Engaging the digitally distracted consumer

In the second blog of this series, we take a deeper dive into the findings of our research report, the ‘Happiest place in digital marketing’, specifically focusing on the art of engaging the distracted consumer.

Whether they’re watching TV and using social media or cooking dinner and checking their emails, digitally distracted consumers are increasingly difficult to engage. But this is where online retailers can shine. Rather than battle for their attention amongst these distractions, there is one moment where distractions are low and engagement is high – the Transaction Moment™ – a moment when consumers are already in a buying state of mind and are giving the screen their undivided attention.

So why is this important to you?

Online shoppers are up to 41% less likely to be multitasking than those researching or browsing social media.

A consumer’s undivided attention is your secret weapon.

We found that almost all consumers (95%) make their online purchases in environments with fewer distractions – such as at home or at work – and that online shoppers are up to 41% less likely to be multitasking than those researching or browsing social media. For example in the US, only 51% of consumers are likely to multitask when making a purchase compared to 71% while using social media and 62% while researching products. This makes it the perfect opportunity to present your brand to a happy and engaged consumer.

Let’s take Naomi for example – a mid-20s millennial who spends almost four hours a day online and a quarter of this on social media. She tends to go about her daily tasks – cooking, catching up with friends, or commuting , at the same. But when she discovers the concert tickets she’s been waiting for are on sale, all other distractions are pushed aside so she can focus her attention entirely on the task at hand – getting hold of those prized tickets before they sell out.

This Transaction Moment – when there are no other distractions – is the optimal time to reach consumers and grab their attention.

Discover more about the ‘Happiest place in digital marketing’ in our research paper and check out our blog post on seizing emotional intelligence with the Transaction Moment.