lavacon 2017 - feed the goldfish in 19 minutes and 52 seconds
TRANSCRIPT
LAVACON 2017NOVEMBER 6, PORTLAND, USA
HELLO!
#LavaCon
@stefangentz
ONCE UPON IN A TIME
IN THE YEAR 2000 …
MICROSOFT CONDUCTED A STUDY.
IT TOOK …
1
2
3
4
5
6
7
8
9
10
11
12
12 SECONDS.
BEFORE THE PARTICIPANT'S TRANSIENT ATTENTION SPAN
WAS OVER.
(12 SECONDS DID FEEL QUITE LONG, DIDN'T THEY?)
FAST FORWARD
2001
2002
2003
Skype, WordPress
2004
2005
YouTube
2006
2007
iPhone
2008
AirBnb
2009
2010
Instagram, iPad
2011
2012
2013
THINGS HAVE CHANGED DRAMATICALLY.
THE INTERNET HAS CHANGED THE WAY WE COMMUNICATE,
CONSUME & SHARE CONTENT, TRAVEL, BUY.
…
SO MICROSOFT CONDUCTED THE SAME STUDY AGAIN.
AND THE RESULTS WERE NOT WHAT YOU MIGHT EXPECT …
LET'S PLAY:
THE FOLLOWING TEXT HAS EXACTLY 140 CHARACTERS.
THE AMOUNT OF TEXT THAT FITS INTO A TWEET.
YOU HAVE 12 SECONDS.
TRY TO READ AND REMEMBER THE CONTENT.
READY?
採用 12.3 吋顯示器，具備 3:2 外觀比例和 2736 × 1824 解析度，可觀賞 HD 電影、瀏覽網頁以及使用您
喜愛的應用程式。
UPS! SORRY …
USE THE 12.3" DISPLAY, WITH ITS 3:2 ASPECT RATIO AND
2736 × 1824 RESOLUTION, TO WATCH HD MOVIES, BROWSE
THE WEB, AND USE YOUR FAVORITE APPS.
{ "SOURCE": "MICROSOFT SURFACE PRO 4", "TYPE": "USER GUIDE", "RELEASE": "09/2016"}
HAVE YOU MANAGED TO READ AND REMEMBER IT IN
12 SECONDS?
OKAY. IT WAS UNFAIR.
IT WAS ONLY …
8 SECONDS!
SO, WHAT WERE THOSE 140 CHARACTERS YOU READ IN
8 SECONDS ABOUT?
WHAT DID YOU REMEMBER?
1. 2. 3. 4. 5. 6.
1. 12.3" DISPLAY2. 3:2 ASPECT RATIO3. 2736 × 1824 RESOLUTION4. WATCH HD MOVIES5. BROWSE THE WEB6. USE YOUR FAVORITE APPS
THE MICROSOFT STUDY NOTICED THAT THE TRANSIENT ATTENTION SPAN WENT DOWN
FROM 12 TO 8 SECONDS IN JUST 10 YEARS.
ATTENTION IMPACT FACTORS:• Media consumption• Social media usage• Technology adoption rate• Multi-screening behaviour
8 SECONDS!
ATTENTION SPAN OF A GOLDFISH:
9 SECONDS
“Millenials have an attention span shorter than a goldfish.”
“Millenials have an attention span shorter than a goldfish.”
— @stefangentz
#LavaCon #TechComm
2000 2013
12 SEC 9 SEC 8 SEC
WE'RE DOOMED.
BUT IT'S NOTHING NEW.
“A WEALTH OF INFORMATION CREATES A POVERTY OF
ATTENTION.”— HERBERT SIMON, NOBEL WINNER, ECONOMICS (1978)
ADHD
ADHD(ATTENTION DEFICIT HYPERACTIVITY DISORDER)
5.5
4.0
2.6
PERCENTAGE OF CHILDREN AGES 3–17 WITH ATTENTION DEFICIT-HYPERACTIVITY DISORDER (ADHD), BY GENDER, 1997–2013
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
5
10
FEMALE
SOURCE: ANALYSIS BY CHILD TRENDS OF NATIONAL HEALTH INTERVIEW SURVEY DATA 1997–2013
15
5.5
4.0
2.6
8.3
10.3
13.5
12.0
PERCENTAGE OF CHILDREN AGES 3–17 WITH ATTENTION DEFICIT-HYPERACTIVITY DISORDER (ADHD), BY GENDER, 1997–2013
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014
5
10
MALEFEMALE
SOURCE: ANALYSIS BY CHILD TRENDS OF NATIONAL HEALTH INTERVIEW SURVEY DATA 1997–2013
15
BUT:
MANY CHILDREN WITH ADHD HAVE A GOOD ATTENTION
SPAN FOR TASKS THEY FIND INTERESTING.
WHAT DOES THAT MEAN FOR MARKETING AND TECHNICAL
COMMUNICATION?
WE'RE MOVING FROM DROPS …
TO CONTENT CHUNKS.
TO CONTENT SNIPPETS.
TO CONTENT DRIPS.
WE'RE MOVING FROM DROPS TO DRIPS.
AND WE HAVE NO CHOICE:
THERE IS NO ALTERNATIVE TO “INTELLIGENT INFORMATION”
IN INFORMATION 4.0
XML-BASED
STRUCTURED
SEMANTIC
ATTRIBUTED
AUTARKIC
MAKE SURE YOUR CONTENT CAN BE CONSUMED BY BOTH
BOTS AND HUMANS.
BE CLEAR, PERSONAL, RELEVANT AND (QUICKLY) GET
TO THE POINT.
LEVERAGE RICH MEDIA:VIDEO, AUDIO, 3D
START BUILDING COHESIVE, IMMERSIVE CONTENT
EXPERIENCES ACROSS ALL CHANNELS.
START BUILDING TAILORED, PERSONALIZED, DYNAMIC
CONTENT.
“THE TRUE SCARCE COMMODITY IS INCREASINGLY
HUMAN ATTENTION.”— SATYA NADELLA
“BE PASSIONATE AND BOLD. ALWAYS KEEP LEARNING. YOU
STOP DOING USEFUL THINGS IF YOU DON'T LEARN.”
— SHANTANU NARAYEN
THE END
THE END
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Tech Comm
invites you to be our guest for a book signing and discussion
with Matt Sullivan, author of :
FrameMaker – Working with Content
FrameMaker – Structured Authoring
FrameMaker Structured EDD Development
on Monday from 6 P.M. onwards @ the Adobe booth