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In today’s crowded marketing arena, webinars are an increasingly important part of the sales cycle for brands vying for attention.

A key reason for their growing popularity: Webcasts have seen a 47% increase in average viewing time, from 38 minutes in 2010 to 56 minutes in 2013, according to ON24’s annual Webinar Benchmarks Report.

While it is generally assumed that people’s attention spans are shrinking drastically in this era of texts and tweets, this increase in viewing time suggests that when people are making serious purchasing decisions, they are more than willing to invest the extra time to educate themselves and consume targeted, relevant content as long as it resonates with their needs and position in the buying cycle.

Continue reading at AdAge.com