People will typically experience Cognitive Drift if more than one second elapses between interacting with technology, and seeing something change on screen.

It's thought that if 10 seconds pass, that user's mind is elsewhere entirely.

(Theorised by Stephen J. Dubner, and Steven Levitt).

Conversion rates

• They may lose interest entirely.

Input quality

• Due to a lack of interest, they may still complete the process, but not bother entering full (or accurate) information.
  
• e.g., they may not have bothered selecting all of their 'interested topics', and just picked one.

Attention & interest

Effort & motivation

People will typically experience Cognitive Drift if more than one second elapses between interacting with technology, and seeing something change on screen.

It's thought that if 10 seconds pass, that user's mind is elsewhere entirely.

(Theorised by Stephen J. Dubner, and Steven Levitt).

Conversion rates

• They may lose interest entirely.

Input quality

• Due to a lack of interest, they may still complete the process, but not bother entering full (or accurate) information.
  
• e.g., they may not have bothered selecting all of their 'interested topics', and just picked one.

Attention & interest

Effort & motivation