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The study, conducted across 50 countries with over 250,000 participants, indicates that social media activity has decreased by approximately 10%. Interestingly, the most notable drop comes from young people—those who grew up with smartphones and were once the most active participants. This cohort is increasingly turning away from the platforms they once embraced.
This shift has been termed "posting zero," a catchy phrase signifying a conscious decision to stop sharing their lives online. It encapsulates a broader cultural trend where users retreat from active participation despite remaining engaged indirectly through lurking or scrolling.
Three Reasons Behind the Decline
The study attributes this decline to three primary factors: