The trend: In 2024, adults have an average attention span of less than 8.5 seconds, shorter than teens aged 14-18 who can focus for up to 48 minutes, per CUInsight. To break through, financial institutions (FIs) must be ready to reach customers in 9 seconds or less.

How we got here: Worldwide, consumers spend upwards of six hours online every day—whether on mobile devices or computers. And while online, they’re inundated with advertisements.

• 59% of consumers say there are currently too many ads on social media in particular.