Gartner: Nearly 1 in 4 social media users are beginning to experience fatigue

According to foreign media reports, Gartner's survey found that about a quarter of social network users said that compared with the beginning of use, their enthusiasm for using social networks has cooled down, and social media fatigue has appeared. The survey was conducted between December last year and January this year, and nearly 6,300 social network users in 11 developed and developing countries were surveyed to understand the development trend of social network use, user habits and views.

According to the survey, the use of social networks by teenagers and young people in their 20s has increased significantly. The difference between those who are less enthusiastic and those who are less enthusiastic is not obvious, but is related to the frequency of social network use. 24% of the respondents are less enthusiastic about using social networks than when they first started using them, while 37% of the respondents, especially those who are younger and more familiar with technology, use social network services more frequently.

Gartner calls the phenomenon of early user cooling off in some regions "social media fatigue," which means that the development of global social networking media has reached maturity. In order to maintain user enthusiasm, operators should respond as soon as possible and provide innovative services.

Brian Blau, research director at Gartner, said the survey results show that early adopters have become tired of social media. 31% of enthusiastic users (usually young, more mobile, and more brand-conscious) responded that they have begun to feel bored with social networks. Businesses should pay attention to this and innovate service content to maintain consumer enthusiasm. The attention span of the new generation of consumers is short, so innovative services should be used to attract them.

The survey also asked nearly a quarter of the "tired" respondents about the possible negative reasons. Although there was no highly common factor, 33% of people were concerned about privacy when using social networks. The survey showed that people of different ages had different levels of concern for privacy, and older people were more concerned about privacy issues. Compared with the overall respondents who were concerned about privacy, only 22% of teenagers were concerned about privacy and thus reduced their enthusiasm for social networks.

From the perspective of geographical distribution, the respondents' enthusiasm for social networks has changed. In regions where social media is mature and developed, such as Japan, the United Kingdom, and the United States, nearly 40% of the respondents said they are more enthusiastic than when they first started using it, nearly 40% are the same as when they first started using it, and only 20% of the respondents have decreased. South Korea and Italy have a higher performance, with nearly 50% of the respondents being more enthusiastic about social media. In contrast, in Brazil and Russia, about 30% to 40% of the respondents have reduced their enthusiasm for social media.