[Youth Report] Luxury and Flex-filled SNS... Tired of Showing Off, Users Close Accounts

The Phenomenon of 'Online Minimalism' Gradually Spreading
Excessive SNS Increases Risk of Depression

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Recently, more young people are cleaning up their social networking service (SNS) accounts or reducing their usage frequency. This is because many have grown tired of the culture of flaunting their daily lives on SNS, and the sense of relative deprivation caused by economic difficulties has intensified.

Enough with YOLO and Flex... Spread of Rational Consumption Culture

As more young people prioritize rational consumption, the so-called 'online minimalism' phenomenon, which involves reducing SNS usage, is also spreading. Many used to visit high-end restaurants or purchase expensive items just to post on SNS. However, due to ongoing high inflation, some are choosing to save rather than spend and are cutting back on SNS activities.

Mr. Shim (27), who quit his job last month, recently deleted the Instagram app. He used to run both a daily life account and a restaurant review account, saying, "I often went to expensive restaurants like omakase to post on Instagram," and added, "But with rising prices and restaurant menu costs going up, plus my income decreasing after quitting my job, I decided to save money and deleted the app."

He continued, "SNS is addictive. When strangers leave comments like 'I'm jealous,' I sometimes overspent trying to visit better restaurants," and added, "After deleting SNS, I no longer feel the need to go to expensive restaurants."

Just a few years ago, conspicuous consumption behaviors like 'YOLO' and 'Flex' were trendy, but recently, due to the recession and high inflation, a culture of cost-effective and wise consumption is spreading. In fact, among young people, challenges like the 'No-Spending Challenge' to save even a single penny are popular. Also, participating in various app-based events to earn small profits, known as 'app-tech' or 'jjantech,' is gaining popularity.

Young People Feeling Depression Due to Relative Deprivation

[Image source=Yonhap News]

Meanwhile, some young people are cleaning up their SNS accounts to escape feelings of relative deprivation. Office worker Mr. Park (26) said, "When I see photos of acquaintances on Instagram, I wonder, 'Am I the only one living such a hard life?'" and added, "I know people only post happy moments on SNS, but I can't help comparing my life to theirs."

This phenomenon is also called 'caffeine depression.' It is a term derived from the initials of major SNS platforms KakaoStory, Facebook, and Instagram, and is characterized by experiencing relative deprivation and depression from seeing others' lives on SNS.

In fact, research has shown that excessive SNS use can increase the risk of depression. A study by the University of Arkansas surveyed 978 adults aged 18 to 30, finding that 22.6% of those who used SNS between 121 and 195 minutes per day, and 32.3% of those who used it between 196 and 300 minutes per day, suffered from depression.

The research team stated, "Using SNS increases the likelihood of comparing oneself to others and exposure to harmful content. The longer the SNS usage time, the fewer opportunities there are for face-to-face interactions, which can also increase the risk of depression."