A few weeks ago, I wrote a post heralding the greatness of the newest Internet music sensation Turntable.fm.
From that post:
It’s fun, highly addictive, and has provided all of the music for my weekend at work and play.
Looking back, highly addictive was a massive understatement.
I spent five days straight logged into Turntable.fm: curating my playlist, chatting with other listeners, amassing hundreds of points, and vying for spots on stage. There were points where I would turn on my wireless hotspot just to travel back home so I wouldn’t lose my spot on stage during a hot streak.
It was constantly in the back of my mind as I wanted to vie for more points and virtual elite status and all part of the experience which Om more elegantly described today as the Alive Web.
Until one morning I stopped logging in.
And found myself back privately listening to Pandora, 8Tracks, and the new Skrillex Album with the occasional share on Twitter.
So what happened?
I was burned out. I couldn’t keep up with the pace of engaging in the product and living my actual life. The real-time nature of the product required constant attention, which I couldn’t provide and I needed to go back to normalcy.
So I was done.
Beyond allowing me to relax once again while writing my emails at night to the awesome British Rock of Jamie T – this realization illustrates one of the major challenges with building an application that requires synchronous engagement by end users.
That is – the product requires your entire attention over a long period of time – something most users aren’t willing to give up.
The most basic example of a synchronous application would be a chat room.
- Users derive all value from the system by engaging in real-time with each other
- There is no value derived by a passive user in the system (Passive defined as not typing or watching the conversation)
- There is no value derived by a user who wants to engage when there are few or no other active users
Because users need to be actively engaged at all times when using the product, the total amount of time a user can be active on the site is relatively small which requires a synchronous product to have massive user scale to ensure that any user who logs into the system has a positive experience.
(There’s probably some really interesting studies here on market sizes needed to sustain synchronous communities at scale – if you know of one – email me.)
Going back to the example of Turntable.fm, the product requires a small group of engaged users to be in a room for it to be interesting and to keep other users interested in participating. Engagement here means DJs updating their playlists and users chatting with each other in the sidebar – which makes it difficult for them to multi-task with other products at the same time.
Looking at examples of the major web 2.0 properties, it’s interesting to see that while some of their features could be used in a synchronous nature – users still derive most of their value from passive, non-time sensitive participation.
- Facebook: Profiles, Photos, and the Wall make logging in for a few minutes every once in a while a really engaging experience for users
- Twitter: Stop by to find news, interesting content, or broadcast what you’re thinking for others to enjoy later
- Zynga Games (ex: Farmville): Actually started by wanting to make board games social before realizing it was hard to get users to engage in real-time online. Games like Farmville capitalize on time delayed interaction enabling users to sustain their addiction for longer periods of time
Because they don’t require constant engagement – users can passively enjoy these products when they have a few minutes, more times during the day, and for a longer overall time. Because of its passive nature, users don’t realize they’re spending time on the platform until way too late – when they’re sucked in and already addicted.
Will I be back to Turntable.fm one day?
Absolutely. It’s an amazing social application which I truly enjoy using.
However, it will only when I have a bunch of free time to kill. Or don’t want to DJ a party on Saturday night.