Detecting loss of attention during playing of media content in a personal electronic device

A mobile device comprising:

• at least one media output device from among a display that provides video output and a speaker the provides audio output, the media output device for presenting first media content;
• a memory having stored thereon an attention tracking module;
• at least one communication interface that receives signals/data indicative of whether a consumer of the first media content is actively consuming or not actively consuming the first media content;
• and
• at least one processor communicatively coupled to the at least one media output device, the memory, and the at least one communication interface, the at least one processor executing program code of the attention tracking module which enables the mobile device to:
• during playing of a first media content, receive, via the communication interface, the first data;
• evaluate, based on a comparison by the processor of the first data with comparative data, whether the first data indicates that the consumer is not paying attention to the playback of the first media content;
• and
• in response to the first data indicating that the consumer is not paying attention, identify, by the processor, based on a time of receipt of the first data, a first time corresponding to a location within the first media content at which the consumer stopped paying attention during the playback of the first media content.