Incogni study finds rising digital fatigue among US social‑media users

A privacy‑technology firm, Incogni, surveyed 1,000 U.S. adults between June 1‑9, 2026 about their social‑media habits. The study shows a growing sense of digital exhaustion: 55 % now post less than five years ago, 53 % are more selective about who sees their content, and 51 % regard maintaining an online presence as work. Among respondents, 60 % of Generation Z and 38 % of Baby Boomers feel this way.

Nearly half (47 %) have deleted at least one app due to stress or anxiety, with 61 % of Millennials and 56 % of Gen Z reporting such deletions. Forty‑four percent say political content and polarization push them to withdraw. The primary reasons cited for deleting accounts are privacy or security threats (51 %) and harassment or hate speech. The researchers link these trends to algorithmic mechanisms and the surge of AI‑generated content, noting that while few delete profiles entirely, many reduce activity and visibility.

The findings suggest social‑media platforms are increasingly perceived as burdens rather than sources of enjoyment, especially among younger users concerned with mental health, privacy, and online hostility.