Clicking is a thing of the past, now it’s all about scrolling.
I reckon people spend more time scrolling through YouTube or Instagram than actually engaging with any content.
That the average individual might spend 3 hours a day looking for something to watch and only 2 minutes watching an actual video.
I hypothesise that the scrolling far outweighs the consuming.
On the surface it makes no sense at all, surely the point is to engage with the content, not find more options.
Then I found out the science behind it.
With each new content option, one receives a small dopamine hit.
A little jolt of excitement at the sight of something new.
The other thing is, a choice means potential disappointment.
With each decision there’s a chance the content might not live up to the excited expectation.
So people just keep scrolling.
Scrolling for days, scrolling for miles, scrolling on the river.
Thomas Duggan 