Brands must adapt to declining consumer attention spans in the digital age. A survey found that only 11% of respondents were likely to switch brands after general messaging, compared to 24% after local, personalized messaging. Additionally, creative such as posters and print headlines have decreased substantially in word count from 2010 to 2015. Only 49% of TV ads are now 30 seconds, showing brands must create more concise messaging to engage consumers with short attention spans.

1. #AttentionSummit
How can brands adjust to declining
consumer attention spans?
Richard Shotton
Head of Insight
ZenithOptimedia

2. ATTENTION IN THE DIGITAL AGE
@rshotton

9. 11%
24%
General Messaging Local Messaging
Sample Size: 341 respondents saw the general messaging, 161 saw the local messaging
% of people who said they were likely or very
likely to switch

10. 49
12
8
49
12
7
20102010 20152015
Av. number
words in poster
Av. number
words in print
headline
Creative has not adapted
2010 2015
% of TV ads
that are 30”

12. ATTENTION IN THE DIGITAL AGE
@rshotton