引述 Thales Teixeira 的研究以超级杯与美国黄金时段电视广告中取得 1,000 次曝光的价格作为注意力成本代理指标，并指出在网际网路繁荣使消费者注意力碎片化后，该成本大幅上升。2026 年 2 月超级杯 30 秒广告的平均成本达到 $8mn，高于 2022 年略高于 $2mn 的水准。Matt Damon 表示，Netflix 会要求在前五分钟放入大型动作场面，并把情节重复三到四次，因为观众在观看时会同时滑手机。
King’s College London 在 2022 年的调查显示，49 per cent 的英国成年人觉得自己的注意力跨度比以前更短，47 per cent 觉得深度思考已成为过去式。Gloria Mark 著作中报告的数据称，对单一任务的平均专注时间由 2004 年约 2.5 分钟降至约 47 秒。文章也引用一个爆红案例：Duolingo 连续 1,200-day 打卡但现实语言表现仍弱，并提到 2011 年关于 Google effect 的研究，指出人们把网际网路当作随机存取记忆体，因此会记住更少可轻易搜寻到的事实。
The brain has an estimated processing power of one exaflop, described as one billion-billion calculations per second, using only the energy of a dim lightbulb. Daily screen time across devices increased by two hours between 2012 and 2019 to around 11 hours, and the article says total plugged-in time has likely risen further with remote working, podcast consumption, and new digital layouts. The same environment is linked in cited research to mental fatigue, impaired memory, stress, and broader mental health problems.
Research cited from Thales Teixeira tracks the price of gaining 1,000 impressions on TV adverts during the Super Bowl and US prime time as a proxy for attention cost, and reports strong increases after the internet boom fragmented consumer focus. The average cost of a 30-second advert at the February 2026 Super Bowl reached $8mn, up from just above $2mn in 2022. Matt Damon said Netflix asks for a major action set piece in the first five minutes and for plot points to be repeated three or four times because viewers are on their phones while watching.
A 2022 King’s College London survey reported that 49 per cent of UK adults feel their attention span is shorter than it used to be, and 47 per cent feel deep thinking has become a thing of the past. Data reported in Gloria Mark’s book says average focus on a single task fell from about 2.5 minutes in 2004 to roughly 47 seconds. The article also cites a viral example of a 1,200-day Duolingo streak with weak real-world language performance, and references a 2011 study on the Google effect, where people treat the internet as random-access memory and remember fewer easily searchable facts.