40% of Gen Z spends over 5 hrs daily consuming digital content

Integrated marketing agency Mavericks has released its latest research report, titled ‘The Attention Game’. This comprehensive report equips Chief Marketing Officers (CMOs), Corporate Communications Leaders, and content creators with the critical insights and strategies they need to win consumer attention in today’s ever-distracting digital landscape.

‘The Attention Game’ dismantles a common misconception – short-form content, while widely consumed for its quick and convenient nature, falls short in building trust compared to its long-form counterparts. The report reveals that 31% engage with long-form content during work breaks and 26% in early mornings, indicating key opportunities for targeting in-depth narratives during specific, carved-out times.

This is a game-changer for marketers seeking to build lasting credibility and spark deeper audience engagement. The report delves into the evolving nature of consumer attention spans, revealing how they impact consumption habits and overall behaviour. This trend extends beyond content – it hints at a potential broader societal shift towards quicker, easily digestible experiences across various aspects of life.

Key findings:

• Trust in Long-Form Content: Consumers perceive long-form content as more accurate and reliable than short-form content. 34% of respondents find long-form writing more credible and engaging than any other format.
• Mornings for Deep Dives: 23% of long-form content consumption happens in the mornings, suggesting a dedicated audience for in-depth reading at the start of the day
• Long-Form Dominates Entertainment & Information: A significant 41% and 43% of users prefer long-form videos and written-content for entertainment and information, respectively, highlighting a strong preference for engaging narratives
• Gen Z’s Content Marathon: A whopping 40% of Gen Z spends over 5 hours daily consuming content, showcasing their immersive digital engagement
• Content with a Double Play: Marketers are encouraged to invest in high-quality, long-form content to establish trust and credibility, balancing it with short-form content to capture immediate attention.

Chetan Mahajan, Founder and CEO of Mavericks, commented, “In a digital landscape dominated by quick snippets and fleeting impressions, our research underscores the enduring value of long-form content in building trust and engaging audiences. ‘The Attention Game’ provides a strategic roadmap for marketers to navigate this complexity, offering actionable insights that drive real-world results. At Mavericks, we are committed to helping our clients reach their audience and engage them in meaningful ways that foster long-term loyalty and success.”

The report is structured around three foundational pillars – Preferences, Value Derived, and Opinions – providing a comprehensive understanding of what captures consumer attention and how to leverage these insights for maximum impact.