We are proud to announce the launch of Comparison Culture 2023, a study conducted to learn more about the culture of comparisons among social media users and the profound impact that it is having on Gen Z across the UK.
The Comparison Culture 2023 study asked 1000 participants aged 16-24 across the UK a series of questions relating to social media comparisons and the impact that they have on their wellbeing. Important areas such as mental health, body image, eating habits, relationships, finances, social media, and others were explored as part of the research project.
Cybersmile's Comparison Culture 2023 survey highlights the profound impact social media can have on how young people aged 16-24 view themselves, with around 9 out of 10 responding that they see themselves negatively and feel dissatisfied with their lives, 3 in 4 wanting to change aspects of their bodies, and a very worrying 1 in 7 having thoughts about ending their lives as a result of comparing themselves with others on social media platforms. More needs to be done to educate people, especially those who are still forming their self-identity, about when and why to engage with such platforms and how to do so safely.
Dr. Barbara Mariposa, Cybersmile Wellness & Equity Advisor
The study was undertaken to learn about the role and impact that social media has on Gen Z in the context of social comparisons. Findings from Comparison Culture 2023 will be utilized to ensure that we continue providing the most useful and effective advice, education, and support services possible to those in need.
The findings from our Comparison Culture 2023 report are terrifying. The stark reality is that although the internet and social media offer many incredible benefits, our research shows that there are huge numbers of people being deeply affected by their time spent online. We will, as an absolute priority, be using this data to develop educational and support solutions related to the growing comparison culture problem in the UK and beyond.
Dan Raisbeck, Co-founder, The Cybersmile Foundation
Our ongoing commitment to better understand the relationship between humans and technology is supported by an international advisory panel, a team of world-renowned experts in key areas including research, internet safety, mental health, wellbeing, equity, gaming, sports, parenting, and youth development.
Social media is incredible at bringing people together and giving the underrepresented a voice and platform, but it can also be an incredibly fake, curated highlight reel of solely the best parts of our lives. And we often forget that! The ongoing research by Cybersmile brings much-needed attention to the challenges young people face in this digital first world. As this Comparison Culture 2023 report highlights, there's more work to be done to ensure young people feel empowered, protected, and supported online, which I think starts with content creators taking accountability for promoting unattainable, false standards of perfection.
Holly H, Cybersmile Ambassador
Regional data gathered as part of the study offers valuable insights and comparisons for major cities across the UK, including Belfast, Birmingham, Brighton, Bristol, Cardiff, Edinburgh, Glasgow, Leeds, Liverpool, London, Manchester, Newcastle, Norwich, Nottingham, Plymouth, Sheffield, and Southampton.
The research was conducted by Censuswide across England, Wales, Scotland, and Northern Ireland with 1,000 general respondents (aged 16-24) who are social media users between 23.05.2023 and 26.05.2023. Censuswide abide by and employ members of the Market Research Society, which is based on the ESOMAR principles, and are members of The British Polling Council. Insights from the report include:
1. How often do you engage in online comparisons with others, if ever? (comparing our bodies, lives, or lifestyles with people online)
- 89% engage in online comparisons with others online.
- 59% engage in daily comparisons with others online.
2. In what areas of life do you feel the most pressure to compare yourself to others when online, if any?
- 93% feel pressure to compare themselves to others online in various areas of life.
- 44% feel the most pressure when it comes to their body image when comparing themselves to others online.
- 34% feel the most pressure when it comes to their wealth when comparing themselves to others online.
3. How do you typically feel after comparing yourself to others online, if any way?
- 36% feel jealous when comparing themselves to others online.
- 32% feel unsatisfied when comparing themselves to others online.
- 96% feel emotionally impacted in some form when comparing themselves to others online.
4. What forms of media contribute to you comparing yourself to others, if any?
- 77% feel social media impacts the way they compare themselves to others (followed by TV at 33%, movies at 31%, and advertising at 17%).
- 92% say a variety of different media impacts the way they compare themselves to others.
- 8% say no form of media contributed to comparing themselves to others.
5. Which negative consequences have you experienced as a result of comparing yourself to others online, if any?
- 92% have experienced negative consequences as a result of comparing themselves to others online.
- 50% have experienced low self-esteem as a result of comparing themselves to others online.
- 48% have experienced low mood as a result of comparing themselves to others online.
- 42% have experienced anxiety as a result of comparing themselves to others online.
- 34% have experienced feeling like a failure as a result of comparing themselves to others online.
- 28% have experienced feelings of depression as a result of comparing themselves to others online.
- 25% have experienced feeling like binge eating as a result of comparing themselves to others online.
- 23% have experienced dietary problems as a result of comparing themselves to others online.
- 23% have experienced social isolation as a result of comparing themselves to others online.
- 17% have experienced financial problems as a result of comparing themselves to others online.
- 17% have experienced relationship problems as a result of comparing themselves to others online.
- 14% have experienced suicidal thoughts as a result of comparing themselves to others online.
- 13% have experienced school problems as a result of comparing themselves to others online.
- 9% have experienced work problems as a result of comparing themselves to others online.
- 8% have experienced no negative consequences as a result of comparing themselves to others online.
6. How often, if ever, has any content on social media made you feel pressured to be perfect?
- 86% say that content on social media made them feel pressured to be perfect.
- 43% say that content on social media made them feel pressured to be perfect at least once a day.
7. How often, if ever, have you felt unsatisfied with your life when comparing it to others on social media?
- 89% feel unsatisfied with their life when comparing it to others on social media.
- 42% feel unsatisfied with their life when comparing it to others on social media at least once a day.
8. Which emotion(s) best describe(s) how you feel/you would feel about other social media users who appear to be happy, wealthy, successful, fit, or beautiful?
- 32% feel jealous when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 27% feel envious when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 23% feel inspired when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 19% feel uninspired when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 18% feel hopeless when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 17% feel hopeful when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 10% feel heartbroken when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- 8% feel angry when other social media users appear to be happy, wealthy, successful, fit, or beautiful.
- Almost twice the number of people feel jealous (32%) compared to people who feel hopeful (17%) when seeing other social media users appear to be happy, wealthy, successful, fit, or beautiful.
9. Which parts of your body have social media made you want to permanently change through surgery, if any?
- 74% say social media made them want to permanently change a part of their body through surgery.
- 32% say social media made them want to change their teeth.
- 27% say that social media made them want to change their breasts.
- 79% of females say social media made them want to permanently change a part of their body through surgery compared to males (61%).
- 89% identifying themselves as 'Other' say that social media made them want to permanently change a part of their body through surgery.
10. How do/would likes and shares on your social media posts make you feel, if anything?
- 28% say likes and shares on their social media posts made them feel validated.
- 25% say likes and shares on their social media posts made them feel supported.
- 25% say likes and shares on their social media posts made them feel happy.
- 22% say likes and shares on their social media posts made them feel approved.
- 16% say likes and shares on their social media posts made them feel excited.
11. Which social platform, if any, are you most likely to compare yourself to others on?
- 93% say they were likely to compare themselves to others on social media platforms.
- 41% say they were most likely to compare themselves to others on Instagram.
- 34% say they were most likely to compare themselves to others on TikTok.
- 6% say they were most likely to compare themselves to others on YouTube.
The data demonstrates the prevalence of comparison culture on social media and how it is affecting young people across the UK.