Attention spans are increasing ā€“ but only for the right content

Posted: 2018-09-25 01:23:21

There are plenty of stats telling us that the average human attention span was 12 seconds in the year 2000, but did you know that it's currently just eight seconds? Bearing in mind a goldfish has an attention span of nine seconds, we're not doing so great. 

However, attention spans might not be shrinking after all. A new survey of business professionals has revealed they are simply evolving to be more selective.

Research by the presentation platform Prezi found that for content to be engaging it needed to be the right mix of compelling narrative and stimulating visuals and dialogue. Even though the amount of available content is growing all the time, respondents believe their ability to focus has improved.

Marketers need to create compelling content made up of spellbinding stories and gripping visuals when communicating with business professionals. According to the survey, a strong narrative (85%) and story (81%) are key to engaging content.

Meanwhile, 58% of professionals say they are better at giving a piece of content their undivided attention today compared to a year ago. 42% admit they are now more selective about what content they consume.

However, marketers need to work hard to keep business professionals' attention. 86% say they multitask during meetings, of whom 30% lose track of what is being discussed, and 19% end up making an error.

Speaking about the study, Nadya Ghausi, vice president of marketing at Prezi said: "Attention spans aren't shrinking -- they're simply evolving, and the time to cater to new preferences isn't tomorrow; it's now."

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