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There is a strong correlation between technological advancement and user attention span. In our previous blog post, we talked about how using images can garner more audience engagement. The combination of faster internet connections, various mobile devices and social media outlets have taught us to become multi-taskers. It’s common for us to quickly scroll through the news reading only headlines as we rotate our attention across multiple devices.
A study by Chartbeat revealed that 55% of users who clicked on a page spent fewer than 15 seconds on it. It is highly possible this number will only lessen as technology develops further. According to research conducted by Fermín Moscoso del Prado Martín at the University of California, Santa Barbara, the brain can process incoming information at about 60 bits of information per second for a task. This capacity is then reduced every time the person is divided into doing two different tasks, for example talking on the phone while browsing the internet. These bits are further reduced when doing another task on top of those and so forth.
How does this information affect your marketing efforts? Being fully aware of your end user’s behavior allows you to cater your messaging to see which campaigns are effective, but it also means you must get to the point quickly.
Here are 5 tips on keeping your audience’s attention online:
It can be frustrating to any marketer (or web viewer) that their targeted efforts are not being matched with equally successful results. The key is to adjust to the behavior of your target audience. Technology will always evolve, and human behavior will likely adapt.
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