In 2015, Time Magazine published a story with the headline “You Now Have a Shorter Attention Span Than a Goldfish.” Supposedly this was based on a study by Microsoft that stated that the average attention span of a goldfish was 9 seconds but humans with our digital lifestyle in 2015 now had an attention span of 8 seconds, down from 12 seconds in 2000 before the mobile revolution began. But according to a study by dentsu, the complete story is a lot more complex.