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Australian creatives lag on mobile

News, 15 January 2015

SYDNEY: Creatives in Australia and New Zealand are less likely than their peers in the rest of Asia Pacific to view mobile as changing their role, even as they are more likely to realise the need to learn new tools and techniques.

These sentiments were uncovered in a survey of more than 2,500 creatives across the region – in Australia, China, India, Korea and Singapore – for the Adobe APAC Creatives Pulse report.

While 80% of respondents overall agreed that mobile was transforming the face of creativity and design, that fell to 71% among those in ANZ.

As Ad News noted, "almost a third aren't thinking about mobile and the way it has transformed consumer behaviour and interaction with brands".

The survey also showed, however, that 89% of ANZ creatives understood they were expected to learn new tools and techniques. This gap might suggest a certain degree of reluctance to fully embrace the change taking place.

Indeed, just 20% saw app development as being the most in-demand skill in the coming 12 months, well below the APAC average of 34%.

"The rise of mobile brings with it plenty of opportunities and challenges for creatives to create content across platforms and devices at a pace that matches the growing economies of the region," said Paul Robson, president of Adobe Asia Pacific.

"We anticipate that mobile devices will become an important part of the creative process when integrated with existing desktop workflows," he added.

Just over half of ANZ creatives said they thought mobile made their work more accessible, on a par with those in Singapore and China.

But just 30% believed that mobile allowed them to present creative concepts, compared to 53% in China and 50% in India.

And only one third said mobile allowed them to capture inspiration on the go, far below the equivalent figures for Singapore (57%) and China (53%).

That was perhaps surprising as they were looking primarily to websites and online advertising (41%), online creative communities (38%) and social media (31%) as their sources of creative inspiration. Just 11% cited television.

Data sourced from Adobe, Ad News; additional content by Warc staff