Mobile and Analytics Drive Tech Savvy Indian Creative Professionals

NEW DELHI, November 25, 2014 /PRNewswire/ --

90% Creative Professionals in India Very Optimistic About the Future

"Ab ache din aane waale hain!" - This is the outlook expressed by Indian creative professionals today with 90% feeling that the best days are ahead.  

A large part of this optimistic outlook can be attributed to the digital revolution that has taken the Indian creative community by storm. Creative professionals in India are living and breathing technology, and are generally ahead of their APAC counterparts on this front, with 50% using mobile devices to present creative concepts, 35% using mobile to collaborate for their work, 43% using mobile as their digital portfolios and 42% feeling empowered to create content anywhere. Additionally, Indian creative professionals are putting their faith in the power of analytics, with 74% believing that analytics can help and empower them to succeed in their creative pursuits.

These and more findings are detailed in Adobe APAC Creatives Pulse, a survey of more than 2,500 creative professionals across Asia Pacific comprising respondents from India, Singapore, South Korea, Greater China, Australia and New Zealand (ANZ). The study provides insights into the beliefs, challenges and aspirations of the region's creative vanguard, including graphic designers, illustrators, web designers, photographers and video professionals.

"A recent study conducted by Forrester Consulting shows that companies embracing creativity outperform peers in revenue, market share and competitive leadership. With so much at stake, it is important to check the pulse of creative professionals; to understand their beliefs, aspirations, motivations and challenges and work with them for business success. Adobe APAC Creative Pulse survey has been released for the first time in the APAC region and reflects the issues and opportunities facing creative professionals in the region," said Umang Bedi, Managing Director - South Asia, Adobe.

Some other interesting insights that have come out of India in the Adobe APAC Creative Pulse survey:

Change and the future: Creative professionals feel the industry is changing rapidly or very rapidly (81%). But this rate of change isn't daunting for the creative professionals in India who are extremely optimistic about its future.

- New technologies driving change: The study uncovered interesting insights on how creative professionals perceive their rapidly-changing industry and the factors driving this change. 72% cite new technologies as the topmost catalyst for change, followed by requirement of new skills that redefine how work is done (37%), and followed by new responsibilities added to the creative function (34%). 

- Top motivators: Creating social impact by their work is a key motivator (53%), followed by financial rewards (46%), desire to learn new things (35%), seeing their ideas brought to life (34%).

- Creative Inspiration: While new media has definitely made a strong impact, for India the traditional media continues to be an important source of motivation for creative professionals. Websites and online advertising beat every other factor at 53%. Television advertising continues to inspire creative professionals at 43%, and new media, social, is close behind at 42%. Creative professionals draw inspiration from online creative communities like Behance and Dribble as well (37%). Other sources for inspiration are architecture, print advertising, films, video games, fashion, street style, cultural imports from other countries, but they remain distant from the top sources above.

- Being creative on the go: Creative professionals in India are leveraging mobile devices more actively in the creative process as mentioned above. Additionally, 42% of creative professionals are more likely to create content anywhere, making them significantly more likely to be inspired outside the office or studio than the APAC average (32%).

- Defining Success: The most important measure of success for creative professionals is the business impact they are able to make (57%), followed by social media feedback and reviews (38%) and personal financial success (37%).

- Top skills in demand: Creative professionals in India (and rest of the APAC region) are fairly unanimous on top skills for the upcoming year. App development (30%) leads the list of critical creative skills that will be most in-demand over the next 12 months, followed by graphic design (18%) and web design (16%).

- Analytics and metrics: A large majority (74%) of creative professionals feel empowered by the use of analytics in the creative processes. The APAC average trails at 72%. It is interesting to note that Greater China feels the same as India but Korea (57%) feels most threatened by analytics.

- Stress Factors: Ever-increasing work pressures put stress on Indian creative professionals who are expected to deliver creative content faster than ever before (55%). Another factor that causes stress is skill development; 50% feel they are not being trained sufficiently in new skills. And last but not the least, 48% creative professionals sweat about their job security.

"We live and operate in a digital world. In this world of mobility and data, big or small, it is encouraging to see that Indian creative professionals lead the APAC averages, and are driven by the impact that their work creates. We see mobile devices becoming an important part of the creative process when integrated with existing desktop workflows," says Bedi.  

About Adobe APAC Creatives Pulse Report

The data points referenced above come from an online survey among a total of 2,557 creative professionals from Singapore, South Korea, Greater China, India, Australia and New Zealand study conducted by Adobe. The margin of error at the 95% con­fidence level is +/- 1.9%.

For more information and graphics on the research results see the infographic, and download the report here: www.adobe.com/go/creativespulse-in

About Adobe

Adobe is changing the world through digital experiences. For more information, visit http://www.adobe.com/in/

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Primary Media Contact : Ritu Tanwar, [email protected], +91-9311459660, The PRactice

Secondary Media Contact: Minita Kumar, [email protected], +91-9899339036, Adobe