I always pay attention, primarily to:
- where the nearest (and an alternative) exit is
- the brace position (i.e. flying in backwards facing seats has a different one)
- where my life jacket is stowed (this can really vary from aircraft to aircraft and class to class)
- how to put my life jacket on

Husband annoys me because he doesn't pay the blindest bit of attention . Once, whilst he was sitting in a rear facing CW seat, after the safety demonstration finished I asked him to show me the brace position for the seat he was sitting in. Not surprisingly he thought it was the same as a forward facing seat . So if I am ever on a flight with an emergency, I will probably be the petite woman with a clueless looking man thrown over her shoulder exiting the plane...

Personally I love the teddy bear in the sfaety video.

Boo