How brands can learn to create moments of online connection

The findings of a study by Verizon Media into the key motivations underlying how and why consumers interact with online content.

Modern living brings many distractions, causing consumer attention to be fleeting. We therefore need to understand how to engage audiences in the moments that matter to them to deliver more valuable experiences and drive better brand results.

To grow meaningful connections with people, marketers should be considering content is consumed online as opposed to just content it is. By analysing the motivations behind this, Verizon Media has revealed that when consumers use their digital devices to consume content they now do so with a purpose in mind, the top motivation being “to research for something specific”.