There is a new post up on the Treepodia blog regarding online video and our dwindling collective attention spans. A new behavioural study, commissioned by Lloyds TSB Insurance, reveals that the average attention span is now just five minutes and seven seconds, compared to more than 12 minutes a decade ago.
View the original article here.
This may not be a new concept to you as our “ADD” riddled culture seems to embrace the MTV generation’s tendency to click through to the next big thing. But what does this mean for you and your web videos? If you’re gonna sink the time and resources needed into producing promotional or product videos, you want to make sure people are going to get the needed information out of it. (Though some multivariate testing shows that customers convert at a higher rate when presented with THE OPTION to view compared to those who don’t have access to video.)
Treepodia’sarticle offers up backing research on the evolution of commercials and the average online video length, as well as an interesting graph on the Audience Attention Span.
The moral of the story? “Keep it short and sweet!”
Tags: Corrie Davidson, Marketing, product, promotional, research, study, web video
Hi there,
Thanks for referring to my post.
: )
It seems indeed that our cultural predilection toward speed is affecting our ability to absorb information in anything large than byte* size packets
* pun intended…
Best,
Mike
@Treepodia
I viewed your site. Very cool. Will come back.
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