Just How Distracted Are Consumers?

  • Share:
marketing

Distracted Consumers

You’ve probably heard that consumers are more distracted than ever. But without understanding where, how, and how often your message is competing with other brands’ marketing efforts, it will be even more difficult to understand how to reach your audience through the noise.

Advertising is saturated—thousands of advertisers are trying to reach consumers through their desktop computer, mobile devices, TV, and digital out-of-home advertising—and consumers have too many options for media consumption. These options mean consumer attention spans are short. Credit unions need to make the best use of their time to get their message across, and that’s not always easy.

How often and why consumers are distracted

Consumers, especially millennials, are shown to be deeply distracted when interacting with all forms of media. A 2015 Nielsen and YuMe study found that 92% of millennials are using two screens at any one time, even if they don’t consider themselves to be actively multitasking. According to the recent study by Google and Ipsos, 72% of millennials multitask when watching television, doing things such as cooking, browsing the internet, or using their mobile device.

What captures our attention these days

Four things are shown to capture viewer attention across all types of screens: video content, quick-loading web pages, fast rendering, and important content placed above the fold on emails and websites. According to a KoMarketing and EConsultancy survey, 47% of visitors expect a homepage to load in two seconds or less. And 75% of all online videos published in 2017 were less than two minutes long, according to a 2018 Vidyard study.

CUTrendScan Marketing

Commercials are slimming down in length to meet these expectations. In the 1950s, it was normal for commercials to clock in at well over a minute, but that was cut in half by the 1970s, and eventually 15 seconds became the new norm. Online however, 15 seconds for a pre-roll advertisement on YouTube is an eternity. Viewers are likely to abandon the video or refresh the page rather than sit through the agony of a 15-second commercial. Thankfully, YouTube understands its viewer base and implemented the ever-present skip button, which essentially reduces all pre-roll ads to just the first five seconds.

The lesson that must be learned here is: capture your audience’s attention in the first five seconds of landing on your page or watching your video and you’re golden; don’t and you lose them to the dreaded skip button, a different screen, or another open tab on their device.

  • Share:


« Return to "Trends"
TrendScan logo
<< Back to Articles

Latest Trends

  1. Identifying Marijuana-Related Businesses
  2. Cut Through the Noise and Deliver Value Members Want
  3. 3 Key Factors for Creating Good Content
  4. A Content Management System Will Make Your Life Easier
  5. Preparing a Transparency Communication Plan
  6. Credit Unions Could Replace Predatory Lenders
  7. Enterprise Risk Management — Where to Start
  8. Why You Need ERM in Your Strategic Planning
  9. Just How Distracted Are Consumers?
  10. Are You Properly Rewarding Your CEO?
  11. The Quickest Way to Understand Enterprise Risk Management (ERM)
  12. What Borrowers Wished Credit Unions Knew
  13. The Easiest Way to Deliver Content for Employee Development
  14. Opportunities and Risks of Banking for Marijuana-Related Businesses
  15. Experience Company Growth and Discovery with Employee-Driven Communication
  16. 5 Things Credit Unions Can Learn from Cyber Attacks
  17. Should You Still Be Concerned about ADA Website Compliance?
  18. What Is a DDoS Attack and Why Should Credit Unions Be Concerned?
  19. Become a Tax Resource for Members
  20. The Member Service Experience
  21. Are You Ready to Adopt a Continuous Performance Management System?
  22. Consumer Attitudes Toward Digital Advertising
  23. Don't Get Snagged on ADA Compliance Requirements
  24. Building a Website with the User in Mind
  25. Learning Management Systems: What Credit Unions Should Consider
  26. The Role of HR and Hiring Managers in the Candidate Experience
  27. The Quest for a One-Stop Shop Financial App
  28. The Planning Process - Improved
  29. Anticipating Change with a Succession Plan
  30. How Useful Are Member Personas for Credit Union Marketing Teams?
  31. The Performance Management Conundrum: Structure vs. Creativity
  32. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  33. 2 Big FinTech Goals for Credit Unions
  34. Volunteer and Young Board Members Need Development
  35. Credit Union Compensation: Philosophy or Strategy?
  36. Popular DDoS Mitigation Methods in 2019
  37. 7 Tax Changes Your Members Need to Know About
  38. 3 Website Design Trends for 2019
  39. What's Hot in Performance Management Technology
  40. Is Your Executive Compensation Still Appealing?
  41. Preparing for Compensation Transparency
  42. Content Marketing: Well Worth the Effort
  43. Your Social Media Accounts Deserve Quality Content
  44. Continuous Performance Management is Disrupting HR
  45. What Credit Unions Should Do with Ambiguous ADA Standards
  46. 3 Succession Plans Your Credit Union Needs
  47. Consumer Appetites in Mobile Innovation
  48. Why You Should Invest in an Applicant Tracking System
  49. Do You Know Why Payday Loans Are Used so Much?
  50. Omnichannel Delivery: Banking Based On Members
  51. Shifts and Trends to Know About in E-Learning
  52. 3 Ways Credit Unions Can Prepare for a Cyber Extortion
  53. The Website Audit Your Credit Union Needs
  54. Why HR Should Take Advantage of Employee Self Service
  55. Build Up Membership Through Supportive Savings Programs
  56. The Importance of Creating Quality Content
  57. Selling Payments and Wealth Management Services
  58. Is Your Credit Union Supported by the Four Pillars of Digital Banking?
  59. Optimizing Websites for Voice: What You Need to Know
  60. Bankers associations’ opposition to mergers does a disservice to member banks and to consumers
  61. People Analytics: Bringing HR and Data Together
  62. Content, Tools, and Channels to Capture Consumer Attention
  63. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  64. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  65. Wanted: Apps for Clarification and Simplification
  66. 5 Guideposts to Measure Your Brand Promise Against
  67. Prioritizing the Credit Union Employee Experience
  68. 6 Factors for Choosing the Right ESS System
  69. The Quickest Way to Find the Right (and Safest) CMS
  70. The Best Compliance Training with New Topics You Will Need
  71. The Credit Union Advantage for the Digital Customer
  72. A Simple Way to Unify Your Marketing Efforts
  73. Is Your CMS the Right Fit?
  74. Americans Trust Their Financial Institutions for Tax Advice
  75. How to Identify What You Want in an ESS
  76. Are You Missing Out on the Power of Video?
  77. Keeping Up with Digital Lending Convenience
  78. Are Your Landing Pages up to Snuff?
  79. How Credit Unions Can Formalize the Branding Process
  80. 4 Steps to Increased Social Media ROI
  81. Making Sure You Have the Right Leaders in the Right Seats
  82. The Dream Team for Successful Online Customer Interactions
  83. Empowering Employees and HR with the Latest Technology
  84. Caution: Customers Don't Always Ask for What They Want
  85. What the C-Suite Wants out of Social Media
  86. Credit Unions Can Compete with Shadow Banks
  87. Serving the Underbanked and Millennials
  88. Don't Undervalue Your Brand Promise
  89. How to Generate Content with Fewer Resources
  90. Don't Underestimate the Power of Financial Education
  91. If Your Site Isn't Mobile Optimized, You're Losing Out
  92. 3 Factors Impacting Credit Union Compensation Plans
  93. How Credit Unions Can Embrace Storytelling in Marketing
  94. Protect Your Credit Union with a Website Accessibility Response Plan
  95. Underestimate the Onboarding Process at Your Peril
  96. 3 Brand Promises Credit Unions Can Learn From
  97. Leveraging Social Media for Member Engagement
  98. Remaining a Player in the New Home-Buying Experience
  99. You Know You Need an LMS — Now What?
  100. Achieving the Golden “Narrative Transport” in Brand Storytelling
  101. Finding the Best Platform for HR Technology
  102. The Process of Crafting a Relatable, Moving Brand Story
  103. Predict the Future of Mortgage Lending with Analytics
  104. You Might Already Have the Solution to Your Current Talent Competency Gap
  105. The Secret to Future-Proofing Your Organization
  106. Leverage the Resources of Trusted Experts for Tax Season 2019
  107. Three Ways to Enhance Compensation Strategy for an Age-diverse Workforce
  108. Common Mistakes in Compliance
  109. Identify how chatbots will help you
  110. Keep content relevant, short, iterative and engaging
  111. Three ways to up your social media game
  112. Do you need a new compensation strategy for multigenerational staff?
  113. Conversational Commerce and the Rise of the Chatbot
  114. Prepare for integration
  115. What others are doing

Related Trends

  1. Keep content relevant, short, iterative and engaging
  2. Three ways to up your social media game
  3. What others are doing
  4. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  5. Leverage the Resources of Trusted Experts for Tax Season 2019
  6. Americans Trust Their Financial Institutions for Tax Advice
  7. Achieving the Golden “Narrative Transport” in Brand Storytelling
  8. The Process of Crafting a Relatable, Moving Brand Story
  9. Cut Through the Noise and Deliver Value Members Want
  10. Consumer Attitudes Toward Digital Advertising
  11. Content, Tools, and Channels to Capture Consumer Attention
  12. Just How Distracted Are Consumers?
  13. 3 Key Factors for Creating Good Content
  14. Become a Tax Resource for Members
  15. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  16. Build Up Membership Through Supportive Savings Programs
  17. 7 Tax Changes Your Members Need to Know About
  18. The Importance of Creating Quality Content
  19. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  20. Content Marketing: Well Worth the Effort
  21. Your Social Media Accounts Deserve Quality Content
  22. How Credit Unions Can Formalize the Branding Process
  23. How Credit Unions Can Embrace Storytelling in Marketing
  24. 4 Steps to Increased Social Media ROI
  25. What the C-Suite Wants out of Social Media
  26. Leveraging Social Media for Member Engagement
  27. Are Your Landing Pages up to Snuff?
  28. Don't Underestimate the Power of Financial Education
  29. If Your Site Isn't Mobile Optimized, You're Losing Out
  30. 3 Brand Promises Credit Unions Can Learn From
  31. How to Generate Content with Fewer Resources
  32. 5 Guideposts to Measure Your Brand Promise Against
  33. How Useful Are Member Personas for Credit Union Marketing Teams?
  34. A Simple Way to Unify Your Marketing Efforts
  35. Are You Missing Out on the Power of Video?
  36. The Member Service Experience
  37. The Dream Team for Successful Online Customer Interactions
  38. Don't Undervalue Your Brand Promise
  39. Selling Payments and Wealth Management Services

Industry insights
to your inbox!

Subscribe