Some 17 million Spaniards are digital creators, 36% of the population

Sep. 7 (Portaltic/EP) –

Spain It is one of the countries that hosts the largest number of digital creators, 36 percent of its population, which means that there are 17 million people in the country who work professionally or as a hobby in this field.

This is how Adobe determines it in its latest study ‘Future of Creativity’which brings together data and insights on the creator economy and shows that it has grown beyond 165 million creators in the last two years.

This report has been carried out based on a survey in which both professional creators and creators of the so-called Z generation have participated, aged between 16 and 25 years.

First, the analysis, which seeks to understand how creativity is changing in the United States, United Kingdom, Spain, France, Germany, Australia, Japan, South Korea and Brazil, defines creators as professionals and non-professionals who create original and novel content for your jobs or passions.

One of the highlights of the research is that, since 2020, the economy of content creators has grown exponentially in all markets around the world. However, of all the countries in Europe, Spain has been the one that has experienced the greatest increase in this type of profiles. Specifically, in this country the number has grown by 10 million creators.

It is followed by countries like Germany, which has experienced an increase of 9 million users; France and the United Kingdom, which have seen an increase of 8 million creators in these two years.

In relation to the members of the economy of the creators, Adobe determines that the ‘millennials’ – those born between 1980 and 1995, approximately – represent 42 percent worldwide, while Generation Z – aged between 16 and 25 years old- only represents 14 percent of creators worldwide.

Also, the report finds that one in four creators contributes to online spaces and 48 percent of them share the same interest in making use of their right to freedom of expression. However, 26 percent of those surveyed say they are motivated by money.

On the other hand, the study determines that more than half of these professional or non-professional creators (52%) are men, although generally the female representation achieves equitable percentages in all countries.

For example, in Spain 51 percent of creators are men, while 48 percent are women. The figures vary more if you focus on Germany, where 58 percent of creators are men and 42 percent women.

In the United Kingdom, the results are similar, with 57 percent of men and 43 percent of women, while only in the United States and Brazil do women outnumber men (53% in both cases, compared to 47% of male creators).

Another aspect that Adobe studies in its report is the time that these professionals or amateurs dedicate to digital creation, since it indicates that six out of ten creators had full-time jobs. However, in countries such as Australia, Brazil, Spain and Japan there is a higher percentage of part-time creators.

On the other hand, the firm determines that two out of ten creators offer their own content, something that happens especially in the United States, Brazil, the United Kingdom and Germany. In Spain, however, it is more common to offer content as ‘influencers’, for example, for brands that are not their own businesses.

THE ‘INFLUENCERS’ ARE A MINORITY

According to Adobe, ‘influencers’ constitute a small part of the total number of content creators, since they only represent 14 percent of the global community in this field. In this sense, Brazil and Australia register the highest percentage of ‘influencers’ content creators, while in Spain the ‘influencers’ account for 9 percent.

Despite these figures, the ‘influencers’ work an average of six hours more per week compared to content creators in general and also offer a higher percentage of daily posts.

In addition, the ‘influencers’ charge more (an average of 81 dollars per hour, compared to 61 dollars per hour of the other professionals or non-professionals of digital content). The difference in the salary of one and the other is marked in countries such as Germany, Japan or South Korea, although in Spain the salary between both categories is equal (with 55 and 53 percent, respectively).

Even though influencers make more money overall, Adobe says about 60 percent of creators aspire to become their own business owners rather than work for other brands, as influencers typically do.

As for the motivations that users find to offer digital, the vast majority say that they dedicate themselves to it to express themselves, appear fun or interesting, explore a passion or a ‘hobby’ and with the aim of changing themselves.

However, the company indicates that it has found indications that men and women offer different profiles in relation to their interests, as well as their monetization results. In this sense, he points out that female creators are younger than male users that they dedicate themselves to it and that, in addition, they monetize their work less and also earn less money than men.

The differences between men and women are also transferred to their fields of interest, since they prefer to offer content related to cinema, graphic design, music creation, virtual reality (VR) and augmented reality (AR) experiences. ) and non-fungible tokens or NFTs.

However, the percentages are reversed when it comes to content related to the creative writing, fashion design, illustration and the visual arts, where they are the majority. In this sense, Adobe adds that these last areas are the most popular in the digital field.

THE HARDEST WORKERS ARE THE MOST OPTIMISTIC

Another of the passages in this report recently presented by Adobe refers to the ‘feedback’ that content creators receive when working in this field, whether professionally or not.

In relation to this, the ‘software’ firm recalls that clinical and health research has previously linked the use of social networks with mental health problems, such as anxiety or depression. However, this survey finds that creators say that the more time they spend on create and publish content, They are more positive and optimistic.

This opinion is general in all the countries that are part of the survey, since an average of 62 percent of the creators subscribe to this link between the activity and their good mood or satisfaction.

In Spain, for example, this is corroborated by 76 percent of content creators who publish daily, 76 percent who publish weekly and 68 percent who publish monthly or less frequently.

Moreover, the study points out that for creators, especially ‘influencers’, the use or generation of content is among their essential activities for mental health.

Finally, Adobe mentions the most common themes in this field and maintains that social causes are the most interesting for the creators of Generation Z. Among them, the gender equalityequity in matters of race and the LGTBQIA+.

By contrast, creators are active in defending these causes, but only one in four creators use their work to create original content with a social cause. However, one in two creators who make content about social causes earn money from their work on social networks.