Observed Signal · May 28, 2025 · Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Gen Z Social Media Addiction Revealed by Study
A YouGov and Hochschule Macromedia study in Germany surveyed over 2,000 adults aged 18+ using the Bergen Social Media Addiction Scale to assess problematic use. Findings show about 25% of Gen Z and 26% of Millennials exhibit signs of social-media addiction. TikTok and Instagram are highlighted as particularly addictive, with average scores well above the neutral midpoint and women reporting greater difficulty ending sessions (e.g., TikTok: 61 vs 54 for men; Instagram: 57 vs 52). The study notes six symptoms of behavioral addiction and links high usage to impacts on work and study for some groups. About 85% of employed or student respondents use social networks several times daily, with roughly 60% saying performance is not affected. Among Gen Z, 34% report no negative effects while 66% report occasional concentration issues. The article situates findings within broader debates on platform design, digital well-being, and regulatory talk in Europe and beyond.
Provides empirical data on social-media usage patterns and regulatory discourse impacting the AdTech/MarTech landscape.
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Key Takeaways & Evidence Grounding
- Study by YouGov and Hochschule Macromedia surveyed over 2,000 Germans aged 18+ using the Bergen Social Media Addiction Scale.
- Around 25% of Gen Z and 26% of Millennials show signs of problematic social-media use.
- TikTok averages 58 points and Instagram 55 points on the popularity/addiction scale; women score higher (TikTok: 61 vs 54; Instagram: 57 vs 52).
- 85% of employed or student respondents use social networks several times daily; about 60% say their performance is not affected.
- For Gen Z, 34% report no negative effects on work/study; 66% report occasional concentration issues.
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