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Marketers might be quick to assume teens have short attention spans, but that’s not necessarily the case. Rather, teens can quickly assess whether or not an app or a social platform has staying power, and they refuse to waste time on something that won’t last. Jane Buckingham, founder of research firm Trendera, spoke with eMarketer’s Maria Minsker about why teens are losing interest in Facebook and why one-to-one messaging apps are becoming more popular with them.
eMarketer: Adults often say that teens have short attention spans and forget about apps and social networks quickly. Is that an accurate assessment?
Jane Buckingham: It’s not that they have attention deficits, it’s that they’re attention discriminant. They decide quickly what they want to pay attention to, and once they do, they’ll devote their full attention to it. They binge watch shows all the time, for example. They choose what to dive into, and they can usually decide in 3 seconds whether they’re interested or not.
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