DIGITAL IS UNIVERSAL
The basic question asked in this year's survey was: "Do you use personal computers for design and production?" In response, 96% answered in the affirmative, and that held up across all kinds of creative businesses — ad agency creative departments, corporate inhouse departments, graphic design firms and publishers. The universality of digital design, at least at the front-end of the process, no longer has the power to titillate. But for historical perspective, keep in mind that this figure is the culmination of a watershed transition and was unthinkable just a decade ago.
| Do you use digital technology for design and production? |
| YES 96% |
no 4% |
MAC VS. WINDOWS
Sticking with the computer and operating system for just a moment, we also asked whether creatives are using Macintosh or Windows or other platforms. Macintosh is still first choice among creative professionals, but at the same time, as is true in the world outside, Apple's market share is declining over time. Last time we did this survey, in 2001, 87% of readers used the Macintosh system exclusively or in a dual-platform environment. This time, the number was 79%. Concomitantly, last time, some 37% used the Windows operating system, some exclusively but most in a dual platform context. This time, the figure climbed to 43%.
| mac versus windows at work? |
| macintosh 79% |
windows 43% |
both 22% |
Delving a bit more deeply, we find that ad agency creative departments are the most intense Mac users by percentage and the least likely to have a Windows presence. In the middle are graphic design studios, which are also quite intense Mac users by percentage but somewhat more likely to have both systems on the premises. And, perhaps not surprising, corporate inhouse departments — which interface more directly with Windows-based counterparts in other departments — are somewhat less intense Mac users and most likely to have PCs within the design and production function.
PURCHASING INFLUENCE GROWS
The sweep of technological change has thrust into the hands of the creative community a growing influence over product, service and technology decisions that extends beyond choosing which computer to buy. The bottom line: creative professionals have significant purchasing influence over technology-related products and services. In every important category — computers, hardware, software, prepress services, commercial printing, digital content — between eight and nine designers out of ten have purchasing influence.
| do you have purchasing influence over ...? |
software
89% |
production
services
86% |
computers/
workstations
84% |
hardware/
peripherals
83% |
| In general, do you have more or less purchasing influence now than you did five years ago? |
| more 61% |
same 24% |
less 15% |
The exception involves digital workflow systems, the relatively new kid on the block and one that is inherently largely within the domain of the printer or production house. Here, 63% of creatives say they have some influence with regard to purchasing, a figure that is not too shabby in itself and which is rising rapidly as production people learn to listen to their creative customers.
