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Research work by Christopher Hsse and his colleagues at  University of Chicago has revealed some interesting traits about human behavior; namely that we are naturally inclined towards idleness to conserve energy, we would rather do nothing, but we are happier and less bored when we are busy.

Therefore finding hooks and ways to make people feel like they are busy or giving them the illusion of busyness is a huge business opportunity for experience creators.

One example given by BPS is making travelers walk further to pick up their bags, rather than making them wait at baggage claim. Given a task like walking to a destination is more pleasurable than simply standing and waiting.

This simple and somewhat obvious insight must explain the massive appeal and success of applications for phones and tablets.

The user feels that that these distractions will keep them occupied for a while and are pure examples of futile busyness, just the fact they exist and are easily accessible is probably enough for most users to hook them in and get them to trial. They are the "digital candies" of the information age.

While many of these apps might lack staying power, for the store owners like Apple, it's the constant stream of new apps and potential distractions that make the store exciting to users. The problem for Apple will come if the rate of application development slows and there are fewer and fewer newer and interesting applications to satisfy user cravings for futile busyness.


Posted by Ed Cotton