Attention Economy
WHAT ARE THE SIGNS? TOKYO YAKULT SWALLOWS RED BULL BULLETIN DREAMING IN MONO NIKE TRUE CITY ING DIRECT CAFÉS GOOGLE ADSENSE READ IT LATER WIDGETS NY-Z ABSOLUT VODKA HERO108
WHAT IS IT? People are increasingly information and stimulus rich but consequently time and attention poor. Media can be accessed anywhere, in a multitude of formats. Irrelevant interruptions are unwelcome. Context is everything and time is people’s most precious commodity, evidenced by the rise in simultaneous media use and savouring of down-time.
Context + meaning = cultural value; without it brands turn onto the slip road called ‘irrelevance’ and park up against the sign marked ‘obsolescence’ without a petrol station in sight.
THE WONDERFACTORY ‘EUROSTAR’ SOMERS TOWN GUARDIAN ZEITGEIST NEXT MEDIA’S NEWS CLIPS ‘MINIMALISH’ SHORT ATTENTION SPAN PAINTINGS UNBEATABLE (CHINA)
Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader
WHO IS IT IMPACTING? WHERE IS IT HAPPENING?
Always-on societies, both East and West
HOW HAS IT BEEN DEVELOPING? Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an increasing awareness of the value of ‘my time’ and more discerning attitudes towards brands competing for this time. Transmedia storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowed in gain more affinity.
k
Americans consume
100,000 words per day on average
CONTENTS
hours e 8.5B
Adults are exposed to screens (TVs, cellphones, computers, GPS devices) for about
WHERE IS THE TREND IN ITS LIFECYCLE?
0 57%
Phase
Anyone living in a connected society
PEAK
Time
RELATED TRENDS of internet users media multitask accessing TV and internet simultaneously at home for an average of
Slow
True Stories
2 hours and 39 minutes every month
on any given day
Brand Me
Mobile Living
23