Study: Social Media Turning Aussies Into “Addicted Narcissists” & “Re-Wiring The Brain”

Study: Social Media Turning Aussies Into “Addicted Narcissists” & “Re-Wiring The Brain”
SHARE
THIS



A new study of social media use in Australia paints a rather bleak picture of addiction and potential psychological impact.

The study by media marketer Sensis and called the Sensis Social Media Report found eight in 10 people (79 per cent) are now using social media, with 18-29 year olds displaying a range of obsessive tendencies that raise questions around the long-term psychological impact of the growth of social media. The full report is available here.

The 2017 study surveyed 800 Australian consumers and 1,100 businesses, found that while Facebook remains dominant (95 per cent usage), the other visual platforms continue to grow in popularity, with Instagram on the rise (up from 31 per cent to 46 per cent) and Snapchat usage almost doubling this year (up from 22 per cent to 40 per cent).

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 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,” Tolliday said.

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 per cent usage) and the 40-49 age group (up 16 points to 86 per cent 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 per cent) have felt anxious when unable to access their social media accounts.

Nick Glozier, professor of psychological medicine at the Brain and Mind Research Institute, 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 six in 10 are now using social media in the bedroom, up from 42 per cent to 59 per cent this year, and rising to 94 per cent among 18-29 year olds
  • Social media usage while on the toilet is now normal for 14 per cent of the population. It is even more common among men (17 per cent vs 12 per cent) and 18-29 year olds (29 per cent)
  • Males (36 per cent vs 27 per cent) and 18-29 year olds (74 per cent vs average of 31 per cent) are more likely to make friends with strangers on social media. In terms of platforms, men dominate LinkedIn (22 per cent vs 14 per cent), Instagram (50 per cent vs 41 per cent), Twitter (35 per cent vs 28 per cent) and Snapchat (43 per cent vs 36 per cent), while women prefer Facebook (97 per cent vs 91 per cent)
  • Four in 10 have posted food porn on social media and this is more common among men (43 per cent vs 38 per cent) and 18-29 year olds (82 per cent), while similar numbers have posted selfies (45 per cent average and 88 per cent for 18-29s)
  • 40-49 year olds are twice as likely to have been bullied (11 per cent vs 6 per cent average) and the most likely to have witnessed bullying on social media (28 per cent vs 18 per cent average)
  • From a political perspective, ‘slacktivism’ participation has declined (down from 39 per cent to 19 per cent ), although three in 10 (29 per cent) have engaged with posts about Donald Trump, with 18-29 year olds above average (42 per cent)

“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 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.

Tolliday added: “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.”

Latest News

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot
  • Campaigns

Sportsbet Spoofs The World Cup’s VAR In Witty New Spot

Those scallywags over at Sportsbet have released a new social media campaign, this time having a dig at the World Cup’s controversial Video Assistant Referee (VAR) system. The ad imagines VAR as a bloke at a couple’s engagement party, forced to tell the truth on awkward moments. It’s the work of Sportsbet’s own in-house creative team and, like many of the brand’s […]

by B&T Magazine

B&T Magazine
Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine
?????????????????????????
  • Advertising

Study: Programmatic Advertising Expenditure On Aussie Travel Audiences Soars

Expenditure on programmatic advertising campaigns targeting Australian travel audiences grew by a massive 140 per cent year on year in 2017, according to new analysis by Eyeota. Eyeota’s new Eye On: Travel report details consumer insights and trends for travel, as well as overall audience data expenditure growth. The report shows that advertisers have evolved […]