Attention Span and Animation
According to research from, the National Center for Biotechnology Information, the average attention span in 2015 was 8.25 seconds down from 12 seconds in 2000. Just for the record a Goldfish has an attention span (allegedly) of 9 seconds. So has vying for attention become akin to holding a conversation with Finding Nemo‘s Dory?
Our view is that you need to target your approach to the placement of your visual content and the likely attention span of the audience at that point. A customer on your home page trying to learn about your product may invest 1-2 minutes of concentrated effort. To be safe it is better to front load your important messages and think hard about the value of those who stay to the end versus those who exit.
It is clear that animation is helping to drive higher conversions in email marketing, social engagement (note to self – do this as a video next time!) and sales funnel conversion but what does your audience want at that point? How long is there attention span. We are already seeing a move to shorter form teaser content of sub 10 seconds through animation, vines and animated gifs. Expect to see more of this in 2016/17.
In summary our experience and data analysis across industry sectors is proving that one size does not fit all. When creating your visual content consider your customer attention span at that targeted moment and how your longer form content can be packaged into bite sized chunks.
If you made it to this point congratulations you are helping to keep the average attention span above the jellyfish – good work.
The Like Minded