{"id":3524,"date":"2018-10-12T15:52:06","date_gmt":"2018-10-12T19:52:06","guid":{"rendered":"http:\/\/stage.hearts-science.com\/?p=3524"},"modified":"2019-03-12T18:39:26","modified_gmt":"2019-03-12T22:39:26","slug":"connecting-with-consumers-in-screens-of-net-attention","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-it\/connecting-with-consumers-in-screens-of-net-attention\/","title":{"rendered":"Connecting with consumers in screens of Net Attention"},"content":{"rendered":"

What is Net Attention?<\/h1>\n

It is the amount of attention a human has and where they spend it. In our Forces of Change research, we undertook an extensive three-part study that looked at mobile behavior and how people were using apps. Here\u2019s what we found.<\/p>\n

People spend 5 hours<\/strong> every day across all mobile apps and people interact with them\u00a088 times<\/strong> per day.<\/p>\n

What are consumers doing on their phones?<\/b><\/h2>\n

Social takes it all. 105 interactions per day are spent on social media compared to only 10 interactions related to news and travel. Our friends over at Google have similar findings when it comes to mobile content consumption. In the U.S., for example, 59% of smartphone users are engaging with social networks, 45% are consuming videos, 35% are purchasing products and 17% are playing games.1<\/sup><\/p>\n

More surprising than what people were doing, was the physiological intensity with which they did it. Mobile users\u2019 biometric intensity measured 2x higher than television viewers. As brands, we have an unprecedented opportunity to interact and engage with audiences like never before on mobile.<\/p>\n

So many apps. So much noise.<\/b><\/h2>\n

In 2017, there were over 175 billion mobile app downloads. With so many apps flooding the app stores, how do brands cut through the noise to get a slice of that Net Attention?<\/p>\n

First, brands need to find in-app ad inventory in apps that align with their audience. Or they can take it even further and develop branded experiences in mobile apps. If done tastefully, your brand force will be multiplied. Done intrusively, and you\u2019ll reach uncharted depths of negative perception and erosion of your brand equity.<\/p>\n

Data from our neurological study, for example, shows the effect of full-screen takeovers. They were deemed to be more intrusive, invasive and interfering than in-feed ads, despite the fact that they also generated higher recall.<\/p>\n

\"Facial

Forces of Change statistics from Net Attention<\/a><\/p><\/div>\n

Immediately after seeing a full-screen takeover ad, the user\u2019s negative facial response skyrockets before resuming its normal resting face, while in-feed or native ads remain fairly neutral throughout the experience.<\/p>\n

The magic bullet for positive in-app brand experiences boils down to three factors: relevance, native placement and user control.<\/p>\n

\u201cOne suggestion that I would have for clients is that they start becoming a little more format aware. Ask yourself \u2026 does it have application delivery? Does it have mobile device delivery broken out? Is your media agency, or your creative agency, format aware? Because that format awareness really matters.\u201d
\n\u2013Scott Hagedorn \u00a0<\/i><\/p><\/blockquote>\n