In recent years, and in the heat of the network and all the elements that have been born in it, the contents have experienced an explosion. It is becoming easier to access information and there are more and more sources of content. Brands have also entered the content battle and have managed to gain a foothold in them, also showing that information is the best way to reach the heart of the consumer. And, with this movement, they have begun to compete with traditional and new media for consumer attention and for being the ones who manage to become the element that they consume.
But achieving success in the world of content is not easy at all and the position of the different consumers is quite complex, as the study The State of Content: Expectations on the Rise, just launched by Adobe, has just shown. From the outset, consumers value the impact content has on their relationships with brands. 71% of those surveyed in the Adobe study indicate that it is now easier to interact with favorite brands and products, which has a positive impact on their reality of the content boom.
Brands do not, however, live apart from others and they are not an exception or an oasis in the content boom and they have to face the same problems and challenges as other content producers; challenges and problems that, according to the study data, are quite varied and complex.
Consumers consume a huge amount of content,Consumers have a growing number of devices, which function as access points to content and therefore multiply the sources of information handled by these consumers. Bulgaria WhatsApp Number List The average is to have 6 devices and have 12 content sources, but things vary between different generational groups. Members of Generation X are in the average data, other consumers are not. Baby boomers rank below, with 4 devices and 9 content sources, but millennials (which is the concern for brands) are above. They have 14 content sources and 7 devices.
Millennials not only position themselves differently in content consumption but also in the sources that are their favorites. Compared to other generations, who continue to use the computer as their main source of information, they turn to mobile phones.
The era of the multiscreen has arrived
But while the device priority list is different, consumers agree on one point. Multiscreen is not just a question of young people or a few consumers. It is the norm. Consumers are multiscreen: according to the study data, 88% of them are positioned in this pattern of behavior and makes the average number of screens a consumer pays attention to is 2.42. Being multiscreen has a direct effect on how information is processed. An average of 40% (but 48 of millennials, 33 of Generation X and 36 of baby boomers) say they are distracted when accessing information.
Getting your full attention is not easy,Therefore, getting consumers to pay attention to content is increasingly difficult and we must do more than ever to offer what the recipients want and at the moment they are ready to access it. Thus, when producing content, many contextual elements must be taken into account. According to the study data, if consumers have a limited time margin, if they go ‘in a hurry’, they will prioritize some behaviors over others.
The analysis confronted consumers with a decision making. What would they do if they only had 15 minutes to access the content? If you play video against written content, video is the big winner. 66% of respondents say they would rather watch a video on a late-breaking topic than read an article about it. And when what is faced is depth versus ‘pecking’, depth is the one that loses. 59% of those surveyed say they prefer to jump from article to article to see a trend compared to only 41% who are better off with an in-depth article on the subject.