Attention-Strapped Consumers Drive Web Design Evolution - eMarketer

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Attention-Strapped Consumers Drive Web Design Evolution

New web design technologies create better user experience

July 13, 2015

Digital overload has presented marketers with a major problem: keeping consumers’ attention. An April 2015 Undertone study found that US agency, marketing and publishing professionals were embracing new web design technologies to create the most engaging, viewer-friendly experience, no matter the device.

Effects of Evolving Web Design* on Their Media Selling Strategy According to US Publishing Professionals, April 2015 (% of respondents)

Nearly eight in 10 publishers used responsive design, and an additional 17% intended to do so in the next 12 months. Infinite scroll was less common, used by 27%, with 29% intending to use it in the next year—still, Undertone noted that considering the format’s relative newness, adoption levels were significant.

When asked about the impact of evolving web design, responses emphasized the user experience, with publishing professionals citing better, more interesting and engaging experiences as effects.

Effects of Evolving Web Design* on Their Digital Strategy According to US Advertising Professionals, April 2015 (% of respondents)

Other effects supported the overall goal of creating a better experience. More than eight in 10 publishers said these provided them with the ability to meet growing demand for innovative ad formats, and nearly three-quarters of advertisers said the pressure was on to adopt these new formats. For advertisers, leveraging these tactics also allowed for better creativity, cited by nearly three-quarters.

Reach should benefit as well: Two-thirds of advertisers said evolving web design gave them a better chance at breaking through ad clutter, and nearly six in 10 said it allowed them to reach more viewers.

Respondents were also confident that changes such as responsive design and infinite scroll would help with the hot topic of viewability. Seven in 10 advertisers said these increased their confidence in viewability, and nearly three-quarters of publishers said the same.

Other research reaffirms the imperativeness of new web design. When a January 2015 study by Ovum for the Interactive Advertising Bureau asked US mobile marketers about the importance of select developments in mobile advertising, 81% said responsive design was important—the top response.

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