Attention has become a precious commodity in the digital age. But how’s this for a brand wakeup call? Consumers in the United States spend about the same amount of time sleeping each day—an average 7.8 hours—as they do engaging with digital content.
That’s one of many eye-opening findings in a new research report from Adobe, CMO.com’s parent company, which surveyed over 1,000 consumers. The number of digital consumption hours is even higher for the younger generations, such as Millennials, who spend 9.6 hours per day, on average, consuming digital content.
“The challenge today for brands is that there’s so much more content being created, and so it has become very competitive in terms of getting people’s attention,” said Loni Stark, senior director of strategy and product marketing at Adobe. “It’s becoming harder and harder to stand out. That’s why many brands are setting the bar higher by engaging with customers on a personal level with content and messaging that is personalized, relevant, and more likely to garner engagement.”