A third of Americans are avoiding social media because of election content

LONDON, 3rd October — A third (35%) of Americans have reduced their social media usage in the last three months, with half (49%) citing political discussions as the reason they have pulled back. That’s according to new data from global researcher GWI representative of 2,074 American consumers.

Other reasons cited for avoiding political content online include feeling ‘overwhelmed’ (35%); that political content online ‘can create conflict or a hostile environment’ (32%); and that it ‘negatively impacts mental and emotional well-being’ (30%).

As such, a quarter of Americans (25%) have muted and/or hidden political topics, words, or discussions on social media. With a further 23% stating that political content online distracts them from the content and interests they care about.

Some Americans have even gone as far as unfollowing a brand/influencer (18%) or a friend, family member, or colleague (19%) on social media due to their political opinions. And a further quarter (22%) have stopped using or purchasing a brand's product for the same reason.

But it’s not just social media that Americans are avoiding. Four in 10 (41%) have also avoided TV channels or streaming platforms that feature political content.

Speaking on the data, Matt Smith, Trends Analyst at GWI said, "The significant number of Americans stepping away from social media due to political content speaks to a broader trend—people prioritising their mental health.  Rather than doom scrolling, habits are being overhauled and people are actively auditing their social media channels.

“What’s striking is more Americans admitted to unfollowing friends and family due to their political content than brands and influencers. This proves just how divisive political posts have become. 

“This is a wake-up call for social media platforms to create spaces that foster healthier, more constructive interactions. The prevalence of misleading content, combined with the hostile nature of political discussions can make social media platforms an exhausting place to be — especially during election season. Politicians, and the social media giants themselves, need to be wary of how much content they are bombarding people with. Social media users want variety in their feeds, without that variety there is a risk that people will simply switch off.”