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BizReport : Advertising archives : October 07, 2013

Distracted consumers giving little attention to marketing messages

Consumers distracted by multiple screens are becoming harder to engage via online marketing communications, according to new research from marketing cloud company Responsys, with most only giving 30 seconds of attention to marketing messages.

by Helen Leggatt

Use of multiple screens - smartphones, laptops, televisions, tablet, phablets - mean that today's consumer is very distracted and their attention span for marketing messages is limited.

A survey of over 2,000 UK adults conducted by YouGov for Responsys found that consumers are constantly switching between screens to engage in a variety of tasks such as social networking, watching television, sending texts, Tweeting, and so on. Almost half (44%) of respondents said they engage in multi-screen behavior at least once a week, with the practice most prevalent among those between the ages of 25 - 34. Over a quarter (26%) of this age bracket use a second screen while watching television every single day.

The survey findings show just how distracted consumers are. Half spend, on average, just 5 - 30 seconds engaging with marketing emails and a third (32%) spend the same amount of time on marketing texts.

However, fewer (27%) spend 5 - 30 seconds on brand messages originating from social networks, Tweets or other content posted by companies via social media.

To this end, Responsys says that brands need to revise their marketing strategies to take into account both a consumer's time restrictions and their technical savvy.

"A volume-driven, one-size-fits-all approach will no longer get the desired result," says Simon Robinson, Senior Director of Marketing and Alliances for Responsys EMEA. "In order to remain top-of-mind, brands need to create personalized, relevant and interesting experiences which build engagement and create true dialogue with customers."

Image via Shutterstock

Tags: advertising, brand marketing, email trends, multi-screen, SMS trends, survey, UK

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