Can Time Limits Increase Time Spent?

Abstract

From social media and streaming services to audiobooks and online games, many companies (e.g., TikTok, Instagram, YouTube) have recently introduced the option to set "time limits" on their platforms. These features invite consumers to select an amount of time after which they would like to receive a notification about their behavior. But while providing this option may be well intended, how does setting a time limit affect time spent? Contrary to expectations, eleven pre-registered experiments demonstrate that time limits can lead consumers to spend more time on the associated activity (i.e., than they otherwise would). This occurs because time limits signal "permission" to spend up to that amount of time on the activity (e.g., a 60-minute TikTok limit suggests one is free to spend up to 60 minutes on TikTok). Consequently, by implicitly sanctioning use of those resources, setting a time limit (vs. not) can increase time spent. The findings further understanding of the impact of new technologies, the consequences of personal quantification, and the psychology of limits, as well as have clear implications for consumers, companies and policymakers interested in helping people manage time spent online.

Keywords: behavioral tracking, personal quantification, technology, time management, limits, reference points