Can Time Limits Increase Time Spent? – MSI – Marketing Science Institute

Working Paper

Can Time Limits Increase Time Spent?

Jackie Silverman, Jordan Etkin and Shalena Srna

Nov 26, 2024

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Analyzes a series of eleven online experiments to determine whether and how setting time limits affects the time consumers spend online.

Topics

Consumer Behavior & Insights Omnichannels & Customer Journey Privacy & Regulation Social Media & Social Influencers

research recap

Do Online Time Limits Limit Time Online?

As online platforms compete in the attention economy, parents, regulators and others have raised concerns about time spent online. Proposed solutions such as requiring time limits or letting consumers set their own may be counterproductive, signaling “permission” for consumers to spend time online up to these limits.

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