I did not have the fortune to adapt my
data
I warn you because you are going to judge but
I will try to give context to the
data that I will use then
today I want to talk to you about a new way
of currency of a new good of exchange that
is completely transforming the
some world suddenly recognize that
logo is that of the bitcoins I’m not going to
talk about that really do not talk about
something much simpler creu son more
simple because all of us who are
here we have it in abundance
I’m going to talk about the human attention that
it’s just what I’m trying to
achieve at this moment capture your
Attention
human attention has become
a new form of currency
in our world and I like to think
in human attention as a super
power in some way for those who
have seen x men human attention is
a super power when you are not going to look
the definition of what attention is
human is ultimately a capacity for
select from a quantity of
stimuli of sound lights of
messages a specific information and
concentrate only on that information
specific while ignoring all
other stimulus that’s why I think it’s a
superpower a good way to think what
is when we are doing this
exercise our cell phones or
tracing with the thumb a
screen and deciding if we stay
watching a video of a baby panda
of a cat or not
Usually cats on the Internet tend to
take all the attention then the
Attention in the last works as a
kind of filter communes as the focus
of a camera that does not allow us
focus on something timely while we’re
ignoring a number of stimuli
additional and it ‘s a super power because
without that super power, basically
our life would be a schizophrenia
permanent
imagine if I stay quiet
immediately your senses begin to
Search to put some attention
because there is a lot of noise from
breathing
then it’s awesome without sheen is
the superpower our life would be
incredible and in the sector in which
I worked that is the advertising because
attention has become
definitely in a currency
in one of the most traded currencies by
at least in the digital environment
today every time you connect to
internet that enter a web page
that you see in a YouTube video
are capturing information is being
capturing the number of views
of a video the number of likes
received one of the photos that you
publish
true the time they remain reading
an article and all that what it reveals is
how much tension they have put on a
type of information circulating in
internet and within that information
that circulates on the internet as well
the messages appear the videos of the
brands that these days have in fact
there were several several cases with pepsico
united that surely you have seen
out there circulating sometimes they achieve
capture attention for something positive
and in other cases not so positive but not
I want to talk about advertising because
the issue of attention not only
it interests the true brands behind
the attention are also rulers
are world leaders are the
media from around the world
true and ultimately we are
US
Today, you all dedicate a lot
hours to be connected to be
connected to the internet looking for what
reverse that tension and about all this
is what I want to talk about what is
the effect of reversing that tension in your
life in the society in which we live in
the culture that we are building the
political agenda in the social agenda
but the question that naturally does not
I should do if one step is not taken
back is because the attention today
could be considered more scarce than
before because that’s what the
attribute let’s say of a new currency
of a new currency
if 130,000 years ago it exists in our
species and we already had that ability to
super power because today it can be more
relevant that is what makes today the
attention is more valuable than before
so I want to tell you three factors
which to me seem very interesting
very inspiring besides the first of
them is how long a time
we are able to pay attention to something
before distracting us before something
more calls our attention is a
difficult question because one knows it
but again on the stage that one
is scrolling on your screen with
the thumb or when some are
changing television channels how much
is the maximum time that is taken to
decide if they stay watching a program
they found or if it is changed in a
video that they found or decide
continue then this question be the
they did in the microsoft offices in
Canada in 2015
a group of researchers that decided
understand how it has been transformed
our attention as technology
impacted our attention span
and what they discovered and encamp
data that could be better
visualized what they discovered is that
in a matter of 13 years that is to say between
the year 2000 and between the year 2013
our attention spam our lapse
attention was reduced from 12 seconds to
eight seconds is to say that that would be the
maximum time that we would take for
we were seeing something on the cell phone before
to decide if we stay or continue
if we change channel
then it seems little true they are just
four seconds but it really has a
very powerful effect and they will see it
also because it is less than attention
of a dancing fish that is so that
appears on the right then we are already
below that kind if you can
say but there is a big paradox because
although our spam attention to
our attention span is coming
reducing and surely will continue
reducing and we will become very skillful
in filtering the information to which
we are exposed your today had seen
to this character
we invest more time than ever in
our history in consuming
information
that is totally paradoxical are
our attention is getting shorter
and yet every time we invest
more time connected to the internet is
estimated that on average a bitch
they are a day investing about six hours in
some cases was more in some cases
will be less to give an idea of
how this behaves to 2020
cisco projects that 80% of our
consumption of data on the internet will be in
videos
said otherwise trying to give it
another interpretation that data to say
that four out of five activities that
we have on the internet or four fifths and
fifth parts of our activity in
Internet is going to consume videos and that’s what
that today many of us when we
connect to facebook or anybody or
your favorite social network is what we do
surely many here love to see
series and films and documentaries in
This netflix is also a good example
to give context to that figure today
estimated that on average a user of
netflix invests more than 568 hours at
year e watching netflix watching watching
series in fiction did not forgive him if
does not divide it in 365 days that’s a
estimated from a one hour point 3 a day
per user
during 365 days of the year and obviously
that there will be days when they did not invest
is now so there will be days when
invest 5 or 6 hours
I think we’ve all been exposed
many of us will have been exposed to that
decision to go to sleep or stay
watching and then netflix always always
does the homework even and that neither
even make an effort because it
auto plays the next chapter 11
in the end we finished a bit like in
the mechanical orange
those who have seen the movie and it is
that netflix facebook snap chat is
they come back like these to tractors like
these thieves of our attention and
almost that one can not help being there
seeing information and then seeing about
all videos but it’s only the first
factor is to somehow it ‘s just the
tip of the iceberg
a second element has to do with
that our attention is
completely fragmented true yes no
divide your day into a certain line
if that line represent 24 hours
of the day
how many times do you think they take out
your cell
or the device with which more comfortable is
feel they enter the internet in a day
how many times to unlock a screen
since this question was made a
company called tech marc and what
they discovered is that for 24 hours
we invest more than 220 times
we unlock the cell phone screen
true and all that are moments of
interruption of our attention not
it’s only short not only lasts eight
seconds but also during the
day
today we have a hard time to have
an activity for over night one hour
two hours three hours when was the
last time they were able to concentrate on
something for four hours straight people
will work eight hours but in those
eight hours how many times what
cellular then we live in an era in
which productivity as banking and
obviously surely many of you
today they went through some of these
many situations were seen waking up to
look to break him was the event in
where was it who will be who
we were the speakers some
love to check your news in
other more intimate spaces with
We have trancones in this city
it is inevitable to see people
conversing can one can be
chatting with the one in charge
back easily even in countries
as holland are already starting to
develop this type of traffic light
pedestrian talking about codes
visual to prevent pedestrians not
cross the streets without realizing that
changed but if you want to take it to
extreme to see how this
fragmentation of our attention is
gives on a screen
this is the position of Benedict 16 in
2005 and this one is francisco loyal
Pope Francisco
a few years later true the contrast
is awesome
then naturally y1a a word or
some different restaurants and already
start to find this guy
Individuals who ask you to connect
with real life there is no better faique
let’s talk among ourselves but the
smartphones that many must have
in their pockets at this moment they are
only one part because to all and all
those times that
we have unlocked a screen then
begin to add the laptop they start to
add the smart watches start
to add all the devices that
you see there that they also have
internet connection and that too
they are interrupting their day too
they are stealing a part of their
Attention
in fact the projection for 2021 and
one says 2021 and it sounds far away and in
four years is that there will be more than
28,000 million devices
connected to the internet true if not
live this for the world population
obviously not everyone has access to
the same devices more or less
as 4
forgive me the mathematics I’m
doing here as happily but it is
a number of devices to which
we are connecting us every day and
they are all in the same fight there
could identify
I am the elda el caso yo
This is the one of me on my cell phone every
one of your devices is lifting
the hand and asking them to put
true attention by giving them a
notification that a message arrives
that an email arrived and within each
one of your devices hopefully the subject
it will end and this starts to be
a fractal effect in which you have a
amount interruptions in the day and
every time he entered one of those
screens again start to find
a number of applications of
platforms that you can access and
within each of the platforms to
the time begins to find a quantity
of information
then besides that our
attention is increasingly reduced
in time eight seconds and in addition
we have a day that is completely
fragmented attention as we did
put a little as in the role of
of publicist attention of the people
every time it is better armored
fortunately for many who
naturally happens because no one
like what happens to this is doing
all day is connected and at the end
is sleeping as it happens in this
caricature is very annoying when
begins to sound the cell phone starts to
sound cellular so that in the end not yet
you end up offering pills for
sleep there is the paradox again
of what is sometimes the world
digital and that’s why today when people
enter youtube
first thing that barely appears a
ad is to sink the team button and
65 percent of the users of that
social network
use the script button he became one
of the most popular buttons
this graphic that obviously contradicts
all the previous talk what it shows
is the adoption that the
bloggers these a functionality that does not
you can install so that all the
advertising that appears sometimes in a
daily for example on the internet
appears block to what translates that is
an advertising blocker and has come
growing the adoption curve of the
use of this kind of things on the internet
impressively today people are
willing to pay to have content
for having music for having movies
in exchange for not having interruptions to
change of not having to see ads
advertising
this was ten years ago unthinkable
ten years nobody would have believed that
let’s pay for music or for
movies when we could
we can still download it and
finally we are willing to pay
also for information the new york
times that is obviously one of the
most important newspapers in the world already
today shows a growth curve
impressive in digital subscribers
that is, in people who are paying
to be able to access news in
internet something that before seemed to us
controversial to think that internet that is
open then I had this kind of
behavior but people are
doing
then again when one asks
why today human attention is more
valuable that before is more valuable than
130,000 years ago as a think here
There are three very strong reasons that
reveal
but if you remember at the beginning of the
talk talks about the human pension as
a true superpower and because it’s a
super power because it is very
abundant practically inexhaustible
our case but if our wealth is
measured the tension capacity that
we have could behave like this
fact I think many of us behave
well with attention not with silver
necessarily true all the time
we are investing inattention and
maybe what I would like the session to
the one that I want to invite you to
start thinking about that
how they spend their attention on the day
how do they invest in investing it if
tomorrow I had an invoice that
shows item by item in what
they invested their attention for almost a
month one day one hour
It would be interesting to see how many babies
appear how many cats with your bands or
also how many songs that
inspired how many movies that
suddenly changed the perspective of the
life how many stories readings true not
will judge what is better
inverted but everyone will know
internally that he has done everything
what sets us apart in the end is how
we invest how we invest that time
that we have available and that every time
we are using a lot more to be
connected by consuming information in
internet and especially what is the effect
that can have that investment is to say
every time you connect to
Internet
what effect does it cause you to decide
watch a video again of a panda or
they said see something else has an effect not
he has it because it seems that the
conversation can be banal
then I am convinced that what
has and is that if we take
aware of that we will be able to have a
collective impact on the type of
information circulating on the internet
to tell you is
this conclusion I tell you in three
parts the effect it has at the
individual
I just saw things that look like
funny and is that individually
we have come to have diseases like
this one especially men
and is that we live to the pants believing
that we have a call or a message and
it turns out that the cell phone does not have it
inside the pants
this is already clinically called
to the phantom vibration syndrome
true and it’s an effect then of that
constant connectivity to which we are
submitted some will have heard this
term that is called formed that wants
say firm and without out in English or the
afraid to stay out and that
basically what it reveals is this
feeling this irrational fear of
feel that something is happening in
internet and one is only losing or
that something is happening in the life of
someone and is communicating in
Internet
we are losing it today people
check your email from the
office only about 36 times a day
and that’s what it has obviously taken
levels of unproductivity
very high
So when it’s not going to look and the
looking volumes with concepts
as the procrastination is not this
effect of not being able to concentrate on
something and be all the time looking
other activity than the one that does not
had to concentrate are
fired in recent years but
that’s just the true individual effect
low productivity distraction
pockets that will magically live
but what happens when a little more arrives
up what happens when we think about it
from the social level
what effect does that information have
we consume in society in your family
your friends well I think this reveals very
well why is it so important in a
study that made the university columbia
they discovered that of every 10 contents
that someone shares on the internet in
facebook for example yes it gives you
share only four were
read by the person who
he shared as he says this figure only
Six pardon six out of ten
they shared without even reading the
information and I think that I do not want to
to plant paranoia is very serious because
at the end is the information to which
we are all being exposed all
the days is true and that starts to give
also form what are the wings
the news that gives coverage to
media
conversations that we have in our
day to day
so sometimes you can see a
owner that caught his attention and without
even click to read it
shares and is not realizing the
effect that generates in the attention of
others true because other people are going to
end up consuming information and
what happens then that is only what
has taken that facebook and other
digital platforms
what they are trying to do is demonstrate to
you very relevant content
this is an article in the house
example that if you put that so
could surely read from where
is not enough to read it they are going to give
mind that says nothing are words
random
however, it was shared 50,000 times
In Internet
why because he talks about a study that
says that facebook users only
read the headlines of the stories
before commenting
Many people shared this story without
if you want to read it
fortunately there is no content is a
social experiment but the same thing happens
with a quantity of news that
circulate on the internet and that
permanently facebook is filtering
that’s why now we talk about the
false news that’s why now
so many conjunctures of elections in the
world
this has become such a relevant issue
because if we are sharing
information that we do not even read and
asking people to put him
attention to that information because it is in
last is what is giving it shape
to our social conversations by
example the most shared news in
US elections was that
daddy francisco I do not have a
obsession with him with the Pope forgiveness
Peru was coincidence
the papa francisco supported the candidacy
by donald trump
beyond that that was correct or
incorrect
it is false that is, it did not happen and without
But it was the news of the elections
most shared on the internet was what
more people saw and had an effect on
the attention of many people who
surely the next day they left
convinced to talk about this information
then when it does not pass the level
individual social and ends up arriving
suddenly to the level of government
true at the level of culture at the level of
the economy because something as banal as
to be watching anything on the internet
and share the stop being something so
banal begins to have an effect on everything
what happens in our life as
society
I think this reveals very well too
what happens in that aspect does not
then a political rally this is not
photoshop is a montage a rally
politician ends up becoming
simply on one more occasion to
show then to capture attention
of the people
we are not necessarily having a
conversation around what is
happening there again
the invitation is to think very
well as you are investing today
attention if they throw investing if
they are simply spending
perpetually since hopefully it must
be very difficult to achieve
let’s start thinking about this that appears
in that in that invoice of our
attention if we could have a
application
that will take that accounting that
would appear then for your attention
many thanks
[Applause]
”
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