The anticipation of seeing new and unexpected content every time you open the app. Let’s take Facebook, or really any social media app as an example: There’s the sense of belonging the comes from connecting you with friends.
Think about the apps you use on your phone on a regular basis and you can see how they all fit into these categories.
Specifically, Fogg explains that every behavior is rooted in one of three core motivators: Sensation, anticipation, and belonging. The first part of Fogg’s model describes the motivations that drive us to use a product. “In Silicon Valley, Fogg’s model answers one of product designers’ most enduring questions: How do you keep users coming back?” Motivation: Why you reach for your phone without thinking The “secret” of their success was Fogg’s Behavior Model-a system that explains how we’re driven to act a certain way (in this case, use an app) when three forces converge: Motivation, trigger, and ability.Īs writer Simone Stolzoff wrote in Wired:
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Ten weeks later, the students-who included future product designers for Facebook, Google, and Uber-had built apps that had amassed 16 million users, made $1 million in advertising revenue, and had cracked the code for creating apps we just can’t leave alone. If you want to understand where our dependence on smartphones comes from, you need to go back to a Stanford classroom in 2007.Īt the same moment the first iPhone was preparing for launch and Facebook had just opened its platform to 3rd party developers, 75 students began studying under famed behavioral psychologist BJ Fogg. The psychology behind why you check your phone so often
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Like our phones are using us, rather than the other way around.īut by understanding the psychology behind why we’re so drawn to our phones, we can start to find solutions to break free from their hold on our attention. And so regardless of what number feels closest to your personal usage, they’re all a bit unsettling. We’ve all experienced looking down to see our phone open in our hand and not remembering taking it out. From marketing firm dscout’s claim that we “touch” our phones 2617 per day, to Deloitte’s latest survey that found the average American checks them 46 times.Įven Apple weighed in on our usage, revealing that iPhone users unlock their phones around 80 times every 24 hours. In fact, there’s all sorts of numbers being thrown around to try to quantify our phone time. However, that doesn’t mean they don’t take up a considerable amount of our time and energy each day. It’s probably unfair to say we’re “addicted” to our phones.
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