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Meet the
Multi-Moment
Audience

Brands today can no longer rely on an isolated moment to build connections with audiences. Why? The pandemic has accelerated and magnified the way we multi-task, multi-hat and multi-screen, bringing forth a new breed of consumer: the multi-moment audience.

It’s not enough to cover multiple touchpoints. Brands need to pay closer to attention to what they say and how they say it.

This report developed in partnership with GWI unravels the current challenges for brands and offers insights into creating a successful marketing campaign in 2022.

CONSUMER BEHAVIOR ACROSS THE GLOBE

Explore the traits, habits, and perceptions of today’s consumer by selecting the topic below.

Source: GWI Core 2017-2021 (averages of all waves conducted in each year)

Daily screen time, over time (hours)

Source: GWI Core Q2 2021 

Average number of devices used to access the internet

Source: GWI Core Q2 2021 

Average number of social platforms used per day

Source: GWI Work Q3 2021 

Which of the following is most likely to happen in your company, in terms of future working space? (%)

Source: GWI Core 2019-2021

Average daily time spent on the following (hours)

Source: GWI Core 2019-2021

Average daily time spent on the following (hours)

Source: GWI Core Q2 2021

% who agree with the following

Source: GWI Core Q2 2021 

% who say they have done the following

Source: GWI Zeitgeist February 2021

% who say they most want ads to do the following

Factors influencing the multi-moment audience

As the world continues to change, and this new multi-moment breed of audience emerges, close attention must be paid to their attributes to best understand and serve them. This can be viewed in terms of three key influences, or ‘the three Ms’ – monotony, mood, and motivation.

Ending monotony can end marketing immunity

Sticking to the status quo is no longer an option for brands

Whether individual audience members enjoy or get frustrated with ads, the fact is that they’re everywhere. The result is immunity towards marketing messages, as consumers become more restless and fatigued globally. It’s only by breaking monotony that brands can begin to get through to consumers again. The question is, how?

Mood affects decision-making

Creativity delivered in a personalized way is key

In addition to contending with an audience that is growing increasingly immune to marketing messages, brands must now also ensure that they’re sensitive to mood. How marketing makes people feel dictates whether they engage with it or disregard it completely. But how can brands ensure that messages resonate with their audience’s mood?

Evolving motivators for modern consumers

Life, language and likes affect relatability

It is our nature to look for common ground with other people to identify with them. But how we relate to others differs across generations. We also notice a growing desire amongst consumers across the globe to stand up for what they are passionate about: making positive change and caring for the world around them.