In 2015, Microsoft put out a study saying that the average internet user has an attention span of eight seconds. That is lower than the attention span of a goldfish — and down from 12 seconds in 2011. Say what you will about the merits of the study — it only surveyed 2,000 Canadians — but it rang true to a lot of people. No one pays attention anymore. And the amount of information that internet users consume has only increased since 2015. But if we presume that attention is forever dwindling, then trying to grab a piece of it seems impossible.

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