Instagram is the favorite social network in Mexico, Germany and the United Kingdom, according to the Adobe study. — Photography 13_Phunkod/Shutterstock/AFP Relaxnews
Post, like, scroll, repeat... Social networks no longer simply represent an entertaining destination to pass some spare time. They feature in users' lives as a space where they seek genuine emotional satisfaction, a feeling that responds to a psychological need. According to a study of a thousand users in six countries, 35% of respondents believe that they need to spend one to two hours a day on social networks to feel satisfied. A figure that raises questions about the role of digital technology in our psychological equilibrium.
Social media platforms such as Instagram, TikTok and Facebook are no longer just places for entertainment, they have become elements with a direct effect on personal well-being. The younger generations are particularly concerned: one in six Gen Z internet users admits to spending at least five hours a day online, according to a study conducted by Adobe.* And the impact of this hyper connectedness goes far beyond simple distraction. The study emphasizes that nearly one user in six (14%) depends on social networks for their mental health and well-being, a phenomenon more pronounced in Germany (17%), the United States and South Africa (16% each).
The study also reveals that the lack of access to social networks can provoke negative emotions. Fifty-three percent of users feel boredom when they cannot connect, while 22% experience the famous "FOMO” (fear of missing out). Young people are once again more affected: 67% of Gen Z users say they feel bored and 28% feel FOMO in these situations.
Social networks have become reservoirs of interaction and social validation, especially among the younger generations. Twenty-nine percent of Gen Z users admit to depending on "likes” and interactions to feel validated. Twelve percent of Millennials and 15% of Gen Zers even go so far as to create engagement groups to help one another as creators. The aim is to alert participants to new content to boost on social networks to create social virality.
If a post does not get good results, 37% of respondents admitted to deleting the post. This reaction was more common among users in South Africa, at 57% and in Mexico, at 48%. Paradoxically, 34% of respondents prefer not to see the number of likes under their posts.
While some users are looking for validation, the vast majority post primarily to share their experiences (73%) or to stay connected to those around them (56%). For 38%, social networks are a remedy for boredom, while 35% use them for entertainment. A minority (18%) even see them as an escape from reality.
On average, users spend just over two hours a day on social networks. South Africans spend the most time with an average of three and a half hours, followed by Mexicans (2.8 hours) and Americans (2.2 hours).
*Methodology: This report is based on a survey conducted from July 18 to 24, 2024, of 1,010 social media users in six countries (Australia, Germany, Mexico, the United States, the United Kingdom, and South Africa). The sample covers different generations and aims to represent diverse behaviors and preferences on a global scale. – AFP Relaxnews
