The remaining 60 percent of consumers are clustered in groups with lower attention value and lower intrinsic value and are defined by four distinct segments. Despite sharing a lower intrinsic value, these segments do have some disparity in their attention value, and there are significant differences and pockets of value—if you know where (and how) to look: — ‘Digital traditionalists ,’ the tech-savvy legacy viewers (10 percent of all consumers), are older than members of other segments and open minded. They enjoy new forms of distribution but prefer professionally produced content over user-generated content. They love staying on trend and are deeply connected to their favorite brands. — ‘Legacy holdouts ,’ the traditional media loyalists (29 percent), are older than members of other segments and wary of digital media. They represent the plurality of consumers who prefer traditional media such as cable TV, books, and newspapers. They find streaming services overwhelming, costly, and intrusive, and consider news essential. — ‘Mobile scrollers ,’ the free-content browsers (11 percent), are digitally savvy and cost conscious. They use their phones for a variety of activities and enjoy the endless scroll not because they’re searching but because that’s how they prefer to consume digital content. For premium content, they opt for streaming services with larger libraries. — ‘Thrifty thinkers ,’ the value-conscious knowledge seekers (11 percent), are inquisitive and risk averse. They love mentally stimulating mediums, such as online games and puzzles (as long as they’re not being tracked). Although they’re cautious spenders, they will splurge on cultural events (for example, Oscar-contending films and theatrical plays). All these segments demonstrate different levels of attention and value, with uniquely valuable mediums emerging for each (Exhibit 7). Interestingly, there isn’t always a connection between sentiment toward advertisements and frequency of advertising-directed purchases: 45 percent of interactivity enthusiasts hate advertisements and will avoid them at all costs versus 5 percent of community trendsetters, but about 30 percent of both groups state that they purchase items from advertisements monthly or more frequently. Across segments, there is a wide spread of advertisement purchases: “legacy holdouts,” the largest consumer segment, are the least likely to purchase an item from an advertisement monthly, compared with content lovers, who are 12 times more likely to make an ad-driven purchase every month. 14 The ‘attention equation’: Winning the right battles for consumer attention