Monday, May 15, 2006
...at least, not fully, to most of the information that comes your way. And now the wavering attention span of the modern multitasker is being scrutinized at a lab in Los Angeles, sponsored by the Interpublic Group of Companies, a holding company for ad agencies and media buyers, according to today's New York Times. There, major corporate clients can focus on "concurrent media usage" in settings that replicate homes where consumers can watch TV, use the Internet and talk on the phone. Market researchers, the article notes, are now trying to measure consumers' level of engagement with various media. One chilling finding: "'Our research showed that people somehow managed to shoehorn 31 hours of activity into a 24-hour day,' said Colleen Fahey Rush, executive vice president for research at MTV Networks." While solid measurement tools still are not available for attention spans, we're already advising our clients to pay attention to this trend.