Interest in social media platforms around the world is gradually declining. According to a study by GWI conducted for the Financial Times, the average time users spend on social media has been decreasing for several years in a row.
An analysis of the habits of 250,000 people from more than 50 countries showed that in developed countries at the end of 2024, users spent about 2 hours and 20 minutes a day on social media — 10% less than in 2022. The largest decline is observed among teenagers and young people under the age of 30 — groups that were previously the most active online.
The study also recorded changes in user motivation. The proportion of people who use social platforms for communication, self-expression or dating has fallen by more than a quarter since 2014. Instead, the number of people who open apps automatically, simply to fill their free time, is growing. This indicates a shift from conscious use to passive consumption of content.
Experts link these trends to information overload, algorithm fatigue and people’s desire to limit their time in the digital space.
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