Surprise Surprise! Email Attention Span is INCREASING

Human attention span has sunk to 8 seconds from 12 seconds in the year 2000. We have been reading a lot about this. And it is something that has been giving us sleepless nights, especially the marketing fellas. Well, obviously, even the goldfish can focus on something for around 9 seconds! We’re doing worse!! No offence, goldfish ;)

This reminds me of a quote by Satya Nadella, the CEO of Microsoft. He said, ‘The true scarce commodity of the near future will be human attention.’ True that!

But surprisingly, there’s some good news for email marketers. Analyzing billions of emails, using their Litmus Email Analytics, Litmus found out that,

The average time spent reading an email has increased by 7% to 11.1 seconds from 2011 to 2016.

Isn’t that amazing?

Alright. Now read this…

The average time mobile users spend reading an email has increased nearly 16% from 2011 to 2016.

Even more surprising, isn’t it? Especially when mobile phones and other new-age digital accessories have been named the culprit behind the shrinking attention spans.

So what must be the reason behind this ‘relief’ providing discovery? It could be a combination of reasons ranging from increased mobile screen sizes to improved mobile email clients.

Our friends at Litmus have created this awesome infographic to reveal the details of their discoveries- Email attention Spans Increasing