Tuesday, 22 November 2016

Like Humans, Rats Enjoy A Tickle Too

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.

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.