“I think people are craving relaxation,” says Christchurch-based marketing co-ordinator Courtney Collins, who regularly stays up into the wee small hours enjoying the “instant gratification” that comes from watching Tik Tok and Instagram videos.
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People are craving relaxation. and looking for it at later and later times. “It can be a little rebellious, like ‘no, I don’t want to go to be right now’, I want more of my time, more fun. “At that time of night, you don’t have that level of focus that you do maybe earlier in the day, so it’s easy to just scroll. Also, when it is so short form you just convince yourself, ‘oh, I’m only watching a couple’, but if you think about it, if each video is a minute, all it takes is 10 to sink 10 minutes.”