Incogni study finds digital exhaustion driving U.S. social‑media users to post less

Incogni surveyed 1,000 American adults between June 1‑9, 2026 about their social‑media habits. More than half (55 %) now post less than five years ago, and 53 % are more selective about who sees their content. A majority (51 %) describe maintaining an online presence as “work,” with 60 % of Gen Z respondents feeling the same pressure, compared with 38 % of Baby Boomers.

Stress‑related behavior is common: 47 % have deleted at least one app because of anxiety or fear, with higher rates among Millennials (61 %) and Gen Z (56 %). The primary motivations for reduced activity include political polarization (44 % of respondents), privacy and security concerns (51 %), and harassment or hate speech. The study links these trends to algorithmic overload and the growing volume of AI‑generated content, suggesting social media is increasingly perceived as a burden rather than a source of enjoyment.

The findings highlight a broader shift in digital well‑being among U.S. users, raising questions for platforms, regulators, and mental‑health professionals about the long‑term impact of persistent online engagement.