According to the study, consumers spend 8.8 hours a day, on average, engaging with digital content.
This increases by two or more hours with the younger generations: 11.4 hours for Gen Z and 10.9 hours for Millennials, on average.
(As of 2018 in the US / Adobe Consumer Content Survey)
The proliferation of various content formats (i.e., video, social, memes, etc.) is behind the growth in digital content consumption.
As such services as Netflix, Amazon and Airbnb are becoming common, consumers’ expectation on contents is increasing,
so poor quality contents or poor designs are neglected by consumers.
There is an interesting survey that brand channels with video contents have consumers stay longer.
(54% OVERALL, 76% GEN Z, 65% MILLENNIALS)
However, low video resolution or slow loading makes them leave the channels right away.
As the contents consumption is increasing, it is important to enable consumers to experience
high quality contents at right places that they want.
Another important trend is that new contents consumption types appear and grow rapidly due to emerging technology.
At I/O developer’s conference in May, Google announced that it was bringing a new feature to its search results: Augmented Reality(AR) models, which allows users to take a look as a 3D image of a search result.
When a person searches 'Sharks', reading the text of ‘sharks grow up to 6 meters’ and checking the life-sized
sharks at the scene are totally different experiences! If AR is adopted to the search feature,
the actual size of the shark is overlapped in the actual space. (Now the feature is partially available)
Check the video beside. It can be used actively for many fields such as medical field and shopping in the future.
In addition to the newly adopted AR search, new contents searching types such as voice/visual search have being
settled in our lives.
Even though the technology isn’t perfect yet, it will be getting elaborate through artificial intelligence and machine learning.
The first is ‘voice search’. The voice search is leading significant behavior patterns of consumers due to the advent of Voice Assistant such as Shiri and Bixby of smartphones, and smart speakers such as Google Home, Amazon Echo. As much as 20% of Google’s mobile search is voice search, and such institutions as Gardner and Comscore expect this tendency will continue, being expanded up to 50%.
'The second is ‘visual search’.
As the GenZ and Millennial generations aspire more visualizing and intuitive consumption, the visual search is growing. Each month, Pinterest has over 600 billion views of visual search. In October of last year, Snapchat, which is a mobile messenger of the US, and Amazon, which is the largest online distribution company, announced their partnership through visual search.
As the image beside, when a consumer takes a photo of specific object through Snapchat application, Amazon shows its product’s name, Thumbnail, reviews and inventory status to the consumer for instant consumption. This is a case of connecting new customer experience and sales, whose performance is worthy of notice.