Only 17 years ago, in 2000, the average attention span was recorded at 12 seconds. Now, it sits at less than that of a goldfish—at around eight seconds.

Is technology to blame for our decreasing ability to concentrate? Yes, most likely. But we're not simply just bored... we're also impatient.

Everyone loves a good story but, online, it's no secret that most of us read only the headlines. So much so, that eight out of ten of us don't even get past the first sentence; and, if we do, half of us won't finish reading the content.

So why don't we scroll down?

Quick and easy access to content online is something we're all guilty of taking for granted. If we can't have it all right now, why should we bother, right?

The volume of information available to us online, combined with the way we consume content, plays a major role in why we've become impatient readers; having countless articles, blogs and guides online at our fingerprints has led to generations of readers who constantly switch between content.

For content creators, in particular, this new approach to reading has created a new set of challenges.

These 12 tips will help you win over impatient readers

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Claire Wilson is the content strategy director at Stratton Craig, which helps local, national, and global businesses find a distinctive voice in the marketplace through exceptional copywriting, content marketing, and language consultancy.

LinkedIn: Claire Wilson