These kids might never read a map or stop at a gas station to ask directions, nor have they ever seen their parents do so. They will never need to remember anyone's phone number. Their late-night dorm-room arguments over whether Peyton or Eli Manning won more Super Bowl MVPs will never go unsettled for more than a few seconds. They may never have to buy a flashlight. Zac is one of the first teenagers in the history of teenagers whose adult personality will be shaped by which apps he uses, how frequently he texts, and whether he's on Facebook or Instagram or Twitter or Snapchat. Or whatever comes after Snapchat. Clicking like, clicking download, clicking buy, clicking send—each is an infinitesimal decision in the course of the modern American teenager's life. They do this, collectively, millions of times a minute. But together these tiny decisions make up an alarming percentage of their lives. This generation is the first for whom the freedom to express every impulse to the entire world is as easy as it used to be to open your mouth and talk to a friend. ... You hear two opinions from experts on the topic of what happens when kids are perpetually exposed to technology. One: Constant multitasking makes teens work harder, reduces their focus, and screws up their sleep. Two: Using technology as a youth helps students adapt to a changing world in a way that will benefit them when they eventually have to live and work in it. Either of these might be true. More likely, they both are.

The brain’s craving for novelty, constant stimulation and immediate gratification creates something called a “compulsion loop.” Like lab rats and drug addicts, we need more and more to get the same effect. ... Endless access to new information also easily overloads our working memory. When we reach cognitive overload, our ability to transfer learning to long-term memory significantly deteriorates. ... we humans have a very limited reservoir of will and discipline. We’re far more likely to succeed by trying to change one behavior at a time, ideally at the same time each day, so that it becomes a habit, requiring less and less energy to sustain.

Over the past century, technological advancements have massively reduced the cost and time needed to create and circulate content. Though this has liberated artists, consumers are now drowning in a virtually infinite supply of things to watch, listen to and read. The answer to a world where attention is the key constraint, not capital or distribution, isn’t Big Media – it’s the Influencer Curator. ... the next evolution in the media value chain will be the rise of decentralized curation – with individual tastemakers building up mass followings and driving enormous consumption by recommending various articles, videos, shows, films, albums, exhibits and so on. While there’s no way to effectively do this at scale today, the transition is long in development.

The internet has spawned subtle forms of influence that can flip elections and manipulate everything we say, think and do ... Most of us have heard of at least one of these methods: subliminal stimulation, or what Packard called ‘subthreshold effects’ – the presentation of short messages that tell us what to do but that are flashed so briefly we aren’t aware we have seen them. In 1958, propelled by public concern about a theatre in New Jersey that had supposedly hidden messages in a movie to increase ice cream sales, the National Association of Broadcasters – the association that set standards for US television – amended its code to prohibit the use of subliminal messages in broadcasting. ... Subliminal stimulation is probably still in wide use in the US – it’s hard to detect, after all, and no one is keeping track of it – but it’s probably not worth worrying about. ... what would happen if new sources of control began to emerge that had little or no competition? And what if new means of control were developed that were far more powerful – and far more invisible – than any that have existed in the past? And what if new types of control allowed a handful of people to exert enormous influence not just over the citizens of the US but over most of the people on Earth? ... It might surprise you to hear this, but these things have already happened. ... The shift we had produced, which we called the Search Engine Manipulation Effect (or SEME, pronounced ‘seem’), appeared to be one of the largest behavioural effects ever discovered.

The rise of the internet and the widespread availability of digital technology has surrounded us with endless sources of distraction: texts, emails and Instagrams from friends, streaming music and videos, ever-changing stock quotes, news and more news. To get our work done, we could try to turn off the digital stream, but that’s difficult to do when we’re plagued by FOMO, the modern fear of missing out. Some people think that our willpower is so weak because our brains have been damaged by digital noise. But blaming technology for the rise in inattention is misplaced. History shows that the disquiet is fuelled not by the next new thing but by the threat this thing – whatever it might be – poses to the moral authority of the day. ... The first time inattention emerged as a social threat was in 18th-century Europe, during the Enlightenment, just as logic and science were pushing against religion and myth. The Oxford English Dictionary cites a 1710 entry from Tatler as its first reference to this word, coupling inattention with indolence; both are represented as moral vices of serious public concern. ... the culture of the Enlightenment celebrated attention as the most important mental faculty for the exercise of reason. ... Countering the habit of inattention among children and young people became the central concern of pedagogy in the 18th century. ... Unlike in the 18th century when it was perceived as abnormal, today inattention is often presented as the normal state. The current era is frequently characterised as the Age of Distraction, and inattention is no longer depicted as a condition that afflicts a few. Nowadays, the erosion of humanity’s capacity for attention is portrayed as an existential problem, linked with the allegedly corrosive effects of digitally driven streams of information relentlessly flowing our way. ... Throughout its history, inattention has served as a sublimated focus for apprehensions about moral authority.

These are the thoughts that plague the medicated, the adults in their twenties who take prescription stimulants for attention deficit/hyperactivity disorder (ADHD) and have done so since childhood. By some accounts, the number of 26- to 34-year-olds taking ADHD medication rose roughly 84 percent between 2008 and 2012 alone. ... Prescription stimulants like Ritalin were considered a godsend when they first started being used to help hyperactive, unfocused kids succeed in school. So many children were on ADHD drugs in the ’90s that lines would form outside the school nurse’s office, where students went to take their midday doses. But almost 20 years have passed since Diller predicted that the tidal wave of prescriptions written in the ’90s would come to shape an entire generation. Now, those children are all grown up and living on their own. As adults, many find themselves unable to get off the drugs. Some fear losing their jobs, while others fear losing the only self they have come to know — a self with a prescription drug dependency that’s difficult to kick.

Professionals in many organizations are assigned arbitrarily to cases: appraisers in credit-rating agencies, physicians in emergency rooms, underwriters of loans and insurance, and others. Organizations expect consistency from these professionals: Identical cases should be treated similarly, if not identically. The problem is that humans are unreliable decision makers; their judgments are strongly influenced by irrelevant factors, such as their current mood, the time since their last meal, and the weather. We call the chance variability of judgments noise. It is an invisible tax on the bottom line of many companies. ... The prevalence of noise has been demonstrated in several studies. Academic researchers have repeatedly confirmed that professionals often contradict their own prior judgments when given the same data on different occasions. ... The unavoidable conclusion is that professionals often make decisions that deviate significantly from those of their peers, from their own prior decisions, and from rules that they themselves claim to follow. ... It has long been known that predictions and decisions generated by simple statistical algorithms are often more accurate than those made by experts, even when the experts have access to more information than the formulas use. It is less well known that the key advantage of algorithms is that they are noise-free: Unlike humans, a formula will always return the same output for any given input. Superior consistency allows even simple and imperfect algorithms to achieve greater accuracy than human professionals. ... One reason the problem of noise is invisible is that people do not go through life imagining plausible alternatives to every judgment they make. ... The bottom line here is that if you plan to use an algorithm to reduce noise, you need not wait for outcome data. You can reap most of the benefits by using common sense to select variables and the simplest possible rule to combine them.

For a decade and a half, I’d been a web obsessive, publishing blog posts multiple times a day, seven days a week, and ultimately corralling a team that curated the web every 20 minutes during peak hours. Each morning began with a full immersion in the stream of internet consciousness and news, jumping from site to site, tweet to tweet, breaking news story to hottest take, scanning countless images and videos, catching up with multiple memes. Throughout the day, I’d cough up an insight or an argument or a joke about what had just occurred or what was happening right now. And at times, as events took over, I’d spend weeks manically grabbing every tiny scrap of a developing story in order to fuse them into a narrative in real time. I was in an unending dialogue with readers who were caviling, praising, booing, correcting. My brain had never been so occupied so insistently by so many different subjects and in so public a way for so long. ... I was, in other words, a very early adopter of what we might now call living-in-the-web. And as the years went by, I realized I was no longer alone. Facebook soon gave everyone the equivalent of their own blog and their own audience. More and more people got a smartphone — connecting them instantly to a deluge of febrile content, forcing them to cull and absorb and assimilate the online torrent as relentlessly as I had once. ... Then the apps descended, like the rain, to inundate what was left of our free time. It was ubiquitous now, this virtual living, this never-stopping, this always-updating. ... the insanity was now banality ... e almost forget that ten years ago, there were no smartphones, and as recently as 2011, only a third of Americans owned one. Now nearly two-thirds do. That figure reaches 85 percent when you’re only counting young adults. And 46 percent of Americans told Pew surveyors last year a simple but remarkable thing: They could not live without one. ... By rapidly substituting virtual reality for reality, we are diminishing the scope of this interaction even as we multiply the number of people with whom we interact.

Harris is the closest thing Silicon Valley has to a conscience. As the co‑founder of Time Well Spent, an advocacy group, he is trying to bring moral integrity to software design: essentially, to persuade the tech world to help us disengage more easily from its devices. ... While some blame our collective tech addiction on personal failings, like weak willpower, Harris points a finger at the software itself. That itch to glance at our phone is a natural reaction to apps and websites engineered to get us scrolling as frequently as possible. The attention economy, which showers profits on companies that seize our focus, has kicked off what Harris calls a “race to the bottom of the brain stem.” ... we’ve lost control of our relationship with technology because technology has become better at controlling us. ... He studied computer science at Stanford while interning at Apple, then embarked on a master’s degree at Stanford, where he joined the Persuasive Technology Lab. Run by the experimental psychologist B. J. Fogg, the lab has earned a cultlike following among entrepreneurs hoping to master Fogg’s principles of “behavior design”—a euphemism for what sometimes amounts to building software that nudges us toward the habits a company seeks to instill. ... Sites foster a sort of distracted lingering partly by lumping multiple services together.

In 1997, during his final year as a doctoral student, Fogg spoke at a conference in Atlanta on the topic of how computers might be used to influence the behaviour of their users. He noted that “interactive technologies” were no longer just tools for work, but had become part of people’s everyday lives: used to manage finances, study and stay healthy. Yet technologists were still focused on the machines they were making rather than on the humans using those machines. ... Fogg called for a new field, sitting at the intersection of computer science and psychology, and proposed a name for it: “captology” (Computers as Persuasive Technologies). Captology later became behaviour design, which is now embedded into the invisible operating system of our everyday lives. The emails that induce you to buy right away, the apps and games that rivet your attention, the online forms that nudge you towards one decision over another: all are designed to hack the human brain and capitalise on its instincts, quirks and flaws. The techniques they use are often crude and blatantly manipulative, but they are getting steadily more refined, and, as they do so, less noticeable. ... The human brain releases pleasurable, habit-forming chemicals in response to social interactions, even to mere simulacra of them, and the hottest triggers are other people: you and your friends or followers are constantly prompting each other to use the service for longer. ... the internet’s potential to inform and enlighten was at loggerheads with the commercial imperative to seize and hold the attention of users by any means possible.

We need to read and to be readers now more than ever. ... We overschedule our days and complain constantly about being too busy. We shop endlessly for stuff we don’t need and then feel oppressed by the clutter that surrounds us. We rarely sleep well or enough. We compare our bodies to the artificial ones we see in magazines and our lives to the exaggerated ones we see on television. We watch cooking shows and then eat fast food. We worry ourselves sick and join gyms we don’t visit. We keep up with hundreds of acquaintances but rarely see our best friends. We bombard ourselves with video clips and emails and instant messages. We even interrupt our interruptions. ... And at the heart of it, for so many, is fear—fear that we are missing out on something. Wherever we are, someone somewhere is doing or seeing or eating or listening to something better. ... Books are uniquely suited to helping us change our relationship to the rhythms and habits of daily life in this world of endless connectivity. We can’t interrupt books; we can only interrupt ourselves while reading them.