Nearly four in ten young people: ‘Social media should never have been invented’
Young people want to spend less time online, are more likely to pay for reliable news, and are increasingly concerned about AI.
Young people in the Netherlands are spending more time on social media than ever before, while at the same time feeling increasingly uneasy about the role these platforms play in their lives. This is shown by the tenth edition of Het Grote Jongerenonderzoek by Mediahuis Nederland and MediaTest, for which 2,608 young people aged 15 to 35 were surveyed. Young people spend an average of 3.9 hours per day on social media and more than five hours on their smartphone. Nearly two thirds feel this is too much.
More critical of their own online behaviour
What stands out is that young people are becoming increasingly critical of their own online behaviour. While social media was long seen as a natural part of everyday life, awareness of its downside is now growing. More than a third of young people say they sometimes feel sad, insecure, or low after using social media. In addition, 39% believe it might have been better if social media had never been invented. This sentiment is increasing particularly quickly among the youngest generation.
Yet young people are not leaving these platforms en masse. On the contrary: TikTok continues to grow and is now used by 62% of young people. Instagram is still the largest platform, but is showing a clear decline for the first time in years. So young people are not turning their backs on social media, but they are using it more consciously. For example, 86% actively take measures to spend less time online, such as turning off notifications or setting time limits.
Reliable news gains ground
Although 42% of young people use social media as their main news source, different platforms are used for this to varying degrees. For example, 76% use Instagram to follow the news, while 60% get news from TikTok. At the same time, trust in news via social media remains limited. A large majority of young people say they regularly come across fake news.
Social platforms are valued mainly for their speed and reach, but for depth and reliability, young people are increasingly turning to journalistic news brands. This is also reflected in the growing number of paid subscriptions to online news platforms: this has almost doubled in two years, from 18% to 34%. The number of subscriptions to printed newspapers is also showing a slight increase.
Young people critical of ‘kidfluencers’ and gambling advertising
Young people are critical of various forms of advertising. Two thirds believe that ‘kidfluencers’ — children appearing in commercial social media content — should not exist. Women are more critical of this than men.
According to 65% of young people, advertising for online gambling on television should also be banned. Women and older young people in particular are in favour of this. Advertising for unhealthy food and junk food faces less resistance, although 41% still believe this form of advertising should also be banned. At the same time, young people are more positive about advertising than a few years ago, provided it is relevant, informative, and aligned with their interests.
Young people consult AI more often for health, but fear job loss
Young people mainly use ChatGPT as a search engine and for rewriting texts. AI also remains an important tool for school and study. What stands out is that use for inspiration is declining, while AI is increasingly being used for practical applications, such as medical questions, design, and creative work. Women use AI more often than men for medical questions and as a personal sounding board or diary.
As use increases, so do concerns. More and more young people believe AI could make their future job redundant. Especially 15- to 21-year-olds are more concerned about this than a year ago. Men are now also slightly more concerned about this than women. The development is striking: in 2018, 5% of young people were afraid that robots would take over their jobs. Today, 60% fear that AI could pose a threat to their future work.
Climate awareness clashes with reality
Climate change remains an important topic: more than eight in ten young people are concerned about the climate. At the same time, in practice, sustainability often clashes with financial and practical objections. Young people frequently find sustainable choices too expensive or too inconvenient, and they also doubt whether their own behaviour actually makes a difference. This tension between ideals and feasibility is reflected in almost all questions about sustainability.
War and conscription
Three in ten young people are concerned about a possible war in the Netherlands, with women more likely to be concerned than men. Young people are divided on the reintroduction of conscription, or compulsory attendance: more than four in ten are positive about it. Men are more often in favour, as are older young people.
Confidence in the future
Most young people look positively towards their future. More than six in ten are confident that they have a good life ahead of them. At the same time, there are also concerns, as a significant group indicates that they regularly feel unhappy. Around half of young people say they feel mentally well. Men assess their mental health more positively than women. In addition, mental wellbeing increases with age: young people aged 29 to 35 are more likely to say they feel mentally well than the youngest group.
About Het Grote Jongerenonderzoek
Mediahuis Nederland and MediaTest have been researching young people’s media behaviour, norms and values, and daily lives for ten years. The study also covers topics such as magazines, podcasts, influencers, finances, and consumer behaviour. The full results can be found in the whitepaper.
