The Attention Crisis: How People Across Emerging Markets Deal with Information Overload
Social media, notifications, emails and an endless stream of digital content compete for consumers' attention every day. But how long can people actually stay focused? What distracts them most? And what makes a message stand out in an increasingly crowded information environment?
DATACTION analysed survey results from eight markets across Central Asia, the Caucasus and Eastern Europe: Armenia, Azerbaijan, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Tajikistan and Uzbekistan.
The findings reveal substantial differences in concentration, digital distractions and information preferences. They also highlight an important opportunity for brands: relevance and clarity may matter more than simply increasing communication frequency.
The ability to concentrate on a single task differs significantly across the eight surveyed markets.
Respondents who can concentrate for no more than 30 minutes without distraction, %.
Azerbaijan stands out: 60% of respondents say they can concentrate for no more than 30 minutes without distraction. In Kyrgyzstan, the figure is 56%.
Respondents who can concentrate for no more than 30 minutes without distraction, %.
Azerbaijan stands out: 60% of respondents say they can concentrate for no more than 30 minutes without distraction. In Kyrgyzstan, the figure is 56%.
1. The attention gap: concentration varies dramatically between markets
At the other end of the spectrum, 25% of respondents in Armenia say they can focus for two hours or longer, compared with just 14% in Azerbaijan.
These results reflect self-reported concentration rather than objectively measured attention spans. Nevertheless, they suggest that audiences across different markets experience sustained attention very differently.
These results reflect self-reported concentration rather than objectively measured attention spans. Nevertheless, they suggest that audiences across different markets experience sustained attention very differently.
azerbaijan
total
kyrgistan
tajikistan
georgia
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
kazakhstan
moldova
uzbekistan
armenia
2. Social media is a major distraction — but not everywhere
Social media is cited as a distraction by 48% of respondents in Uzbekistan, 47% in Tajikistan and 45% in Kyrgyzstan.
In Armenia, however, personal matters are considerably more prominent: 55% identify them as a distraction, compared with 31% mentioning social media.
Mobile notifications also play a substantial role, particularly in Georgia (39%), Kazakhstan (38%) and Azerbaijan (38%).
These findings suggest that information overload is not exclusively a social media problem. Personal responsibilities, device notifications and competing activities all contribute to fragmented attention.
For marketers, the implication is that audiences may encounter brand communications while managing multiple competing demands on their attention.
In Armenia, however, personal matters are considerably more prominent: 55% identify them as a distraction, compared with 31% mentioning social media.
Mobile notifications also play a substantial role, particularly in Georgia (39%), Kazakhstan (38%) and Azerbaijan (38%).
These findings suggest that information overload is not exclusively a social media problem. Personal responsibilities, device notifications and competing activities all contribute to fragmented attention.
For marketers, the implication is that audiences may encounter brand communications while managing multiple competing demands on their attention.
47%
48%
45%
42%
41%
39%
34%
31%
41%
tajikistan
uzbekistan
kyrgyzstan
georgia
azerbaijan
kazakhstan
moldova
armenia
total
3. What makes people notice a message?
Personal usefulness or benefit is one of the strongest attention drivers across the surveyed markets.
It is selected by 46% of respondents in Moldova, 45% in Georgia, Kazakhstan and Uzbekistan, and 44% in Azerbaijan.
Clear, concise headlines also matter. They attract 41% of respondents in Moldova, compared with 28% in Tajikistan and 29% in Armenia.
Visual content is another factor, particularly in Moldova, where 33% say images or videos help a message stand out.
Interestingly, mentioning a familiar brand or person is less influential than personal relevance in every surveyed market.
For brands, this points towards a simple principle: communications should make their value immediately apparent rather than relying solely on brand recognition or emotional appeal.
It is selected by 46% of respondents in Moldova, 45% in Georgia, Kazakhstan and Uzbekistan, and 44% in Azerbaijan.
Clear, concise headlines also matter. They attract 41% of respondents in Moldova, compared with 28% in Tajikistan and 29% in Armenia.
Visual content is another factor, particularly in Moldova, where 33% say images or videos help a message stand out.
Interestingly, mentioning a familiar brand or person is less influential than personal relevance in every surveyed market.
For brands, this points towards a simple principle: communications should make their value immediately apparent rather than relying solely on brand recognition or emotional appeal.
In a crowded information environment, the ability to attract attention is particularly important. DATACTION asked respondents what makes them notice a message or news item among many others.
Personal relevance or benefit
44%
Short and clear headline
36%
Visual content (image, video)
25%
Mention of a familiar...
24%
Emotional tone
13%
Other
7%
4. Video dominates, but short texts remain important
Video is particularly popular in Moldova (62%) and Armenia (60%). It is also preferred by more than half of respondents in Kazakhstan, Azerbaijan, Kyrgyzstan, Uzbekistan and Tajikistan.
Georgia is an exception: short texts and information cards (54%) are more popular than video (49%).
Long-form articles still have an audience, particularly in Uzbekistan and Tajikistan, where 27% say detailed articles are easy to process.
The results suggest that there is no single optimal format for every market. A combination of video, concise written content and more detailed information may be more effective than relying on one format alone.
Georgia is an exception: short texts and information cards (54%) are more popular than video (49%).
Long-form articles still have an audience, particularly in Uzbekistan and Tajikistan, where 27% say detailed articles are easy to process.
The results suggest that there is no single optimal format for every market. A combination of video, concise written content and more detailed information may be more effective than relying on one format alone.
The survey also explored which information formats respondents find easiest to process.
49%
Total
Georgia
Tajikistan
Kazakhstan
Belarus
Azerbaijan
Kyrgyzstan
Uzbekistan
Armenia
Moldova
49%
49%
51%
60%
62%
46%
43%
47%
46%
45%
51%
55%
55%
55%
54%
54%
57%
57%
54%
Short texts / cards
Videos
5. Procrastination and distraction often go together
Information overload is not only about what people consume. It also relates to how they manage their time and everyday responsibilities.
In Kyrgyzstan, 28% of respondents say they often or always postpone tasks. The corresponding figure is 27% in Tajikistan and 26% in Uzbekistan.
Armenia records a lower proportion, at 14%.
Frequent distraction also varies. In Tajikistan, 38% say they are often or always distracted from their tasks, compared with 19% in Armenia.
These patterns suggest that difficulties maintaining focus and managing competing demands may be more pronounced in some markets than others.
However, the survey does not establish that digital information overload directly causes procrastination.
In Kyrgyzstan, 28% of respondents say they often or always postpone tasks. The corresponding figure is 27% in Tajikistan and 26% in Uzbekistan.
Armenia records a lower proportion, at 14%.
Frequent distraction also varies. In Tajikistan, 38% say they are often or always distracted from their tasks, compared with 19% in Armenia.
These patterns suggest that difficulties maintaining focus and managing competing demands may be more pronounced in some markets than others.
However, the survey does not establish that digital information overload directly causes procrastination.
6. How people manage information overload
Consumers are not necessarily passive recipients of digital content. Many actively try to manage the information they encounter.
The study identifies several common strategies.
Limiting information sources is particularly popular in Moldova, where 44% of respondents report using this approach, and Armenia, at 41%.
Managing notifications and filters is reported by 32% of respondents in Moldova and 31% in Uzbekistan.
Digital detox, or deliberately spending time away from the internet, is less common. It is reported by 17% in Tajikistan and 16% in Moldova, compared with just 9% in Armenia.
Another strategy is spending more time alone, away from competing demands. This is mentioned by 37% of respondents in Azerbaijan and Uzbekistan.
These behaviours indicate that some consumers are actively seeking greater control over their digital environments.
For businesses, this raises a practical challenge: communication strategies must remain effective even as consumers become more selective about the content they receive.
The study identifies several common strategies.
Limiting information sources is particularly popular in Moldova, where 44% of respondents report using this approach, and Armenia, at 41%.
Managing notifications and filters is reported by 32% of respondents in Moldova and 31% in Uzbekistan.
Digital detox, or deliberately spending time away from the internet, is less common. It is reported by 17% in Tajikistan and 16% in Moldova, compared with just 9% in Armenia.
Another strategy is spending more time alone, away from competing demands. This is mentioned by 37% of respondents in Azerbaijan and Uzbekistan.
These behaviours indicate that some consumers are actively seeking greater control over their digital environments.
For businesses, this raises a practical challenge: communication strategies must remain effective even as consumers become more selective about the content they receive.
7. What the findings mean for brands and marketers
The research highlights several considerations for companies communicating with consumers across emerging markets.
Lead with relevance. Personal usefulness consistently ranks among the strongest factors attracting attention. Messages should communicate clear benefits from the outset.
Adapt content formats locally. Video performs strongly across most surveyed markets, but Georgia demonstrates that concise text-based formats can be equally or more appealing.
Respect limited attention. In some markets, a majority of respondents report relatively short periods of uninterrupted concentration. Clear structure, concise messaging and accessible content can help reduce the effort required to process information.
Avoid unnecessary communication volume. As consumers actively limit information sources and manage notifications, greater frequency does not automatically guarantee greater engagement.
Test rather than assume. Differences between countries suggest that creative formats, messaging and communication approaches should be evaluated within each local market.
For organisations operating across Central Asia and neighbouring markets, understanding how consumers allocate their attention can help improve advertising effectiveness, digital customer experiences and content strategies.
Lead with relevance. Personal usefulness consistently ranks among the strongest factors attracting attention. Messages should communicate clear benefits from the outset.
Adapt content formats locally. Video performs strongly across most surveyed markets, but Georgia demonstrates that concise text-based formats can be equally or more appealing.
Respect limited attention. In some markets, a majority of respondents report relatively short periods of uninterrupted concentration. Clear structure, concise messaging and accessible content can help reduce the effort required to process information.
Avoid unnecessary communication volume. As consumers actively limit information sources and manage notifications, greater frequency does not automatically guarantee greater engagement.
Test rather than assume. Differences between countries suggest that creative formats, messaging and communication approaches should be evaluated within each local market.
For organisations operating across Central Asia and neighbouring markets, understanding how consumers allocate their attention can help improve advertising effectiveness, digital customer experiences and content strategies.
Conclusion
The DATACTION Information Overload Study demonstrates that the challenge of capturing consumer attention is shared across emerging markets, but its manifestations differ considerably.
Azerbaijan and Kyrgyzstan report particularly short periods of uninterrupted concentration. Social media is a major distraction in Uzbekistan and Tajikistan, while personal matters are more prominent in Armenia.
Across the region, personal relevance emerges as a key factor in attracting attention, and video remains one of the easiest formats for consumers to process.
The central lesson for businesses is clear: effective communication is not simply about reaching consumers more often, but about making information relevant, accessible and worth their attention.
Azerbaijan and Kyrgyzstan report particularly short periods of uninterrupted concentration. Social media is a major distraction in Uzbekistan and Tajikistan, while personal matters are more prominent in Armenia.
Across the region, personal relevance emerges as a key factor in attracting attention, and video remains one of the easiest formats for consumers to process.
The central lesson for businesses is clear: effective communication is not simply about reaching consumers more often, but about making information relevant, accessible and worth their attention.
About the Study
- 8 marketsGeographic coverage
-
38,568
Total sample
- 18 — 55Respondent age
- 2025Research period
The DATACTION study explores time management, concentration, everyday distractions, content preferences, procrastination and strategies for managing information overload.
Results are based on weighted survey data. Percentages represent self-reported attitudes and behaviours. Multiple-response questions allow respondents to select more than one answer.
Results are based on weighted survey data. Percentages represent self-reported attitudes and behaviours. Multiple-response questions allow respondents to select more than one answer.