Adam Alter, associate professor of marketing at NYU’s Stern School of Business, describes the strategy as a “brute force, big data-driven” approach: “Companies A/B test different features of a product and iterate to the point that is maximally difficult to avoid.” In addition, deep-pocketed companies have “teams of psychologists working according to the latest information to make humans more engaged.”
Indeed, evidence from the last decade shows that, while our overall leisure time is increasing, we are spending more of it using screen-based devices
The more time we spend on a device, the more data there is to collect about our interactions and the more targeted product offerings become—a reinforcing cycle that is likely to speed up as immersive technologies enter the mainstream.
Still, bear in mind the lack of ownership over personal data may push users away from the long-term adoption of new technologies. A report by the World Economic Forum shows that 47 percent of people across six countries have stopped or avoided using a service because of inadequate user controls and this figure rises as high as 70 percent for China.