The news: Overloading on ads and information can aggravate consumers so much that they may choose to take a full digital detox—a sign that consumers are fatigued by ad loads and endless scrolling.

• 41% of US consumers said that a constant flow of online information could push them to take a break from their devices and social media, per CivicScience.
• 36% would do so to lessen feelings of digital burnout.
• 33% want to reduce the amount of personal information being tracked, and 28% want to see fewer ads.

This digital fatigue is especially common among young generations: 81% of Gen Zers often wish to disconnect from devices more easily, per Quad, compared with 60% of Gen Xers and half of baby boomers.

Why it matters: The data raises strategic questions for marketers about ad loads, personalization, and sustainable engagement in an always-on digital environment. It suggests a growing tension between marketers’ push for constant engagement and consumers’ desire for more measured online experiences.

• As full-on avoidance behaviors become more common, heavy ad loads and constant messaging risk driving opt-outs rather than performance.
• In an environment where attention is finite and actively managed, restraint may become a competitive advantage.

The opportunity: Digital fatigue could pose an advantage for brands willing to differentiate on experience; companies that reduce friction through caps on frequency, tight targeting, and high-value creative can position themselves as additive instead of intrusive.

Younger consumers in particular desire more control, giving marketers a chance to strengthen loyalty, improve performance efficiency, and future-proof against ad and information saturation if they work with those preferences.

Recommendations for brands: Brands need to rethink whether volume or precise timing is more important in marketing strategies..

• Design email and text marketing campaigns for concise impact, and avoid a spray-and-pray approach.
• Maximize content for relevance, timing, and cognitive load in an attention-constrained environment.