Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance? Before we get carried away, let’s take a look at what’s happening.
The WHO, the WHAT and the WHY.
Just last month, CEB Iconoculture research noted that consumers will look to dial back their time spent on social in 2017. Why? Between the political clamor, fake news stories and somewhat constant negative news last year, 2017 is poised to be a breather for users from all the social fuss. CEB Iconoculture research deemed this notion as noise reduction, noting 82 percent of consumers engage in noise reduction while 60 percent participate in coping behaviors to lower the noise.
Introducing Deseat.me, an app that provides a list of social media and online accounts for users to deactivate. The app identifies all accounts linked to their Google account, providing a list of links to their deactivation pages.
But wait, what does this mean? Are users really going to be disappearing? Will we no longer be able to target them?
False. This is not to say these users are disappearing forever, they are merely reducing their time spent in feed or deactivating accounts for short breaks. Instead of dread, marketers need to address their noise reducers by creating more meaningful content.
Need more on noise reducers? Check out these 5 consumer trends every marketer should know in 2017.