Everyone seeks entertainment, whether to pass a few minutes or fill long hours. What’s interesting to dissect, however, is how people consume their entertainment. It’s no secret that people believe their attention spans have gotten shorter—or at least perceive them to be. A recent UK study showed roughly 50% of adults believed their attention span was getting shorter. The jury’s still out on its accuracy, but it has nonetheless, influenced people’s behaviour.
A shorter attention span increases the desire for instant gratification in all areas of life, including entertainment. Here, we’ll take a look at the psychology of instant gratification, specifically in relation to entertainment. We’ll examine how entertainment has changed to meet this desire, and why it feels so good.
Social Media Is a Huge Driver of Instant Gratification
It’s hard to believe that social media is almost 30 years old. Yes, you read that right. The first social media site was SixDegrees.com, which launched in 1997. At the time, it was transformative. It sparked what would become today’s social media networks, reaching billions worldwide. Nowadays, Facebook has the most users out of all the platforms, with more than three billion monthly active users. Think about that figure. That means nearly 40% of the world’s population is browsing, commenting, liking, and sharing posts.
Social media’s popularity can’t be chalked up to one thing, but instant gratification plays a huge role. Just think about the rush you get when you make a post and it quickly gets likes, comments, and shares. The instant messaging function is yet another feature designed with instant gratification in mind.
The desire to “go viral” is real with many, and it has almost become a badge of honour. It’s something that everyday non-celebrities aspire to achieve. People spend a lot of time researching tips and tricks on how to post content that gets noticed. Social media influencers have built lucrative careers around the very notion of real-time gratification and going viral.
Although social media attracts users of all ages, Millennials are the most active across platforms. Statistics show that a whopping 69.2% of Millennials are active on at least one social media network. Social media has become so prolific that it has caused a new problem, social media addiction. The urge to stay connected is that strong!
Gaming Platforms Are the Ultimate Instant Gratification
The first video game console came out in the 1970s. It wasn’t until the ‘80s, however, that consoles really took off. The number of available consoles started to grow, along with advancements in technology. Today, video games are just as popular as ever, but consoles aren’t the only delivery method. Between computer games, online games, and mobile apps, gamers have no shortage of options. If it’s instant gratification you’re after, however, online browser-based games and apps fill the void.
One of the perks of online browser-based games and apps is they are immediately accessible to all. You don’t need a high-end computer or expensive gaming console. All you need is a smart device. Mobile phones are the most common device used for these styles of games, but tablets can also be used. Unlike traditional consoles, which often require accessories like controllers, headsets, or even external cameras, these games allow users to jump in immediately. All you have to do is download the app or visit the website to play. It’s instant gratification.
Within the category of instant gratification gaming platforms are preferred pay-by-mobile gaming sites. This is a perfect example of how convenience and reward are bundled together. You can purchase bonus buys, extra spins, feature unlocks quickly and easily using pay-by-mobile options. For modern users, especially women balancing busy routines, the appeal lies in simplicity — but it’s important to stay aware of how these instant-reward systems can shape our digital habits and attention spans.
Seamless Auto-Play = Nonstop Entertainment
This feature isn’t available on all platforms, but it has become very popular. When a platform offers auto-play, content continues playing seamlessly without any action from you. YouTube is a great example. You can choose to enable auto-play so that videos will continue to play until you decide to close the app or leave the website.
Auto-play becomes even more useful when paired with background play mode. It provides constant gratification, not just instant satisfaction.
AI Tools Have Made It Easier to Determine What Will Offer Instant Gratification
AI is responsible for all kinds of incredible technological advancements, but it also feeds into the psychology of one-tap entertainment. It wasn’t that long ago that when streaming music that you had to choose each song manually. AI has now transformed how people stream music.
Once the AI tool starts to get to know your tastes and interests, it will begin picking music that will likely appeal to you. It’s a great way to discover new artists and songs and enjoy instant gratification. There is no pause in the music stream; it’s just one track after another. You can also help the AI tools by ranking the music chosen for you. That information will factor into the algorithm the next time you listen, allowing AI to be even more precise over time.
Will Our Attention Spans Continue to Dwindle?
As we dissect the psychology of one-tap entertainment and the instant gratification it offers, the next logical question is where will this trend take us next? Even more interesting, will our attention spans appear to shrink even more, causing entertainment to keep adapting in response? Technology has certainly made entertainment nimbler — which means the sky is the limit.
