The Anti-Social Network? Conquest
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The Anti-Social Network? Conquest's Report into Teens and Social Media Reveals That Facebook is Making Young People Feel Down About Life

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The Anti-Social Network?



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Language English
The Anti-Social Network? Conquest's Report
into Teens and Social Media Reveals That
Facebook is Making Young People Feel Down
About Life
PR Newswire
LONDON, June 21, 2012
June 21, 2012
/PRNewswire/ --
Financial and mobile issues might prove the least of Mark Zuckerberg's
problems claims a report out this week from top ten award winning
independent market research agency Conquest into the social media habits of
14-24 year olds. It reveals that Facebook's core audience- teenagers-are
starting to fall out of love with the website and that activity may have peaked
amid a mounting groundswell of dissatisfaction and concerns over privacy and
While Facebook's pre-eminence is assured in the short term, "Fuicide" (the
attempted or successful deletion of the account) is on the rise as are
complaints about the damaging impact of regular and prolonged Facebook
use. Grievances triggered by Facebook's culture include obsession with
appearance and acceptance of sexually provocative behaviour; increased
negative self esteem, vulnerability to bullying, depression caused by jealousy
and comparing one's life to peers and inability to project one's true self.
Conquest used its avatar driven methodology Metaphorix™ to capture
respondent's authentic feelings about social media.
The Evidence :-
Over 30% of the group have had sufficiently bad experience online to
recently attempt or succeed in deleting their accounts, with 13% of regular
users planning to lower their presence over the coming 12 months.
Concerns about privacy, bullying and Facebook 'making me feel down about
life' are the most cited reasons:-
Specifically:-vulnerability to bullying was stated by 44% as reason for feeling
unhappy about using the site, as well as increased negative self esteem (28%);
depression sparked by unfavourable comparisons with other people's lives
(25%); and plain jealousy of others (24%).
Nearly half of all young women (45%) felt that Facebook intensifies an
obsession with appearance. Moreover, 33% of males concurred, with over a
quarter stating that it boosts the acceptance of sexually provocative
A growing frustration was articulated with the Facebook culture's inability to
enable authentic expression of character. This is offset by young men's relish at
the opportunity afforded to exaggerate the facts about themselves, with 44%
admitting to this.
Generally speaking it is unsurprisingly young women who suffer more from
the adverse effects of Facebook than their male counterparts with more
female deleters and complainants of harmful consequences.
New and different sites (like Pinterest and fashism ) have experienced
phenomenal growth in 2012 while Myspace has remained a stalwart for those
musically minded, challenging Facebook's monolithic status. Commented David
Penn MD of Conquest and inventor of the Metaphorix™ methodology:- "Could
the future of social media be more niche networks catering for particular
interests- those which users select in order to feel more comfortable, more
inspired and ultimately more themselves?"
Conquest canvassed 300 regular Facebook users aged between 14 and 24
years old, equally balanced by gender and nationally representative on region.
Conquest carries out quantitative and qualitative research for Heinz, Pizza Hut,
L'Oreal, GoCompare, ITN News, Nationwide, Lever Bros and KFC. It is a pioneer
of innovative online research methodology, welding neuroscience,
communications theory and cognitive linguistics.
For more information, copies of report, stats or
photographs, please contact Omer-li Cohen PR on