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  • Studies suggest our attention spans now last just eight seconds
  • Studies suggest our attention spans now last just eight seconds
    NASA HQ PHOTO, Creative Commons (2014) ©
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Do goldfish really have longer attention spans than humans?

According to research, goldfish now officially have longer attention spans than humans. But is it really that simple? Canvas8 sits down with Faris Yakob, author of Paid Attention: Innovative Advertising for a Digital World to discuss how human attention is changing and why it’s so important.

Location North America / Northern Europe

Scope
The notoriously forgetful goldfish is said to have an attention span of just nine seconds. And according to research from Microsoft, smartphone-toting, second-screening, binge-watching people of the digital age have fallen short of that figure. Between 2012 and 2015, the average human attention span dropped from 12 seconds to just eight. [1]

But with the majority of us still managing to navigate the world on a day-to-day basis, what does this really mean? “That research is based on things like web loading habits,” explains strategist and creative director Faris Yakob. “Human attention is blurrier than ...

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