It’s called the infinite scroll — a digital design feature that continuously loads content as you reach the bottom of the page and likely the main reason many of us find it so hard to stop scrolling once we begin.
Dr Sharon Horwood from the Deakin Lifespan Institute, whose research focuses on personality and individual differences associated with wellbeing and technology use across the lifespan, says infinite scrolling is one of many ‘persuasive design’ features developed to make it hard for us to stop and increase our desire to return.
“First, the infinite scroll takes away a natural stopping point. For example, Instagram feeds once stopped after all chronologically new posts had been viewed and even told us we were ‘all caught up’ for the day.
“Now, algorithmic feeds combined with the infinite scroll mean there’s no way to ever be caught up with it all,” Dr Horwood says.
“The second reason you find it so hard to stop scrolling is the promise of something good. The algorithm ‘knows’ what you like, so along with the infinite scroll, it keeps feeding you all those tasty tidbits.
“Putting it bluntly, these features help create an addiction of sorts. The promise of a little hit of dopamine when we see content we love. And addictions are hard to beat — but not impossible.”
And it’s not just social media, many apps created specifically for children are designed to be habit forming.
Dr Horwood, who is currently recruiting for a study into the impact of the recent social media ban on under 16s and their caregivers, has previously published research examining how persuasive design taps into our kids’ emotions to help them stay engaged.
The study, published in 2022, found companies used techniques like offering pleasure through immediate rewards, having gaming characters provide kids with positive feedback, using repetition to make it easy for children to ‘win’ and pop-up ads encouraging kids to unlock new levels or features.
Dr Horwood says there are things we can all do to reduce the pull of apps like social media, shopping and games. Importantly, it starts with knowing that these activities are designed to hook us, but also for us to understand some of the deeper reasons we may want to engage in the first place.
“Persuasive design is in all kinds of things we encounter, from obvious tactics like generating a sense of limited commodities (think of all the ads that tell you to ‘buy now while stocks last’) to more insidious designs like the infinite scroll.
“Once you see it though, you’re much more likely to recognise times when you’re being influenced by the design.
“It can also be helpful to think deeply about why you’re scrolling so much in the first place. Is it a lack of willpower? Are you avoiding something or someone? Are you suppressing feelings that you would prefer not to acknowledge?”
For parents, it’s understanding that a seemingly harmless kids’ game has been designed to steal your child’s attention.
“Ideally your child should be leading the play, actively problem-solving, and should be able to end their time on an app relatively easily. Otherwise, you are witnessing problematic behaviours,” Dr Horwood says.
Have you been impacted by the recent social media ban? Register your interest in Dr Horwood’s upcoming study at blackscreens.com.au
A version of this article first appeared in The Conversation.
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