In 2020 we all lived through one of the biggest events of our generation: the COVID-19 pandemic. Working from home and hybrid working became the norm during multiple government-mandated lockdowns, and as a society we developed a different relationship with media. Our favourite programmes, conversations, music – all types of content really – had to fit into the new rhythms of our days. 

The Storythings team knew audience behaviour had changed, based on anecdotes from our friends and colleagues in the industry – but we wanted to know if our hunches were right. We needed the data! So we decided to do what we do best. Over 6 months of research, we asked people how their attention patterns had changed. 

The findings are here, in ‘Scroll Stoppers: Six ways hybrid working has changed our attention’. The eagle-eyed amongst you have been drip-fed these findings through our Attention Matters newsletter, which was the launching platform for this research, and will go on to capture audience behaviour insights regularly – SUBSCRIBE! (it is a newsletter after all). But we wanted to house the original research in its own digital space on our website, so here it is. 

The six trends that summarise how people’s attention has changed since hybrid working became a bigger part of our lives are: