Last updated on April 18, 2014 at 13:07 EDT

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

June 20, 2012

LONDON, June 21, 2012 /PRNewswire/ –

Financial and mobile issues might prove the least of Mark Zuckerberg’s problems claims
a report [http://conquestuk.com/docs/Facebook%20project.pdf ] out this week from top ten
award winning independent market research agency Conquest [http://www.conquestuk.com ]
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(TM) 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 presentation.

– 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(TM) 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 +44(0)7831-733-804 omerli@omerlicohen.co.uk

SOURCE Conquest Research

Source: PR Newswire