The human attention span is evolving and that has important implications for marketers. What type of marketing content gets and holds people’s attention—and how can you create it? Here’s what you need to know.
Attention spans are evolving
While there’s lots of lamentation about how our attention spans are being destroyed by the internet, a recent study by Prezi suggests attention spans aren’t shrinking—they’re just evolving.
Surprisingly, six in 10 respondents in the survey of more than 2,000 professionals say their ability to maintain focus has actually improved in the past year and they’re better able to give content their undivided attention. Millennials are actually more likely than Gen X or boomers to say that the right content can hold their attention for a long time.
There’s a catch, though: Not every piece of content gets that undivided attention. In fact, 49% of respondents say they’ve become more selective about what they give their attention to in the past year. With so much stimuli to choose from, it’s harder for your business’s marketing message to get through.