We continue our conversation with Mike Bloxham, whose research has documented how this generation has grown to expect true interactivity. Brands see the increasing need to adapt to this mode and are starting to learn to engage with their audience without creating an interruptive experience.
This can explain why many brands are focusing on telling a story and tuning into the emotional benefits that lie behind their products. When they manage to weave these stories and benefits into a “conversation” that is taking place in social media they can strike gold with this elusive audience.
At Ball State University Mike Bloxham led an extensive study that examined how people watch screens of all sizes, such as TV, cell phones, computers, and others. Check out this video if you would like to learn more about the research conducted at Center for Media Design: