On World Social Media Day, take a closer look at how much time the world spends scrolling. According to the latest DataReportal Digital 2026 Global Overview Report, the average social media user spends 2 hours and 39 minutes every day on social platforms, adding up to more than 40 full days every year.

How much of your life is spent on social media? The numbers are shocking

World Social Media Day: How much of your life is spent on social media?

It happens to many of us. Ten minutes turns to 30, then 30 turns to an hour, and suddenly it is two hours since you have been doomscrolling on social media. Whether it is cute cat videos, funny memes, or news content, scrolling social media for hours has become a part of the daily routine for many people, with some even becoming addicted to social media. Amid rising concerns over social media, governments have also started taking action, banning it for teenagers across several nations.Scientists are increasingly studying what makes people hooked on social media and how it affects attention, mood and behaviour. While experts caution against claims that smartphones are “destroying” the brain, evidence suggests that digital platforms can reinforce habits that shape how we consume information.<h2>Why your brain loves endless scrolling</h2>Our social media feeds are endless, which makes it difficult to stop scrolling. While a book has a final page, or a TV show has an ending, our Instagram or Facebook feeds just don’t end. This creates a curiosity: What will be the next post? Our brain, which gets addicted to the dopamine it gets every time your favourite content pops up on the feed, seeks more rewards. As a result, many people continue scrolling for way longer than they intended to get their next rewarding experience.<h2>The dopamine myth and the power of variable rewards</h2>Dopamine is not simply a “feel-good” chemical. It also plays a key role in motivation and reward-seeking behaviour. Psychologists often compare social media feeds to slot machines because both rely on unpredictable rewards. A user might find a funny video, an exciting update or a message from a friend after several swipes. The timing is never certain.Experts call this a variable reward schedule. Because rewards arrive unpredictably, users remain motivated to continue searching. In many cases, the anticipation of a reward becomes just as powerful as the reward itself. This may explain why some people continue to scroll even when they are no longer enjoying the content.Also read |<a href="https://www.wionews.com/science/wion-decodes-why-does-coffee-calm-some-people-instead-of-waking-them-up-here-s-what-science-says-1780995139137"> WION Decodes | Why does coffee calm some people instead of waking them up? Here’s what science says</a><h2>A need for novelty</h2>Our brain pays attention to novelty. New information could give us an opportunity, a resource, or a threat. Humans are naturally attracted to unknown experiences – and social media never fails to provide us with fresh content. With every new post, users encounter a new image, video, opinion or headline. This feeds our brains the constant stimulation it desires.Over time, this pattern can encourage rapid switching between different pieces of information. Researchers suggest that constant exposure to highly stimulating content may make slower activities such as reading, studying or deep work feel less engaging by comparison.<h2>Mental health feedback loop</h2>Scrolling becomes even more compelling when content triggers strong emotions. According to researchers, anxiety and information consumption often reinforce one another. People who feel worried may seek more information to reduce uncertainty. But the repeated exposure to content may also increase stress rather than helping them feel better.This creates a feedback loop in which anxiety fuels more scrolling, and more scrolling fuels anxiety. Studies have linked excessive doomscrolling to higher levels of stress, pessimism and emotional exhaustion.Also read | <a href="https://www.wionews.com/india-news/wion-decodes-what-is-godzilla-el-ni-o-and-how-can-it-impact-the-indian-monsoon-1780917581717">WION Decodes | What is 'Godzilla' El Niño and how can it impact the Indian monsoon?</a><h2>Is scrolling really rewiring the brain?</h2>While scientists refrain from making dramatic claims such as social media is damaging the brain, neuroplasticity may explain how your digital habits can impact behaviour.Scientists generally avoid dramatic claims that social media is damaging the brain. However, the concept of neuroplasticity helps explain how digital habits can shape behaviour.Neuroplasticity is the brain’s ability to adapt through repeated experiences. The neural pathways that are used frequently become stronger over time. Habits based on novelty, rapid rewards and constant task-switching can become increasingly automatic over time.Social media itself is not harmful and can help educate, entertain and content people. However, it becomes a problem when the endless feeds start replacing focused work, meaningful interactions and time away from screens. Understanding the science behind scrolling reveals that the struggle to stop is not simply about willpower. It is also about these platforms designed to keep attention engaged for as long as possible. WATCH | G7 Summit 2026: World Leaders Gather For The High Stakes Summit In Evian-Les-Bains <a href="https://www.wionews.com/videos/g7-summit-2026-world-leaders-gather-for-the-high-stakes-summit-in-evian-les-bains-1781592997144/embed/embed">https://www.wionews.com/videos/g7-summit-2026-world-leaders-gather-for-the-high-stakes-summit-in-evian-les-bains-1781592997144/embed/embed</a> &nbsp;

What turns a quick social media check into an hour-long scroll? Here’s what neuroscience and psychology say about the habit and its impact on the brain.

It happens to many of us. Ten minutes turns to 30, then 30 turns to an hour, and suddenly it is two hours since you have been doomscrolling on social media. Whether it is cute cat videos, funny memes, or news content, scrolling social media for hours has become a part of the daily routine for many people, with some even becoming addicted to social media. Amid rising concerns over social media, governments have also started taking action, banning it for teenagers across several nations. Scientists are increasingly studying what makes people hooked on social media and how it affects attention, mood and behaviour. While experts caution against claims that smartphones are “destroying” the brain, evidence suggests that digital platforms can reinforce habits that shape how we consume information. Why your brain loves endless scrolling Our social media feeds are endless, which makes it difficult to stop scrolling. While a book has a final page, or a TV show has an ending, our Instagram or Facebook feeds just don’t end. This creates a curiosity: What will be the next post? Our brain, which gets addicted to the dopamine it gets every time your favourite content pops up on the feed, seeks more rewards. As a result, many people continue scrolling for way longer than they intended to get their next rewarding experience. The dopamine myth and the power of variable rewards Dopamine is not simply a “feel-good” chemical. It also plays a key role in motivation and reward-seeking behaviour. Psychologists often compare social media feeds to slot machines because both rely on unpredictable rewards. A user might find a funny video, an exciting update or a message from a friend after several swipes. The timing is never certain. Experts call this a variable reward schedule. Because rewards arrive unpredictably, users remain motivated to continue searching. In many cases, the anticipation of a reward becomes just as powerful as the reward itself. This may explain why some people continue to scroll even when they are no longer enjoying the content. Also read | WION Decodes | Why does coffee calm some people instead of waking them up? Here’s what science says A need for novelty Our brain pays attention to novelty. New information could give us an opportunity, a resource, or a threat. Humans are naturally attracted to unknown experiences – and social media never fails to provide us with fresh content. With every new post, users encounter a new image, video, opinion or headline. This feeds our brains the constant stimulation it desires. Over time, this pattern can encourage rapid switching between different pieces of information. Researchers suggest that constant exposure to highly stimulating content may make slower activities such as reading, studying or deep work feel less engaging by comparison. Mental health feedback loop Scrolling becomes even more compelling when content triggers strong emotions. According to researchers, anxiety and information consumption often reinforce one another. People who feel worried may seek more information to reduce uncertainty. But the repeated exposure to content may also increase stress rather than helping them feel better. This creates a feedback loop in which anxiety fuels more scrolling, and more scrolling fuels anxiety. Studies have linked excessive doomscrolling to higher levels of stress, pessimism and emotional exhaustion. Also read | WION Decodes | What is 'Godzilla' El Niño and how can it impact the Indian monsoon? Is scrolling really rewiring the brain? While scientists refrain from making dramatic claims such as social media is damaging the brain, neuroplasticity may explain how your digital habits can impact behaviour. Scientists generally avoid dramatic claims that social media is damaging the brain. However, the concept of neuroplasticity helps explain how digital habits can shape behaviour. Neuroplasticity is the brain’s ability to adapt through repeated experiences. The neural pathways that are used frequently become stronger over time. Habits based on novelty, rapid rewards and constant task-switching can become increasingly automatic over time. Social media itself is not harmful and can help educate, entertain and content people. However, it becomes a problem when the endless feeds start replacing focused work, meaningful interactions and time away from screens. Understanding the science behind scrolling reveals that the struggle to stop is not simply about willpower. It is also about these platforms designed to keep attention engaged for as long as possible. WATCH | G7 Summit 2026: World Leaders Gather For The High Stakes Summit In Evian-Les-Bains https://www.wionews.com/videos/g7-summit-2026-world-leaders-gather-for-the-high-stakes-summit-in-evian-les-bains-1781592997144/embed/embed

From dopamine-driven rewards to doomscrolling, here's what science says about why people keep scrolling and how the habit can shape the brain.

The science behind why you keep scrolling – and how it rewires your brain

Britain's Liberal Democrats demand cigarette packet-style health warnings on social media platforms as parents nationwide battle against their children's dangerous addiction to endless scrolling. The party proposes a "doomscrolling cap" to prevent platforms from feeding young minds endless toxic content.
This video reveals how parents' struggles are forcing a global political crackdown to protect children from a dangerous digital addiction.



'Doomscrolling Cap' to Shield Children From Social Media Harm

A passenger recently shared a video on social media which raised concerns about a Rapido driver's dangerous behaviour. The viral video shows the driver driving a bike while simultaneously watching cricket highlights on YouTube shorts.

A passenger recently shared a video on social media which raised concerns about a Rapido driver's dangerous behaviour. The viral video shows the driver driving a bike while simultaneously watching cricket highlights on YouTube shorts. In the video, posted by Sai Chand Bandi on the Meta-owned social media platform, Instagram, the driver can be seen speeding with a phone attached to the bike's handlebar, actively viewing YouTube shorts. Meanwhile, the passenger appears visibly uneasy, offering a nervous smile to the camera. At one point, the driver narrowly avoids hitting a pedestrian. In the video's caption, Bandi wrote, "Brother, keep your eyes on the road. What are you doing, man? He's watching match highlights." A video circulating online does not specify the city where the video was taken or the airport where the passenger was heading. How did netizens react to the video? The video's comment section is filled with comments from users who have either gone through a similar situation or those who expressed shock at the driver's actions. “Once a Rapido driver asked me to drive because he was too drunk and couldn't see the road properly,” a user commented. Also read | India: Kolkata Police arrest girl student for ‘life threats’ against West Bengal CM Mamata Banerjee "My Rapido driver was searching for a good song to vibe for over 3 km at 10km/h speed. I took a Rapido instead bus to reach the destination fast," wrote another. "This is not a joke, complain this or else he will do it again and next time someone might lose their life," a third person wrote. One user revealed that he went through a similar incident and his Rapido driver was playing Rummy while driving. “One guy was playing some kind of rummy game on his mobile while driving,” he wrote. “Shouldn't this be punishable? I mean he's putting the passengers and people on the road's life at risk,” another questioned. (With inputs from agencies)

Literal doomscrolling: Video of Rapido driver watching YouTube Shorts while driving goes viral

The dull and boring phone is the new cool among Gen Zs as they look to escape the ills of doomscrolling. A new, featureless flip phone literally named The Boring Phone caught the attention of young people who want to ditch their phones in favour of a dumbphone.

The phone was launched in April at Milan design week, in a collaboration between Heineken beer and the fashion retailer Bodega.

The Boring Phone is actually a part of new dumbphone boom, where Gen Z is looking to drift away from all the technological advancements that they are born around with.

This sudden change of interest is based on the suspicion of the younger generation that tech products are reducing their attention span, causing stress among the lot.

This suspicion has fuelled reinventions of retro cultural artefacts- a trend known as Newtro. During Newtro, people saw revival (mostly based on nostalgia) of vinyl records, cassettes, 8-bit video games and old-fashioned phones.

<h2>Bring back flip phones: Gen Zs call to shift from smartphones to dumbphones&nbsp;</h2>

It was the absolute nostalgia for the Nokia 3310, the “brick” phone that led to its relaunch in 2017. But the boom really began in the US last year and was, ironically, fuelled by TikTokers posting under the #bringbackflipphones hashtag.&nbsp;

HMD, which was behind the Nokia relaunch, saw its flip phone sales double by April 2023, while Punkt, which prefers to call them feature phones or minimalist phones, has also seen substantial sales increases.

But what about the pioneers in smartphones, like Apple and Samsung?

Well, as per Mintel, Apple and Samsung are not under threat as of yet. Nine out of 10 phones are smartphones and dumbphones remain niche, said Joe Birch, a technology analyst at the research firm.&nbsp;

Also Read |&nbsp;<a href="https://www.wionews.com/science-tech/elon-musks-xai-raises-6-billion-openai-develops-new-flagship-ai-model-726383">Elon Musk’s xAI raises $6 billion; OpenAI develops new flagship AI model</a>

“However, there is evidence of this generation modifying their smartphone behaviour, with concerns around the negative impacts of being constantly digitally connected driving this,” Birch added.&nbsp;

“Three in five gen-Zers say they’d like to be less connected to the digital world, for instance.”

You may be surprised to know that this move to digital minimalism among Gen Zs has long been a silent trend. They are the only generation whose time on social media has fallen since 2021, according to GWI, another research company.&nbsp;

Also Read |&nbsp;<a href="https://www.wionews.com/world/worlds-first-ai-software-engineer-devin-writes-codes-and-creates-with-a-single-prompt-699751">World’s first AI software engineer Devin can write code with a single prompt</a>

Another reason of going off the internet is concern about privacy, as per the technology analyst Portulans Institute. Gen Zs are more wary of using social media as they are more aware of privacy breach on these platforms by tech giants or governments.

In this sudden change of heart among Gen Zs, the older technologies can create a room for themselves that might lead to their revival. However, going completely offline in today's world is quite difficult as all essential services like education, healthcare, finance etc. are just a click away.

(With inputs from agencies)

The dull and boring phone is the new cool among Gen Zs as they look to escape the ills of doomscrolling. A new, featureless flip phone literally named The Boring Phone caught the attention of young people who want to ditch their phones in favour of a dumbphone.

The dull and boring phone is the new cool among Gen Zs as they look to escape the ills of doomscrolling. A new, featureless flip phone literally named The Boring Phone caught the attention of young people who want to ditch their phones in favour of a dumbphone. The phone was launched in April at Milan design week, in a collaboration between Heineken beer and the fashion retailer Bodega. The Boring Phone is actually a part of new dumbphone boom, where Gen Z is looking to drift away from all the technological advancements that they are born around with. This sudden change of interest is based on the suspicion of the younger generation that tech products are reducing their attention span, causing stress among the lot. This suspicion has fuelled reinventions of retro cultural artefacts- a trend known as Newtro. During Newtro, people saw revival (mostly based on nostalgia) of vinyl records, cassettes, 8-bit video games and old-fashioned phones. Bring back flip phones: Gen Zs call to shift from smartphones to dumbphones It was the absolute nostalgia for the Nokia 3310, the “brick” phone that led to its relaunch in 2017. But the boom really began in the US last year and was, ironically, fuelled by TikTokers posting under the #bringbackflipphones hashtag. HMD, which was behind the Nokia relaunch, saw its flip phone sales double by April 2023, while Punkt, which prefers to call them feature phones or minimalist phones, has also seen substantial sales increases. But what about the pioneers in smartphones, like Apple and Samsung? Well, as per Mintel, Apple and Samsung are not under threat as of yet. Nine out of 10 phones are smartphones and dumbphones remain niche, said Joe Birch, a technology analyst at the research firm. Also Read | Elon Musk’s xAI raises $6 billion; OpenAI develops new flagship AI model “However, there is evidence of this generation modifying their smartphone behaviour, with concerns around the negative impacts of being constantly digitally connected driving this,” Birch added. “Three in five gen-Zers say they’d like to be less connected to the digital world, for instance.” You may be surprised to know that this move to digital minimalism among Gen Zs has long been a silent trend. They are the only generation whose time on social media has fallen since 2021, according to GWI, another research company. Also Read | World’s first AI software engineer Devin can write code with a single prompt Another reason of going off the internet is concern about privacy, as per the technology analyst Portulans Institute. Gen Zs are more wary of using social media as they are more aware of privacy breach on these platforms by tech giants or governments. In this sudden change of heart among Gen Zs, the older technologies can create a room for themselves that might lead to their revival. However, going completely offline in today's world is quite difficult as all essential services like education, healthcare, finance etc. are just a click away. (With inputs from agencies)

Gen Z is ditching smartphones for 'dumbphones' with minimal features to curb doomscrolling

Doomscrolling is the habit of regularly scrolling through social media for long duration. And consuming negative news and posts. Initially it was meant to stay updated during the pandemic situation. But today it can quickly turn into a harmful obsession. Doomscrolling reinforces negative thoughts and feelings, and can cause anxiety and depression.

Do you doomscroll at night? Beware! It is damaging your brain

Scrolling is the bane of the information age. We have all experienced this. We scroll and scroll for more even our eyes are numb and our mind can't process the info. The scrolling does not stop even if its a bad news making us excessively sad. Such doomscrolling does not yield anything good but we do it nonetheless. Now a study has found that doomscrolling leads to poor physical and mental health.

According to Merriam-Webster Dictionary, doomscrolling is the tendency to “continue to surf or scroll through bad news, even though that news is saddening, disheartening or depressing”.

Sometimes sadness has a pull and the internet is absolutely filled with sad stories.

The study in question has been published in journal Health Communication. The study found that 16.5 per cent of around 1100 people surveyed who doomscrolled showed signs of greater levels of anxiety, stress. Even their health was affected. 27.3 per cent of the respondents reported 'moderately problematic' levels. 27.5 per cent were not affected too much and 28.7 per cent faced no problems.

Bryan McLaughlin, Associate Professor at Texas Tech University, was the lead author of the syudy. He said that 24-hour-news cycle has a potential to bring about a 'constant state of high alert' in some people,

“For these individuals, a vicious cycle can develop in which, rather than tuning out, they become drawn further in, obsessing over the news and checking for updates around the clock to alleviate their emotional distress,” he said.

“But it doesn’t help, and the more they check the news, the more it begins to interfere with other aspects of their lives.”

You can now write for wionews.com and be a part of the community. Share your stories and opinions with us <a href="https://www.wionews.com/content-contribution-registration-form">here</a>.

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Scrolling is the bane of the information age. We have all experienced this. We scroll and scroll for more even our eyes are numb and our mind can't process the info.

Scrolling is the bane of the information age. We have all experienced this. We scroll and scroll for more even our eyes are numb and our mind can't process the info. The scrolling does not stop even if its a bad news making us excessively sad. Such doomscrolling does not yield anything good but we do it nonetheless. Now a study has found that doomscrolling leads to poor physical and mental health. According to Merriam-Webster Dictionary, doomscrolling is the tendency to “continue to surf or scroll through bad news, even though that news is saddening, disheartening or depressing”. Sometimes sadness has a pull and the internet is absolutely filled with sad stories. The study in question has been published in journal Health Communication. The study found that 16.5 per cent of around 1100 people surveyed who doomscrolled showed signs of greater levels of anxiety, stress. Even their health was affected. 27.3 per cent of the respondents reported 'moderately problematic' levels. 27.5 per cent were not affected too much and 28.7 per cent faced no problems. Bryan McLaughlin, Associate Professor at Texas Tech University, was the lead author of the syudy. He said that 24-hour-news cycle has a potential to bring about a 'constant state of high alert' in some people, “For these individuals, a vicious cycle can develop in which, rather than tuning out, they become drawn further in, obsessing over the news and checking for updates around the clock to alleviate their emotional distress,” he said. “But it doesn’t help, and the more they check the news, the more it begins to interfere with other aspects of their lives.” You can now write for wionews.com and be a part of the community. Share your stories and opinions with us here. WATCH WION LIVE HERE ×

Doomscrolling can cause health issues, says study

Do you check your phone the first thing when you wake up? Do you scroll your phone endlessly for hours? Is your screen time making you a procrastinator? You may have fallen prey to a phenomenon called 'doomscrolling'. If you think doomscrolling cannot affect you in any way, think again.

Are you scrolling phone and is it adding to your stress? Then you are 'doomscrolling'

Endless scrolling can have a bad impact on mental health and there is a need to step back from it. WION speaks to Sharon Blady, Former Health Minister of Manitoba and Dr Shabbir Tejani, GP Partner of GR Medical Centre for more perspective

Doomscrolling - Endless scrolling leading to anxiety, impact on mental health

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