Short attention spans and the importance of everyday heroes

This event report discusses the impact of digital technology on attention spans, and youth identity in the UK.

Short attention spans and the importance of everyday heroes

Lena RolandWarc

"Our environment is changing and so too are humans", announced James Murray, UK search advertising lead at Microsoft, the technology corporation, who was speaking at a research breakfast hosted by the Internet Advertising Bureau (IAB) UK, a digital marketing trade body, held in London.

Focus time

The "deluge" or "tsunami" of data and the "always on" nature of digital technology is impacting peoples' attention spans and ability to focus. Thus, according to Murray, human attention is now a "scarce commodity". He proceeded to outline highlights from Microsoft's...

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