Being one of the most used social media platforms, Instagram is seemingly doing something right. Previous research suggests that one of the most common reasons behind using the app is boredom. Are people really that bored or is there more to investigate about the user experience?

The purpose of this study is to investigate how the pragmatic and hedonic interplay affects users' experiences and use of Instagram.

To research the user experience we used a mixed methods approach, combining semi structured interviews with the AttrakDiff questionnaire. The results from the interviews showed that hedonic qualities rated higher, but the results from the Attrakdiff questionnaire showed a higher rating in pragmatic qualities. This could be dueto the fact that the respondents answered differently if an interviewer was present and found it easier to talk about the feeling of Instagram usage. The results from the interview also showed that the respondents primarily used the app to consume content rather than produce it, which could affect the rating in the AttrakDiff to favor pragmatic qualities, since the use of these was fairly low.

The findings suggest that it can be complicated to distinguish exact results of the overall attractiveness of Instagram, because there seems to be a combination of factors that makes the application work so well with its users. The hedonic and pragmatic qualities scores a high overall attractiveness, combined with Goffman's dramaturgical perspective, points to the need of further research to completely understand the complexity of user experience.