The average attention span of human beings has fallen by four seconds during the last 20 years, from 12 seconds to 8 seconds, mainly because of the mobile revolution and the increased use of smartphones in the current years. The study commissioned by Microsoft surveyed 2,000 participants in Canada and studied the brain activity of 112 others using electroencephalograms. The study did however find that the ability of humans to multitask has improved.

A study by the National Centre for Biotechnology Information and the National Library of Medicine in the US that found 79% of people regularly “dual screen” by using portable devices while watching TV, allocating their attention differently based on what interests them more.

73% of consumers prefer to do business with brands that personalize shopping experiences. However, the majority of these personalization solutions can only approximate what shoppers want in the context of a specific transaction. Today’s shoppers demand that retailers not just recognize them, but know them – know their size, preferred fit, colors, favorite brands – and be able to predict what they’ll buy in the future.
Source: Gigya [2]