most Important Brand Content Characteristics • The most important characteristic for generating a positive experience is for content to display well on the device being used. • One-third of all consumers are not comfortable sharing any information about themselves with brands to improve recommendations. ‒ Millennials and Generation X consumers are more comfortable sharing all forms of information (compared to Baby Boomers). DISPLAYS WELL ON THE DEVICE 75% I’M USING TIMELY AND RELEVANT 60% VIEW IT ACROSS MULTIPLE 53% DEVICES DEMOGRAPHIC INFORMATION 45% INTERACT WITH IT 46% GEOGRAPHIC LOCATION 36% PERSONALIZED TO ME AS AN 44% INDIVIDUAL BEHAVIORAL INFORMATION 32% LAYOUT AND IMAGERY IS 41% PERSONAL INFORMATION 24% BEAUTIFUL SHARE IT WITH OTHERS 38% I'M NOT COMFORTABLE SHARING 28% ANY INFORMATION USES NEW AND INTERESTING 28% TECHNIQUES COMFORTABLE SHARING INFORMATION WITH BRANDS TO IMPROVE THE RECOMMENDATIONS IMPORTANCE OF CHARACTERISTICS FOR GENERATING A POSITIVE EXPERIENCE © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.