The Infinite Scroll: Has this Technique Changed the Way We Consume Content?

What is the Infinite Scroll?

Scroll…. Scroll…. Scroll….. Stop….. Pause….. Scroll…. Scroll… Scroll……

That’s how we previously sifted through media sites. We would go onto a page, scroll down to the bottom, and be met with a decision which made us consider whether we wanted to view more content or stop where we were. In 2006, this common choice was challenged by technology engineer and interface designer, Aza Raskin, who revolutionised the way we consumed content by inventing what is now known as the ‘infinite scroll’. Infinite scrolling is a web-design technique that loads content continuously as the user scrolls down the page, eliminating the need for pagination. This technique has proved successful for social media sites, apps and content publishers globally, and has embedded itself as a common tool for UI/UX design. Prior to it’s creation, Aza reflected on how a consumer usually interacts with media sites, and realised that if the user continuously scrolls down to the bottom of a page full of content, it typically means that they are still looking for something to satisfy their needs, so there is no need to ask them if they want to view more content — you can already assume that they do. In an interview, Aza summed this up by saying “He has failed as a designer if he makes the user make a choice that they don’t care about”.

Why is the Infinite Scroll So Effective?

We can all agree that the unknown is fascinating and it is this variability of what could potentially occur that causes us to focus and engage. Highlighted in the book “Hooked”, the author, Nir Eyal, identifies that there is a part of the brain called the “nucleus accumbens” which is stimulated by variability. Unsurprisingly, this part of the brain is most active when we are in the moment of anticipation — just before the thing we are looking/waiting for occurs. This is one of the reasons why pausing……………………is so important when public speaking — it engages the listeners nucleus accumbens and encourages the audience to focus and anticipate what is to come.

Within the book, Nir identified one of the rewards that engages our variability as ‘The Hunt’. The Hunt is described as variability that comes from what you may win or discover if you participate in an activity. As we scroll on a web page, this formula is at work and we are driven by what we could potentially discover if we keep scrolling. This sensation is now heightened through the introduction of the infinite scroll, as the barrier (pagination) that would allow us to stop and consider if we want to keep viewing more content, is removed — thus encouraging us to keep consuming.

The Future of the Infinite Scroll

Though this scrolling technique is still a prominent part of almost all social media platforms today (e.g. Instagram, Facebook and LinkedIn), the introduction of more robust algorithms that present consumers with personalised content that they are actually interested in, may mean that users spend less time scrolling/searching and more time reading/watching. That being said, some evidence has surfaced that although a personalised experience is very much welcomed, some users are worried that they may miss out on some great content elsewhere. An example of this was when Instagram moved from a more chronological feed structure to an algorithmic one — which was met with outrage amongst users who preferred to be assured that they had consumed all of the latest content in their feed. This prompted Instagram to introduce the “You’re all caught up” notification, which informs users that they have viewed all the new posts within their feed (though this is not something that has been replicated on all other social media platforms).

In recent news, the infinite scroll has received mixed reviews from both users and designers. Some describe it as a tool commonly used by sites that do not produce the most useful content, and therefore have to deploy methods that maximise for time on site and page views. Whilst others believe that it boosts functionality and provides an overall better user experience for consumers. Overall, there is no doubt that the way we consume media and content will keep evolving. Judging by its ubiquitous placement within the largest social media sites globally — the infinite scroll may just be part of this evolution.