A new study reveals that the human attention span is less than that of a goldfish.
Mmmm, Goldfish. I love those Pepperidge Farm crackers, don't you? The Cheddar ones. The Pizza ones. Do you remember the Neon ones?
Where were we?
Right. Attention span.
It has been believed that the average human attention span was 12 seconds. But the recently released Microsoft Corp. marketing study concludes that has changed since the year 2000. Researchers who surveyed 2,000 Canadians while studying the brain activity of 112 others found that humans can concentrate for a mere eight seconds.
A Carassius auratus (a goldfish -- weren't you paying attention in biology?) can concentrate for nine.
If you've lasted the 27 seconds it takes to read up to this point, congratulations. You're about three times more focused than everyone else (well, everyone else in Canada; Americans weren't studied. Until we are, let's believe this is the second way in which we are superior to Canadians. The first, of course, is bacon). Reward yourself by checking Instagram and play a round of Candy Crush. I'll still be here opining-- while texting and eyeing Pinterest -- when you come back.
It's such technology that might be to blame for our bewildered brains. So much for personal smart devices. Try personal sidetrack devices. Chiming phones, quickie Vine videos, techno timepieces continually compete for our consideration, as do constant tweets, alerts and texts.
The report, penned by Alyson Gausby, Consumer Insights Lead, Microsoft Canada, contains an executive summary, designed -- giggle -- "for readers without the attention span (or time)" to finish the whole 51-page (!) study. A few key points: "Attention is obviously a necessary ingredient for effective advertising, but Canadians' digital lifestyles are changing the brain, decreasing the ability for prolonged focus and increasing their appetite for more stimuli." And, "Overall, digital lifestyles deplete the ability to remain focused on a single task, particularly in nondigital environments."
What does that mean? She lost me at her lengthy job title. I need an executive summary for the executive summary, preferably in the form of a 140-character tweet with some emoji.
Speaking of tweet with emoji, did you hear about Domino's "tweet-to-order" system that begins Wednesday ? Customers who set up an account can order a pizza by tweeting only the pizza slice emoji to @Dominos on Twitter: #technologyisgreat
Oh, right, I mean technology is bad for our attention spans. And our future waistlines.
But there are benefits to being digitally distracted, the study reports. We're becoming more efficient at processing information: "Connected consumers are becoming better at doing more with less via shorter bursts of high attention ...."
The same cannot be said about mere goldfish.
Which reminds me, did you know Pepperidge Farms makes sweet ones now? S'mores! Strawberry Shortcake! French Toast!
Hey, where's my pizza already?
Attention! I need your email:
jchristman@arkansasonline.com
Style on 05/19/2015