In Pursuit of Consumers Doing More with Less Time
There’s officially more quality content out there than we have time for. Platforms from Facebook and Snapchat to Netflix and Amazon are in a tug-of-war for user attention. It’s what has led Netflix to invest $6 billion in original content and Facebook to pursue a set-top box app for users to enjoy exclusive Facebook content on their TVs. There’s a deluge of content, and a lot of it is really, really good.
Consumer time and attention is split across different content, devices and senses. Even when some content is being consumed, it’s often at odds with other content a consumer is engaging with on another device. 90% of Millennials use their phones while using another device, which is exactly why I constantly ask my wife what just happened on a show we’re watching.
A lack of attention will be one of the biggest impediments for brands looking to grow. When consumers are unable and unwilling to lend their attention, brand messages can’t get through.
Read More