Mezzomedia Releases Trend Report
Analysis of 'Ultra-Short Consumption'... Integration of AI and Other Technologies
Product Recommendations with Highlights and Summaries Provided
An analysis has emerged that the so-called 'ultra-short consumption,' which maximizes time savings in the busy modern society, is becoming a trend.
The digital marketing company 'Mezzomedia' released a trend report on the ultra-short consumption tendency aimed at efficiently using limited time on the 29th.
According to a survey by Embrain Trend Monitor cited by Mezzomedia, 8 out of 10 people believe that "time is money and an important resource," and responded that they must use their 24 hours efficiently to increase their value.
Reflecting this trend, the e-commerce industry is adopting artificial intelligence (AI) shopping assistants. These assistants analyze customers' search keywords and purchase history to suggest optimal products and provide 24-hour chatbot consultations.
AI shopping assistants reduce the time spent finding products or obtaining information, thereby enhancing consumer usability and satisfaction. For example, SSG.com has introduced a review summarization feature using generative AI, Abley recommends products by analyzing users' preferences, and LotteON utilizes AI technology such as suggesting similar products when users upload images of desired items in the AI chatbot window.
In the gaming sector, 'idle games' that offer a high sense of achievement relative to time investment are gaining popularity. Games like Mushroom Keeper and Seven Knights grow characters and increase resources without much manipulation. This allows players to do other tasks while playing and makes good use of spare moments.
To gain maximum enjoyment in minimal time, content consumption methods have also changed. There is a marked tendency to play YouTube or online video service (OTT) videos at faster speeds and to watch summarized versions of long-form works like movies or dramas.
A survey on video content viewing habits showed that 70% of respondents have experience watching videos in fast-forward mode, and 50% frequently watch YouTube channels that summarize movies and dramas.
In this regard, LG Uplus's sports platform 'Spoky' enhanced user convenience by producing real-time highlights of soccer matches through AI, and Millie's Library offers a 'summary audiobook' service that condenses a book into about one hour.
Additionally, Naver Webtoon attracts subscribers by summarizing past webtoon storylines into short animations of about one minute, and Lotte Mart has introduced an AI selection system to help customers choose delicious watermelons, employing marketing techniques that consider ultra-short consumption tendencies.
Mezzomedia stated, "Consumers focus on and consume services and content where they can control their time or that provide benefits greater than the time invested," adding, "Companies are conducting various marketing activities in line with consumers' needs to use time more valuably."
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