Infographic: Microsoft Advertising – attention span habits in the multi-screen age
Eighty six per cent of Brits now multi-screen when watching TV, gaming or browsing the web, a trend which has the potential to shape the digital ad realm, according to research from Microsoft Advertising.
The Attention Span study noted three main consumer attention mindsets - the Attention Ninja, the Attention Pragmatist and the Attention Ambidextrous (definitions below in infographic).
Those in the 18-24 range were found to have the strongest ‘selective’ attention, due to them growing up with digital tech and multi-screening. However, over 45s were better at alternating attention.
The news that different age demographics have varying attention spans puts the onus on brands to create ad experiences that are in tune with their audience's behaviour.
The research was developed from Sohlberg and Mateer’s model of attention, surveying 2,000 UK consumers.
Owen Sagness, UK Ggeneral manager for Microsoft Advertising and Online, said: “Consumer use of digital technology continues to evolve at a rapid pace, creating both opportunities and challenges for advertisers. Our study indicates that people are adapting their attention skills according to a broad range of demographic and lifestyle factors, such as age, vocation or time of day.
“As consumers shift their behaviour to handle multiscreen environments, agencies too must shift their approach to audience engagement. Understanding different audience segments and how their attention spans impact their interaction with advertising is key.”
Sagness concluded: “In addition, agencies must invest in technologies like programmatic and data analytics. Those acting on this insight will reach audiences at the right moment, with the right type of content across the right devices, driving greater results and ROI for brands.”