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Posts Tagged ‘digital clutter’

Digital filing systems appealing to those buried under digital clutter

Friday, June 15th, 2012

The Neat CompanyWhen I moved three years ago after a decade in the same apartment, I threw out two huge trash hoppers of paper collected as a journalist during that time. Now most of the wire folder holders, the in-out box, the filing cabinet drawers are empty.

I keep my information digitally. But it is scattered among several programs and storage devices. So I’ve been using digital filing systems (in my case, Evernote and Dropbox).  And I’m apparently not alone.

“Digital filing systems are essentially a reaction to the growing complexity of managing personal and business information,” said Jim Foster, Chief Executive Officer of The Neat Company.

“Consumers are receiving information from a variety of sources, yet have no comprehensive and convenient way to organize and manage it all.”

Digital Document clutter causing issues

Digital document clutter is creating issues for consumers and nearly half would consider it valuable to have all of their important information in a single, safe, electronic location regardless of its original format or source.

More than 300 consumers with smart phones responded to questions pertaining to how they would like to use digital filing systems.

Immediately Accessing Information

Participants responded to a series of questions that specifically dealt with how interested they are in immediately accessing important information:

  • Over 45 percent of respondents estimated that they occasionally need information that is not immediately available to them;
  • 37 percent of respondents said that at least once a week they find that important information is not immediately available;
  • Finally, 70 percent of respondents are interested in a digital filing system because it will allow them to access information immediately by using any Internet connected device such as a computer, tablet or smart phone.

Sending and Sharing Information

This survey indicates that despite the advances in collaboration tools, consumers continue to express interest in exchanging information safely with others. In addition, a majority of respondents found it important to safely share items or permit digital filing system access to others.

  • 25 percent of those interested in sending files said multiple times a month they would like to share important information;
  • 17 percent of those interested in sending files said everyday they would like to share information;
  • 82 percent find it valuable or very valuable to share information in a digital filing system with someone close.

The survey also revealed that email, paper, and electronic documents are the top three sources respondents would like available in a digital filing system.

A digital filing system is a computer and/or cloud-based repository where important documents and information can be safely stored, organized, easily retrieved and shared. The information can originate from analog (paper) or digital formats (PDF, JPEG, etc.) and be placed in the digital filing system by scanning, emailing, mobile device image capture or uploading.

Personally, I find that both Evernote and Dropbox – with their ability to save from the web and in the case of Dropbox, easily share files with a collaborator, meet our needs.

–Allan Maurer

Is clutter killing digital media? Clean pages perform better

Thursday, June 7th, 2012

Say MediaClean Web pages have a more positive impact on advertiser and site perception compared to cluttered multi-ad environments.

According to comScore, the average time spent on a page of a website is steadily decreasing, with users spending only 40 seconds on a single page, making it imperative for brands to be smarter about advertising.

SAY conducted the research in partnership with IPG Media Lab and worked with four major brands across multiple industries: ACE, Macy’s, Microsoft and Purina.

“Clutter is killing digital media,” said Troy Young, president, SAY Media.

“Publishers keep adding more and more ads, because yield is becoming so low, and ads aren’t in view long enough to really drive results, leading to incredibly cluttered Web pages.  Clean layouts and premium ad environments are working better for brands and offering a better experience for the consumer.”

These new findings, using both eye-tracking technology and survey research, uncovered that consumers spend twice as long with ads on Clean pages, which feature one brand ad.

Clean sites also deliver higher ad recall and improved brand metrics than cluttered, multi-ad environments.

Key findings:

  • Clean Enhances Ad and Site Perception: Sites with an uncluttered ad layout were perceived as more useful, more trusted and better than similar sites. Likewise, ads on these sites were seen as more engaging and positively adding to the overall site experience.
  • Ads Are Always Seen in a Clean Setting: Based on eye-tracking data, the study found that 100 percent of respondents viewed the ads on Clean pages. Only 76 percent viewed ads on cluttered, multi-advertiser pages and 89 percent on sites with multiple ads for the same advertiser with complete share of voice. Content remained consistent across all test pages.
  • Time Spent With Ads Increased on Clean Sites: Those who saw ads in a clean environment spent 6.4 seconds with the ad, compared to 3.2 seconds on cluttered pages. More specifically, those who believed the site was uncluttered spent more than 13 seconds looking at the ad, four times more than time spent in a cluttered environment.
  • Less Clutter Means Higher Ad Recall: Both aided and unaided ad recall was highest in a clean environment compared to a cluttered multi-ad page and a page with 100 percent share of voice.
  • Improved Brand Metrics: With only one ad exposure, there was an increase in key message association for two advertisers on a Clean page vs. in a cluttered environment. More importantly, one advertiser saw a significant lift in purchase intent.

“In a fully mediated world, consumers have many more choices competing for their attention,” said Brian Monahan, IPG Media Lab.

“The amount of attention on a Web page is relatively fixed and Clean ads are garnering more attention than those on cluttered pages. Higher attention to ads is the gateway to better brand and engagement performance.”