TikTok allows video up to 10 minutes, but says surveys show almost half its users are stressed by anything longer than a minute. An Instagram video can be up to 90 seconds, but experts reckon the ideal time to maximise engagement is less than 15 seconds. Twitter doubled the length of tweets in 2017 to 280 characters, but the typical length is more like 33 characters.
Book-reading is also a strong marker of curiosity – a quality prized by employers such as Google. Our research shows reading is as strongly associated with curiosity as interest in science, and more strongly than mathematical ability.
