Seeing The Unseen In The Whirlwind Of Digital Content

Vasuta Agarwal Dec 08, 2022

1.7 seconds. That’s the average attention span of an individual scrolling through content on their phone. Despite this ‘goldfish effect’, 12,000 hours' worth of content like videos gets added online every day. Moreover, most of this content is inside the walled gardens of popular social media platforms. Consumers looking to discover the content they like or engage with a brand, have already lost interest amidst all the digital clutter. Guess why?

For starters, we have to go through a minimum of 6-8 steps to find a piece of content. Let’s take any video platform for example, the steps would include unlocking one’s phone, scrolling through apps to find the content or video apps, opening the app, searching for content to watch and clicking on the ‘play’ button. That’s not the end., one has to watch or skip Ads too before the actual video starts playing.

On the one hand, the creator of the content then has less than 2 seconds to keep the viewer hooked. Failure to do so results in the consumer moving on without a second glance. The circle could go on and on. On the other hand, the consumers want to stay informed, be entertained and get inspired through content, spending about 4.8 hours every day consuming it.

Frequently fatigued by the long journey, every consumer is bound to wonder at some point if there was a way to make this process of consuming desired content simpler. Imagine a frictionless experience that ensures every second of their time spent counts.

The solution requires reinvention and doesn’t lie in creating yet another app. At InMobi, we realised there is more valuable real estate available on mobile. Considering smartphone users look at their phone’s lock screen more than 50 times a day on average, the lock screen itself could facilitate frictionless content discovery.

Yes, the lock screen can have a purpose beyond being the go-to for weather updates, checking and/or dismissing notifications – it’s a place where consumers can discover content that matters to them.

On Glance, the world’s only lock screen platform, content comes to the consumer instead of waiting to be discovered. It’s available in 7 languages, for different categories like entertainment, fitness, gaming, shopping, and sports. Glance’s user base includes a whopping 230 million netizens, who spend an average of 25 minutes on the platform every day. Moreover, Glance is present on 80 per cent of all new android smartphones in India. Consumers can also engage with LIVE content on Glance with millions of others. In a recently conducted Glance LIVE Fest, over 690,000 people interacted with actor Rajkumar Rao in his show “Challenge Accepted”. More than 2.2 million Mohit Chauhan fans sang along to his melodious tunes during a LIVE concert. Last but not the least, Sreesanth and Bhajji recently wrapped up their ‘slapgate’ controversy on the front page of mobile.

For content creators, Glance can be the gateway to creating one-click entertainment, excitement, and engagement. Be it organising a LIVE gaming tournament, an influencer chat show, a concert, or a shopping fest – the lock screen is where the consumer and their attention is. In a whirlwind of digital content, the mobile lock screen is where consumers are expected to lock their ‘Glance’.