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| The average attention span in 2001 was 12 seconds; in 2013 it was 8 seconds; a goldfish’s attention span is 9 seconds. |
So often we come across abbreviated lists
of behaviours that are designed to “shortcut” the process of learning. We understand that learning is a process of transformation that demands we
apply time and effort to modify behaviours, thoughts and actions. Why then do we deliver learning in facile lists distilled down to the simplest steps or in classrooms and workshops?
Are
we sacrificing comprehension on the altar of ephemera or are we boring a new generation tasked with learning to adopt to a technology based culture? Do we truly understand the nature of learning as
a society or have we been duped by a culture steeped in the glorification of
youth and its ability to adapt to technology.
We appear to be moving from a culture of thoughtful
attention to one of distracted focus. For example, in the sixties, movies scenes
held a viewer’s attention of about 20 seconds, today that has shrunk to about 2
– 3 seconds. The average attention span in 2001 was 12 seconds; in 2013 it was
8 seconds; a goldfish’s attention span is 9 seconds. Today 51% of millennials
prefer video to text. In 2013 adults
aged 50 to 64 upped their consumption of online video from 11 minutes a day to
19 minutes a day. This year it is predicted we will consume more than 15 hours
a day of media.
I believe that there is a sweet spot in the
learning process that responds to shorter attention spans while providing the
information in a way; at a time, and in in a format that is easily consumed by
a more media savvy younger generation of learners.
As developers and designers of learning
programs particularly in the areas of eLearning and blended learning we are constantly
faced with the challenge of addressing shortened attention spans and
alternative learning scenarios as dictated by the largest group of learners,
young people (which we would identify as 18 – 34). Although the case for shortened
attention spans would dictate a change in learning strategies training decision
makers, in their wisdom, continue to rely primarily on a traditional “bums in
seats” strategy for learning.
Consider this; in the US business spend over 160 billion is spent annually
on training, 80% is forgotten in 30 days and 90% within one year. The average time
to create 1 hour of classroom learning is estimated at between 43 and 185 hours.
The average time an employee trains in a year is 30 hours and fewer than 15%
apply what they have learned. The 90/20/8 rule tells us that in the first 8
minutes of learning we are at our peek energy level, after 20 minute our neurons
experience a noticeable drop in activity and after 60 to 120 minutes our alertness
completely collapses.
While
short lists, tips, guidelines and tricks provide some easily digestible information,
we almost always treat this information as disposable. It offers no means of
truly comprehending the ideas and offers little in terms of depth of knowledge.
On the other end of the spectrum, traditional learning doesn’t work either. We believe
that shorter intervals of eLearning respond to the need for multiple streams of
information, a preference for high stimulation and lower tolerance for boredom.
References: Hayles, University of
California; USC Marshall School of Business, ScienceDaily; Levels Beyond,
Direct Marketing News; National Center for Biotechnology Information, The Associated
Press;
Cross-Platform Report, Nielsen Q2 2104; Harris Survey, Grovo 2014; Human
Capital Trends Switzerland 2014, Deloitte; National Sleep Foundation,
BusinessWeek; American
Dietetic
Association; McKinsey, BusinessWeek; Skills Soft; The Association forTalent
Development; Via Learning Solutions; Wall Street Journal; Pike, Creative
Training;
Techniques
Handbook; Goldstein, Cognitive Psychology: Connecting Mind, Research, and
Everyday Experience; Bailey, Mindgym; Jimenez, “3 minute learning”; eLearning
Infographics, Mobile Learning Generation
