Researchers from the University of Bristol have found that customizing social media to match users’ unique habits and needs could help them manage their time online more effectively.
The study, presented at the Conference on Human Factors in Computing Systems in Yokohama, Japan, suggests that people can have a more positive experience on social media if their engagement is tailored to fit their individual patterns and motivations.
Led by Dan Bennett from Bristol’s Faculty of Science and Engineering, the study highlights the struggle many people face with time management and well-being when using social media.
While platforms offer entertainment, connection, and opportunities for personal growth, many users feel that their time online is not well-spent.
Bennett explained that people experience social media in different ways and have varying needs for self-regulation.
However, until now, there has been limited understanding of what drives these differences and how social media designs could be adapted to meet them.
The researchers used a new approach called person-centered machine learning to group social media users based on their behaviors and motivations.
They identified four main types of users. Socially-steered users are heavily influenced by peer expectations and feel pressure to stay connected.
Automatic browsers find themselves mindlessly scrolling through content without purpose, often feeling regret afterward.
Deeply invested users see social media as part of their personal identity and goals, but they too struggle with overuse. Finally, Goldilocks users enjoy the benefits of social media but maintain a healthy distance, experiencing the least regret.
The study, which surveyed 500 participants using psychological assessments, suggests that a one-size-fits-all approach to social media design does not work.
Instead, platforms could introduce personalized features to help users manage their time and well-being.
For instance, compulsive users might benefit from tools that promote mindful usage, while socially pressured users could gain support in managing expectations without feeling disconnected.
Bennett believes that recognizing different user types could help platforms design features that promote better control and more meaningful online experiences. This concept of personalized design goes beyond social media. In a related study, the researchers found similar user patterns in other technologies, like gaming and wellness apps.
Their findings suggest that customizing digital experiences based on user behavior could help people engage more intentionally and find greater value in their screen time.
The next phase of their research will explore how social media platforms can identify these different user groups and adapt their designs to promote healthier and more meaningful online habits.
This personalized approach could transform the way people interact with technology, making time spent online more fulfilling and less wasteful.
