Efforts to reduce TikTok screen time often increase usage

Efforts by social media platforms to encourage users to take breaks from screen scrolling may actually lead to some of them spending even more time online. That’s according to research coauthored by University of Mississippi professor Christopher Newman.

Newman and Emma G. Galvan, assistant professor of marketing at Georgia Southern University, assessed TikTok users’ daily activity to determine whether built-in reminders and daily time limits affected app usage. Their findings are published in the Journal of Public Policy and Marketing.

“Our research was the first to document a novel phenomenon which we termed the ‘digital detox paradox,'” said Newman, associate professor of marketing and the King Self Chair of Free Enterprise in the Ole Miss School of Business Administration.

“Findings showed that digital detox intervention efforts from TikTok ironically led its users who were less skeptical of advertising to open TikTok more and use it longer. These less skeptical users viewed TikTok as more authentic when it voluntarily offered detox interventions, and in turn, responded positively to TikTok by paradoxically using its app more.”

TikTok draws more than 1.5 million active users worldwide each month, according to recent data. The U.S. has the platform’s largest audience, with more than 135 million monthly users.

These findings offer new insight at a time of heightened focus on screen time and mental health, particularly among younger users who are often more susceptible to social media addiction.

Studies have found links between excessive screen time and manic symptoms in pre-teens as well as other mental health risks, such as depression.

Newman said this research suggested that well-intended efforts to curb usage may backfire, strengthening user engagement for less skeptical TikTok users.

In stark contrast, people with more skepticism toward advertising showed no significant change in behavior, largely ignoring the app’s break reminders.

“This research is particularly timely, given ongoing legislative efforts aimed at curbing problematic social media usage, such as the Social Media Addiction Reduction Technology Act,” Newman said. “We identified a vulnerable consumer segment—less skeptical consumers—that policymakers and non-governmental organizations should acknowledge when crafting initiatives aimed at regulating social media usage.

“On the other hand, policymakers also need to be aware that higher levels of skepticism can be a hindrance to the efficacy of digital detoxing efforts.”

People looking to “unplug” from endless screen time may find more success through self-imposed limits rather than relying on app-driven detoxes, he said.

But most college student participants spent a consistent six to seven hours per day glued to social media apps, sometimes clocking 10 hours. Paired with the study’s findings, the observation underscores the demand for more understanding of how digital interventions affect user behavior on any social media platform, Galvan said.

“Children and adolescents typically do not pick up on ulterior motives as easily as adults, and are therefore characteristically less skeptical of advertising, promotions and similar offerings,” she said.

“The more screen time this group consumes throughout their younger years, the more vulnerable they become. So, parents just need to keep this in mind when monitoring their children’s screen time and their interactions with paid content on social media.”