Holding digital attention

Report
- Holding digital attention
- 01/12/2011
- Sam Shaw


Getting people's attention is only part of the battle @Giovanni, Creative commons (2011) ©

Scope
In the digital age, information can be distributed quickly and with little cost. According to Faris Yakob, cultural latency refers to the speed at which news, ideas, trends and fads spread through society. An increasingly networked and mobile society has vastly reduced cultural latency to nearly zero, which is great news for anyone trying to spread ideas, adverts, beliefs, causes or information.

Conversely, news quickly becomes dated; sharing old news is a faux pas. This creates an unpredictable media environment, where attention is quickly diverted to the next piece of content. Reach and scale become a given; ‘stickyness’, engagement or buzz are not.

Read full article

Industry	Advertising & branding Social networking Media & entertainment
Location	Global
Keywords	Inside Track Attention Economy Forever Now Campaign Cultural latency Multi-channel Real-time Agility

Read more about 'Holding digital attention' and see further reports, expert analysis and insights on consumer trends, behaviours and recent developments in the Advertising & branding, Social networking and Media & entertainment industries.

If you would like to see what Canvas8 can do for your business, for information about subscriptions, or to find out about our bespoke research reports, click to register.

- Reports: Latest
- Other articles
  - - No more heroes
    - 17/05/2013
    - As constant media scrutiny increasingly highlights celebrities' imperfections, is the relationship between brands and their penitent endorsers changing?
  - - Evolving the magazine: how publishers are diversifying
    - 10/05/2013
    - 'Print is dead' – or is it? Adapting to a complex digital landscape, publishers are finding new ways to extend the brand.
  - - Premium vs luxury: how luxury is fighting back
    - 02/05/2013
    - With premium threatening to steal its consumer base, luxury is forced to carve out a new space. But with perceptions of value changing rapidly, just how is it going to define itself?
  - - Making social media work for retail
    - 25/04/2013
    - More and more retailers are embracing social media, but it's still an uncertain territory. Should it be viewed as an opportunity, a necessity, or is it all just keeping up with the Joneses?
  - - Take the stage: creating platforms for young people to shine
    - 10/04/2013
    - The way teens create identity is changing. With more tools for self-expression and subcultures that last for a matter of days, affiliation to traditional tribes has become less important.
  - - The highs and lows of dynamic pricing
    - 01/04/2013
    - As people become more wary of dynamic pricing, many businesses are developing transparent systems that engage the customer in the process.
  - - How second screens are responding to (and shaping) user behaviours
    - 27/03/2013
    - Second screens are a growing part of the TV experience. But as televisions, remotes and consoles get 'smarter', how will new user behaviours affect the balance between screens?
  - - Home economics: how work is influencing family life
    - 21/03/2013
    - With the number of working parents on the rise, quality time with the family is becoming increasingly hard to organise. Parents are looking to a new source of inspiration for help: business.