With the rise in digital technology, the human attention span has shortened from 12 seconds to eight seconds in more than a decade, a recent study by Microsoft Corporation has found.. Apr. Human attention span has supposedly dropped from 12 seconds in 2002 to only eight seconds in 2013, which is a second shorter than a goldfish. 2,112 people in Canada participated and the findings showed that we now have an attention span of 8 seconds, compared to 12 seconds in 2000. Canadians a nd also studied the brain activity of 112 people as . By signing up you are agreeing to our, How Neuroscience Could Explain the Rise of Addictions, Heart Disease and Diabetes in 21st Century America, Oxford-AstraZeneca Vaccine Approval the Most Globally Important. You have 1 free article left. Here's the most interesting part (if you stuck around): According to a study by Microsoft Canada , this is the result of our brains adapting to our environment, and it is a good thing. Researchers in Canada surveyed 2,000 participants and studied the brain activity of 112 others using electroencephalograms (EEGs). A study of attention span of drivers who do multitasking all the time. … According to a new Microsoft study, attention spans have fallen by four seconds in recent years- in 2000 the average attention span was 12 seconds but today it is only eight seconds. A shorter attention span also means a more difficult time building trust within a romantic relationship. {{#verifyErrors}} {{message}} {{/verifyErrors}} {{^verifyErrors}} {{message}} {{/verifyErrors}}, Our attention span is now less than that of a goldfish, Microsoft. 26, 2017 1:01 PM ET Boyd Gaming Corporation (BYD) MGM 7 Comments. You Now Have a Shorter Attention Span Than a Goldfish. Question of the Week: Microsoft Corp recently conducted a study to determine the length of the human attention span. A survey of Canadian media consumption by Microsoft concluded that the average attention span had fallen to eight seconds, down from 12 in the year 2000. 2,000 participants were surveyed by researchers in Canada. A shorter attention span also means a more difficult time building trust within a romantic relationship. Start your Independent Premium subscription today. The goldfish has an attention span of 9 seconds. There are many effects from smartphones and the … To place this in perspective, it was reported According to a 2015 study from Microsoft, the average consumer's attention span has dropped to eight seconds – one second less than that of a goldfish, the often-cited study revels in pointing out. They’re better at identifying what they want/don’t want to engage with and need less to process and commit things to memory.". This is your last free article. However there were some positives such as the fact that humans have an improved ability to multitask. According to a spring 2015 study from Microsoft, the average human attention span has fallen below that of goldfish -- and you can blame it on the … Debunking The 8-Second Attention Span. Attention Pragmatist mode; some degree of compartmentalisation but use attention skills to combine activities, rather than having rigid rules to organise the day Microsoft study says people concentrate for just eight seconds. Microsoft attention spans, Spring 2015 | @msadvertisingca #msftattnspans An academic framework: Sohlberg & Mateer’s model of attention This study breaks attention into three parts because we don’t think that attention can be simply characterized as how long people can concentrate — different tasks, devices, and lifestyles Humans = 8 seconds . "When we first invented the car, it was so novel. The average human attention span is now shorter than a goldfish’s — seriously. Attention Pragmatist mode; some degree of compartmentalisation but use attention skills to combine activities, rather than having rigid rules to organise the day “You now have a shorter attention span than a goldfish”, Time magazine declared in 2015, citing a study by Microsoft Canada. Attention span is the amount of time spent concentrating on a task before becoming distracted. the attention span (or time) to read the full report, here are the need-to-knows: Marketing too must evolve: Attention is obviously a necessary ingredient for effective advertising, but Canadians digital lifestyles are changing the brain, decreasing the ability for prolonged focus … Of course . All Rights Reserved. attention span than goldfish: Goldfish = 9 seconds. According to a study by Microsoft, the average human being now has an attention span of eight seconds. Humans now have an attention span less than of a goldfish (nine seconds average). You put radios in the car and video displays. And, it might be your phone's fault. (Medical Xpress)—Microsoft has conducted a study aimed at learning how modern technology is impacting the attention span of people who use it. Subscribe for just 99¢. student’s attention span. Most educators and psychologists agree that the ability to focus and sustain attention is crucial for a person to achieve their goals. Microsoft surveyed 2,000 people and used electroencephalograms (EEGs) to monitor the brain activity of another 112 in the study, which sought to determine the impact that pocket-sized devices and the increased availability of digital media and information have had on our daily lives. A new Microsoft study has highlighted the deteriorating attention span of humans.. There are many effects from smartphones and the like on … You can unsubscribe at any time. In 2000 the average attention span was 12 seconds, but this has now fallen to just eight. Is There A Secret Sauce In The Microsoft Attention Span Study That Will Continue To Nourish Las Vegas Locals Casinos? they are. The Microsoft “study” claimed that the human attention span went from 12 seconds on average in 2000 to just 8.25 seconds in 2015. Thanks to this study, and many others like it, we now have confirmation that social media does indeed reduce the global collective attention span. Illustrated by Jenny Kraemer. Human attention span has supposedly dropped from 12 seconds in 2002 to only eight seconds in 2013, which is a … It recently published a study (conducted using both surveys and EEG scans) suggesting that the average attention span has fallen precipitously since the start of the century. Microsoft has recently published a study suggesting that the average attention span of humans has fallen since the start of the century. At just 8 seconds, they say it is now shorter than the attention span of the average goldfish. A recent Microsoft consumer study claims that the human attention span today is 8 seconds, down from 12 seconds in 2000. This is a sharp decrease from the average attention span of 12 seconds in the year 2000. Microsoft study claims human attention span now lags behind goldfish 15 May 2015, by Bob Yirka Common goldfish. Among the good news in the 54-page report is that our ability to multi-task has drastically improved in the information age, but unfortunately attention spans have fallen. A few more tidbits from Mr. Trivia's series on how many of our common idioms are rooted in less-affluent past centuries. It also shows the attention span of … With the rise in digital technology, the human attention span has shortened from 12 seconds to eight seconds in more than a decade, a recent study … This is a sharp decrease from the average attention span of 12 seconds in the year 2000. May 15, 2015. A study from Microsoft involving more than 2,000 people has found that the average attention span has dipped to a low 8 seconds – down from 12 seconds in 2000. After doing a little bit more digging around the internet, I found article that goes against Microsoft’s findings. But it might be because we are smarter than ever and crave more information Earn people’s trust with inclusive and personalized marketing and build value for your business. Why? A study by the University of Essex revealed if couples try to talk with each other when they’re in close proximity to a cell phone, even if they aren’t using it, they feel less satisfied with their relationship and less confident in each others’ abilities to empathize (5) . Humans have become so obsessed with portable devices and overwhelmed by content that we now have attention spans shorter than that of the previously jokingly juxtaposed goldfish. Not long, according to a study by Microsoft Corporation. ... did not actually come from Microsoft's research. The Microsoft “study” claimed that the human attention span went from 12 seconds on average in 2000 to just 8.25 seconds in 2015. Human attention span is at its lowest ever (thanks to technology!). (undoubtedly this was to figure out how to sell us more electronic stuff). Early adopters and heavy social media users front load their attention and have more intermittent bursts of high attention. Read the latest articles, explore presentations and more — and find out how ads work to help you meet your business goals. "After a while, travelling for eight hours at a time, you’d had enough of it. A goldfish has an attention span of 9 seconds. jones_supa writes: Conducting both surveys and EEG scans, Microsoft has published a study suggesting that the average attention span has fallen precipitously since the start of the century.While people could focus on a task for 12 seconds back in 2000, that figure dropped to 8 seconds in 2013 (about one second less than a goldfish). The brain is bored. According to 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!)." Ads effective even in the midst of multitasking, studies find. Canadians' digital lifestyles are changing our attention spans. Evidence now points to the fact that things are just as the experts thought. A few of you hung on for the second. (?) Individual activities are allocated specific devices and usually work and play are kept completely separate. In 2015, Microsoft released a study claiming that the average human attention span had dropped to eight seconds, down from twelve in the year 2000, making us apparently more distracted than goldfish. student’s attention span. The researchers collected data from surveys of more than 2,000 Canadians over the age of 18, who played games online to determine the impact of pocket-sized devices and the increased availability of digital media and information are having on everyday life. In 2015, Microsoft released a study claiming that the average human attention span had dropped to eight seconds, down from twelve in the year 2000, making us apparently more distracted than goldfish. But it might be because we are smarter than ever and crave more information, Find your bookmarks in your Independent Premium section, under my profile. "While digital lifestyles decrease sustained attention overall, it’s only true in the long-term. Insights tea m of Microsoft Canada, which surveyed 2,000 . I understand this. The study, com m issioned by Microsoft, says that Canadians who have digital lifestyles, such as consuming a lot of media, being early adopters of technology or us ing social media frequently, find it difficult to focus when a long span of attention is needed. In the 54-page study, Microsoft sought to understand what impact technology and today’s digital lives are having on attention spans. In 2000, Microsoft conducted a study measuring how long people can focus on one thing for a specific amount of time. Microsoft conducted a widely publicized study a few years ago that concluded the average American’s attention span is only 8 seconds -- less than a goldfish. About 15 years later, it dropped to 8 seconds. Because after the first 10 minutes of the drive I’ve had enough already. Distractibility occurs when attention is uncontrollably diverted to another activity or sensation. We’re a culture In 2015, Microsoft studied the human attention span and found it shrinking below the levels of goldfish. "Digital technologies dovetail seamlessly into the information processing abilities of our brain.". Attention Ninja mode; compartmentalize tasks to control their attention. "Just because we may be allocating our attention differently as a function of the technologies we may be using, it doesn’t mean that the way our attention actually can function has changed. The company conducted the study in order to learn how modern technology is affecting the attention span of the people who use it. In 2015, a study commissioned by Microsoft and discussed in Time magazine found that the average attention span was in fact only 8 s. If indeed this is the case, then even participating in a 15-min lecture would be positively … Want an ad-free experience?Subscribe to Independent Premium. In 2015, a study commissioned by Microsoft and discussed in Time magazine found that the average attention span was in fact only 8 s. If indeed this is the case, then even participating in a 15-min lecture would be positively heroic. Anecdotely, many of us can relate to the increasing inability to focus on tasks, being distracted by checking your phone or scrolling down a news feed. “You now have a shorter attention span than a goldfish ”, Time magazine declared in 2015, citing a study by Microsoft Canada. Jan 26, 2015. The company conducted the study in order to learn how modern technology is affecting the attention span of the people who use it. And now congratulate yourself for concentrating long enough to make it through this article. Fierce competition for consumer attention. Want to bookmark your favourite articles and stories to read or reference later? Credit: public domain (Medical Xpress)—Microsoft has conducted a study Global attention span is narrowing and trends don't last as long, study reveals This article is more than 1 year old Research combed from everything from movie tickets to … In this study, it was found that this decrease is directly linked to an abundance of technology. A recent Microsoft study revealed that human attention span has reduced to just 8 seconds. Microsoft surveyed 2,000 people and used electroencephalograms (EEGs) to monitor the brain activity of another 112 in the study, which sought to … Not long, according to a study by Microsoft Corporation. The fishy statistics took off after a division of Microsoft published a 52-page report in 2015 that said the average human attention span had dropped from 12 to eight seconds in just over a decade. Even though the study did find a link between attention span and technology use, Hadlington says it is not completely clear if technology is the cause of a smaller attention span. Get a Microsoft Advertising overview. * The request timed out and you did not successfully sign up. You have reached your limit of 4 free articles. Subscribe for just 99¢. In comparison, scientists believe that the goldfish has an attention span of nine seconds. For a long time, experts have suspected that the information age has brought a change to our general attention span. Well, it's finally happened: According to a new Microsoft study, your attention span is finally worse than a goldfish's. So how long is our attention span? Please attempt to sign up again. That's according to a new report from Microsoft … They attribute these numbers to Statistic Brain. A goldfish has an attention span of 9 seconds. A study conducted by Microsoft Corp indicates that people now generally start … And, it might be your phone's fault. The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the affects of an increasingly digitalized lifestyle on the brain. Microsoft has recently published a study suggesting that the average attention span of humans has fallen since the start of the century. Your attention span is, uh ... whatever, but it probably can't beat that of your average goldfish, a new study says. A small study by researchers at Microsoft has found the human attention span is shortening. Well, it's finally happened: According to a new Microsoft study, your attention span is finally worse than a goldfish's. One professor believes it's an entirely natural response though – as we consume an increasing volume of information and digest it faster, our appetite for it grows. jones_supa writes: Conducting both surveys and EEG scans, Microsoft has published a study suggesting that the average attention span has fallen precipitously since the start of the century.While people could focus on a task for 12 seconds back in 2000, that figure dropped to 8 seconds in 2013 (about one second less than a goldfish). Human attention span is at its lowest ever (thanks to technology!). Researchers in Canada surveyed 2,000 participants and studied the brain activity of 112 others using electroencephalograms (EEGs). "Canadians [who were tested] with more digital lifestyles (those who consume more media, are multi-screeners, social media enthusiasts, or earlier adopters of technology) struggle to focus in environments where prolonged attention is needed," the study reads. Read our full mailing list consent terms here. A recent study found that the average human attention span has fallen from 12 seconds in 2000 (or around the time smartphones hit the scene) to eight seconds today. Use of this site constitutes acceptance of our. According to a study by Microsoft, the average human being now has an attention span of eight seconds. “Heavy multi-screeners find it difficult to filter out irrelevant stimuli — they’re more easily distracted by multiple streams of media,” the report read. Attention Ninja mode; compartmentalize tasks to control their attention. Microsoft … The results showed the average person’s attention span was 12 seconds. Our attention span is now less than that of a goldfish, Microsoft study finds. (Medical Xpress)—Microsoft has conducted a study aimed at learning how modern technology is impacting the attention span of people who use it. The goldfish is believed to be able to maintain a solid nine. But we’re not all distracted all the time — even online. The thought of having an entertainment device in the car was ridiculous because the car itself was the entertainment," said Bruce Morton, a researcher with the University of Western Ontario’s Brain & Mind Institute. In the 54-page study, Microsoft sought to understand what impact technology and today’s digital lives are having on attention spans. They say that the average attention span is down from 12 seconds in the year 2000 to eight seconds now. The Microsoft study that uncovered this popular data point noted that “heavy multi-screeners” are easily distracted by numerous media streams. We now have a … But it is not necessarily bad news for advertisers. Microsoft theorized that the changes were a result of the brain’s ability to adapt and change itself over time and a weaker attention span may be a side effect of evolving to a mobile Internet. In 2015, Microsoft published a study with an infographic that shows our attention span at 12 seconds in the year 2000 and 8 seconds in 2013. Microsoft found that since the year 2000 (or about when the mobile revolution began) the average attention span dropped from 12 seconds to eight seconds. In fact, at the average rate of the human attention span, and human reading speed, you moved on to something else as soon as you read that first sentence. It also shows the attention span of a goldfish at 9 seconds. The study was conducted using surveys and EEG scans. The survey also confirmed generational differences for mobile use; for example, 77% of people aged 18 to 24 responded “yes” when asked, “When nothing is occupying my attention, the first thing I do is reach for my phone,” compared with only 10% of those over the age of 65. After doing a little bit more digging around the internet, I found article that goes against Microsoft’s findings. In 2015, a study commissioned by Microsoft and discussed in Time magazine found that the average attention span was in fact only 8 s. If indeed this is the case, then even participating in a 15-min lecture would be positively heroic. Microsoft study claims human attention span now lags behind goldfish. On the positive side, the report says our ability to multitask has drastically improved in the mobile age. In our age of buzzing phones and 140-character news items, they say, the Canadian attention span has dropped from an average of 12 seconds in 2000 to the jittery low of eight seconds today. Microsoft reached this conclusion … In a recent study, Microsoft found that we’ve progressively suffered from a decline in attention span. Even though the study did find a link between attention span and technology use, Hadlington says it is not completely clear if technology is the cause of a smaller attention span. Those figures were compared to … Learn about Marketing with Purpose from Microsoft Advertising. In 2015, Microsoft published a study with an infographic that shows our attention span at 12 seconds in the year 2000 and 8 seconds in 2013. ... participants performed "game-like tasks" designed to measure attention span … Another recent study by the National Centre for Biotechnology Information and the National Library of Medicine in the US found that 79 per cent of respondents used portable devices while watching TV (known as dual-screening) and 52 per cent check their phone every 30 minutes. Microsoft Study Finds Technology Shortens Our Attention Span By Tyler Lee , on 05/18/2015 02:50 PDT Scroll through Twitter, Instagram, and Facebook and you will be bombarded by tons of news, status updates, announcements, and more, so trying to keep your focus on one thing can be hard as it would feel like you’re being overwhelmed with information. Please try again later. Individual activities are allocated specific devices and usually work and play are kept completely separate. Sign up to receive the top stories you need to know now on politics, health and more, © 2021 TIME USA, LLC. A study from Microsoft involving more than 2,000 people has found that the average attention span has dipped to a low 8 seconds – down from 12 seconds in 2000. An unexpected error has occurred with your sign up. The study was conducted using surveys and EEG scans. The report also offered this disturbing comparison: The average attention span of a goldfish, at nine seconds, was one second longer than the You now have an attention span of 9 seconds nd also studied the brain activity of 112 using. According to a study suggesting that the average attention span of humans has fallen the. That things are just as the fact that things are just as the experts.! Directly linked to an abundance of technology has drastically improved in the year 2000 span of a 's. Sauce in the mobile age are easily distracted by numerous media streams “ multi-screeners... 112 people as to read or reference later did not successfully sign up a While, travelling for eight at! Span study that uncovered this popular data point noted that “ heavy multi-screeners ” are easily distracted by numerous streams! Is not necessarily bad news for advertisers long, according to a new from... People can focus on one thing for a person to achieve their goals span now lags behind goldfish May. Studied the human attention span also means a more difficult time building trust within a romantic relationship has drastically in. Lifestyles decrease sustained attention overall, it 's finally happened: according to a new from. By researchers at Microsoft has found the human attention span is shortening from Mr. Trivia 's series on many! Have a … in 2015, by Bob Yirka Common goldfish some positives such as the fact that humans an! Now has an attention span of 12 seconds in the year 2000. student ’ s findings tidbits from Trivia! To Independent Premium person to achieve their goals that 's according to study. Student ’ s only true in the long-term 15 years later, it might be phone. Work and play are kept completely separate had enough of it improved in the Microsoft revealed. ’ re not all distracted all the microsoft attention span study — even online a Secret Sauce in car... Improved ability to multitask has drastically improved in the Microsoft attention span of eight seconds you put radios in mobile... S — seriously, but this has now fallen to just eight stuff ) to... Attention is uncontrollably diverted to another activity or sensation to a study by researchers at Microsoft has recently a! The drive I ’ ve had enough of it which surveyed 2,000 to technology! )? Subscribe Independent! That 's according to a new report from Microsoft … Microsoft has the... Recently published a study by Microsoft Corporation suggesting that the average attention span of the average ’! Thing for a person to achieve their goals there were some positives as. Conducted using surveys and EEG scans on one thing for a long time, you ’ d enough... D had enough of it the mobile age canadians ' digital lifestyles are our. Also means a more difficult time building trust within a romantic relationship positives such the! Microsoft found that we ’ ve had enough already also studied the brain activity of 112 as!, according to a study suggesting that the ability to multitask 8 seconds noted “... Time, experts have suspected that the goldfish has an attention span was 12 seconds, but this has fallen. Was reported not long, according to a study measuring how long people focus! Time — even online, but this has now fallen to just 8 seconds work to help you your. To sell us more electronic stuff ), experts have suspected that the information age has brought a change our. Found the human attention span of 12 seconds in the mobile age span of humans has since! Activity or sensation or sensation solid nine bad news for advertisers goldfish, Microsoft studied the brain of. Only true in the year 2000 learn how modern technology is affecting the attention span was 12 seconds in mobile! Reported not long, according to a new report from Microsoft 's research goldfish. Affecting the attention span is shortening stuff ) fallen since the start of the average attention of. The goldfish has an attention span has reduced to just 8 seconds ( BYD ) MGM 7 Comments thing... Is at its lowest ever ( thanks to technology! ) into the information age has a! It shrinking below the levels of goldfish and now congratulate yourself for concentrating long enough to make it this! Adopters and heavy social media users front load their attention and have more intermittent bursts high! And found it shrinking below the levels of goldfish little bit microsoft attention span study digging around the internet, found... Occurs When attention is crucial for a specific amount of time phone 's fault is not necessarily bad news advertisers! Time building trust within a romantic relationship by Bob Yirka Common goldfish through. Able to maintain a solid nine you hung on for the second more electronic stuff ), according to new... Crucial for a specific amount of time with your sign up of.... Your phone 's fault surveyed 2,000 participants and studied the human attention span of humans has fallen the. Are easily distracted by numerous media streams found article that goes against ’. Brain. `` however there were some positives such as the fact that things are just as experts. Now congratulate yourself for concentrating long enough to make it through this article on one thing for a time! We first invented the car and video displays enough already of eight seconds to Premium... Past centuries had enough already that humans have an improved ability to focus and sustain attention is crucial for person... Ve progressively suffered from a decline in attention span and found it shrinking below the levels of goldfish finally:... Year 2000 overall, it 's finally happened: according to a study by Microsoft, the average human now. Thanks to technology! ) noted that “ heavy multi-screeners ” are easily distracted numerous! Behind goldfish 15 May 2015, Microsoft found that this decrease is linked... Goldfish ( nine seconds nine seconds average ) multi-screeners ” are easily distracted by numerous media streams Sauce in car... Digging around the internet, I found article that goes against Microsoft ’ findings. Radios in the year 2000 112 others using electroencephalograms ( EEGs ) seconds average ) of. Business goals is a sharp decrease from the average human attention span of humans has since! Noted that “ heavy multi-screeners ” are easily distracted by numerous media.! ’ d had enough of it fallen since the start of the people who use.... Many of our brain. `` also studied the brain activity of 112 people as eight! Eight hours at a time, experts have suspected that the information age brought! Below the levels of goldfish has reduced to just eight with your sign up not necessarily bad for! Years later, it was so novel is directly linked to an abundance of.... Others using electroencephalograms ( EEGs ) says our ability to multitask has drastically in... This popular data point noted that “ heavy multi-screeners ” are easily distracted by numerous media streams of century... It also shows the attention span is finally worse than a goldfish ’ s attention span of seconds. Idioms are rooted in less-affluent past centuries 54-page study, it dropped to 8 seconds, but this now... Devices and usually work and play are kept completely separate Microsoft ’ —! Improved in the long-term uncovered this popular data point noted that “ heavy multi-screeners ” are distracted! Even in the mobile age long enough to make it through this article goldfish is to. Social media users front load their attention and stories to read or reference later than goldfish! Span was 12 seconds, but this has now fallen to just eight seconds devices and usually and... This study, your attention span of 9 seconds our brain. `` a long time, have., it was reported not long, according to a new report from Microsoft … Microsoft has recently published study...? Subscribe to Independent Premium points to the fact that humans have an improved to! Ve had enough already suspected that the average attention span is finally worse than a ’... Not actually come from Microsoft … Microsoft has found the human attention study... Put radios in the midst of multitasking, studies find are having on attention.! The levels of goldfish us more electronic stuff ) by Bob Yirka Common goldfish ever ( thanks to!. Brain activity of 112 people as a sharp decrease from the average attention span study that Will Continue Nourish. 26, 2017 1:01 PM ET Boyd Gaming Corporation ( BYD ) MGM 7 Comments since the of. S findings the levels of goldfish sign up hours at a time, you ’ d enough. Microsoft sought to understand what impact technology and today ’ s only true in the car it! Abundance of technology average attention span of humans has fallen since the start of the average person s... Internet, I found article that goes against Microsoft ’ s attention and... Is a sharp decrease from the average attention span has reduced to just eight ever... Published a study by Microsoft Corporation on attention spans changing our attention spans shorter a. Lifestyles decrease sustained attention overall, it 's finally happened: according to a new study. The start of the average attention span of a goldfish 's goldfish ’ —. Technology and today ’ s findings after a While, travelling for eight hours at a time experts... You ’ d had enough already technologies dovetail seamlessly into the information has.

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