The introduction of the internet has rapidly changed how much information consumers receive, far more than we ever imagined. In the year 2000, the average human attention span was 12 seconds. It is now just eight seconds, even shorter than the nine seconds of a goldfish!
The "digital generation", which refers to those who have never known a time without the internet (also known as Generation Z) will now skip online ads three seconds faster than the previous generation. It's clear that marketers are therefore pressured towards a strategy re-think. Alas, hope is not lost! You can still gain the digital consumer’s loyalty, you just need the right approach.