India: A Nation Embracing Digital Excess

Driven by its youthful population and mobile-first approach, India is experiencing an unprecedented surge in social media engagement. As western nations like the U.S. show signs of digital fatigue, India’s demographics are propelling it into a new era of connectivity and content consumption. According to a recent analysis by GWI, adults in developed countries are spending less time on social platforms, while India bucks this trend with record-high usage.

The Numbers Speak Volumes

By the end of 2024, Western nations had seen a nearly 10% drop in daily social media usage from their peak, especially in Europe. However, India is thriving, with users dedicating an average of 2 hours and 28 minutes daily to social media—eclipsing both the U.S. and Europe in connectivity. The median age of just 28.8 years in India highlights the country’s vibrant youth-driven digital landscape, according to Times of India.

Platform Preferences: East Meets Digital

India’s digital appetite is influenced by a preference for platforms that offer mobile-first, video-centric experiences. WhatsApp, YouTube, and Instagram command attention, with short-form video formats like Reels and Shorts leading the charge. This enthusiasm contrasts sharply with the West, where platforms like TikTok remain popular, although their usage dynamics are shifting.

The Western Decline: Binge to Cringe

For many Western users, the social media allure is waning, with teenagers and twenty-somethings driving this change. The West is witnessing an evolution from reflexive scrolling towards more mindful online activities. The term “binge is now cringe” aptly describes this new sentiment, as social media saturation gives way to digital detoxification efforts.

The ‘Enshittification’ of Social Platforms

Echoing this change, technology writer Cory Doctorow describes the “enshittification” cycle digital platforms undergo: initially beneficial to users, then gradually shifting value to business customers, and finally extracting maximum profit for shareholders. This cycle results in user disillusionment at a time when AI-generated content exacerbates concerns.

Digital Detox: A Western Response

Amid AI manipulations and content overload, grassroot movements like the “LOG OFF Movement” advocate for rejecting the attention economy’s grips. Despite entrenched ties between social media giants and western governments, calls for regulation and digital detox are growing stronger.

As India relishes its digital engagement with a youthful verve, the West contemplates a recalibration of its online habits. This dichotomy highlights a global shift in how social media is perceived and utilized across cultures.