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ZEBRA PEOPLE
DIGITALSALARYSURVEY2014-15A SALARY SURVEY WITH A DIFFERENCE – HOW DOES SECTOR AFFECT EARNINGS?

CONTENTS
INTRODUCTION 3
FINDINGS 4
USER EXPERIENCE
Permanent 5
Contract 6
TECHNOLOGY
Permanent 7
Contract 8
CREATIVE
Permanent 9
Contract 10
PROJECT MANAGEMENT
Permanent 11
Contract 12
CLIENT SERVICES
Permanent 13
Contract 14
CONTACT US 15
Visit zebrapeople.com for our latest roles » 2 | 16
ZEBRA PEOPLE DIGITAL SALARY SURVEY 2014-15

Welcome to Zebra People’s first official Digital Salary Survey.
Through speaking to thousands of clients and candidates over the years,
we’ve noticed that just as different industries will require different skill sets,
working in a particular industry can have an affect on salaries – this report
aims to show you by just how much.
Our goal in putting together this survey report was not only to provide a
detailed insight into salary levels for each discipline but also to show how
working in different sectors can affect earnings.
Using over 1,000 completed responses to the survey, as well as our exten-
sive network and database of 20,000 industry professionals, we have asked
for information about candidates’ earnings over the past year and, more
specifically, which industry that information relates to.
Whether you’re looking to hire, get hired, or are just interested to see where
your salary stands against the rest of the digital industry, we hope you find
this report useful.
Nick Cochrane
Managing Director of Zebra People
INTRODUCTION
Thanks go out to everyone who took part in
the survey. We’d also like to say a huge thank
you to Caroline Jarrett – one of the leading
figures in form design and usability and author
of Forms that Work: Designing Web Forms for
Usability. If you need to design a survey or form
then check her out at: effortmark.co.uk

FINDINGS
With Oxford Economics predicting that London’s digital sector is set to
provide Britain’s economy with £12 billion over the next ten years, and
the tech sector providing around 46,000 jobs in the coming years, salaries
are on the rise.
Our survey shows that finance is the highest paying sector, with permanent
salaries coming out at an average 26% higher compared to the other sectors,
and 19% for contract, across all levels.
The findings have highlighted the fact that being a freelancer will provide you
with a higher wage than a permanent member of staff in the same role. That
said, it’s worth noting that whilst this may be true, there are downsides to
working contract roles. Examples of this were mentioned in the survey, with
respondents highlighting the lack of security compared to a permanent role
and fewer opportunities to develop new skills.
In addition to this, although day rates may seem more attractive in the short
term, we’ve found an average salary increase of 213% from middleweight
to head level for permanent roles across all sectors and disciplines,
whereas in contract roles there is only a 166% increase.
One prominent concern across the industry is the trend for less experienced
candidates to enter the contract market, tempted by the offer of notably
higher salaries, given the overall rising digital spend. Whilst juniors and
middleweights might be keen to move into the freelance market, this could
lead to a potential drop in the quality of contractors over the coming years as
candidates aren’t getting the same learning and development opportunities
as they would by staying in a permanent role.
For more detailed insights into our findings, please contact the consultant for
your discipline.

USER EXPERIENCE
PERMANENT ROLES
Over the past 6–9 months we’ve seen clients increasing permanent salaries for senior level candidates and
fast tracking middleweight candidates into senior roles, we believe this is due to more and more seniors
converting to freelance, companies are trying to bridge the gap against freelance rates.
For Junior roles we’re seeing candidates with only 6 months experience asking for higher salaries, however it’s
important to remember to look at the quality of the role – the training and development opportunities will
help your career progression more than a high salary in the long term.
Salary ranges by sector
Visit zebrapeople.com for our latest user experience permanent roles » 5 | 16
Comparative salary ranges
by sector and seniority
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
FINANCE £90K – £145K £70K – £97.5K £60K – £73K £40K – £55K
E-COMMERCE £90K– £120K £61K– £80K £48K– £62K £35K– £45K
MARKETING/
ADVERTISING
£80K – £140K £55K – £80K £45K – £65K £30K – £50K
MEDIA £80K – £120K £60K – £65K £40K – £55K £35K – £45K
CREATIVE
AGENCY
£80K – £130K £65K – £75K £50K – £62K £28K – £47K
£0
£160K
£140K
£120K
£100K
£40K
£20K
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£80K
£60K
Talk to our User Experience specialist
Ben Clarfelt
020 7729 4771
ben@zebrapeople.com

£0
£900
£800
£700
£600
£500
£200
£100
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£400
£300
USER EXPERIENCE
CONTRACT ROLES
There are still a high number of freelancers, with more switching from permanent roles due to better day
rates and freedom to choose projects of interest. The native mobile UX’er with specific experience of evolving
a mobile product or service is a high demand area for us and clearly one that is only going to grow. Although
there are always a significant amount of freelance roles available, we have found that clients are being more
selective. With that in mind, we believe it’s important candidates don’t make the jump too early into freelance
as the opportunities to develop and enhance skills aren’t as readily available as they are in permanent roles.
Day rates by sector
Visit zebrapeople.com for our latest user experience contract roles » 6 | 16
Comparative day rates
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
FINANCE £700 – £900 £450 – £550 £380 – £550 £300 – £400
E-COMMERCE £500 – £650 £410 – £500 £375 – £480 £300 – £350
MARKETING/
ADVERTISING
£450 – £600 £395 – £500 £350 – £450 £300 – £350
MEDIA £500 – £600 £395 – £510 £370 – £530 £300 – £370
CREATIVE
AGENCY
£450 – £600 £390 – £500 £350 – £450 £240 – £350
Talk to our User Experience specialist
Ben Clarfelt
020 7729 4771
ben@zebrapeople.com

TECHNOLOGY
PERMANENT ROLES
Candidates are being drawn to the high rates and flexibility of the freelance market, creating a lack of permanent
candidates – we’ve seen an increase in this happening over the last 12 months. There’s also a huge demand for
Middleweight-Seniors, leading to experienced candidates having 4-5 job opportunities to choose from. Wages
areincreasingascompaniespayapremiumtosecuretalent,aswellasmorebenefitsoffered–increasesinflexi-time,
training courses etc. Another reason for a lack of experienced candidates is the evolution of technologies – for
example candidates have had less time to gain experience developing for iOS and newer platforms
Visit zebrapeople.com for our latest technology permanent roles » 7 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
FINANCE £80K – £120K £65K – £85K £65K – £75K £58K – £65K
E-COMMERCE £55K– £100K £55K – £69K £36K –£60K £30K – £45K
MARKETING/
ADVERTISING
£57K – £85K £57.5K – £65K £43K –£65K £34K – £46K
MEDIA £70K – £90K £50K – £70K £50K – £66K £35K – £50K
CREATIVE
AGENCY
£60K – £80K £45K – £58K £40K –£55K £35K – £48K
£0
£160K
£140K
£120K
£100K
£40K
£20K
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£80K
£60K
Talk to our Technology specialist
Rajdip Tarat
020 7729 4771
rajdip@zebrapeople.com

TECHNOLOGY
CONTRACT ROLES
Traditionally contractors were seen as consultants with copious years of experience, however developers now
tend to start contract work after middleweight level as they seek variety in their work and a better pay packet.
Over the past year there has been an increase in longer term contracts, usually 6-12 months, along with
developers being introduced at an earlier stage in the process – at the prototyping/concept stage rather than
just for production. A great tip is to make sure that you are constantly aware of emerging technologies, for
example developers with knowledge of AngularJS are currently the most in demand.
Day rates by sector
Visit zebrapeople.com for our latest technology contract roles » 8 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
FINANCE £650 – £800 £500 – £650 £500 – £625 £300 – £450
E-COMMERCE £500 – £700 £400 – £500 £320 – £450 £300 – £325
MARKETING/
ADVERTISING
£450 – £680 £350 – £500 £250 – £400 £250 – £300
MEDIA £500 – £700 £400 – £500 £320 – £500 £300 – £375
CREATIVE
AGENCY
£500 – £600 £400 – £500 £300 – £500 £300 – £350
£0
£900
£800
£700
£600
£500
£200
£100
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£400
£300
Talk to our Technology specialist
Rajdip Tarat
020 7729 4771

CREATIVE
PERMANENT ROLES
There is a high demand for designers with experience of complex data driven products and services, especially
for Healthcare and Finance clients, which in turn drives salaries up in these spaces. We are also seeing more
clients who like designers to be able to act as Hybrid UI/UXers – generally this will be someone majoring in UI,
although clients will want to see some UX deliverables too.
Visit zebrapeople.com for our latest creative permanent roles » 9 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
E-COMMERCE £70K– £90K £50K – £60K £45K –£55K £27K – £38K
MARKETING/
ADVERTISING
£65K – £80K £50K – £60K £45K –£55K £28K – £40K
MEDIA £70K – £87.5K £50K – £60K £40K – £45K £32K – £38K
CREATIVE
AGENCY
£70K – £100K £60K – £80K £45K –£55K £27K – £38K
£0
£160K
£140K
£120K
£100K
£40K
£20K
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£80K
£60K
Talk to our Creative specialist
Pritesh Bhatt
020 7729 4771
pritesh@zebrapeople.com

We’re seeing an increase in the number of briefs for designers who have worked with familiar brands, but
in creating disruptive services. Although wearable tech is still in its infancy, lots of agencies are seeking
freelancers with a breadth of experience who can demonstrate bigger picture thinking. Designers who have
approached projects mobile first, with a strong folio of responsive and native examples, are also in demand.
CREATIVE
CONTRACT ROLES
Day rates by sector
Visit zebrapeople.com for our latest creative contract roles » 10 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
FINANCE £500 – £550 £300 – £425 £350 – £400 £200 – £250
E-COMMERCE £450 – £475 £375 – £400 £300 – £375 £150 – £235
MARKETING/
ADVERTISING
£450 – £500 £300 – £400 £300 – £350 £200 – £250
MEDIA Insufficient data £300 – £375 £250 – £300 £200 – £250
CREATIVE
AGENCY
£450 – £500 £350 – £400 £300 – £400 £170 – £250
£0
£900
£800
£700
£600
£500
£200
£100
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£400
£300
Talk to our Creative specialist
Pritesh Bhatt
020 7729 4771
We only received a small response in this area so if this matters to you, why not give us a call and
we’ll tell you what we’ve learned from our contacts within the market?

There is currently much more of a demand for Project Managers to have worked a blended approach of agile and
waterfall methodologies. This trend has coined a new phrase – “wagile”. We have also noticed an agency trend of
more middleweight PMs now being required to mentor juniors. From our experience and from data we received,
we’ve found theprojectmanagementmarketisstillbuoyantwithanincreaseddemandforcandidatestohave
technicalunderstanding.
PROJECT MANAGEMENT
PERMANENT ROLES
Visit zebrapeople.com for our latest project management permanent roles » 11 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
E-COMMERCE Insufficient data £55K– £65K £55K– £65K £35K– £40K
MARKETING/
ADVERTISING
£65K – £75K £45K – £55K £45K – £55K £30K – £40K
MEDIA Insufficient data £45K – £60K £33K – £55K £35K – £37K
CREATIVE
AGENCY
£55K – £70K £40K – £60K £38K – £50K £30K – £40K
£0
£160K
£140K
£120K
£100K
£40K
£20K
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£80K
£60K
Talk to our PM specialist
Rajvir Khatra-Wilson
020 7729 4771
raj@zebrapeople.com

Whilst the contract market remains fairly active we have noticed a shift towards permanent hire in agencies.
We are also noticing that clients are often looking for a really niche set of skills, particularly with sector
specific experience. In addition to this, in recent months we’ve also had more roles coming through with
a European requirement and language prerequisite.
PROJECT MANAGEMENT
CONTRACT ROLES
Day rates by sector
Visit zebrapeople.com for our latest project management contract roles » 12 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
FINANCE £400 – £600 £350 – £500 £350 – £450 Insufficient data
E-COMMERCE £450 – £600 £400 – £450 £300 – £450 Insufficient data
MARKETING/
ADVERTISING
£400 – £600 £325 – £400 £300 – £360 £230 – £300
MEDIA Insufficient data £300 – £400 Insufficient data Insufficient data
CREATIVE
AGENCY
£400 – £600 £350 – £400 £350 – £400 £160 – £300
£0
£900
£800
£700
£600
£500
£200
£100
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£400
£300
Talk to our PM specialist
020 7729 4771
raj@zebrapeople.com

From our experience and from the data we received, we’ve found very few Client Services roles coming from in house
teams. If you want to find out more about these roles in client side environments, please contact Aimee.
There has been an increase in social in permanent and freelance roles, it’s a really exciting space to work in
at the moment, there is definitely more recognition from brands that they need to adopt a really strong social
media strategy. We’ve also seen an uptake in Account Director roles with a strategic focus coming in through
agencies, as more companies look to develop their digital strategies.
CLIENT SERVICES
PERMANENT ROLES
Visit zebrapeople.com for our latest client services permanent roles » 13 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
MARKETING/
ADVERTISING
£50K – £65K £40K – £55K £40K – £55K £30K – £36K
CREATIVE
AGENCY
£70K – £85K £45K – £55K £40K – £50K £28K – £32K
£0
£160K
£140K
£120K
£100K
£40K
£20K
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£80K
£60K
Talk to our Client Services specialist
Aimee Fairhead
020 7729 4771
aimee@zebrapeople.com

From our experience and from the data we received, we’ve found very few Client Services roles coming from in house
teams. If you want to find out more about these roles in client side environments, please contact Aimee.
If you are looking to move into a global agency, it is important to have a full understanding of end to end
project cycles. This is especially true of lower level account managers, who are expected to have some Project
Management experience.
CLIENT SERVICES
CONTRACT ROLES
Day rates by sector
Visit zebrapeople.com for our latest client services contract roles » 14 | 16
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLEWEIGHT
MARKETING/
ADVERTISING
£350 – £600 £250 – £300 £200 – £280 £185 – £200
CREATIVE
AGENCY
£400 – £650 £250 – £325 £200 – £300 £180 – £200
£0
£900
£800
£700
£600
£500
£200
£100
HEAD SENIOR
(+ MGMT)
SENIOR
(- MGMT)
MIDDLE-
WEIGHT
£400
£300
Talk to our Client Services specialist
Aimee Fairhead
020 7729 4771

CONTACT US
Nick Cochrane, Founder
User Experience
07976 279 157
nick@zebrapeople.com
Ben Clarfelt, Director
User Experience
07967 313 466
ben@zebrapeople.com
Andrew Matlock
User Experience
07809 339 687
andrew@zebrapeople.com
Julie Dawson
User Experience
07808 795 751
julie@zebrapeople.com
Maryanna Constanti
User Experience
07736 273 082
maryanna@zebrapeople.com
Rajdip Tarat
Technology
07889 537 092
Pritesh Bhatt
Creative
07718 393 305
Grace Carey
Creative
07834 519 696
grace@zebrapeople.com
Project Management, Social Analytics
07702 502 472
raj@zebrapeople.com
Aimee Fairhead
Client Services and Project Management
07736 274 992
Contact us for more detailed insights into our findings or to discuss how
your salary matches up to the rest of the market.
To speak to us about your recruitment needs or for help in finding your next
role, please get in touch with the consultant for your discipline.

ZEBRA PEOPLE
DIGITAL SALARY SURVEY 2014-15
Zebra People
6 Hoxton Square
London
N1 6NU
zebrapeople.com
020 7729 4771
work@zebrapeople.com

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