The Age of Distraction presented by Timo Vandemaele (Senior Research Consultant at InSites Consulting) at the Bloovi Mobile Day on Thursday November 20, 2014 in Antwerp (BE). Today, our average attention span, the time that we can focus on one specific thing, is 8 seconds, down from 12 seconds a decade ago. Part of this evolution of course originates from an increasingly complex digital landscape and an overload on information that we have to process each day. Do brands adapt their strategies to these behavioral changes of consumers or are they completely lost in The Age of Distraction?

2. I am a true member of the mobile generation as I passed puberty with my fingers attached to my Nokia 3310. To me, it seems like a long time ago, and yet it has not been that long. But if you look at the last decade, things have changed like they never have before.
timo@insites-consulting.com
@TimoVandemaele
be.linkedin.com/in/timovandemaele
Thanks for
having me!
TimoVandemaele
Senior Research Consultant
TIMOVANDEMAELE

4. From 12 to 8 seconds
Belgium // Source: HavasMedia
71%
95%
2010
2014
13%
46%
2010
2014
2%
38%
2010
2014

5. Technology changes, people adapt...

6. This was 2005

7. This was 2013

8. 1.
Selfieconomy
2.
Serendipity
3.
Always ON
4.
Multi Screening

9. Online Survey
15-25yearolds
n= 3,485 in 13 countries
n= 244 in Belgium
Fieldwork Summer 2013

10. 1.
Selfieconomy
2.
Serendipity
3.
Always ON
4.
Multi Screening

11. #SELFIECONOMY?
What about the
93.000/ 930.000/ 9.300.000selfies per day?
Source: Google

14. Belgium 2013 // Source: Ourmobile planet-Google
71%
thinks the mobile phone is ideal to pass waiting time

15. 1.
Selfieconomy
2.
Serendipity
3.
Always ON
4.
Multi Screening

16. Belgium 2013 // Source: Ourmobile planet-Google
77%
doesn’t leave the house without his/her smartphone

18. 1.
Selfieconomy
2.
Serendipity
3.
Always ON
4.
Multi Screening

19. Wherever/whenever
Belgium 2013 // Source: Our mobile planet - Google
96%
86%
77%
76%
75%
71%
70%
59%
57%
56%
48%
Home
On the go
In a store
Work
Cafe or Coffee shop
Restaurant
Public transport
At a social gathering
Airport
Doctor's office
School

20. Location Based Marketing

21. 2nd
Screening?
That is so 2013, man!

22. 1.
Selfieconomy
2.
Serendipity
3.
Always ON
4.
Multi Screening

23. 47%
28%
23%
22%
22%
17%
12%
Surf on websites related to what
I'm watching
Write on Facebook about what
I'm watching
Look or buy things related to
what I'm watching
Consult twitter
Send emails related to what I'm
watching
Comment online about ads, film
or program I'm watching
Tweet about the TV program or
movie
Multi Screening
Belgium // Source: Havas Media

25. timo@insites-consulting.com
@TimoVandemaele
be.linkedin.com/in/timovandemaele
Thanks for
having me!
TimoVandemaele
Senior Research Consultant
TIMOVANDEMAELE