Brands must adapt to declining consumer attention spans in the digital age. A survey found that only 11% of respondents were likely to switch brands after general messaging, compared to 24% after local, personalized messaging. Additionally, creative such as posters and print headlines have decreased substantially in word count from 2010 to 2015. Only 49% of TV ads are now 30 seconds, showing brands must create more concise messaging to engage consumers with short attention spans.