A recent study conducted by the Indian Institute of Management (IIM) Rohtak has revealed that young Indians spend an average of 7 hours on social media platforms. The study, carried out during October-November 2023, collected data from 38,896 individuals aged between 18 and 25 years. It found that males spend an average screen time of 6 hours and 45 minutes, while females spend slightly more at 7 hours and 5 minutes.
The study also discovered that approximately 60.66 percent of youth use social media platforms, with the highest usage occurring during evening hours. Entertainment-related content emerged as the most popular, accounting for over 50 percent of viewership.
The increased use of smartphones and social media platforms can be attributed to affordable data plans and improved internet accessibility. Platforms such as Instagram, WhatsApp, and Facebook have become virtual public spaces where young individuals exchange ideas and experiences. While this connectivity is valuable, it has also contributed to an increase in screen time.
The study’s findings indicate a significant rise in screen time among youth due to various activities on social media platforms. These activities range from following trends on Instagram to watching content on YouTube.
Director of IIM-Rohtak, Prof. Dheeraj Sharma, stated that Instagram, WhatsApp, and YouTube were the most frequently used platforms during screen time. Furthermore, the trend of utilizing end-to-end encrypted WhatsApp calling instead of traditional calling has gained popularity among youth due to a desire for increased privacy in their communication.
The study also shed light on the types of content consumed on social media. Entertainment-related content accounted for 54.52 percent of viewership, while professional and self-help content made up 26.23 percent. Education, knowledge, and news content garnered 14.28 percent, while political content constituted 4.97 percent.
Regarding content consumption on over-the-top (OTT) platforms, the study identified YouTube as the preferred platform for 32.03 percent of youth.
While social media platforms provide connectivity and opportunities, the study emphasizes the importance of adopting a judicious approach to balance digital opportunities with mental health and social well-being. Policymakers are encouraged to implement strategies that promote responsible social media use and limit excessive screen time among young individuals.
In today’s digital era, it is crucial to ensure the positive impact of digital platforms by encouraging youth to utilize social media for personal development while also reducing excessive screen time. This requires collaborative efforts from policymakers, educators, parents, and the youth themselves to strike a balance between the benefits and potential drawbacks of social media usage.
Overall, the study conducted by IIM-Rohtak provides valuable insights into the social media habits of young Indians, highlighting the need for responsible usage and promoting a healthy digital lifestyle.
