The Role of Habit Strength in Social Network Game Play

This study tests assumptions that media consumption is, for the most part, automatic behavior. A regression model examining predictors of time spent playing social network games indicates that habit strength, not conscious motivations, is the most salient and significant predictor. Furthermore, specific features of game play that require repetitive activities contribute to habit. The results were consistent with literature in automaticity, and suggest that habit be included in future studies exploring online media use.