| Popis: |
As online educational technology products have become increasingly prevalent, rich evidence indicates that learners often find it challenging to establish regular learning habits and complete their programs. Concurrently, online products geared towards entertainment and social interactions are sometimes so effective in increasing user engagement and creating frequent usage habits that they inadvertently lead to digital addiction, especially among youth. In this project, we carry out a contest-based intervention, common in the entertainment context, on an educational app for Indian children learning English. Approximately ten thousand randomly selected learners entered a 100-day reading contest. They would win a set of physical books if they ranked sufficiently high on a leaderboard based on the amount of educational content consumed. Twelve weeks after the end of the contest, when the treatment group had no additional incentives to use the app, they continued their engagement with it at a rate 75\% higher than the control group, indicating a successful formation of a reading habit. In addition, we observed a 6\% increase in retention within the treatment group. These results underscore the potential of digital interventions in fostering positive engagement habits with educational technology products, ultimately enhancing users' long-term learning outcomes. |
