According to digital culture expert Kevin Kelly, the modern attention economy is increasingly one where the consumer product costs nothing to reproduce and the problem facing the supplier of the product lies in adding valuable intangibles that can not be reproduced at any cost. He identifies these intangibles as:
1. Immediacy – priority access, immediate delivery
2. Personalization – tailored just for you
3. Interpretation – support and guidance
4. Authenticity – how can you be sure it is the real thing?
5. Accessibility – wherever, whenever
6. Embodiment – books, live music
7. Patronage – “paying simply because it feels good”,
8. Find ability – “When there are millions of books, millions of songs, millions of films, millions of applications, millions of everything requesting our attention — and most of it free —
being found is valuable.”
Social attention, collective attention
Attention economy is also relevant to the social sphere. More specifically, long term attention can also be considered according to the attention that a person dedicates managing its interactions with others. Dedicating too much attention to these interactions can lead to “social interaction overload”, i.e. when people are overwhelmed in managing their relationships with others, for instance in the context of social network services in which people are the subject of a high level of social solicitations.
Social attention can also be associated to collective attention, i.e. how “attention to novel items propagates and eventually fades among large populations.”