Monday Nov 5 16:45 AEDT
For many users, checking their MySpace or Facebook account has become 'automatic and compulsive behaviour'. (Getty Images)
A growing number of young Australians are becoming addicted to online social networks, according to a new study.
Naked Communications digital strategist and recent Monash University graduate, Julian Cole, uncovered the trend as part of his research into the use of social networking sites such as Facebook and MySpace.
"For many moderate to heavy users, checking their MySpace or Facebook account has become an automatic and compulsive behaviour, with some participants reporting they log on up to twenty times a day," Mr Cole said.
He found that many openly admitted to their addiction and, in an ironic twist, contribute to online confession groups.
"It's very bizarre. With a lot of other addictions people tend to hide it, but because it's such a common thing it's not hidden and people talk about it more," Cole said.
He believes one of the key reasons behind the addictive nature of social networking is it's "sticky nature".
"People lose track of time," he said.
"The thing that makes social networking so sticky is that there are so many paths you can take. You'll be on one friend's profile and then you click on their friends, and their friend's friends. It's never ending."
According to Mr Cole, warning signs of possible social networking addiction include frequently visiting the site for longer than intended, experiencing negative psychological or physical effects when the activity isn't available, and scheduling other activities around your time online.
"The point where it crosses over to an addiction is when people go there without a goal, it becomes part of their habit," Mr Cole added.
The study also revealed a divide between blue and white collar workers, with the later more likely to be addicted.
"The fact that they are in front of their computers means they are more likely to become addicted to these websites," he said.
He said typical addicts are more likely to be university students or people new to the workforce, people who have ready access to computers.
Mr Cole points out that the benefits of online social networking currently outweigh the negatives.
"A lot of social relationships are now being maintained, and the ability to connect with people you may not have normally," he said.
His tips for ensuring you don't become addicted are planning the amount of time you'll spend on online, and finding alternate ways of staying in touch with friends.
Mr Cole's findings were based on an in-depth survey of 20 participants, chosen from a larger survey of 300 people.
©AAP 2007
--
Melissa Bolling, Strategy Planner, BMF
Tel: 02 9552 7072 Fax: 02 9552 7070 www.bmf.com.au
No comments:
Post a Comment