Global pandemic of ‘shrinking attention span'

Attention span refers to the duration for which a person can maintain concentration on a single task, activity, or stimulus.

Being a crucial part of humans’ cognitive functioning, it influences how we learn, work, and interact with the surroundings.

The shrinking attention span is more like a global pandemic that has affected every individual on the planet directly or indirectly. 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 shifts of the 21st century. Research led by Dr Gloria Mark at the University of California, Irvine, has traced the average duration of focused attention on digital screens over the 20-year period.

The research found that in 2004, the average attention span was approximately 150 seconds which reduced 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 plummeted to just 47 seconds.

This suggests a broader restructuring of the human cognitive baseline. The decline is primarily linked to the disruption between two main attention systems i.e., the involuntary system (reacts to external stimuli) and the goal-oriented system (enables sustained focus).

Digital platforms especially social media are engineered to trigger the involuntary system via constant notifications, vibrant visual cues, and algorithmic unpredictability. This constant trigger systematically fatigues the prefrontal cortex (region of brain responsible for executive function and impulsive control).

How does the human brain shift attention?

With each instance of attention shifting, “switching cost” occurs. It refers to the measurable reduction in performance particularly slower reacting times and increased errors that usually happen when the brain shifts attention from one task, rule, or mental set to another.

As human brain works as a serial processor, it can’t multitask in the literal sense. Rather, it engages in rapid task-switching. To process each switch, it requires several minutes for the brain to regain its focus.

In a digital environment dominated by short-form content, where a user consumes different content of 15-to-30-second videos in a single session, the brain remains in a continuous state of partial attention.

This continuous state prevents the human’s cognitive system from entering a flow state, a condition where the brain can develop deep engagement that’s required for complex problem solving and creative synthesis.

Additionally, the constant push to check notifications from social media platforms activates the sympathetic nervous system that keeps the body in a state of low-level “fight or flight” mode.

The psychological stress response, measured by high heart rate and perceived stress levels, contributes to the modern epidemic of digital burnout and generalised anxiety.