Through this research, we identified three factors that influence whether people choose to continue viewing photos and videos rather than switch to another activity: the amount of media the person has already viewed, the similarity of the media they’ve viewed, and the manner in which they viewed the media. To better understand why people fall into these sorts of rabbit holes (and how they can climb out and get back to work), we conducted a series of studies with a total of 6,445 U.S.-based students and working adults. Even when we don’t have a looming assignment, we almost never sit down, turn on our phones, and intentionally decide, “I’m going to spend two hours on TikTok now!” So how does “I’ll just watch a few celebrity confessionals” spiral into hours of viewing? And yet, studies have shown that 77% of employees use social media while on the clock, many of them for up to several hours a day. We all want to use our time efficiently and productively, especially while at work. You’ve been sucked down the rabbit hole, watching video after video, while that big report sits, neglected, on your desk. You figure you’ll just take a few minutes to watch the videos - and then the next thing you know, an hour has gone by. Picture this: You’ve just settled into your workday and pulled up that big report you need to finish, when a friend sends you a couple of celebrity videos on Instagram.
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