Everywhere you go on the Internet, there are people trying to hook you on their service. Hooked: How to Build Habit-Forming Products, helps explain how they do it. It’s an excellent book for anyone who wants to know how businesses are screwing around in their heads.
* Seventy-nine percent of smartphone owners check their device within fifteen minutes of waking up every morning. Perhaps more startling, fully one-third of Americans say they would rather give up sex than lose their cell phones. A 2011 university study suggested people check their phones thirty-four times per day. However, industry insiders believe that number is closer to an astounding 150 daily sessions.
* Forming habits is imperative for the survival of many products. As infinite distractions compete for our attention, companies are learning to master novel tactics to stay relevant in users’ minds. Amassing millions of users is no longer good enough. Companies increasingly find that their economic value is a function of the strength of the habits they create. In order to win the loyalty of their users and create a product that’s regularly used, companies must learn not only what compels users to click but also what makes them tick.