Microsoft researchers surveyed 2,000 Canadians and used electroencephalograms (EEG scans) to study the brain activity of 112 participants. Microsoft said the goal for its cross-screen evolution research “is to understand what impact technology and today’s digital lives are having on attention spans” Multi-screening behavior, media consumption, social media usage, and technology adoption rate were listed as top factors that impact attention span and the ability to stay focused on a single task. The study was aimed at marketers as it is apparently harder than ever to snag and keep consumers’ attention.”]