Over half of locked-down Brits want to spend less time on social media

end-of-life equipment not being recycled

Studies show Brits admit to ‘wasted’ hours scrolling through dull content and wish to spend their time more productively and with more purpose.

  • New research during UK social distancing shows 52% want to cut the cord with generic platforms like Facebook and Instagram
  • Half want to join community apps dedicated solely to their personal passions, and over a third would join independent communities from their favourite brands and influencers

Over half of locked down Brits want to spend less time on Facebook and Instagram – as they admit to ‘wasting’ hours scrolling through dull content, in new data released today by Disciple’s inaugural Passion Index Report. 

The data – gathered from over 2000 people in the midst of national social distancing – also found 50% want to join a community app dedicated solely to their personal passions, and over a third (34%) want to see dedicated apps from their favourite brands or influencers.

The report shows Gen Z (18-24) are the most heavily affected – spending three and a half hours on poor Facebook content per week – but are also the most keen to join personal passion communities (54%) and brand community apps (41%). 

The older demographic are the opposite – as the over 55s waste just one hour 21 mins, but only 19% would like specific community apps outside mainstream ones like Facebook.


Read More: Black Mirror: We asked a social media expert if Smithereens is realistic


The independent survey was commissioned by Disciple Media, who have recently launched a new community building platform – which helps users build networks based on passion, using a new type of tech called Progressive Web Apps.

Disciple CEO Benji Vaughan said: “It’s not surprising so many people are disappointed with social media, when so much of it is engineered by advertisers simply to sell stuff. 

“The first social platforms benefitted from having a market that wasn’t competitive, which helped them hoover up users’ attention – and that’s now the opportunity facing brands and creators.

“Our data shows Britain is bored of traditional social media – and would love to spend less time with Facebook and more time with the things they’re passionate about. This is why it’s crucial we empower creatives and brands to create their own communities.

“We believe community builders – rather than social media monopolies – should own the value of their networks, as it’s the only way to ensure the quality of the digital content improves.”

The problem of poor quality media is caused by the sheer volume of low grade generic content – as respondents say they consider less than 50% of social media to be high-quality.

And the overall effect of this issue is that 43% of Brits are left feeling social media is an unnecessary distraction, with 52% saying they would like to spend less time on it.

A quarter of Brits also believe social media in general has a negative impact on society.

Personal passions key to improving our digital lives

More than 70% of Brits say they’d join one or more community groups on social media related to a personal passion or interest.

And 50% of respondents noted they’d join a dedicated community app tied to their passion – and of those, 34% would be willing to pay for exclusive content or offers.

This passion economy is led by youngsters, as 31% of 16-24 year olds find passion projects the most engaging social content – compared to 7% in the older generation, who primarily use it to keep up with family.


Social Media, Data, Over half of locked-down Brits want to spend less time on social media

Bekki Barnes

With 5 years’ experience in marketing, Bekki has knowledge in both B2B and B2C marketing. Bekki has worked with a wide range of brands, including local and national organisations.

The vital role business plays in the business intelligence equation

Phillip Smith • 03rd December 2021

As organizations continue turning their attention to technology advancements, to maintain some form of ‘business as usual’, there has never been a greater need for companies to truly understand the data they hold, and how to interpret it. Phillip Smith, the chief architect at workplace data analytics firm Tiger, explains more.

2,500 years of threat intelligence and its value continues to...

Anthony Perridge • 01st December 2021

Anthony Perridge, VP International at ThreatQuotient discusses how threat intelligence has evolved to form an essential aspect of modern-day cybersecurity. By harking back to the practices of our ancestors, today’s threat hunters can take inspiration about evaluating threat data to maximize the best possible decisions.

The gaming industry’s latest challenge: DDoS protection

Babur Khan • 30th November 2021

As the industry faces a rise in DDoS threats, it is time that gaming companies truly prioritise cybersecurity and business resiliency. In his latest article, Babur Khan,Technical Marketing Engineer at A10 Networks, lays out a framework for the industry to do just this, securing their customers and their own success against the tide of cyberattacks.

The Best Ten Rated Cloud Security Management Options For Business

Erin Laurenson • 24th November 2021

Cloud Security programs that can carry out safety procedures and address or flag potential high-risk elements are now critical, allowing businesses to function normally without fearing a potential breach. To help you find the best Cloud management and security system for your business, we’ve done the research and found the top systems presently available on...