Today I was talking with one of my company’s longtime clients about how much of a challenge it is to attract the attention of people in target marketing campaigns.
Her view is that it’s become progressively more difficult over the past dozen years or so.
Empirical research bears this out, too. Using data from a variety of sources including Twitter, Google+, Pinterest, Facebook and Google, Statistic Brain Research Institute‘s Attention Span Statistics show that the average attention span for an “event” on one of these platforms was 8.25 seconds in 2015.
Compare that to 15 years earlier, when the average attention span for similar events was 12.0 seconds.
That’s a reduction in attention span time of nearly one-third.
Considering Internet browsing statistics more specifically, an analysis of ~60,000 web page views found these behaviors:
- Percent of page views that lasted more than 10 minutes: ~4%
- % of page views that lasted fewer than 4 seconds: ~17%
- % of words read on web pages that contain ~100 words or less: ~49%
- % of words read on an average web page (around ~600 words): ~28%
The same study discovered what surely must be an important reason why attention spans have been contracting. How’s this tidy statistic: The average number of times per hour that an office worker checks his or her e-mail inbox is … 30 times.
Stats like the ones above help explain why my client – and so many others just like her – are finding it harder than ever to attract and engage their prospects.
Fortunately, factors like good content and good design can help surmount these difficulties. It’s just that marketers have to try harder than ever to achieve a level of engagement that used to come so easily.
More results from the Statistic Brain Research Institute study can be found here.