For the first time in over two decades, a trend has emerged that could potentially concern major stakeholders if it persists: users are now spending less time on social media.
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A Unprecedented Decline of 10%
According to a comprehensive survey conducted by GWI, the daily time spent on these platforms has **decreased by about 10% between 2022 and 2024**. On average, users now spend 2 hours and 20 minutes per day, down from 2 hours and 27 minutes previously.
This trend, observed **in over 50 countries**, signifies a significant shift for the digital ecosystem. Platforms that had built their empires on capturing attention are now seeing this resource become fragmented, **even among the younger demographics**. The 16-34 age group, who grew up with smartphones, are gradually turning away from Instagram, TikTok, and X, tired of an experience that has become too homogenous and oversaturated.
Widespread Digital Fatigue
The reasons for this disengagement are manifold. The study first points to “digital fatigue”: the feeling of endless, impersonal, and algorithm-driven content. What was supposed to connect people has instead isolated them.
News feeds have turned into advertising showcases or outlets for AI-generated videos, leaving little room for spontaneity.
Among the younger generations, disillusionment is evident: the percentage of users logging on to “stay in touch” or “express themselves” has **fallen by more than 25% since 2014**. Scrolling has become a reflex, seldom a source of enjoyment.
New Digital Havens
In response to this weariness, according to the study, **users are redefining their habits**. Interactions are shifting towards more intimate formats, such as **private messaging**, **newsletters**, **community servers**, and **podcasts**. These smaller spaces offer a sense of authenticity and control, away from the viral dynamics imposed by major networks.
Brands are also adapting, with **advertising budgets being redirected** towards owned content and direct relationships, while creators favor subscription platforms or ethical models.
An Evolving Ecosystem
With **5.7 billion active users** recorded in 2025, social networks are not in decline but at a crossroads. After two decades of continuous expansion, they are entering a phase of maturity. The challenge ahead will no longer be about capturing time, but about restoring meaning to online presence.
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The current disaffection is not an exodus but a rebalancing: users are reclaiming control over their attention. For the giants of the digital world, this is a clear signal: they will now have to attract users differently, through the quality of interactions rather than the quantity of content.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.