The Anti-Social Network? Conquest's Report into Teens and Social Media Reveals
That Facebook is Making Young People Feel Down About Life
LONDON, June 21, 2012
LONDON, June 21, 2012 /PRNewswire/ --
Financial and mobile issues might prove the least of Mark Zuckerberg's
problems claims a report out this week from top ten award winning independent
market research agency Conquest into the social media habits of 14-24 year
olds. It reveals that Facebook's core audience- teenagers-are starting to fall
out of love with the website and that activity may have peaked amid a mounting
groundswell of dissatisfaction and concerns over privacy and bullying.
While Facebook's pre-eminence is assured in the short term, "Fuicide" (the
attempted or successful deletion of the account) is on the rise as are
complaints about the damaging impact of regular and prolonged Facebook use.
Grievances triggered by Facebook's culture include obsession with appearance
and acceptance of sexually provocative behaviour; increased negative self
esteem, vulnerability to bullying, depression caused by jealousy and comparing
one's life to peers and inability to project one's true self. Conquest used
its avatar driven methodology Metaphorix™ to capture respondent's authentic
feelings about social media.
The Evidence :-
• Over 30% of the group have had sufficiently bad experience online to
recently attempt or succeed in deleting their accounts, with 13% of regular
users planning to lower their presence over the coming 12 months.
• Concerns about privacy, bullying and Facebook 'making me feel down about
life' are the most cited reasons:-
• Specifically:-vulnerability to bullying was stated by 44% as reason for
feeling unhappy about using the site, as well as increased negative self
esteem (28%); depression sparked by unfavourable comparisons with other
people's lives (25%); and plain jealousy of others (24%).
• Nearly half of all young women (45%) felt that Facebook intensifies an
obsession with appearance. Moreover, 33% of males concurred, with over a
quarter stating that it boosts the acceptance of sexually provocative
• A growing frustration was articulated with the Facebook culture's
inability to enable authentic expression of character. This is offset by young
men's relish at the opportunity afforded to exaggerate the facts about
themselves, with 44% admitting to this.
• Generally speaking it is unsurprisingly young women who suffer more from
the adverse effects of Facebook than their male counterparts with more female
deleters and complainants of harmful consequences.
New and different sites (like Pinterest and fashism ) have experienced
phenomenal growth in 2012 while Myspace has remained a stalwart for those
musically minded, challenging Facebook's monolithic status. Commented David
Penn MD of Conquest and inventor of the Metaphorix™ methodology:- "Could the
future of social media be more niche networks catering for particular
interests- those which users select in order to feel more comfortable, more
inspired and ultimately more themselves?"
Conquest canvassed 300 regular Facebook users aged between 14 and 24 years
old, equally balanced by gender and nationally representative on region.
Conquest carries out quantitative and qualitative research for Heinz, Pizza
Hut, L'Oreal, GoCompare, ITN News, Nationwide, Lever Bros and KFC. It is a
pioneer of innovative online research methodology, welding neuroscience,
communications theory and cognitive linguistics.
For more information, copies of report, stats or photographs, please contact
Omer-li Cohen PR on +44(0)7831-733-804 firstname.lastname@example.org
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