People Don’t Read–They Scan

People Don’t Read–They Scan

You may have heard that digital readers don’t read–they scan. Some people even suggest that our brains have adapted to this new way of “reading,” meaning novelists should be alarmed. But what about digital marketers? Should we be alarmed, too? Well, there was a stat bobbing around recently that said humans now have an eight-second attention span, one second less than that of a goldfish. While it takes approximately 8.5 seconds to debunk that stat, we do know that the people who are “reading” our digital marketing messages are often just bumping their nose on the glass and moving on. Readers spend three seconds or less on an email message Some solid research on email readers tells us that, depending on the device, anywhere from 20% to 43% of readers spend three seconds or less on an email message. That goldfish is looking pretty good. Why do people scan? Because they have to! There’s simply too much information out there. So what does that mean...
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