(Gallup) Social Media and Wellbeing: It’s Complicated

Most adults worldwide use social media, and among younger adults, nearly everyone does. Across 97 countries surveyed by Gallup so far in 2026, a median of 81% of adults say they have used some type of social media in the past seven days, rising to 95% among those aged 15 to 29.

Findings from the latest State of the World’s Emotional Health report challenge some assumptions about what that widespread use means for wellbeing. The analysis reveals a modest, complicated relationship that varies by time spent using social media, age and where people live.

With social media so embedded in daily life, the findings are particularly relevant at a time when the world’s emotional health is under considerable strain. Worry, stress, sadness, anger and physical pain all remain well above the levels Gallup measured two decades ago. What is less understood is how much social media is associated with this rise in negative emotions.

For this study, Gallup classifies adults as low use (no use or less than 30 minutes a day), moderate use (30 minutes to less than two hours) or high use (two hours or more). After accounting for factors that can influence wellbeing metrics such as these, moderate use is associated with fewer negative emotions than high use and more positive experiences and higher life evaluations than low use. As with many things in life, moderation appears to yield more optimal wellbeing outcomes.

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As part of the World Health Summit, Gallup has released new data from 97 countries on social media use and wellbeing.Globally, there is no substantial relationship between time spent using social media and wellbeing.This finding is remarkably robust. It is true for youth populations (N=26,700 youth 15-29) and for all ages pooled (94,460 adults 15+). It is true with or without extensive controls for internet use, employment status, physical health, age, gender, country effects, education, income, social support. It is true for linear and quadratic use effects. It is true for heavy use, defined several ways. In fact, in some models no use or light use predicts the worst outcomes, but the effects are always very small.However, associations vary widely across countries. In most countries, there is no effect. In Africa, associations between social media use and wellbeing are insignificant or even positive! In USA, CAN, AUS, ISR, & parts of Europe, social media use predicts negative wellbeing.Effects of social media among the youth are among the worst in the USA, raising interesting questions about differences in content and underlying mental health across youth populations.

— Jonathan T. Rothwell (@jtrothwell) October 12, 2026