The father of evolution, Charles
Darwin, once wrote “of laughter from being tickled, the mind must be in a
pleasurable condition”. Now researchers have discovered the same is true for
rats in a finding that could help shed light on the “mysterious sensation” and
also on the basic wiring of the mammal brain. In a series of experiments, the
rats found themselves being repeatedly tickled by the hand of a scientist. In a
normal situation, they appeared to find this intensely enjoyable. Researchers tickled
and gently touched rats on different body parts and observed a variety of
ultrasonic vocalizations [USVs]. Tats seemed to warm up to tickling and
vocalized less before the initial interaction than during breaks between
interaction episodes. A video of one such encounter also showed the rat making “joy
jumps” during the tickling. There was also a large amount of squeaking. However
when the rats were put on a raised platform illuminated by bright lights, they
appeared much less keen. Tickling evoked USVs were significantly suppressed. They
speculated the tickle response must have evolved early in the development of
mammals. The numerous similarities between rat and human ticklishness such as
tickling evoked vocalizations and anxiogenic modulation, suggest that tickling
is a very old and conserved form of social physicality. The mechanisms involved
in tickling are poorly understood. For example, it remains a mystery why no one
can tickle themselves. The researchers found that tickling caused neurons in
the rats’ somatosensory cortex – an area of the brain associated with the sense
of touch – to fire. They were also able to get the rats to ‘laugh’ when they
artificially stimulated the same neurons. The discovery suggests this area of
the brain may also play a role in mood. The observation that the somatosensory
cortex is involved in the generation of tickling responses suggests that this
area might be more closely involved in emotional processing than previously
thought. Identification of the neural correlated of ticklishness will allow us
to frame question about tickling in neural terms and thus help us to understand
this mysterious sensation.
Tuesday, 22 November 2016
Endless Options On Net Prompt Users To Be Fickle, Opt For Diversions Rather Than Wait
People hate to wait, and that’s
especially true when it comes to our online behavior. We have always known how
web interruption is a kill joy but new data shows even a single instance of
buffering decreases a video’s viewership by a staggering 39%. Mux.com, which
collects data on video performance and viewer experience has found that even
the smallest obstacles – a clunky interface, or a detour to download a required
plug-in – can send users running away from a site. It says that Amazon
discovered that just an additional 100 milliseconds of waiting led to a 1%
decrease in sales from its users. This fickle behavior of course gets
encouraged by the simple fact that there are an estimated 1.66 billion web
pages available for people to browse. The research by Mux.com found that while
just over half of the videos in its dataset were not interrupted, 49% paused
for buffering at least once. Of videos that incurred buffering, about half were
interrupted only once (24% of the total sample). Double digit disruptions were
relatively rare (4% of sample), and triple digit disruptions even more so (1%).
According to Mux data, most videos buffer relatively quickly. About 38% of the
videos in its sample buffered for one second or less. Longer buffering
durations were rare, with only 13% of videos buffering 15 seconds or more. Or course,
some of these buffering interruptions would last longer if the ser allowed it. Most
video watchers won’t wait patiently as a video buffers for a long period of
time. When it comes to video watching behavior, most publishers should focus on
sessions – bouts of binge watching videos – and not just individual video
views. YouTube doesn’t want you to watch just one video to the end. The typical
viewer who does not experience buffering has a total video watching session
length of 214 seconds. But just one buffering event triggers a huge drop in
viewership. The first buffering event reduces median session length to 137
seconds, and median session length drops all the way to 111 seconds with four interruptions,
a decline of 48%. People who experienced any buffering had an average session
length of 130 seconds – a 39% reduction. Just one short buffering interruption
leads to 39% less time spent watching video on a site, as viewers search for
more fulfilling internet diversions.
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