Market Research Blog: Week of 10/9/2017

Attention spans of Americans have been on steady decline. In 2000 the average attention span was at 12 seconds. Currently, the average attention span has dwindled to a lousy 8.25 seconds. So what does this statistic mean to marketers and how have they adapted their styles to counteract short attention spans.

Marketers need to adapt their strategies to the reality of micro-moments, but that won't be nearly as hard as you think. Companies need to enhance their current tactics to take advantage of the precious moments of attention they actually get from consumers.

One of the most important factors in making a consumer stay on your website is how it looks on a mobile platform. If your site is mobile friendly not only has analytics shown that consumers are more likely to use and stay on your site but Google actually will favor it. Google updated its algorithm to favor sites that perform better on a mobile devices. Statistics also show that sites that show up earlier on Google, especially on the first page gain a significant more views.

Another important factor is determining how long a consumer will stay on the website how immediate they can find what they are looking for. If the site you have requires a lot of work for the consumer to look through they are simply not going to at all.

One way we have seen marketers adapt to this attention span is simply making them shorter. An example of this is on Youtube. Most popular Youtube videos today have some sort of ad before the actual video starts. For a large portion of videos the ad is skippable after 6 seconds. So what did companies do? Made their ads only 6 seconds long.

Companies are going to have to continue to adapt to shortening attention spans, and the companies who figure it out first will be very successful.