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The battle for attention

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Newsworks’ The battle for attention, conducted by PwC, explores the importance of attention in a world saturated with infinite content.

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The battle for attention

  1. 1
  2. Attention is the behavioural and cognitive process of selectively concentrating on some information, while ignoring other perceivable information
  3. A world of infinite content
  4. Finite attention
  5. Types of attention Sustained / Selective
  6. Types of attention Divided
  7. to draw attention to something, to turn towards advertere
  8. And no, we’re not like goldfish!
  9. Newsworks and PwC study on attention Multiple data sources: Bespoke nationally representative study amongst adults 18+ in Great Britain
  10. 2,643 respondents generating 7,770 responses across 15 media types Newsworks and PwC study on attention
  11. Newsworks and PwC study on attention Data integration and analysis
  12. 8 main media types National print newspapers Newspaper websites Commercial broadcast TV Commercial radio Print magazines Commercial TV on demand Social media Short online videos Newspaper content via social media Other video on demand Regional newspaper websites Commercial news websites Regional print newspapers Music streaming Newspaper apps 7 other media types
  13. The role of attention: from attitude to impact Attitude ImpactAttention
  14. The role of attention: from attitude to impact Attitude
  15. Attention is driven by personal choice Putting time aside Personal connection Something to talk about Trusted content
  16. 56% of newspaper readers regularly put time aside for them 44% 47% 54% 55% 56% Newspaper websites Print magazines Commercial TV on Demand Commercial broadcast TV National print newspapers
  17. 42% of newspaper readers feel a personal connection with the medium 32% 33% 34% 39% 42% Commercial broadcast TV Short online videos Print magazines Commercial TV on Demand National print newspapers
  18. People trust the content delivered by ‘traditional’ media 40% 47% 49% 52% 54% National newspaper websites Print magazines Commercial broadcast TV National print newspapers Commercial TV on demand
  19. 66% of newspaper readers say they fuel their conversations 60% 62% 63% 63% 66% Social media Newspaper websites Commercial broadcast TV Short online videos National print newspapers
  20. The role of attention: from attitude to impact Attitude Attention Impact
  21. Time spent
  22. Time spent is not enough Time spent Advertising response
  23. From time spent to quality time: the attention equation
  24. Immersion: Solus media usage Focus: Multimedia usage with high focus
  25. Attention = + (multimedia usage x high focus)solus media usage
  26. The first part of the equation is solus media usage 40% 61% 57% 61% 60% 60% Social media Commercial radio Commercial broadcast TV Commercial TV on Demand Short online videos National print newspapers Solus media usage
  27. Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns 40% 61% 57% 61% 60% 60% 14% 5% 11% 12% 15% 20% Social media Commercial radio Commercial broadcast TV Commercial TV on Demand Short online videos National print newspapers Solus media usage Multiple media usage x high focus 80% 75% 73% 68% 66% 54%
  28. The role of attention: from attitude to impact Attitude ImpactAttention
  29. Attention drives a powerful response Discuss, comment, share Encourages purchase Trusted advertising Ideas about brands/ products
  30. People like to talk about, share and comment on media content 41% 44% 46% 46% 46% National newspaper websites Social media Commercial TV on demand Short online videos National print newspapers
  31. Published media lead the way in giving people ideas about brands and products 14% 19% 21% 41% 51% Short online videos Commercial TV on demand Commercial broadcast TV National print newspapers Print magazines
  32. Published media encourage people to consider making a purchase 14% 19% 21% 23% 32% Commercial radio Commercial TV on demand Commercial broadcast TV National print newspapers Print magazines
  33. From attitude to impact: attention pays Attitude Putting time aside Personal connection Trusted content Something to talk about Attention Solus media usage Multimedia usage x high focus Impact Discuss, comment, share Trusted advertising Ideas about brands Encourages purchase
  34. From attitude to impact: attention pays
  35. 37 Thank you for your attention
  36. Contacts Sam Tomlinson Partner, PwC E: sam.tomlinson@uk.pwc.com T: +44 (0) 20 7804 0726 M: +44 (0) 7811 453 111 This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, Newsworks and PricewaterhouseCoopers LLP (including its members, employees and agents) do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it. © 2016 Newsworks and PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to the UK member firm, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. Denise Turner Insight Director, Newsworks E: denise.turner@newsworks.org.uk T: +44 (0) 20 7839 8935 M: +44 (0) 7817 078 081

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