Attention span refers to the length of time a person can maintain focus on a single task, activity, or stimulus.
Being a crucial part of the cognitive functioning of humans, it influences the way we learn, work and interact with the environment.
The diminishing attention span is more akin to a global pandemic that has directly or indirectly affected every individual on the planet. Research shows that the average attention span of a human is only 8.25 seconds, which is less than that of a goldfish (9 seconds).
This is considered one of the most documented cognitive changes of the 21st century. Research by Dr. Gloria Mark of the University of California, Irvine traced the average focused attention span on digital screens over a 20-year period.
Research found that in 2004, the average attention span was around 150 seconds, compared to 75 seconds in 2012. Recent data from 2012 reveals that this figure has decreased to 75 seconds. While in 2024, the average attention span has dropped to just 47 seconds.
This suggests a broader restructuring of the human cognitive base. The decline is primarily related to the disruption between two main attention systems, namely the involuntary system (reacts to external stimuli) and the goal-directed system (enables sustained concentration).
Digital platforms, especially social media, are designed to trigger the involuntary system through constant notifications, dynamic visual cues, and algorithmic unpredictability. This constant trigger systematically fatigues the prefrontal cortex (the region of the brain responsible for executive function and impulsive control).
How does the human brain shift its attention?
With each shift in attention, a “switch cost” occurs. It refers to the measurable reduction in performance, particularly slower reaction times and increased errors that typically occur when the brain shifts its attention from one task, rule, or mental set to another.
Since the human brain functions as a serial processor, it cannot multitask in the literal sense. Rather, it engages in rapid task switching. To process each change, it takes several minutes for the brain to regain focus.
In a digital environment dominated by short content, where a user consumes different 15-30 second video content in a single session, the brain remains in a continuous state of partial attention.
This continuous state prevents the human cognitive system from entering a flow state, a state in which the brain can develop deep engagement necessary for complex problem solving and creative synthesis.
Additionally, the constant need to check notifications from social media platforms activates the sympathetic nervous system which keeps the body in a low-level “fight or flight” state.
The psychological stress response, measured by elevated heart rate and perceived stress levels, contributes to the modern epidemic of digital burnout and generalized anxiety.
