(LONDON) -- The British unit of advertising buyer OMD found that the average person changes their attention from one device to another about 21 times per hour. The media agency's year-long research project into the future of England's consumers has prompted some calls for shorter advertisements.
According to England's Campaign Magazine, OMD's research found that respondents were asked to report which devices they used during the course of one hour. On average, including cell phones, tablets and laptops, their attention switched about 21 times.
Despite the overwhelming use of various devices, 95 percent of the study's respondents also had the television on for the entire hour.
Researchers told Campaign that the average consumer is "always one reach away from distraction." Brands, they say, should begin looking into shorter adds to retain the attention of the consumers.
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