Digital Engagement Lab
MORE users consuming MORE content LONGER.
WHAT PREDICTS
USER TYPE
AND ENGAGEMENT?
ANSWER:
AVAILABLE TIME
AND TYPE OF
INTEREST
USERS and the state of
continuous partial attention
AVAILABLE TIME
Individual
Interest
Long-term
or expertise
OR
Situational
Interest
generated by
environment
SCANNERS have "situational" interest in content that catches their attention
SEEKERS look for specific content but don't usually engage with other content
ENGAGERS have the "individual interest" to read pages of text and watch long videos
Scanner
Seeker
Reader