In chapter five of The Shallows the writer discusses how the net has become our universal medium  and as it rapidly grows and technology advances, so does it change how modern society functions.  People are spending more and more time on the net as the average time logged onto the net has grown exponentially, doubling in time from 2005 to 2009.  A social scientist working for Microsoft explained it as how we “never really have to disconnect”.  A study in 2009 by Ball State University’s center for media design  concluded that American regardless of age spend at least eight and a half hours looking at screens. The net has changed how information is given and received, it has been digitized. Digitized information has become fragmented and in doing so disrupts our attention. The high volume of information online that is available to us has changed the way we distribute our attention and how we absorb this information. This has changed the profitability of business forcing them to change how certain media is distributed. As the net grows as the universal medium other forms will die off. Companies now have to adapt to the people who they are trying to attract.