Young people are concerned, but still happily scroll and fly through
Young people continue to surprise us. The ninth Major Youth Survey by Mediahuis and MediaTest shows that Dutch young people spend more time on their phones, but are less active on social media than last year. At the same time, a striking majority are positive about the new phone ban in secondary schools, while online hate and bullying are increasing significantly. This extensive survey was conducted among more than 2,755 young people between the ages of 15 and 35 and offers a unique insight into their media behavior and its impact on daily life.
Screen time is increasing, social media use is decreasing
Young people spend an average of 5.1 hours a day on their cell phones, a slight increase from last year, when it was 5 hours. As expected, the youngest group (15-21 years old) spends the most time on this: an average of 5.5 hours a day.
It is striking that the time young people spend on social media on all devices combined has actually decreased, from 4 to 3.5 hours per day. Here too, it is the youngest who are most active (3.9 hours), while the oldest group (29-35 years) spends the least time on social platforms, at 3 hours.
Positive about phone ban
While many had expected a storm of criticism, the phone ban in secondary schools has proved surprisingly popular. No less than 67% of young people are positive about the measure. Even among students who are directly affected by it, a majority (55%) are in favor of the phone ban.
Social media: fun and worries
Social media mainly offers young people entertainment, but it also causes negative feelings. A third sometimes feel sad, insecure, or depressed because of social media, especially young people between the ages of 22 and 28 (from 30% in 2024 to 37% in 2025). Women are more likely to say they are affected than men (38% vs. 27%). In addition, 29% of young people are considering quitting social media altogether, with men being more likely to say so.
Online hate continues to grow
The increase in online hate remains a cause for concern. More than two-thirds (69%) consider hateful comments on social media to be a serious problem. Women are particularly concerned (80%), while young people aged 15-21 are less so. Six in ten young people regularly encounter hateful comments. Concerns about online bullying and shaming have also increased significantly: from 40% in 2024 to almost 60% in 2025. A quarter of young people say they have been victims of online bullying themselves. It is striking that men between the ages of 22 and 28 report this relatively often (31%). Online shaming is also becoming more common, with men being victims more often than women (23% versus 14%).
‘Keyboard bullies’ target non-heterosexual young people more often than average. They are overrepresented as victims of online hate (36% versus 21% of heterosexual young people). Online shaming also affects this group more often (28% versus 17%).
News via social media less popular, online journalism gaining ground
Social media remains an important source of news for young people, but its importance is declining. This year, 41% of all young people cite social media as their main source of news, while in 2022 this was still 70% among the youngest group (15-21 years old). Within that youngest group, 56% now rely on social media for news. Women are more likely than men to get their news from social media. Instagram is the most popular, while TikTok and Facebook mainly play a role within specific age groups.
Online news articles and digital newspapers are becoming more popular. One in three young people now cite this as their main source of news, a significant increase of 8% compared to last year. The oldest group (29-35 years old) and men in particular are more likely to choose online journalism.
Fake news remains persistent
Seven out of ten young people encounter fake news every week, 20% even every day. Men in particular think they are good at recognizing fake news. Only 8% doubt their own ability to spot fake news, while 3% think they never see fake news, but meanwhile rely heavily on what they read.
Young people feel healthier, but struggle with more addictions
Young people rate their health at an average of 7.3, a slight increase compared to last year. Young men and those with lower levels of education in particular feel better than before. At the same time, the number of young people who see themselves as addicted is growing. For example, 17% describe themselves as addicted to gambling (up from 10% last year), gaming addiction has increased to 30%, and a quarter say they are addicted to alcohol. Social media in particular remains a persistent problem: 67% see themselves as definitely or possibly addicted, with a peak of 77% among young people aged 15 to 21.
Concerns about climate, but no action
84% of young people are concerned about the climate, but only 61% still take simple sustainable actions, such as bringing their own bag, seriously. Flight shame does play a role, but mainly to a limited extent. For many young people, fast and cheap travel is more important than sustainability. They mainly expect airlines to become more sustainable; they themselves are unwilling to change much, for example by flying less. Sustainable behavior is also declining in daily habits such as separating waste and eating less meat. Despite serious concerns, it often remains at the level of thinking, although buying second-hand and recycling are slowly gaining ground.
Price wins out over ideals
Young people mainly pay attention to price when making purchases; ideals come second. Only a quarter check whether a product has been produced sustainably, and even fewer young people attach value to a brand's social purpose. However, most do look for reviews and some feel more connected to brands that make them part of a community.
Young people and advertising
Young people seem to have become slightly more lenient when it comes to advertising. They are less negative about almost all forms of advertising than last year. Outdoor advertising and advertisements in newspapers and magazines are particularly well received. In addition, branded content is perceived by young people as the most credible and least disruptive form of advertising.
What do young people actually want?
What is really important in the lives of young people? Of course, money, status, and travel play a role, but ultimately, for most, it comes down to something very simple: being happy. For 71%, this is the number one priority in life.
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