Smartphones can change the way consumers remember, according to new research from Yahoo Canada.
The media company recently conducted an experiment studying the way two groups of test subjects remembered videos with and without the aid of smartphones. Half of the 60 subjects were given a smartphone to take pictures that they could later refer to when asked questions about the videos.
The result of the experiment have big implications for marketers, according to Yahoo Canada head of research Nick Drew, who will present the findings at DX3 in Toronto next Thursday.
Drew said the research showed the group that used smartphones were able to recall details from the videos more easily. They were also more engaged with the videos and the electroencephalography (EEG) caps they wore to measure brain activity revealed they responded to the videos with more positive emotions than the group that did not have smart phones.
In general, Drew said consumers have come to use phones and other technology as a memory aid, something brands need to be cognizant of when creating their marketing materials. For example, he said marketers should consider ads that prompt users to take photos in order to strengthen recall and positive emotions.
He said a brand might ask consumers to take a photo of their ad or product and describe where they are or what they’re doing at the time then upload it to social media. That kind of engagement, he said, leads to better and more lasting memories.
“What we saw is that the key to memory is engagement and attention. If you don’t pay attention to something, you’re not going to remember it,” Drew said. “Brands need to continue to bear in mind those essentials that encourage people engage. Things like rich ads, engaging narratives – even simple things like colours that draw people’s eyes.”
Going to DX3? Marketing subscribers will be able to access the show guide for free on their iPads.
