The Digital Detox: The effect on marketers.

Robin HamiltonCreative Director

With more and more statistics coming to light surrounding how long we spend scrolling through our phones and what that means for our health, the phenomenon of the digital detox is growing. Concerns for excessive time spent online include decreased attention spans, false sense of reality and privacy threats.

The trend has seen much of its growth since influencers got on board with the idea and have being advertising their time offline. Many find it quietly assuming that those that entice us to spend more time online and the ones that then are advertising the benefits of a detox for their online activity. However, as individuals that consequently must spend their lives online, they come from a respectable viewpoint and are helping their audience to enjoy content but not be overwhelmed by it.

Online marketing is where the crux of the issue is, with brands arguably over utilising the channels through which they can target their audience. Over one third of people have felt overwhelmed by brand messaging at least once, with brand fatigue becoming a frequently used phrase when reviewing direct marketing. It is estimated that we are hit back 3,000 commercial messages every single day. The barrage of company marketing content, through email, social media and on page advertisement has many running for the hills, leaving the digital world behind. 34% of consumers have taken some form of break from the internet within the last year (Ofcom) and as the trend grows we predict that in next year’s statistic the percentage will have increased significantly.

Some say that digital detox would be better labelled as digital dieting, people aren’t going cold turkey forever, they are simply cutting down or having a few days off. Therefore, we are in support of the reassurance given to marketers and advertisers, there is no need for panic, just awareness. We are interested to know how this trend continues, and whether it can recover individuals for the social media slump that can often be caused from too much exposure.


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