You’ve probably heard that the average human attention span is now shorter than that of a goldfish. That’s not true, and at the risk of losing your attention, we will explain. This particular myth apparently originated from a Microsoft study that reported average human attention spans dropped from 12 seconds in 2000, to 8 seconds in 2015. Goldfish are said to have an attention span of 9 seconds. Without getting into the weeds for any unnecessary length of time, no one really knows how to measure the attention span of a goldfish. As far as humans are concerned, the idea of an “average attention span” is meaningless. How much attention we apply to a task varies depending on the nature of the task. That said, time is of the essence. Pay attention!
We don’t browse, we blip.
In today’s marketplace, one thing is undeniable: consumers no longer browse, they blip. We make use of AI. So it’s not only about attention span, but also about timing.
Enter the age of micro-moments; brief windows of time when someone pulls out their phone and wants to know something, do something, go somewhere, or buy now. Blink and you miss them. Literally.
Google coined the term “micro-moments” to describe these slivers of time when people turn to a device, usually their phone, to act on a need. It could be “best tacos near me,” “how to fix a leaky faucet,” or “are cargo shorts acceptable?” These moments are short, the stakes are high. If your brand shows up with the right message, at the right time, you’re on track to conversion.
Why Should Marketers Care?
Generally speaking, people don’t browse or blip for fun. They’re on a mission. And if your brand doesn’t show up in that instant, a competitor’s will, probably with a mobile-optimized site and a promo code.
Micro-moments reward brands that anticipate needs and deliver instant answers. This means, being visible (SEO is still your best friend), being fast (mobile loading time should never be measured in geological terms) and being useful (avoid the brand manifesto, get to the point).
Show up when it matters.
Map the journey. Identify your audience’s common questions or problems. Think beyond product. Think like a person with a smartphone and a short fuse.
Create bite sized content. Short videos, quick tutorials, local info, FAQs. This is not the time for a 22-page white paper. Optimize for mobility. Your site can’t look like a 2003 time capsule on handheld screen. That’s not about attention span, that’s about being ignored.
Need a hand? Give us a call. We will give you our undivided attention.