With the increasing prevalence of digital platforms, children are spending more time than ever on apps, games, and social media. The platforms they engage with are not merely designed for entertainment but often to ensure users, especially younger ones, stay hooked. Using subtle psychological tools, these platforms capitalise on human nature to keep children glued to their screens.
Research fellows Chris Zomer from Deakin University and Sumudu Mallawaarachchi from the University of Wollongong have closely examined how these tricks work and what parents can do to mitigate their effects.
Endless engagement and quest for rewards
Platforms such as YouTube and Instagram employ “infinite scrolling” and auto-play features to keep users from leaving. These features present a continuous stream of content, making it harder for children to disengage. The ease with which the next video or post appears means kids often have to put in extra effort to stop watching—something they rarely do.
Apps and games frequently reward users with badges, points, and “likes,” triggering the brain’s release of dopamine, a chemical linked to pleasure. This reward system can be especially captivating for children, driving them to seek out more rewards. In some cases, rewards are used to promote good behaviour, but in others, they entice children to watch ads, increasing the app’s profit margins.
Many games offer variable rewards, where users don’t know when they’ll receive a desired item. According to experts, this is similar to gambling and is especially common in loot boxes, which contain random prizes. Children, drawn by the unpredictability, may even spend real money on in-game currency to keep playing. This practice raises ethical concerns as it can lead to excessive spending without a guaranteed return.
Apps like Snapchat use streaks, encouraging users to interact daily or risk losing a reward. This creates a compulsion to maintain the streak, sometimes driving users to pay to restore it if broken. The concept of reputation also plays a role, with platforms introducing leaderboards and scores that foster competition, putting pressure on children to maintain their status.
What can parents do?
While these persuasive design techniques can be hard to resist, parents can help their children navigate the digital world more mindfully:
- Start early conversations: Discuss the commercial motives behind apps and games with your children. Help them understand why these platforms encourage prolonged use.
- Model responsible behaviour: Show your children how to make mindful digital choices by resisting similar temptations in your own use of technology.
- Leverage resources: Use tools like Common Sense Media to guide family discussions about safe and balanced digital habits.
Experts noted that while governments and regulators are starting to address these issues, responsibility falls largely on families to guide their children through the digital maze.