Users Are Losing Interest in Social Platforms
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The global relationship with social media is undergoing a profound transformation. What once felt like an unstoppable digital revolution has begun to slow down. For several consecutive years, the average time people spend on social platforms has been steadily decreasing — a clear signal that the golden era of constant scrolling is coming to an end.
According to a comprehensive analysis of the online habits of 250,000 individuals aged 16 and above across more than 50 countries, conducted by GWI for the Financial Times, time spent on social media has consistently fallen since 2022.
By late 2024, users in developed countries spent an average of 2 hours and 20 minutes per day on social media — nearly 10% less than in 2022. The decline is sharpest among teenagers and people in their twenties, once the most active digital natives.
The Shift in Motivation
The reason people open social media apps is also changing. Fewer users are logging in to connect with friends, express themselves, or meet new people. According to GWI, the share of users with these motivations has dropped by more than a quarter since 2014. Meanwhile, the share of those who open apps reflexively, merely to fill time, has grown dramatically.
This represents a broader psychological shift — from intentional engagement to passive consumption. Social platforms, once spaces of creativity and communication, have increasingly become digital noise filling empty moments.
Looking Ahead
As digital fatigue deepens, users crave meaning and authenticity. Platforms that continue to rely solely on addictive algorithms may lose trust, while those fostering purposeful interaction and mental balance could define the next stage of online life.
Social media is at a crossroads. Its future depends on whether it can reinvent itself as a space not of distraction, but of connection.
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