Efforts are being made by digital platforms to minimise the gap between action and the result for a user. In cases of instantaneous response, the process initiates to feel “live”. The emotional response is amplified even when dealing with a format such as the Fortune Gems 3 demo, even with the visual and audio response that follows each action. Mobile audiences in India who are used to high-speed services have come to realise that real-time becomes not only a technical attribute but also a user expectation. The quicker the system is, the more sense of control and interest.
Presence and immersion
Presence is one of the main factors of engagement. When information is updated in real-time, the user is made to feel part of the process and not as an outsider. The timing of the events and the reactions makes this act feel like a continuous movement where each moment is important and is felt to be a part of a whole event. Real-time improves a number of important principles of perception:
- concentration;
- a feeling of individual participation;
- the intensity of emotion of the moment;
- a feeling of command over what is going on;
- a desire to continue interaction;
- the diminished feeling of distance between the user and the interface;
- creating a sense of a “live” process;
- improving the importance of every action;
- deeper memory of events;
- participation in dynamics but not passive observation.
As the reaction is immediate, the brain faster joins the action and the consequence in one chain of causation. This triggers the reward system and intensifies the emotion. Even minor pauses will decrease the impact as they destroy the rhythm of the interaction and interrupt the feeling of flow.
Group feelings and interpersonal interaction
The forms of real-time usually contain aspects of group participation: chats, comments, ratings, and broadcasts. This makes the user witness the responses of other people and makes them feel that they are part of a common event. This format is particularly more engaging in the Indian digital world, where social activity is a major factor.
Mass dynamics brings in the emotional layer. The event is no longer an individual experience but also a collective experience. Just by watching the activity of other players, one gets interested and extends the interaction.
Neuropsychology of immediate reaction and development of a long-term emotional cycle
Neuropsychologically speaking, the shorter the interval of the action-result cycle, the more intense the emotional response. A one-and-the-moment reaction produces an impression of fulfilment of the cycle-action, reaction, and emotional response. This loop is considered by the brain to be logical, predictable and contributes to the feeling of control. It is the repetition of this process that forms a pattern of stable interaction and strengthens the positive associations. Real-time effects:
- Speed of decision-making.
- Concentration and level of arousal.
- Vastness of emotional perception.
- Session duration.
- Degree of memorability of the experience.
- Development of a routine of interaction.
In case it is a dynamic process and the reaction is instant, the user will have a more significant role in every moment. Even minor visual and auditory sounds and elements improve the emotional reaction. Due to this, interactions will become more intense, and the necessity to resort to the format will be natural, without an urge.
Mobile atmosphere and sped up pace
Most of the audience in India interacts with digital services primarily through smartphones. This mobile-driving reality has essentially influenced the expectations of users. Mobile environment is fast-paced, users are used to immediate notification of events, immediate payment, smooth scrolling and instant switching of applications. Online communication is not a focused undertaking anymore; it is integrated into everyday life in brief bursts. In case a platform cannot keep up to this rhythm, soon the level of engagement falls.
Contemporary consumers are demanding real-time feedback. The slightest postponement of several seconds may cause friction and diminish the intensity of emotions. Speed is no longer considered a technical benefit, but a standard. The platforms should consequently work within the inherent rhythm of mobile behaviour in which responsiveness has a direct correlation to satisfaction.
Conclusions
In our opinion, emotional involvement can be increased through real-time interaction, as the distance between action and outcome is reduced. Instant feedback transforms digital action into an event, not a static operation. Synchronicity and dynamism bring out a rich experience of the user in a swiftly changing mobile world. Moreover, real-time leads to a feeling of importance at all moments, increasing the level of concentration and emotional reaction. As soon as users feel that their actions can make a tangible contribution to the here and now, they develop a stronger attachment to the platform and have higher chances of returning to it.
