# Persuasive Design and Time on Platforms

> Contract award record from UK public-sector procurement sources.

## Key facts

- Public buyer: [OFCOM](/buyers/ofcom/contract-awards)
- Contract winner: [Discovery Research Limited](/contract-winners/discovery-research/public-sector-contract-awards)
- Award value: £57,878
- Tender value: £57,878
- Award date: 24 July 2025
- Published: 18 August 2025
- Contract start: 29 July 2025
- Contract end: 27 February 2026
- Stage: awarded
- Procurement category: services
- Notice ID: 668e98a8-ab76-4259-8f79-7330452e9113-859657
- OCID: ocds-b5fd17-84167b2c-f7f1-4b51-be45-8a09c88e93f0

## Description

Persuasive Design and Time on Platforms Research Objectives: To understand the persuasive design features \(e\.g\. autoplay, infinite scroll, notifications, algorithmic feeds\) that are most influential in keeping children on online platforms\* longer than they intend, and the effects of these features\. To understand the content types \(e\.g\. appearance-focused content, algorithmically recommended material\) associated with prolonged online platform engagement amongst children and the effects of these content types\. Explore if / how persuasive design features interact with different content types to influence children's time spent online and the effects of this\. To explore what children and parents would like to see platforms doing to support positive relationships with technology/devices\.

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## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/668e98a8-ab76-4259-8f79-7330452e9113-859657)