The volume and availability of content we are presented with is
larger than ever before and is constantly increasing – 90% of
the world's data has been created in the past two
years1. For every bit of information we seek we must
find it within a sea of similar but irrelevant content, and every
piece of information directed towards us must stand out and grab us
if it is to be digested by our attention spans, which require
instant gratification and assurance of relevance.
We live in an information-rich, time-poor world and the way we
are adapting to this reinforces the behaviour; we no longer need to
remember facts as they are always stored online, we don't need
a concept of geography as directions are available at the touch of
a button. This behaviour is leading us to expect answers
immediately with the ability to quickly select what to look at
– Google receives over three billion searches per
day2; content therefore is presented in an engaging and
easy to digest way.
