A recent report from the internationally renowned polling firm Ipsos Group reveals that 90% of Chilean respondents use social media daily for communication, connecting with others, and browsing or creating audiovisual content, with only 1% reporting no use of social media.
According to information released on Ipsos' official website, 94% of Chilean female respondents use social media daily, higher than the 86% of male respondents. The primary activities of Chilean respondents on social media include finding walking spots (47%), cooking recipes (43%), dining places (42%), travel destinations (39%), and shopping locations (39%). 52% consider social media as their main source of information for choosing brands or products, with this percentage rising to 59% among millennials (born 1981-1995).
For Chileans, Instagram, Facebook, and TikTok are the most influential social media platforms. Instagram has the greatest impact on choosing restaurants (66%) and travel destinations (62%), while Facebook leads in selecting accommodation (56%). Other social media platforms also have significant influences in various areas, such as TikTok in parent-child activities (46%), YouTube in cooking advice (48%), and Pinterest in crafts (32%). Social media plays a crucial role in making decisions related to daily life and is the primary source of information for most people when choosing brands and products.
Among Chilean respondents, 67% view social media as a means of entertainment and "escaping daily chores," with millennials (71%) more likely to agree with this sentiment than baby boomers (born 1948-1964, 58%).
However, 41% of respondents claim that social media negatively impacts their mental health, particularly among millennials (47%) and Generation Z (born 1997-2012, 47%). Additionally, 49% of respondents report spending more time on social media than anticipated, and 38% say it affects their attention to daily chores or work.
In terms of interpersonal relationships, 48% of respondents believe social media has replaced other forms of contact with family and friends, 47% feel that social media makes them part of a community, and 46% express a fear of missing out on new things, commonly known as "FOMO."
Despite the common belief that Generation Z is most affected by social media, the report indicates that millennials are the most influenced, both positively and negatively. They report spending more time on social media than expected and being distracted at work, but also see social media as beneficial for career development and fostering a sense of community. Therefore, helping people reduce guilt, stress, or anxiety caused by social media is a significant current challenge.