Increased reliability for information on the internet and using internet search engines to seek information is causing people to lose their memory.
Researchers found that people's ability to recall took a beating when they completely depended on search engines for information and worse, if they knew exactly where answers to questions were available.
The google-effect is so deep rooted that users have stopped checking out books or using other sources like friends for information.
"Why break your head , when you can ask google", is the pervading thought among users. This has led to people exercising their memory much less and losing it gradually in the bargain.