The 2015 Microsoft study is widely known and quoted: the average person’s attention span has diminished from 12 seconds to 8 seconds.
However, we can look at those 8 seconds from a different perspective. Consumer psychology studies show that consumers have developed “information overload defenses” and one of those defenses is called psychological filtering. We can view these 8 seconds not as their attention span, but as their filtering span. If the information makes it through their filtering span, we now have more than 8 seconds of their attention.