2. Distraction to Disruption
In < 30 seconds
How Do We Break Through the
Increasing Social Mobile Tension
To Reach Distracted Consumers

3. Distraction to Disruption < 30
30 seconds or less. This is the
average length of time that
consumers spend reading or
listening to online marketing
communications.
Consumers watch TV, surf the
Internet, and check new emails
simultaneously (multi-screening),
which means marketers are
dealing with increasingly
distracted consumers.
Source: YouGov.UK, 2015

4. Distraction to Disruption < 30
• Spending less than 30 seconds reading messages leaves brands with a
very limited amount of time to capture consumer attention.
• The proliferation of tablet devices, smartphones, and new media
platforms, the practice of multi-screening is becoming an increasingly
prevalent habit for today’s modern consumer.

5. Distraction to Disruption < 30
Diminishing Attention Spans for
Web, Email, Text, & Social Creates
TENSION!!
• Consumers are increasingly engaged in multi-screening and moving
from social media to online shopping to the TV.
• With attention being distracted away from reading marketing content
from brands, the channels that brands are using to engage with
consumers can make or break the success of a campaign.
Source: eMarketer, April 2015

6. Distraction to Disruption < 30
Diminishing Attention Spans for
Web, Email, Text, & Social Creates
TENSION!!
• Social mobile rules with about 60% or so of social media time spent on
smartphones and tablets versus fixed internet sources (desktop).
• Time spent with digital devices has grown rapidly, rising from less than
2.5 hours in 2011 to an estimated 4 hours, 39 minutes per day in 2015*
Source: eMarketer, April 2015

7. Distraction to Disruption < 30
Rising Customer Expectations
• 50% of consumers spend on average between 5 and 30 seconds on
incoming marketing emails. This suggests that the unobtrusive, opt-
in nature of email continues to reign supreme.
• 32% of consumers spend the same amount of time on marketing
SMS texts, demonstrating that as a marketing channel, mobile
continues to be challenging as a method for distributing marketing
content.
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – January 2014
Source: YouGov.UK, 2015

8. Distraction to Disruption < 30
Rising Customer Expectations
• 27% of consumers spend 5 to 30 seconds reading Tweets,
Facebook posts, or content posted on other social channels.
• Key communications channels—web, mobile, social, and email—
are in use sequentially and simultaneously by consumers.
Source: Nielsen Online panel, Nielsen Mobile panel, Nielsen iPad panel – January 2014
Source: YouGov.UK, 2015

9. Distraction to Disruption < 30
Digital Disruption Trends
• Device shift – from PCs to mobile/touch devices.
– Smartphones have 60% penetration US
– Phones and tablets have 40% of personal computer time
• Communications shift – from voice to data and video
– Email & voice on TSP has dropped 80 to 60%
– Talk time reduced from 60 to 20%
• Content shift – from bundled to fragmented
– App’s more than doubled to 30 per phone
Source: McKinsey, Digital disruption: Consumer trends, March 2014

10. Distraction to Disruption < 30
Digital Disruption Trends
• Social shift – from growth to monetization
– Social account for > 25% of Internet time
– Reaching > 75% of Internet users
• Retail shift – from channel to experience
– > 50% mobile users research retail purchase
– < 5% of retail sales are online
Source: McKinsey, Digital disruption: Consumer trends, March 2014

11. Distraction to Disruption < 30
The Expectation Economy
When looking at customer expectations and the complexity they can cause
for brands, experts in the industry refer to a trend that has been building
for some time called the expectation economy.
• Consumers have high expectations for each online interaction or
experience they have with a retailer be it price point, customer service,
product quality, or interaction.
• These factors enable the distracted consumer to create tension for
retailers as they hunt down and expect the “best of the best” from their
favourite brands.
Source: YouGov.UK, 2015

12. Distraction to Disruption < 30
The Expectation Economy
• 33% of consumers expect brands to contact them with relevant
incentives and discounts within a day of registration or subscription to a
website or service.
• Consumers expect to receive quick, highly relevant discounts, services,
and products based on the behaviours they have shared online with the
brand.
• Effective use of customer data through social listening, a data
management platform (DMP) and marketing automation will become
increasingly crucial to the success or failure of marketing campaigns.
Source: YouGov.UK, 2015

13. Distraction to Disruption < 30
Profile of the Distracted Customer
Based on an online survey by YouGov who polled over 2,000 UK adults
found, the proliferation of tablet devices, smartphones, and new media
platforms, the practice of multi-screening has become a the daily habit for
today’s distracted consumer.
• 49% of respondents receive between 2–10 emails per day from all
brands to which they actively subscribe.
• 19% of them receive 11 or more marketing emails per day.
• 8% of consumers are reading every marketing email they receive
Source: YouGov.UK, 2015

14. Distraction to Disruption < 30
Profile of the Distracted Customer
• 43% are reading less than half of emails sent by marketers.
• 23% are most likely to look at or read marketing content from brands
on weekdays, between 5 p.m. and 11 p.m.
• 32% have liked a brand on Facebook
• 12% claim to follow a brand on Twitter.
Source: YouGov.UK, 2015

15. So… How Do We Break Through?
Consider …
• As of 2014, there are now over 7.3 billion active mobile accounts
worldwide – Global population is 7.2 billion
• Wearables are the next disruption. 116 million smart wearable devices
will ship around the globe in 2017, more than four times the amount
being shipped right now.
• As of 2014, there were over 12 billion internet-connected devices be in
use worldwide – or 1.7 devices per person*
• On average consumers use 5 devices.
Distraction to Disruption < 30
• Source: Search Analytics, October 2014
• Source: Digitas, Connected Commerce, April 2015

16. So… How Do We Break Through?
Consider …
• By 2020, there will be 33 billion internet-connected devices in use
worldwide—or 4.3 devices for every person on the planet.*
• The Internet of Things has already connected five billion devices – how
will this effect consumer distraction via the Internet of Everything?
• By 2020, the globe will be plugged into the AORTA (Always On Real-Time
Access)
• Our average attention span is now 8 seconds – 1 second less than a
goldfish.
Distraction to Disruption < 30
* Source: Search Analytics, October 2014

17. So… How Do We Break Through?
Now, mobile and social are disrupting everything, redrawing the consumer
journey in ways that force marketers to adapt and innovate in real time. How
do we keep up?
Do we…
• Consider using different devices for different stages of their purchase
journey. The distracted consumer has predictable behaviours by device
that can be leveraged.
• Consider using permission-based, first party login data vs third party data
– web browsers are blocking third-party cookies by default (Safari,
Firefox).
Distraction to Disruption < 30

18. So… How Do We Break Through?
Do we…
• Make mobile a unique, stand-alone piece of an integrated, cross-channel
customer journey.
• Embrace the IoT and ensure permission-based consumer identity is at the
core of each of our products and services,
• Create personalized content & design experiences optimised to individual
behaviour and preferences.
Distraction to Disruption < 30

19. Distraction to Disruption < 30
DISCUSSION