A family guide to understanding infinite scroll
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Have you ever tried to scroll to the bottom of a social media page but found that it goes on forever? This is ‘infinite scroll’.
Infinite scroll is a technique used by some online platforms and services to keep your attention and encourage you to stay on the service for longer. The platform aims to keep you engaged by using a design feature that provides content in a ‘never-ending’ stream of posts. The longer you browse, the greater opportunity to show you adverts and collect your data, resulting in more revenue for the service. It’s just one of many persuasive design techniques employed by online services and device manufacturers to encourage you to spend more time with their products.
Persuasive design features
Infinite scroll and other persuasive design methods such as notifications, colour, variable rewards, pull-to-refresh and more have been carefully engineered using psychology to design more engaging interactions. This is based on what motivates us, the way our brains process information and prioritise our attention. Features like notifications, where your device will prompt you with sounds and visuals, are designed to bring our attention back to an app or device.
Why infinite scroll?
Infinite scroll is a technique that encourages users to continue using a service through ‘variable rewards’. It’s a popular design technique used by social media platforms.
Scrolling through a social media feed might lead us to something exciting or surprising, but we never know when this might occur. The anticipation of seeing something interesting or ‘fear of missing out’ (FoMO) encourages us to keep scrolling, as does the removal of ‘stopping cues’ (such as the end of the page) that help us know when we have completed an activity.
How can it affect children and young people?
These features stimulate our brains to produce dopamine, a chemical neurotransmitter that rewards us for beneficial behaviours and motivates us to repeat them (Haynes, T., 2018, ‘Dopamine, Smartphones & You: A battle for your time’). Chasing this happy feeling can lead to excessive screen time, which has been shown to negatively affect aspects of everyday life such as sleep, physical health, and mental well-being.
How can I help children in my care to avoid the risks of persuasive design?
Infinite scroll and other persuasive design features can be found in a wide range of apps, services and devices that may be used by children and young people.
- Talk to your child about what these features are and why they are used (for revenue). Helping them to identify these features will enable them to become more aware of how these deliberate design techniques influence behaviour.
- Explore the settings and features that many apps and devices have introduced to allow you or your child to manage their use of technology. For example, phones and tablets often include settings that allow you to turn off notifications for apps. For more information on social media, gaming and other apps see our ‘In the know’ Each guide includes a detailed overview of the app, outlining the age rating and key terminology families should know.
- Strike a healthy balance by establishing expectations with your child about what you consider positive technology usage to be. Balancing their online activities with offline interests and physical exercise can be helpful, as well as agreeing some rules as a family. Role modelling good digital balance will set a good example.
The Children’s Code
In the UK, new regulations have been introduced within the tech industry. These require online services to take increased responsibility for the well-being and protection of children and young people and their data. This includes not using persuasive design (also known as nudge techniques) elements in services likely to be accessed by children and young people. The Children’s Code came into force in September 2021. The code outlines the standards that online services need to follow. The code requires that online services act in ‘the best interests of the child’, protecting children, while enabling exploration and development online.
Where can I get help and support?
If you have concerns about your child’s use of technology, you should always seek advice and help. This could be from the school, your GP, or another organisation that offers support for children and young people and families. There is lots of information and help online.
Remind your child that they can also contact Meic, which offers free information, advocacy and advice for children and young people in Wales up to the age of 25. Call Meic free on 080 880 23456, text on 84001 or talk to someone online at www.meic.cymru. The service is open from 8 a.m. to midnight, 7 days a week.
Guides and tips on screen time for different age groups can be found on the Internet Matters site or in these resources in the ‘Keeping safe online’ area on Hwb.