advertisements, overindex on preference for user-generated content, and spend a good amount of their time in online message boards such as Reddit. Although eager consumers, they find the modern media landscape confusing, difficult to navigate, and overly expensive. — ‘Community trendsetters,’ the culture creators (10 percent) . Extroverted tastemakers, they seek out large communal events such as concerts, movies, and theme parks. They’re active on social media and drive online culture and fandom, often with outsize spending on their hobbies and interests. They enjoy advertisements more than any other segment, and when they’re not setting the cultural conversation, they’re shopping. While content lovers are in a class of their own, interactivity enthusiasts and community trendsetters have similar commercial characteristics despite a significant gap in their attention value (Exhibit 6). Exhibit 6 fffiffifl- -fi     ffifl-flfl-  Relative value of US consumer attention segments, by ‘commercial quotient’ and ‘attention quotient’ Source: McKinsey Consumer Attention Survey, 3,000 US participants, 2024 Distinct consumer attention segments exist at different levels of commercial performance. McKinsey & Company Weeb e<2 052e % Commercial quotient, % “Content lovers” “Interactivity enthusiasts” “Digital traditionalists” “Legacy holdouts” “Thrifty thinkers” “Mobile scrollers” “Community trendsetters” 0 0.4 0.2 0.6 0.8 1.0 0.2 0.6 0.8 1.0 Circle size = population share of each segment, % 13 10 16 11 11 29 10 High Low Medium Monetization value 13 The ‘attention equation’: Winning the right battles for consumer attention