In a world where people check their smartphones 85 times per day, usually for less than one minute at a time, consumer engagement can seem elusive, but short attention spans and screen addiction don’t tell the whole story.
It’s true that consumers won’t linger too long on something that doesn’t intrigue them—a tweet, for example—but when they engage with a brand in real-life, they go all in.
Today’s audiences practice what Kantar Futures calls torrential engagement: a fluctuation between high- and low-intensity usage as users navigate their saturated social media channels. You’ve probably seen torrential engagement in your own behavior. It’s why we binge-watch Netflix shows (high-intensity usage) and skip one-dozen songs at a time on Spotify (low-intensity usage).
