Loneliness is as big a problem today as ever before, with the likes of Noreena Hertz arguing that we’re in the midst of a loneliness epidemic. During the Covid pandemic, we had to resort to using platforms like Zoom and WhatsApp to provide human connectivity, but was that sufficient to ward off the threat of loneliness?

Research from Harvard Business School aimed to establish whether such virtual communication was as effective at mitigating loneliness as in-person contact. The results suggest that the key is whether the virtual experiences are engaging or not.

Online experiences

The researchers tested online experiences via a couple of Airbnb presentations given by an astronomer about space. One of the presentations was interactive while the other was pre-recorded. The results showed that those who engaged with the live experience felt less lonely, although this wasn’t something that lasted very long.

It’s estimated that around 20% of us are lonely at any moment in time, with this leading to a wide range of health problems, including social anxiety and depression. There was understandable concern that the social isolation forced upon us during the pandemic will have made the situation worse.

The researchers worked with Airbnb to create an experience known as “Learn About Space with an Astronomer”, which was a virtual tour hosted by a space science expert. Online experiences have risen in popularity at the travel company during the pandemic as many in-person experiences were unavailable.

The researchers recruited around 250 volunteers to view the video on space, with two versions of the video served at random. In one, the astronomer answered pre-scripted questions, whereas in the other it was more live and interactive. This more interactive version included interactions with around six to 12 strangers.

Fully engaged

Before the respective experiences, each volunteer took a survey to measure their loneliness, feelings of connectedness, and overall happiness. They then repeated the survey after the experience, and again four weeks later.

There appeared to be a clear difference between those enjoying a passive experience and those enjoying a more interactive and immersive experience.

“Directly after the interactive experience, people’s feelings of connectedness and positive affect increased, while loneliness decreased, and the effects were quite strong,” the researchers explain.

This boost was not found to last, however, with the glow from the session largely gone when surveyed four weeks later. The researchers believe this highlights the importance of regular interactions to ensure that loneliness is effectively combated. This could be especially important for companies implementing work-from-home policies.

“As we make the transition from real life to virtual, some have basically assumed that the distinction between synchronous and asynchronous video isn’t important because it’s all online,” the researchers conclude. “This study shows that it does matter—and that it can have a big effect.”