Infinite Scrolling

Why do companies use it?

The success of companies relies on their ability to create habits in their consumer. Using an infinite scroll design over pagination facilitates this goal as:

• It keeps consumers engaged by using  a design that makes it possible for them to look at the screen longer

• It allows companies to insert ads in between without breaking the flow of the scrolling experience 

• It is more suitable for touchscreen phones and tabs

• It makes browsing easier and more efficient 

• It allows applications to insert more visual content with ease

  
  

  

The Hook Model

Trigger:

Internal: Finding information (recipes, clothes inspiration), boredom

External: Content shared by friends

Action: 

Going down the reels rabbit hole 

Variable reward:

Seeing information I like or wanted 

Getting introduced to new trends and people 

Investment: 

Time and personal data 

Saving reels, liking/commenting, sharing reels and following new people

Why does it bother me?

Getting into the habit of browsing reels has:

• Shortened my attention span

• Made me uncomfortable when I am bored or not doing anything

• Resulted in procrastination

• Led me to overuse my phone 

• Interfered with social interactions and relationships

• Worsened my fear of missing out 

Conclusion

“Internet is, “a giant machine designed to give people what they want.” ― Nir Eyal, Hooked: How to Build Habit-Forming Products

Awareness≠ Change 

Even though I am aware of how this behavior impacts me I am still in the stage where I am finding it hard to change to behavior. However, I have taken the first step which is identifying the target behavior. I would like to look more into ways through which I can overcome it.