Strategier för konkurrenskraft i ett digitalt ekosystem : En jämförelse mellan teori, praktik och konsumentupplevelse av maximerat kundintresse

Sammanfattning: In today's society we have come to depend on digital media to carry out several daily tasks in order to achieve a fluent lifestyle. But with all of these handy features at our reach, entertainment has emerged permanently accessible for most individuals and as a result people in general spend more time in front of digital screens. By putting our attention to this assumption we want to investigate how companies go about incentivicing us to spend more time infront of digital media and how this might affect us. We believe that a clearer understanding regarding our reward system in relation to media consumption can be beneficial for a lot of people. To examine this matter, we have studied and compared to relevant research as well as executed a qualitative study where we have questioned both professionals in the industry regarding how they think when creating services and consumers to find out how they perceive these services. Our conclusions were that companies aren’t as aware of the theoretical mechanisms for addiction and UX for forced behaviour as we anticipated. However, they still use brand-new design tools which maximize what in fact is this very effect, such as extensive data-collection to optimise things like retention. Our consumer interviews revealed almost the opposite, all civilians were well aware and had a shockingly big understanding of algorithms and other forces that guide their hand, but they still felt hopelessly addicted to something useless. The takeaway synthesis of these two results is that companies should consider another parameter than things like retention when evaluating. They should start considering what time wasted consumers find meaningful. And a datapoint won't do any good in that regard