Yea, sure. We’d all like to have the definitive answer to that, would we not? Well, predictors of the future tend to carry a relatively high rate of inaccuracies but common sense also suggests some overall trends to expect.
The good folks at Adobe actually used data collected from real consumers to extrapolate suggested trends and apply some divination. (The use of obscure words are not included in the predictions.)
In short, the Adobe survey and predictions suggest 2016 content should be:
- Short & snappy
- Designed for mobile devices and desktop (responsive)
- Humorous, if possible; at least clever
- Trustworthy (in a sea of cynics)
- Unobtrusive (not pushy or invasive)
The Adobe study, “State of Content: Rules of Engagement for 2016,” analyzed responses and data collected from 12,000 consumers in six nations and focused on figuring out what, exactly, consumers are looking for when seeking information or shopping online. (Notice the use of the word, “engagement,” in the title of the study.)
Without question the most important rule for 2016 is “be mobile.” Marketeers must understand consumers are now mobile and content must fit into and work well on mobile devices.
“Consumers report using five different devices and, on average, 83 percent use 2.23 devices at the same time,” Adobe points out. “While the majority of consumers report feeling good about it (81 percent entertained, 80 percent connected, 76 percent productive), nearly half (47 percent) say they are distracted.
“As attention spans shrink, good design and optimization are paramount. Consumers ranked display (65 percent) as the most important aspect when it comes to content experience in their personal life, and 54 percent listed overall good design, such as appealing layout and photography as important.”
To pair with the study itself, Adobe prepared this excellent graph with art as a handy reference guide: