An anthropologist discusses why humans are compelled to spend hours online

It’s no secret that we’re glued to our screens. Whether it’s scrolling through social media, binge-watching videos, or mindlessly swiping on apps, people around the world are spending more time online than ever before. But is this just a matter of self-control, or is something deeper at play? According to anthropologist Natasha Schüll, the design of digital platforms is engineered to keep us engaged—often against our best interests.

Social Media: The Illusion of Connection

Platforms like Instagram, TikTok, and X are often described as “social” networks, but according to Schüll, this can be misleading. Scrolling isn’t really a social activity—it’s a solitary one.

“You’re sitting there, head down, eyes fixed on your screen. You’re alone, staring at a machine,” she explains in an interview with CNN. Unlike face-to-face conversations, digital interactions lack natural pauses or social cues. There’s no moment where someone stops talking, waiting for a response, or where the interaction naturally ends. Instead, the experience is continuous, designed to keep us scrolling without thinking.

This endless flow applies not just to social media but to mobile games, news feeds, and video platforms. Every interaction leads seamlessly to another, making it difficult to stop. There’s always one more video to watch, one more post to read, one more swipe to make. It’s a never-ending cycle, much like what you’d find in a casino—and that’s no coincidence.

Are Social Media Platforms Designed Like Casinos?

Schüll, an expert in addiction mechanisms, spent years studying the psychology of casino design. Her research suggests that the same principles keeping gamblers at slot machines are being used to keep users on social media for hours.

Both industries rely on subtle psychological tricks to extend engagement:

• No natural stopping points – Just like slot machines, which keep spinning without a clear endpoint, social feeds never end.
• Minimal friction – Casinos are designed with curved layouts to prevent sharp turns, which subconsciously encourage players to keep walking and gambling. Social media apps eliminate friction in the same way—infinite scrolling, seamless swiping, autoplay videos—everything flows effortlessly.
• Intermittent rewards – Just like a gambler hoping for the next big win, social media users keep scrolling for the next viral post, funny meme, or exciting notification.

The business model behind these platforms relies on engagement. The longer you stay, the more data they collect and the more ads they can serve. Your time is their revenue.

Addiction or Just a Bad Habit?

The word “addiction” is often debated in the context of technology use. While social media may not always meet the clinical definition of addiction, Schüll describes it as a spectrum.

“You may not be an addict in the traditional sense, but if you find yourself opening an app without thinking, losing track of time, or struggling to stop, that’s a red flag,” she explains. Unlike alcohol or drug addiction, endless scrolling is invisible to those around you—which makes it harder to recognize and even harder to address.

How to Break the Cycle

While quitting social media entirely might not be realistic, there are ways to regain control. The most effective strategy? Adding friction—small barriers that interrupt automatic behaviors.

Here are some simple ways to make your screen time more intentional:

• Move apps out of easy reach – If deleting an app feels too extreme, at least bury it in a folder far from your home screen.
• Use a timer – Before opening an app, set a time limit (you can even ask your voice assistant to do it for you). When time’s up, log off immediately.
• Install friction-enhancing apps – Some third-party apps force you to confirm before launching social media, or introduce a short delay before an app opens. This tiny pause can be enough to make you think twice about whether you really want to scroll.

Of course, these personal efforts can only do so much. Schüll argues that real change needs to happen at the platform level. Just as gambling is regulated to limit potential harm, social media could be subject to similar rules. For example, designing feeds with built-in stopping points, or introducing mandatory breaks after extended use.

Until then, the responsibility remains on individuals to outsmart the very systems designed to keep them hooked.