Attention is 82% higher with content viewed on a smartphone than on a TV.
Facebook IQ recently conducted research to see how people share on Facebook and Instagram. What they found is that they are creating and consuming moments “en masse, every day, 365 days a year.” (Helen Crossley, Head of Audience Insights Facebook IQ)
Facebook IQ explored this further to understand how people process the moments (physiologically and neurologically) and if this processing varied by screen.
Today, people watch what they want, when they want and wherever they want. Viewing is happening on TVs at home, as well as on a smartphone anywhere. Marketers are interested to learn if their advertising is effective. Traditionally they used market research techniques, but this has limitations.
Marketers have begun using neuromarketing to get a view into consumer’s physical reactions to stimuli instead of relying on people just reporting those feelings. Neuromarketing is “the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols, allowing researchers to explore non-verbal and unconscious physiological responses to various stimuli for the purposes of market research.” (Facebook IQ)
Facebook IQ’s study focused on four areas – engagement, attention, emotion and retention.
Some of their findings show that people are more “attentive and tended to feel more positively toward information presented on a mobile phone than on a TV.” (Crossley) With TV people had to work harder to process the information as they were more distracted. While some of the findings showed equal emotion and engagement between TV, they did find that with the smartphone the experience was more engaging than TV.
Overall, the reaction to ad stimulus was greater on the smartphone than on the TV in both attention and positive emotion.
Recall was highest when the ad was viewed on TV and then on the smartphone. Thus “by creating campaigns with cross-screen appeal, marketers can help to further drive the retention rates of their advertising.” (Crossley)
Marketers need to take mobile into consideration. Create campaigns that are aimed at the right senses as well as the right screens.
Appeal to mobile-minded people by using more efficient messages, put the key points within the first 10 seconds. Use cross-screen opportunities to extend the reach on all devices and test each approach so you can evaluate and refine your mobile marketing strategies to reach the right people.
Read the full White Paper Here.