The business model of many internet-service companies is primarily build around your attention: they offer best-in-class services for free in exchange for the users’ eyeballs, i.e. them paying attention to the contents of the services they offer. They pay for their expenses and generate revenue by selling the attracted attention to companies and individuals who’d like to promote their content.
One of the upcoming frontiers in this battle for the user’s attention are mobile devices. Engagement is now defined by push-driven notifications rather than the traditional pull-driven experience. Recommendations will become proactive and notifications will be one essential path to deliver them.
In this battle, we may be facing the tragedy of the commons: when individual companies behave rationally according to their self-interest by increasing their attempts to seek people’s attention, they behave contrary to the best interests of the whole group by depleting the attentional resources of the user and risk that people develop notification blindness (as an analogy to banner blindness).
Attention is not always scarce
However, attention is not always scarce. For example, when people are bored, attention is abundant, and people often turn to their phones to kill time.
In our recent research on When Attention is not Scarce – Detecting Boredom from Mobile Phone Usage, presented in September 2015 at the ACM International Joint Conference on Pervasive and Ubiquitous Computing, we showed that it is possible to detect phases of boredom from how people use their mobile phones. As part of the same research project, we showed that people are more likely to engage with suggested content when they are bored, as inferred by the detection algorithm.
Boredom-Triggered Proactive Recommendations
This finding opens the door to using boredom as a content-independent trigger for proactive recommendations. Assuming that proactive recommendations delivered via mobile phone notifications will become more common in the future, using boredom as trigger will benefit service providers as well as the end users:
End users will receive fewer recommendations that are triggered during times when they are busy. Service providers can use it to reduce the fraction of unsuccessful recommendations, which, for example, decreases the likelihood that users develop notification blindness towards proactive recommendations.
The results will be presented at the Workshop: Smarttention, Please! Intelligent Attention Management on Mobile Devices — Workshop @ MobileHCI ’15: ACM International Conference on Human-Computer Interaction with Mobile Devices and Services, 2015 to be held from Aug 24 – 27 in Copenhagen, Denmark.
Boredom-Triggered Proactive Recommendations.
Martin Pielot, Linas Baltrunas, and Nuria Oliver.
Smarttention, Please! Intelligent Attention Management on Mobile Devices — Workshop @ MobileHCI, 2015.