Sensis Digital Spokesperson, Rob Tolliday said: “We’ve seen usage jump another 10 points this year, driven by people’s obsession with their smartphones. But it’s young people who are the social media junkies, with most now checking in as the first and last thing they do every day.”
The 2017 study from digital expert Sensis, surveying 800 Australian consumers and 1,100 businesses, found that while Facebook remains dominant (95% usage), the other visual platforms continue to grow in popularity, with Instagram on the rise (up from 31% to 46%) and Snapchat usage almost doubling this year (up from 22% to 40%).
“The bathroom selfie, food porn shot or toilet swipe are now daily habits for many young adults, with three quarters also happy to connect with complete strangers on social media,” said Mr Tolliday.
Ninety-nine percent of 18-29 year olds are now using social media, although the biggest jumps this year were in the 30-39 age group (up 14 points to 96% usage) and the 40-49 age group (up 16 points to 86% usage).
Sixty-three percent of 18-29 year olds have been excited when their post has received more likes on social media than they expected, while more than a third (37%) have felt anxious when unable to access their social media accounts.
Nick Glozier, Professor of Psychological Medicine at the Brain and Mind Research Centre, Sydney Medical School said: “Excessive social media use may be re-wiring people’s brains, with every like or retweet acting as a reward and releasing small doses of dopamine that leave us happy. As a result we adapt our behaviour to chase further chemical rewards within the brain, and feel craving like symptoms and anxiety when we can’t get them.”
“This also has an impact on our real world social connections. We see that more than half of the population are checking social media first thing in the morning and in the evening. For couples, this has the potential to impact on their romantic relationships, as they are distracted from the important daily routines that maintain their emotional connection with their partner and family,” he said.
Other key statistics from the 2017 Sensis Social Media Report include:
“Almost nine in ten people aged 18-29 have used the story functions on Facebook, Snapchat or Instagram. These features can make people feel like celebrities, and they go to great lengths to project an enviable lifestyle in order to chase a sense of social relevance and success,” said Prof Glozier.
“A recent US study found that narcissism is on the rise among young people, as are anxiety and distress. No doubt social media is having a significant impact, as people feel pressure to compete in a fantasy world of posts that sometimes bear little resemblance to the reality of their day to day lives,” he said.
“Social media is breaking down long established social norms. Whereas it was once considered rude to be on your phone in public, it is increasingly seen as acceptable to check social media in almost any situation, with a third of 30-39 year olds happy to “phub” their family and friends at dinner,” said Mr Tolliday.