Why lonely people would prefer a robot over human interaction
Many lonely people would rather deal with a robot than interact with an actual human, according to research co-led by Newcastle University.
11 September 2025
Feelings and needs
Contrary to the common assumption that lonely people would relish opportunities to speak with another person, the reality is quite the opposite in certain scenarios.
The study, published in the Journal of Digital Economy, found that in service settings such as hotel check-ins or shops, many lonely individuals actually prefer interacting with service robots.
Dr Qionglei Yu, Reader in Marketing at Newcastle University Business School, said: “We found that lonely customers with a reduced need for interaction with other humans are more likely to use service robots as a means of avoiding human contact and conserving emotional resources. Recognising this is crucial not only for society, but also to help businesses design and use robots in ways that better fit a wide range of customers’ feelings and needs.”
"Our research shows that loneliness can increase the desire for low-pressure interactions, but it's the overwhelming flood of digital information and social comparison in modern life that truly tips the scales for lonely people toward preferring robotic assistance to avoid complex interactions and judgmental exchanges," said Dr Yu Ye, Lecturer in Marketing at Newcastle University Business School. "The findings could help businesses design and implement service robots in ways that cater to the emotional and cognitive needs of lonely customers, enhancing user satisfaction and adoption rates.
Robots like these are being explored as low-pressure alternatives for customer service in settings such as hotels and shops.
“This is not because they dislike people,” explained co-author Dr Min Yan (Essex Business School),“ but today’s world of information overload is making some people feel overwhelmed. Robots, however, provide a simpler, low-effort alternative without the weight of social expectations that a chat with another human can bring.”
We found that lonely customers with a reduced need for interaction with other humans are more likely to use service robots as a means of avoiding human contact and conserving emotional resources.
Paradox
The research, which was also co-led by Dr Yu Ye, a Lecturer in Marketing from Newcastle University Business School and Professor Zhibin Lin from Durham University, highlighted this paradox which challenges conventional understanding about loneliness and how lonely people feel when it comes to talking to people.
Dr Yan added: “Loneliness can reduce an individual’s confidence in talking to others. Whilst human interaction is essential to society, in certain situations, technology can feel like a less emotionally taxing and a more manageable and appealing path for people who suffer from loneliness."
Despite the growing body of research on service robots and loneliness separately, little is known about whether loneliness shapes customers’ intention to use service robots. This research addresses the relationship.
During the online study, 354 participants were shown a video and photo scenario of a hotel check-in and asked to indicate their preference between a service robot and a human employee – despite both being equally capable of helping them.
Press release adapted with thanks to the University of Essex.