Microsoft – Research On People’s Attention Span

Goldfish_Medium“We are moving from a world where computing power was scarce to a place where it now is almost limitless, and where the true scarce commodity is increasingly human attention” – Satya Nadella, Microsoft.

The average human attention span in 2000 was 12 seconds, but by 2013 it was only 8 seconds (1 second shorter than a goldfish!).

(JD Comment: If you are in marketing then this research is very helpful as it makes you realise how little time you have to get your audience engaged!)

With news reduced to 140 characters and conversations whittled down to emojis, how is this affecting the way consumers see and interact with their worlds?

Are they doing what people have done for thousands of years – evolve and adapt to new realities?

This innovative new research uses neuro science to understand the changing nature of attention in the context of Canadians’ increasingly digital lives and offers advice to help brands and advertisers better engage connected consumers. The good news? The outlook is better than you may think!

Click the link below for an infographic of the results of the research – it makes interesting reading!

Microsoft-Attention-Spans-Infograph

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This article is copied for interest from a Microsoft article on 

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John Denton

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