You may have heard the term ‘internet saturation’ floating around lately, but what does it mean? And what are the implications for you and your business? Let’s talk about it

Researchers at GWI have suggested that we have come to the point where internet users (especially Gen-Z) have reached their internet saturation point, or are experiencing ‘online burnout’. On average, people are spending less time online than they have in years past. In fact, the drop in time spent online in 2022 was the sharpest decline in the last 10 years. Of course, some of this can be explained by the return to busier lifestyles following the pandemic. But the GWI Media Consumption report suggests that media fatigue, fluctuating subscription rates, and rising costs of living also play a significant role.

If people are ‘tired’ of spending time on the internet, is it still a good idea to focus on online marketing through social media and other online platforms? Many businesses are asking this question, and the answer isn’t exactly clear.

For starters, despite decreases in time spent online, more consumers are turning to online sources to discover new products and brands, with social media continuing to increase in importance in this area. Gen-Z in particular relies heavily on Instagram and TikTok to find products. Social media ads have become more targeted to consumers, and overall, searches for products on social media have risen by 43%. Clearly, social media is still an extremely important place for brands to be present and active.

However, it can be difficult to cut through the noise of social media; between paid ads, influencer marketing, and organic social content from brands, consumers are bombarded with advertisements every time they open a social media app. Not to mention, the ubiquity of short-form content in today’s social media landscape means consumers are being exposed to multiple products, features, and promotions every single minute they spend online! It’s no wonder people are experiencing ‘online burnout’.

So, what’s the solution? Clearly, it’s important for a brand to have a strong online presence, but it’s becoming increasingly important to make sure that you are reaching out to your audience in alternative and salient ways.

The first key takeaway here is that when you are generating online content for your brand, it is more vital than ever to make sure that your brand is engaging the right audience, and maintaining their attention. With so much competition in the online world, it’s important to be putting your best foot forward!

The second takeaway is that if you want to reach your audience in a meaningful, memorable, and refreshing way, it may be time to step away from the screens. This is a situation where promotional products can really work their magic! Distributing branded promotional items to your employees, customers and potential customers can be a refreshing way to spread the word about your brand without relying on the internet to get the message across. Not to mention, branded products last much longer than any online ad, and earn your business a more permanent position at the top of your audience’s minds.

Of course, there’s no telling where the future of online advertising lies, but paying attention to indicators and reports like the one from GWI can be a great way to make sure your business is on the right track. You can download the full report here to get more details. If you want to read more about the Promotional Products Industry’s take on internet saturation, check out this recent article from PPAI Media.