Why is social media traffic expected to decline by 2025?

A recent study by US-based technology research firm Gartner predicts a significant decline in social media interactions. Nearly 50% of users expect to limit or stop their interactions by 2025.

This estimate is derived from a survey of 263 consumers conducted between July and August 2023. 53% of those surveyed said, The quality of social media platforms has decreased compared to the previous year or the previous five years.

Gartner Principal Researcher Emily Weiss spoke with marketers and highlighted the need to shift customer acquisition and retention strategies in response to changing social media dynamics. Weiss noted that although social media remains an important investment channel for digital marketing, consumers are actively trying to limit its use.

In another study conducted by the UK-based consumer research company GWI, the following observations were made: A slight decrease in total time spent on both traditional and digital media. This decline, although not significant, appears to reflect a change in consumers’ response to changes in the information available on social media.

Contrary to popular belief that internet users are connecting on these platforms more than ever before, a certain decline is on the horizon. Factors contributing to this decline include: concerns about social media addiction and a possible correction following increased online activity during the pandemic.

Due to different limitations, Internet users are more than ever on different platforms to stay in touch with their loved ones and also work remotely. The end of restrictions therefore appears to have kept Internet users away from social networks, which could be good news for the mental health of the most vulnerable users.