One popular belief is that Gen Yers have a short attention span; it’s known as a generational form of ADD. A combination of our dedication and reliance on multitasking, and trying to be as efficient and effective as possible, has given birth to this belief. Gen Y doesn’t have a shorter attention span that other generations, we’re just much more demanding.
To understand our mindset now, it helps to look back at our beginnings. The unique aspect of Gen Y is that we grew up in both the computer-less and computer world. When we were in elementary school, we learned the dewy decimal system, and actually had to use it. We learned to use phone books and remember sending hand written (gasp!) letters to our pen pals. Unlike the generation after us, we had a taste of the “old world” and that made the technology driven “new world” that much sweeter.
We found out that we could be more: efficient, effective and entertained by using new technologies. As we tried new technologies and services, we liked them, and this fueled the search for more new technology. Our dependence was born and so was the never ending search for “the best”.
Here’s our current letter writing evolution thus far:
Hand writing< Microsoft Works< Microsoft Word < ????
But don’t confuse this with a lack of an attention span. Because we grew up reading books, listening to cassettes, and checking the TV guide, we have the patience and attention span that many think we don’t. Yes, we can buckle down and focus on one thing for a long period of time (unlike the Generation after us)…
But why in the world would we want to?
Why would we want to use the TV guide when we have the on screen guide? Why would we listen to cassette tapes when we have MP3s? So, why would we waste our time and energy on anything that is less than the best. This is where our “short” attention span comes from.
Here’s a secret, want to keep the attention of Gen Y?? Give us something of value. Obviously, depending what you do, value is a relative term. Value is different from a blogger, to a TV show, to a video game, to a book to a billboard – but all can still offer value. We have too many inputs to focus on, so when we do focus, we want the best. But we don’t use things to have mediocre experiences.
If we’re reading an article we don’t find interesting, we’ll stop and find something else; it’s that simple. It’s not a lack of ability it’s called being picky. We’re damn picky.
The takeaway from this isn’t how long our attention span is or isn’t, it’s how can you keep it. If you want to keep our attention, give us something of value. Make our lives easier, make tasks more efficient, entertain us, make us laugh, help us kill time – it doesn’t matter what you do. Just give us something of value and in return, we’ll give you our attention.
Todd is the founder and creator of whowhatwherewhenY- The Gen Y Marketers Blog. Follow him on Twitter.
Photo Credit: jonny2love
[...] This post was mentioned on Twitter by edwardboches, Christine Peterson and Stuart Foster, NextGreatGeneration. NextGreatGeneration said: NEW POST: The Gen Y Attention Span: Does it Exist?? http://bit.ly/cHKVYv #tngg [...]
[...] http://www.thenextgreatgeneration.com/2010/05/14/gen-attention-span-exist/ Play Nice with Others: Share: [...]
I totally agree with you – I think our attention spans are short because with some things, it's simply easier to use the technology we have to take short cuts. However, if something is important enough, we'll take the long way every time.
Look at Time magazine – it has more Gen Y readers than any other similar publication. It still comes in the mail box and we still sit down to read it… because it's well-written and keeps our attention with great photography and fun graphics.
We don't all have ADD. We just have selective ADD.
Great article Todd. I agree that Millennials don't necessarily have short attention spans. We're just more demanding. If I don't always have some sort of input on a regular basis, I get bored easily. I also agree with Alex. I would call it more “selective ADD” than just ADD. When it matters, we'll put in the effort.
It's really interesting the way that you approached why people think Gen Y has shorter attention spans. I definitely remember growing up where computers were rare and cassettes were still big. Because we've had this exposure to both worlds we can do it all. We can multi-task and be constantly busy, but we also know when to take a break, relax and take the time to do things that require our attention.
I really had a good time writing this one. We really have a bad reputation for our attention spans which has become accepted because of a lack of understanding. The thing that really interests me will the generation after us be? How will they function compared to Gen Y? If you told me in 1995 that making mix tapes would help define us as a generation I would have looked at you blankly. But looking back, that dedication and focus to making those mix tapes helps explain our unique approach to things today.
Todd, I agree with with your thoughts. Through this blog you have cleared the air with all the incorrect rumours going around on Gen Y. You might be interested to see this video post on Gen Y by Vineet Nayar. http://www.vineetnayar.com/gen-y-and-leadership…
Do you know people still make mixed tapes? I was recently given a drive with a bunch of mp3s on it… So we still have the focus and dedication to make those at least.
[...] Gen Y: we’re just damn picky Door Ragna Dik Geef een Reactie Categorieën : Inspiratie Tags: activatie, GenY, media Ik lees vaak dat ‘mijn generatie’ lastig te bereiken is met media. Dat dat komt doordat we een aandachtsspanne hebben van lik-me-vestje. Nou las ik net een interessante post over hoe de vork in de steel zit volgens Tod Liss (iemand die zich verdiept in Generation Y -mensen geboren tussen grofweg 1976 en 2000-). Hij zegt dat we echt wel in staat zijn om te focussen op één ding, dat zijn we immers gewend. Wij schreven vroeger ook lange brieven naar penvriendjes en weten nog hoe het telefoonboek werkt. Maar omdat we ook met één been zijn opgegroeid in ‘the new world’ waarin technoligische ontwikkelingen alles zoveel efficienter en leuker maken, zijn we gewoon heel kritisch geworden. Tod’s boodschap: ”If you want to keep our attention, give us something of value. Make our lives easier, make tasks more efficient, entertain us, make us laugh, help us kill time – it doesn’t matter what you do. Just give us something of value and in return, we’ll give you our attention.” Lees ‘t hele artikel op Thenextgeneration. [...]
Give us something of value? Yeah, Y is the first generation to care if something is worth it. As if all the generations before preferred to “use things to have mediocre experiences.” Get off it. Notice how the last paragraph of your little ditty was all about the phrase “give us”? That's the generational difference going on here. It isn't about you and what I can give you, besides you sound like Gordon Gecko, it's about you engaging with the world instead of multitasking in your parents basement between xbox and a bag a chips.
Thank goodness someone said this. How about the writer shows us what is so valuable about Gen Y that we should go to all the trouble to “engage them” in the first place. Talk about self-entitled.
This is a misunderstanding which frankly is hurting many businesses. When I say “engage us” it really means be engaging – to everyone. In the current media landscape which is extremely fragmented and where every individual is bombarded with thousands of marketing messages daily, any sort of communication needs to engage its target markets in order to connect with your consumer. If not it just gets lost in the jumble of everything else. If you're a business and you aren't engaging (to whatever markets you target) – good luck being successful
The thing is, Todd, its not just miscommunication. It’s about not even being on the same page concerning life. I am an activist and advocate for homeless and at-risk youth, so usually, I’m on the opposite side of the fence — your side. But, your article troubled me because it’s exactly the kind of energy that creates conflict between the generations, rather than the acknowledgment that the quality of our future depends on the efforts of all to consider the needs and views of all. If you think us “oldsters” are not saying or doing it right, don’t make the same mistake. You take the high road. There are many of us out there that will support you. We were all your age once. We understand the enormous energy and talent of young people. The creativity and skill set of my 9 year old granddaughter blows my mind! But, many of the things you improve upon were created by us–when we were your age (and older, too)! We were demanding also. But, the major difference was most of us worked for what we got. We wanted something better and we went out and got it. Then, we gave it to our kids along with the idea that we didn’t want you to have to work so hard or be denied something you wanted. So, in part, we are to blame for this general underlying quick discontent. It rides on $300 tennis shoes for 15 year olds and $600 Gucci handbags for 17 year olds — our kids who were too good to work for minimum wage.
I serve homeless youth, many for whom sleeping under a bridge is a much better option than staying in a warm home with totally dysfunctional parents. I do it not with government money, but my own and whatever I can raise. These young people, ages 17 to 22 need and get my help — food, clothing, shelter, opportunity, love. But, there are an equal number who refuse to follow simple house rules like, “no, you cant take my car anytime you feel like it or my money without asking — and yes, you do have to look for a job and be willing to flip burgers until you discipline yourself to trained to do something else.” They so would rather sleep in the park until it’s too cold or lay up on someone else’s couch until put out because they demand something for nothing. Of course, I do still help them and give a good dose of motherly advice. My friend, these are extremely difficult times. It will be the first time since the beginning of the industrial revolution that parents may not be able to offer their children a better standard of living than they had…and this is every parent’s dream. It will take strength, fortitude and sacrifice…yes, I said it, sacrifice — to rebuild this nation. We will all have to do our fair share. I’m demanding, too! I get bored easily, and age has nothing to do with it — I’m 61. It’s intellect still ringing her bell. I am happy to have run across this site set up by a GenYer, rather than someone like me advocating for them. Please, use your incredible talent as I try to use mine, to bring the society together for the elevation of all. This is a noble goal and requires an earned respect, not a demanded one. Thank you for letting me be part of this dialogue. I totally get that GenYers can multitask better than most of old folk can focus. It’s the product of the technology and information age and I would like to be part of a conversation that includes GenYers. As the song goes, “I believe the children (no offense meant here) are OUR future, teach them well and let THEM lead the way…and in the process, let’s not take away anyone’s dignity, young or old.
Frankly Dirk, today's business world is as consumer driven as it has ever been. With so many substitutes for pretty much every product out there, it is about what businesses can give consumers (Gen Y or not). As a business you better listen to your customers and give them what they want, or they won't be your customers for very long.
[...] advancement of augmented reality; this is just going to increase. This very interesting article on The Next Generation suggests that having a short attention span is really by choice because with new technologies, [...]
[...] The Gen Y Attention Span: Does it Exist?? | The Next Great Generation [...]
[...] The Gen Y Attention Span: Does it Exist?? | The Next Great Generation [...]
[...] The Gen Y Attention Span: Does it Exist?? | The Next Great Generation [...]
[...] The Gen Y Attention Span: Does it Exist?? | The Next Great Generation [...]
[...] The Gen Y Attention Span: Does it Exist?? | The Next Great Generation [...]
There’s also the stereotype that Gen Y-ers are demanding and self-centered. Kind of funny that this article kind of supports that. All this article says is that everyone should cater to *our* needs. I’m also a Gen Y-er, and sure, it’d be great if everything was done our way, but even I know that our professors, bosses and superiors in general are not going to bend backwards and go to all these lengths just to please us.