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Media Minutes Masthead

Marketing to a Shorter Attention Span

Marketing to a Shorter Attention Span

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Let's dive into the mind-boggling findings from a recent study conducted by Microsoft Corp. It turns out that our attention spans have become even shorter than those of goldfish. Say what?

According to this study, which surveyed 2,000 people and analyzed brain activity of 112 others, the average attention span now lasts a measly eight seconds. Yes, you heard that right—less than the famous goldfish's nine seconds of focus. Blame it on our increasingly digitalized lifestyles.

But hey, it's not all bad news! As marketers, we can take advantage of the fact that people have become expert multitaskers in this mobile age. However, we also need to be aware that heavy multi-screen users struggle to filter out all the noise and get easily distracted by the never-ending streams of media.

Microsoft theorizes that our attention spans have evolved and adapted due to the onslaught of the mobile Internet. Our brains have become wired to navigate through a constant flood of information. So, while our attention spans might be shorter, we've become masters of juggling multiple tasks at once.

Here's an interesting tidbit from the study: when asked, a whopping 77% of those aged 18 to 24 admitted that their first instinct, when they have a moment of downtime, is to reach for their phones. In contrast, only a mere 10% of folks over 65 felt the same way. Talk about a generational divide!

So, kudos to you for sticking with this article thus far—your attention span is stronger than most. As marketers, it's crucial that we adapt our strategies to capture and maintain the interest of our ever-distracted millennial audience. Stay tuned for more insights and tips from your friendly marketing company. 


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