Attracting and Unpacking Consumer 'Attention' – Latest Ipsos Trends and Perspectives from the Digital Media Landscape
Learn more about how marketers in the burgeoning digital ecology can incorporate new market dynamics into future strategies by downloading a recent presentation given by:
Todd Board, Ipsos MediaCT Sr. Vice President
Leslie Rich, Ipsos MediaCT Vice President
Karl Joyce, Ipsos MediaCT Senior Research Manager
Topic Abstract:
It's been suggested that nobody on earth has had a serious chance at knowing 'everything worth knowing,' for at least 200 years or more – based on the ongoing explosion of information (to which we can add, 'entertainment') in the world. All of us (as consumers) are bombarded by demands on our attention, which is ultimately finite, and increasingly fragmented. Whether we (as marketers) want to sell something directly, or lay the pathway for doing so by capturing consumer attention, consumers' 'share-of-disposable-attention' proves as elusive and fluid as it is increasingly critical to understand and penetrate.
Music and video entertainment continue to emerge in new forms, involving models that assume fee payment, ad subsidy, or some mix of the two. Companies historically associated with making "phones" are now providing rich media, web-connected devices accessible to the mainstream mobile market. The "TV" is getting both bigger and broader (with the ongoing embrace of HDTV), and smaller and narrower (in terms of downloadable and streamable portable devices). Meanwhile, as of next February millions of American consumers have to make some sort of behavioral change to continue receiving TV on that big analog paperweight in the den. Content consumption choices abound.
Recent FCC awards of U.S. wireless spectrum indicate ramped-up investment in mobile video and TV offerings. But how important is this emerging array of mobile entertainment – and what are consumers willing to pay (or sit through, in terms of ad pre-rolls) – to view it on a small screen? Related, how important are new forms of in-vehicle entertainment relative to other new vehicle options? In the midst of all of these 'converging' media and entertainment options, what are the broader impacts on the size (and shape) of consumers' 'disposable attention?'
Recent findings from Ipsos studies show how we have been tracking these developments. In addition, we're also monitoring a topic that we see reaching critical mass (at least in the U.S. consumer mind), with its own demands on their (and our) attention. That's the increasingly acute focus on environmentally sustainable corporate and consumer practices, along with the inevitably increasing demands on consumer attention, to weed out the 'truly green' from the 'greenwashed' providers of technology products and services. The timely June 4th launch of Discovery Communications' “Planet Green” may be just the tip of the proverbial iceberg – one we expect to grow, not melt, over time.
Learn more about how as marketers in the burgeoning digital ecology, you can incorporate these market dynamics into future strategy by downloading this presentation.
