Attention Spans Study Confirms Multi-Zone Digital Signage Layouts Bad Idea

May 18, 2015 by Dave Haynes


Microsoft Canada has pushed out a useful report about the fleeting attention spans of today’s consumers – pointing out it’s not just kids and young adults who can’t keep their noses out of their devices.

The attention span study is a free download and is based on both online surveys and neurological research done late last year.

Here’s the executive summary:

Good news! It’s not as bad as you think. 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.

Marketing too must evolve:

What can marketers do?


What I found particularly useful is validation of the points I go on endlessly about here and in talks I do at conferences and for clients:

As the study asserts: use simplicity to focus on your message.

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