Why Viacom says what you know about audience engagement is wrong: Consumers believe their ability to pay attention is either improving or remaining constant

The conventional thought in marketing today is that consumers’ attention spans are getting shorter and shorter thanks to social media and smartphones, but a new survey from Viacom says that may not be true. The survey by Scratch, Viacom’s creative consultancy division, found 75 percent of consumers believe their ability to pay attention is either improving or remaining constant. Scratch SVP Anne Huber says: “What we see is a really important shift in the dynamics of attention in this economy because consumers are in charge. They’re not just idle audiences sitting back receiving what’s pumped out — they’re actually calling the shots of what they’re going to hear or not.”

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from American Press Institute http://ift.tt/1VkMyWz