About That Social Media Burnout…

BARCELONA -- Mobile World Congress 2017 -- We posted an infographic back in January from Telenor Research that included the news, among other predictions for this year, that millennials were starting to burn out on social media.

While social media fatigue seemed to be down the list from other tech trend predictions this year, which included the rise of artificial intelligence, the Internet of Things and chatbots, Bjørn Taale Sandberg, head of Telenor Research, said in an interview at Mobile World Congress that it was a real concern going forward. (See Telenor Research's Tech Trends for 2017.)

"Some of the millennials are feeling the stress from social media," Sandberg said. "It's from the need to be updating, to be posting, to be one of the crowd. One very good example is this streak thing in Snapchat where within 24 hours you have to post to maintain your streak.

"They want to have ten, 15, or 20 snapstreaks going at a time. They are reminded that their streaks are about to expire so they have to go and do something. This is so smart from the app companies' point of view, but for people this is a stress generator. It's just a number. It doesn't give them anything. That's an example of what is driving this [social media burnout.]"

Social media platforms are also plagued by fake news, trolling and bullying, Sandberg said.

"That all zaps energy as well," Sandberg said. "There's a segment of millennials that are saying they are getting tired of social media."

Telenor Research will be digging deeper into social media burnout in its next Digital Frontrunner study, which comprises surveys with millennials from ages 15 to 35, later this year.

"We think this is a beginning trend and it's starting with the millennials that are more focused on using these platforms," Sandberg said. "That's where new trends start."

— Mike Robuck, Editor, Telco Transformation