Total audio consumption is already 1.5x greater than video consumption. And the gap is just continuing to grow. Let’s look at why.
Consumers divide their attention in a given day across 3 different types of events: -@sarahtavel
- Rocks - big blocks of contiguous time
- Sand - micro-events that take advantage of attention gaps between rocks
- Water - events that overlay rocks and sand
Videos, text, photos, & games are all different types of rocks and sand. They battle for time. Rocks can be diamonds, all-encompassing, like going to a movie theater or porous, allow for other activities, like watching TV. Sand fits in between rocks like Twitter scrolling.
Audio is different. Audio can be water. It doesn’t require dominant attention and can permeate some rocks and all sand time. Water is unique in that it is positive-sum. It can be added without stealing away from rock and sand activities.
Even when we don’t have spare rock or sand time. We can all find time for more water throughout the day. Audio can be consumed while doing the dishes, commuting, or while walking around town.
When your body is busy, your mind is still free for audio.