microsoft attention infographic

SELECTIVE ALTERNATING The core attention skill we use to focus for long periods Keeping focus when faced with competing distractions Switching quickly between different tasks at once “I don’t like to switch tasks until I’ve completed one or the other.” ATTENTION SPANS ARE EVOLVING IN A DIGITAL AGE Advertisers need to provide the right content for the right contexts in people’s everyday lives. PRIORITISE ALTERNATING ATTENTION PRIORITISE SELECTIVE ATTENTION How to advertise to Ninjas: Immersive narratives Engaging and attention grabbing Out of the ordinary and unexpected How to advertise to Pragmatists: Interactive and entertaining Direct, clear and interesting Original, quality content How to advertise to Ambidextrous: Cross-platform Short and to the point Sequential narratives To explore attention in more detail visit our site at www.microsoftattentionspans.co.uk To get in touch email [email protected] Research and design by Sparkler www.sparkler.co.uk Attention: A day in the life Our natural attention abilities and the demands of everyday life determine which attention mode we will be in at any given time: 09:35 Hard at work 86% of people now have one eye on another screen when watching TV, gaming or surfing the Web SUSTAINED In a multi-screen world, Selective and Alternating Attentions are increasingly important. We use three types of attention every day: ATTENTION PRAGMATIST: Fluid between tasks, but maintaining priorities ATTENTION AMBIDEXTROUS: Juggling tasks, flexible with attention “When I need to get things done, I can get my head into it, but I also know when to let my attention slide a little” “I like splitting my attention across several things - it makes me feel more productive” ATTENTION NINJA: Compartmentalizing tasks, “in the zone” 13:07 – Quick social break 18:45 – Dinner with the family

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SELECTIVE

ALTERNATING

The core attention skill we use to focus for long periods

Keeping focus when faced with competing distractions

Switching quickly between different tasks at once

“I don’t like to switch tasks until I’ve completed one or the other.”

ATTENTION SPANS ARE EVOLVING IN A DIGITAL AGE Advertisers need to provide the right contentfor the right contexts in people’s everyday lives.

PRIO

RITI

SE A

LTER

NAT

ING

ATTE

NTI

PRIO

RITI

SE S

ELEC

TIVE

ATT

ENTI

How to advertise to Ninjas:Immersive narrativesEngaging and attention grabbing Out of the ordinary and unexpected

How to advertiseto Pragmatists:

Interactive and entertainingDirect, clear and interestingOriginal, quality content

How to advertiseto Ambidextrous:

Cross-platformShort and to the pointSequential narratives

To explore attention in more detail visit our site at www.microsoftattentionspans.co.ukTo get in touch email [email protected] Research and design by Sparkler www.sparkler.co.uk

Attention: A day in the lifeOur natural attention abilities and the demands of everyday life determine which attention mode we will be in at any given time:

09:35 Hard at work

86% of people

now have one

eye on another

screen when

watching TV,

gaming or

surfing the WebSUSTAINED

In a multi-screen world, Selective and Alternating Attentions are increasingly important.

We use three types of attention every day:

ATTENTION PRAGMATIST: Fluid between tasks, but maintaining priorities

ATTENTION AMBIDEXTROUS: Juggling tasks, flexible with attention