DIGITAL MEDIA SKILLS In Demand Across California Industry Sectors CIT 2006: League for Innovation Oc

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DIGITAL MEDIA SKILLSIn Demand Across California
Industry SectorsCIT 2006 League for Innovation
Oct 23 2006 Charlotte, NC

• A Quantitative Research Study ?July 2006

Presenters John Avakian, MEI Statewide
DirectorLaurie Burruss, Pasadena City
CollegeAnuja Dharkar, Adobe Systems, Worldwide
Education
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What is MEI?

• Six Centers
• Other funded projects
• Network of 300 faculty

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What does MEI do?

• Deliver credit non-credit instruction
• Design deliver faculty in-service seminars
• Convene statewide regional advisory groups
• Conduct the Media Arts Award Competition
• Conduit between industry, education
• the community in digital media

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• A Quantitative Research Study
• July, 2006

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Provide Industry Needs Information

• Industry scan of Entertainment (with Centers of
  Excellence)
• Cross-working study of Motion Picture/ Television
  workers
• Coming soon Computer Video Game
  Scan (conducted by Centers of Excellence)

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Preview of Game Industry Study

• 93 companies responded to the survey
• 7,900 employees in these companies
• 2,100 employed on temporary or project basis
• Over 2,000 more employees expected over the next
  year
• Source Godbe Research The Entertainment
  Economy Institute

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Table of Contents

• Study Overview 8
• Background and Objectives
• Defining Digital Media Skills
• Research Overview 13
• Methodology
• Research Participants
• Research Findings 17
• Respondent Demographics
• Current Digital Media Skills
• Future Digital Media Skills and Training
• Adobe Findings 48

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Study Overview
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Background

• When? Why? How? In January 2006, the California
  Community Colleges Multimedia Entertainment
  Initiative (MEI) launched an online survey to
  provide a model of the digital media skills among
  non-digital professionals within the broader
  business environment.
• Who is the non-digital professional? someone
  who does not work in a digital media industry
  (e.g., entertainment, advertising).

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Objectives

• The survey explored
• The extent to which skills are used, how often,
  and which skills are experiencing the highest
  growth rate in usage.
• The variety of ways in which the worker acquires
  these skills.
• The importance of these skills to
  employability- i.e. getting a job.

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Defining Digital Media Projects in the Workplace

• Assessment of 3 project areas in the workplace
  and 8 digital media skills areas .
• A focus on skills utilized to incorporate media
  assets and components into communication
  deliverables.
• 3 PROJECTS Utilizing Digital Media
• 1. Presentations Creating or editing
  presentations containing graphics
• 2. Newsletters Creating or editing newsletters,
  brochures, or other materials containing graphics
  
• 3. Websites Creating or updating websites

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Defining Digital Media Skills

• Skills used in developing media components and
  assets.
• Digital Media Areas
• Animation Working with animated digital images
  using Flash or other animation software
• Audio Working with files that contain digital
  recordings of music, spoken word, or other sounds
  (e.g., wma, mp3, wav)
• Graphics Creating or editing logos, drawings,
  graphic designs, or illustrations
• Photos Editing or retouching digital photographs
• Video Working with files that contain video
  recordings (e.g., wmv, mov, flv, etc.)

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Research Overview
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Methodology

• The survey invitation sent to over 20,000 members
  of the eRewards online market research panel.
• In order to provide the broadest and most
  representative sample of the US Marketplace,
  respondents received the survey invitation
  without pre-screening.
• Sample Size for the California Sample
  613Resulting in a Confidence Interval of
  /-3.96 at a 95 Confidence Level.
• Sample provided by eRewards, a panel of over 3
  million nationally representative respondents.

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Methodology (cont.)

• eRewards offers individual incentives to
  respondents to participate in research surveys.
• Among respondents who qualified, a 95 completion
  rate existed, indicating no bias due to survey
  abandonment.
• Average completion time of the survey 11
  minutes 15 seconds.
• Some items contain small bases due to low
  frequency bases under 100 should be applied with
  caution.

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Research Participants

• Slightly over 10,000 respondents visited the
  survey with a total of 1,213 qualifying and
  completing the survey.
• 613 from within California
• 600 from outside of California
• In order to qualify, respondents needed to meet
  the following requirements.
• Work at least 21 hours per week
• Use a computer regularly at their work
• Complete one of the designated Digital Media
  Skills (e.g., Create/edit newsletters that
  contain graphic elements) at least once every two
  or three months.
• The following data represents the responses from
  just over 600 California respondents.

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Research Findings
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Respondent Demographics
Q2 Are you male or female?
Women and men nearly equal in likely use digital
media skills.
BASE California Digital Workers N613
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Q3 What is your age?
Respondent Demographics
78 of workers using Digital Media Skills less
than 50 yrs.
BASE California Digital Workers N613
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Q7 What is the primary computer you use at work?
Respondent Demographics
Windows platform dominates among workers using
digital media skills.
BASE California Digital Workers N613
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Q8 Which of the following most closely describes
your job role?
Respondent Demographics
Managers and Sr. Executives perform digital media
skills. These tasks are not relegated only to
administrative or specialized workers.
BASE California Digital Workers N613
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Q9 How are you paid?
Respondent Demographics
Digital media skills have moved into the
permanent workforce as opposed to specialized,
outside contractors. The vast majority of
those workers using digital media skills are
employees not contractors.
BASE California Digital Workers N613
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Q10 How many employees work at your organization
including all sites?
Respondent Demographics
Digital workers can be found in businesses of all
sizes. However, a tendency for smaller
companies to employ digital workers.
BASE Digital Workers N613, Non Digital
Workers N 1489
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Q11 Which of the following most closely
describes what you do?
Respondent Demographics
Digital media skills are spread across all
organizations. The workplace requires digital
media skillsthe HIDDEN PREREQUISITE.
BASE California Digital Workers N613
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Q11 Which of the following most closely
describes what you do? (cont.)
Respondent Demographics
Digital media skill are everywhere!
BASE California Digital Workers N613
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And More Occupations
Respondent Demographics
BASE California Digital Workers N613
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Q12 What is your company/organization's primary
industry or business sector?
Respondent Demographics
Digital media skills performed across all
industries. No one industry dominates.
BASE California Digital Workers N613
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Q12 What is your company/organization's primary
industry or business sector? gtgtgt
Respondent Demographics
Digital media skills are performed across all
industries.
BASE California Digital Workers N613
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Other Industries
Respondent Demographics
BASE California Digital Workers N613
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Q13 As a part of your job, how often do you use
your work computer at least once per month to
perform the following
Current Digital Media Skills
Text-based tasks (such as newsletters and
presentations) are performed by the greatest
number of people.
BASE California Digital Workers N613
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Q14 On a 1 - 5 scale, where "1" means very
unimportant and "5" means very important, how
important are these tasks in your job?
Percentage checking 4 or 5 Important/Very
Important
Current Digital Media Skills
Wide variation in the importance of each of these
tasks exists. Technical tasks, such as working
with animated images, are generally a less
important part of job than more general tasks,
like working with presentations.
BASE California Digital Workers N613
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Q16 How frequently do you use these software
applications as a part of your employment? 1.
Desktop Publishing Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Current Digital Media Skills
Q16 How frequently do you use these software
applications as a part of your employment? 2.
Presentation Software
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q16 How frequently do you use these software
applications as a part of your employment? 3.
Web Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q16 How frequently do you use these software
applications as a part of your employment? 4.
Digital Graphics Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q16 How frequently do you use these software
applications as a part of your employment?5.
Photo Editing Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q16 How frequently do you use these software
applications as a part of your employment?6.
Audio Editing Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q16 How frequently do you use these software
applications as a part of your employment?7.
Digital Video Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q16 How frequently do you use these software
applications as a part of your employment?8.
Animation Software
Current Digital Media Skills
BASE Installed on Computer (Q15) California
Digital Workers N613 Note small bases
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Q18 As best you can recall, when did you start
performing each of these tasks on your computer
at work?
Current Digital Media Skills
For more advanced tasks, like working with video,
the percentage of newbies is much higher than
for more established tasks, like newsletters or
presentations.
BASE California Digital Workers N613
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Q18 Average annual increase in Digital Media
Skills usage over 5 years
Current Digital Media Skills
The more specialized and technical skills, such
as animation and video, have the highest growth
rates of new workers.
BASE California Digital Workers N613
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Q19 What is your skill level in performing
each of these tasks? On 5 Point Scale Low
Skill 1 or 2 High Skill 4 or 5
Current Digital Media Skills
The more common the task, the higher the overall
skill level.
BASE California Digital Workers N613
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Q20 What was the primary way you learned to
perform each of these tasks? Selected Learned on
My Own or Got Help From Colleagues Or Friends.
Current Digital Media Skills
Informal learning continues to dominate for even
the most advanced digital media tasks
BASE California Digital Workers N613
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Q22 How important is it for your current or
future employment that you learn, or become more
skilled, in each of the following tasks?
Future Digital Media Skills Training
On 5 Point Scale Low Importance 1 or 2
High Importance 4 or 5
Expanding digital media skills not seen as
critical to workers employment. Interestingly
the most commonly performed task working with
presentations is the category in which
improving skills ranked most important.
BASE California Digital Workers N613
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Q23 How likely is it that you will start
performing any of the following tasks in the next
year?
Future Digital Media Skills Training
Percentage Rarely or Never performing these tasks
who answered Very Likely
A general lack of need for learning new skills.
Only a small percentage expect to be expanding
their skill set.
BASE Performs this digital media skill every
three months or less (Q13)
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Q23 How likely is it that you will start
performing any of the following tasks in the next
year?
Future Digital Media Skills Training
Percentage Rarely or Never performing these tasks
who answered Likely or Very Likely
BASE Performs this digital media skill every
three months or less (Q13)
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Q26 In your current position, were you required
to provide proof of your technology skills in any
of the following ways?
Future Digital Media Skills Training
Formal Proof Took an online or written test,
showed proof of course completion, or provided
certification. Informal Proof Provide and oral
description, provided work samples, built a
project, or provided references.
Numbers add to more than 100 because respondents
could choose multiple responses.
BASE California Digital Workers N613
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Study Implications

• For Adobe
• Basic technologies remain, higher-end skills
  becoming mainstream
• Higher-end skills are fastest growing tasks
• For CCs
• Greater need for skills taught at lower levels
  and at CCs
• Digital Media Skills are learned informally
• Skills can be taught in non-traditional formats

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Digital Media Skills Database

• Multimedia Entertainment Initiative Webinar
• Early December 2006 scheduled training
• Demonstration of database
• Password access provided

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Contact Info

• John Avakian, Statewide Director Multimedia
  Entertainment Initiative avakianj_at_cccewd.net
• Laurie Burruss, Director Pasadena City College
  Digital Media Center cosmodog_at_pacbell.net
  http//www.pasadena.edu/dmc-pcc/
• Anuja Dharkar, Adobe Systems Inc., Worldwide
  Education adharkar_at_adobe.com http//www.adobe.co
  m/education
• Study available in PDF at http//www.cccewd.net/me
  i