High digital engagement can shorten attention span
Researchers from Microsoft Canada looked to test the effectiveness of communications in a changing media environment, as well as how people behave in multiscreen environments.
They found that digitally savvy consumers of all ages have high bursts of intense attention at the beginning of a task, but that this fades over a sustained period of time. Much of the information is still said to be retained, however.
Less frequent digital users show lower levels of attention at the beginning of a task, but increased attention to detail over time.
The research consisted of an online survey with 2,000 Canadian adults followed by a study of 100 people carrying out tasks while their brain activity was monitored using EEG.
The full report can be accessed here.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments