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What annoys consumers most about content from brands? Which experiences frustrate people most when consuming content in general?

Adobe surveyed 1,000 consumers in the United States and found some answers to those questions.

Some 39% of respondents say they find it annoying when brand content is too wordy or poorly written.

Other top annoyances about brand content include when content is poorly designed (28% find it annoying), when content is personalized to the point of being creepy (25%), when content is old/stale/repetitive (22%), when content isn't personalized/relevant (22%), when content isn't optimized for the device that it is being viewed on (21%), when content has no images or video (17%), and when content highlights a promotion for a product already purchased (16%).

Consumers say the most frustrating content experiences in general are spam email (42% cite it as frustrating), slow page loads (35%), irrelevant offers (29%), having to scroll through too many pages/screens to access content (29%), unavailable content (27%), irrelevant recommendations/content (23%), cluttered content and design (22%), and crowded navigation (13%).

About the research: The report was based on data from a survey of 1,000 consumers in the United States.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji