Apps can be real time wasters. A game of Candy Crush here, scrolling through the Instagram feed there and you’ve spent another hour on your phone. What many users don’t realize is that apps use certain tricks to do this. TECHBOOK presents what these are.
Oh, a new WhatsApp message. Just read quickly. Hey, there’s news on Facebook. And there, a like on Instagram, oh how great. You know these thoughts in your head? You are not alone. The smartphone is turning us all more or less into junkies – looking for distraction and happiness. Checking social media channels only costs our time. Supposedly free game apps with in-app purchases not only put a strain on our time budget, but also usually take money out of our pockets with certain tricks. Why do we often not manage to avoid enjoying media?
How apps manipulate our behavior
Many scientists have already thought about how apps keep us glued to our screens. The reasons all have to do with the human psyche. Because social media or apps address feelings and usual behavior patterns in us as humans. Often we no longer feel the social pressure. Because the smartphone is now part of everyday life. Here are two short examples of how massively our behavior has changed within a very short period of time.
When people could only talk to each other over distance via landline phones, we accepted if someone couldn’t be reached. Even after hours, we didn’t worry about whether something might have happened. Today, two ticks on Messenger are enough to leave us offended or deeply disturbed if the other person doesn’t respond promptly. Couple relationships and friendships are now breaking up as a result of such actions.
Or are you still playing with the standard avatar in your favorite free game? Then all other gamers know: We are dealing with a newcomer here. And none of the experienced gamers want to play with that. Unlucky, or could you put together a cool avatar using an in-app purchase?
In-app purchases, a million-dollar business
The best-known free game apps like Candy Crush now make millions in sales every day through in-app purchases or microtransactions, as the developer scene says.
Unfortunately, easy victims are often children and young people. That’s why parents should also keep an eye on what their pupils do with their smartphone or tablet throughout the day. Otherwise, several hundred euros can quickly be wasted on digital garbage – a supposedly rare avatar or a shortened waiting time in order to be able to play the next level immediately.
Now you’re probably thinking, “That won’t happen to me.” That may be true for microtransactions. In fact, only a very small percentage of gamers generate the big sales for app developers. However, you are also powerless against the psychological tricks of other apps. Do not you believe?
The apps’ tricks at a glance
Anyone who spends time at the end fairly regularly will probably recognize one or two items on this list.
Also interesting: These paid apps are currently available for free
thumbs up
Facebook, Instagram and other social media channels work with likes. You post something from vacation or a new profile picture. Of course, subconsciously you expect a “reward” – in the form of likes. The more, the better – and above all – the greater your personal feeling of happiness.
At that moment, a lot of dopamine, the so-called happiness hormone, shoots through your body. And you chase that feeling every time you open the social media app. The app developers are happy because you reveal a lot of data and spend a lot of time with the app. After all, you also consume a lot of advertising during this time.
Ping!
When it pings or vibrates, your smartphone wants to signal to you that something very important is happening on some channel or in some game. Of course, check immediately. Because you want to know what is happening where you are not.
As soon as you install a new app, the notification function switches on automatically in the background. But every notification keeps you from doing things that are more important than cute cat pictures or incredibly funny videos.
Binge gaming
Many gaming apps have a so-called streak function. The game requires you to log in at least once a day. Then a daily reward awaits you. At the end of the week or month, a mysterious chest awaits you, in which a nonsense digital currency is hidden. You can unlock particularly “exciting” things in the game. Even if you don’t do that, you’ve still fallen for the streak function.
Friends Challenge
Some apps work with friendly missions. You can get digital badges together with another online friend. Here too, participation works unconsciously through social pressure. Why does the other person do so little in the challenge?
Just quickly send a message across and make the other person aware of it. In this case, the app itself doesn’t even have to apply pressure. The friends already do this among themselves, just for the nice feeling of having achieved something.
Stories
Stories can now be found on almost all social media channels and in most well-known messaging services. Here the app developers work under time pressure. After all, the pretty story usually disappears again after 24 hours. That’s why it’s “worth” opening certain apps at least once a day. Of course, it doesn’t just remain a story. Zack, another 30 minutes of life gone.
Continuous loop
The continuous loop function is particularly perfidious. On Facebook, Instagram, TikTok and Co. you can now scroll endlessly through your feed. There is no end. By the way: When Facebook launched, the channel still had a page function, similar to Google search. Further postings are only available by clicking on “Next” – a kind of stop function, because no one is interested in page 2.
At some point, clever developers realized this and invented the continuous loop. On YouTube it’s called ‘autoplay’. You just want to watch a quick video. At the end of this one video, a new video that you might like will start within a few seconds. And thanks to the clever algorithm in the background, YouTube has actually picked out a really interesting program for you. Unfortunately, you have now completely forgotten about going to the cinema with your loved one.
Simply switching off is important
These are just a few well-known psychological tricks from apps that you probably know. The list does not claim to be complete. Now think about it: How often have you let apps entice you in this or similar way to spend more time with them than planned?
To clarify: This is not about problematizing this behavior – keyword: smartphone addiction. This term comes up again and again in this context. Psychology has advice here too: your behavior is only a problem if you feel that way yourself or if other loved ones around you see a problem in it.
However, it doesn’t hurt to question yourself critically. You may not need to use radical methods either. Some people do this and give themselves a digital fast, also known as a digital detox, once or several times a year. Maybe it’s enough to leave the notification function on your smartphone switched on for just a few apps. You can simply deactivate all other notifications.
Even more psychological tricks from the apps
If you are a parent and want to know how game developers specifically encourage your children to make in-app purchases, check out this funny post.
And for everyone who is interested in the psychological effects of well-known apps: the cultural broadcaster Arte has produced an entertaining mini-series. In “Dopamine” is explained, which, for example, WhatsApp, TikTok, Snapchat, Facebook or Candy Crush trigger for us. Don’t worry, the raised index finger stays down. Each episode only lasts a few minutes and is structured according to the same principle, guaranteed to stimulate the laughing muscles.
Otherwise, the various tricks of the apps affect each of us differently. Some people are not interested in likes, stories and other elements of social media. To do this, he fully embraces gamified experiences with a minimal reward factor. Observe your screen behavior and write to us about your experiences!