Don’t call me a goldfish!

People have been lamenting over the last few years, that attention spans have shrunk. But we may have been a little premature.

Litmus (the online email testing platform) have analysed billions of emails sent through its platform from 2011 to 2016. Expecting the complete opposite result, they found that the percentage of emails read for more than 18 seconds grew to 44.4% in 2016 from 38.4% in 2011. That is an increase of nearly 7%!

Their supposed hypothesis was that mobile phones were the culprit to shrinking attention spans. Why the significant increase in mobile email engagement times? Read their theories and check out the infographic of the results: