Attention: Adjusting to Declining Attention Spans
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Brands must adapt to declining consumer attention spans in the digital age. A survey found that only 11% of respondents were likely to switch brands after general messaging, compared to 24% after local, personalized messaging. Additionally, creative such as posters and print headlines have decreased substantially in word count from 2010 to 2015. Only 49% of TV ads are now 30 seconds, showing brands must create more concise messaging to engage consumers with short attention spans.
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Attention: Adjusting to Declining Attention Spans
- 1. #AttentionSummit How can brands adjust to declining consumer attention spans? Richard Shotton Head of Insight ZenithOptimedia
- 2. ATTENTION IN THE DIGITAL AGE @rshotton
- 9. 11% 24% General Messaging Local Messaging Sample Size: 341 respondents saw the general messaging, 161 saw the local messaging % of people who said they were likely or very likely to switch
- 10. 49 12 8 49 12 7 20102010 20152015 Av. number words in poster Av. number words in print headline Creative has not adapted 2010 2015 % of TV ads that are 30”
- 12. ATTENTION IN THE DIGITAL AGE @rshotton