As vaccine rollouts gain momentum, the clock is ticking on the attention boom enabled by lockdowns over the last 12 months. The 12% of additional time spent on entertainment is going to contract sharply as consumers are freed to spend time outside of their homes on pre-pandemic activities and compelled to take back up the commute.
Some of this attention time will remain, making the recessionary environment expanded from pre-pandemic. The normalization of home working, already made policy by companies such as Unilever, Twitter and Spotify, will keep commute hours lower on average and ensure continued commitment to background digital entertainment activity.
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