Every dataset they looked at, the pattern was the same. It is faster to reach peak popularity and then there is a faster drop again. The scientists wanted to know how long this had been happening for. And that's when they made a really eye opening discovery. They turned to Google books which has scanned the full text of millions of books. A computer could detect new phrases as they appear - think of say the Harlem Renaissance or no deal Brexit. And they could see how quickly they faded from discussion. This was the first proof gathered anywhere in the world that our collective attention spans are shrinking.