Gen Z: Caught in the Web 2.0

Instead of looking up, the youth are stuck heads-down on their phones.
With the abundance of information on social media, the young generations, particularly Gen Z, are trapped in a bottomless feed of engaging content, resulting in behavioral addictions and potentially misinformation.

“We’ve created more information in the past few years than in all of human history before us,” said Daniel Levitin, author of The Organized Mind, in an interview for The Guardian. “YouTube uploads 6,000 hours of new video every hour. For every hour of YouTube videos you watch, you’re already 5,999 hours behind!”

The Global Digital 2024 report reveals that as of January 2024, there are more than 5 billion active social media user identities worldwide. Data from the report show a clear difference in social media consumption between developed and developing countries. Most people in developed countries actively use social media, but they do so with moderation. Whereas in developing countries, social media is used excessively, but only by a minority of the population.

In developed countries such as Japan, the Digital 2024 report indicates that a significant proportion of the population is actively engaging on social media. The number of unique active social media identities (which may not represent unique individuals) is equivalent to 78% of the Japanese population. However, despite this widespread adoption, Japanese users spend only 53 minutes per day navigating social media on average.

In contrast, the same the Digital 2024 report highlights a different trend in developing countries like Nigeria. Here, social media adoption rates are considerably lower, with only a minority of the population actively using these platforms. The number of unique active social media identities accounts for just 8% of the Nigerian population. However, this minority of Nigerian social media users spend an alarming 3 hours and 25 minutes per day on social media, on average.

The distinctive patterns in social media consumption have significant implications. The moderate usage of social media in developed countries suggests a balance between offline and online activities. In contrast, the excessive consumption of social media in developing countries underscores the need for better internet access and higher digital literacy in these regions.

Nevertheless, the world’s average of the daily time spent by a ‘typical’ user on social media is indicated in the same Global Digital 2024 report to be 2 hours and 23 minutes per day. This time is usually spent scrolling through feeds and engaging with content.

To put this in perspective, let’s assume a rate of RM50 per hour to value an average person’s time. Based on this assumption, the typical user would be paying a total subscription fee of RM3500 per month, just to use social media. Yes, you read that right – for the privilege of accessing ‘COST-FREE’ social media!

Social Media addiction

Many individuals turn to social media to stay connected with their family and friends, explore new avenues of entertainment, discover life hacks for simplifying daily routines, and stay updated on the latest trends and notable figures. However, the challenge with social media lies in its never-ending feeds. As long as you are willing to invest time in navigating these platforms, the algorithms will continuously present captivating content to consume.

“I watch TikTok on the bus, in the canteen, and in between classes,” said Feifei Teng, a student in the School of Education at Universiti Utara Malaysia. “I’m afraid of missing out on something important, of missing the buzz of the day. I’m afraid of feeling left out, so I keep scrolling to stay in the loop.”

“Humans are motivated to perform tasks via neuro-transmitted hormones in the brain, and dopamine is the most important of these hormones,” said Dr. Omar Bin Ali, Psychiatrist at Hospital Sultanah Bahiyah in Alor Setar, Malaysia. “Dopamine motivates us to engage in activities such as creation, procreation, or recreation. Dopamine is secreted in anticipation of performing rewarding tasks, resulting in feelings of happiness.”

Dr. Omar Bin Ali explained that some people seek extra dopamine through activities like skydiving, riding roller coasters, or consuming food rich in fat and sugar. He added, “Social media can evoke similar brain responses to those experienced while riding a roller coaster. When you see a notification on your screen, your brain releases dopamine in anticipation of a pleasurable experience when you click that notification.”

When you cannot stop scrolling for the next ‘cool’ thing in your endless social media feed, it’s a sign of addiction.
Dr. Omar Bin Ali

Dr. Omar Bin Ali, Psychiatrist at Hospital Sultanah Bahiyah in Alor Setar, Kedah.

Addiction by Design!

Social media feeds are problematic not only due to their endless nature, but also because they are systematically curated to captivate users’ attention. Social media algorithms analyze users’ past engagements, such as likes and comments, to tailor content specifically to each individual’s interests. The personalized feeds are meticulously designed to keep users constantly engaged, exacerbating addictive behaviors.

Social media are engineered with a singular main goal: keeping users engaged on the platforms for as long as possible. Platforms such as Facebook, TikTok, and X (formerly Twitter) are based on the ‘Attention Economy’ business model, where users’ attention is the currency. Rather than viewers being a direct source of revenue, their attention is marketed to advertisers and bidders. Consequently, the profitability of these multinationals is directly tied to the duration users spend on their platforms.

YouTubers, for instance, express gratitude to viewers for watching their videos. This acknowledgment underscores the fact that viewers are not just passive consumers but active participants in the content ecosystem. Each moment viewers invest in watching videos on YouTube translates into payment for content creators, payment with the currency of time.

“Your time is your most valuable resource, don’t give it away for free,” advises Dino Ambrosi, founder of Project Reboot, dedicated to assisting the younger generation in resetting their tech habits and reclaiming their time. “Consider this: an 18 years old American adult born in February 2023, who would optimistically live for 90 years, is on pace to spend, on average, 93% of their remaining free time starring at a screen.”

The remaining life time of an 18 years old American adult born in February 2023. Visualization of the data presented by Dino Ambrosi, founder of Project Reboot, during the TEDxLagunaBlancaSchool event in February 2023.

Misinformation Epidemic

With the increasing global influence of social media, the landscape of news consumption and dissemination has undergone profound transformations. As anyone can become a news ‘source’, the lines between news and entertainment blur on social media. Furthermore, news proliferation on social media has led to a mixing of facts and opinions and has accelerated the spread of misinformation.

In addition to being the primary pastime for the youth, social media has emerged as a primary source of news for many individuals. According to a recent survey conducted by the Savy Today team, social media is considered nearly as influential as online news portals in both Malaysia and China. Of the 40 respondents surveyed, 70% of Malaysians and 58% of Chinese reported getting some of their news from social media. Furthermore, social media in Malaysia is sought after for news almost twice as much as Television, with only 15 Malaysian (38%) reporting getting news thereof.

Data from a survey conducted by the Savy Today team at Universiti Utara Malaysia in November 2023. The survey included 40 Malaysian and 40 Chinese respondents involved in politics. 88% of Malaysian respondents and 63% of Chinese respondents were aged between 20 and 49.

The youth rely on social media for news in the US as well. A major survey conducted by the Pew Research Center between 2020 and 2023. The Pew survey revealed that over 80% of Americans obtain news from digital devices, with about 50% of them getting at least some of their news from social media.

The youth increasingly turn to social media for news due to a growing lack of trust in mainstream media. A 2017 study by Data & Society and the Knight Foundation found that young generations exhibit low levels of trust in traditional news outlets. Among the 52 interviewees surveyed, many expressed skepticism towards mainstream news agendas, citing concerns about inaccuracy and bias.

With users increasingly turning to social media for updates on current events, there’s a growing concern over the rampant spread of false or misleading information, commonly referred to as ‘Misinformation’ or ‘Fake News’. Even more troubling is the deliberate dissemination of misinformation aimed at harming others, known as ‘Disinformation’.

On social media platforms, misinformation often spreads more rapidly and extensively than accurate information. The currency of ‘likes’ and ‘shares’ often outweighs journalistic integrity, leading to the proliferation of sensationalized headlines, clickbait articles, and unchecked rumors. According to a study published in Science in 2018, Tweets containing falsehoods reach 1500 people on Twitter six times faster than truthful Tweets. This study analyzed a data set of Twitter activity from 2006 to 2017, encompassing approximately 126,000 rumors spread by about 3 million people.

Fortunately, amidst these challenges, there remains hope for the youth to navigate the pitfalls of social media. A UNICEF-Gallup survey revealed that while the youth rely on social media for updates on current events, their trust in these platforms is notably low. The survey polled over 21,000 individuals across 21 countries, half of them aged 15 to 24. Despite a median of 45% of participants reporting reliance on social media for news, only a median of 17% of young adults expressed trust in social media platforms. In contrast, 37% expressed trust in national media, and 36% expressed trust in international media.