Attention inflation How multitasking is reshaping the attention economy
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20,000 foot view: Entertainment hours are up, but consumption is becoming diluted and losing focus, and is increasingly in the background of other activities. Audiences want to consume more but have no more time to allocate; increased multitasking is the result. Consequently, attention / focus is split between more propositions. In other words, entertainment time spent is growing but is getting less valuable. This is the era of attention inflation.
Key insights
- In 2022, spent average weekly hours on up from in 2021
- The composition consumption hours is changing – consumption declined from to hours, background consumption grew from to
- Socialising while in digital is becoming increasingly having grown from to hours 2021 and 2022
- Multitasking and socialising are increasingly disrupting focused which means that the value time spent is decreasing. Focused is decreasing for all age
- Consumption hours generally increased since 2020 for aged but are relatively unchanged those under Older segments also higher shares of focused consumption
- The attention dynamics favour multitasking-friendly propositions that demand heavy focus from the
- Social media music streaming are the big of the attention inflation dynamics, increased weekly time spent by year-on-year respectively
- Video consumption the highest share of weekly of all entertainment formats, though weekly hours have declined by
- Music is to thrive in the era attention inflation
- Games have opportunity to accommodate some of time spent on music and by providing interactive venues
Companies and brands mentioned in this report: Amazon, Apple, Facebook, Google, Heardle, Instagram, Microsoft, Netflix, Shorts, Snapchat, Spotify, TikTok, Twitter, Vevo, YouTube