This report by the Danish Competition and Consumer Authority investigates the relationship between social media consumption and well-being among young Danish consumers (ages 8–25 years). Based on survey responses from 3,445 young people and 2,381 parents, complemented by socioeconomic data and historical school well-being (WIS) registry data from Statistics Denmark, the study uses objective screen time measurements and psychometric instruments for addiction and self-control. Findings reveal that social media overuse is widespread, particularly on content-focused media (e.g., TikTok and Instagram). While overall daily time spent (DTS) had a nuanced link to general well-being, social media addiction showed a strong negative correlation with well-being. The report noted that gender disparities persist: teenage girls were found to be heavier users, reporting more addictive symptoms and lower well-being than boys. Longitudinal analysis shows that girls experience significant, persistent declines in WIS following the acquisition of smartphones and chat media, contrasting with boys, who showed neutral or slightly positive effects from prolonged smartphone use.
(Source: Report)
Methodology
This research combines cross-sectional survey data with longitudinal data using an integrated framework. The study collected survey responses from 3,445 young consumers (ages 8–25 years) and 2,381 parents in Denmark, recruited via random selection from the Central Office of Civil Registration. Data collection occurred from October to December 2023. The final sample was assessed as representative based on sociodemographic factors and well-being in school (WIS) scores compared to the general population.
(Source: Report)
Country or region of researched population
Denmark
Citation
Danish Competition and Consumer Authority. (2025). Young consumers and social media. Danish Competition and Consumer Authority.
This report by the Danish Competition and Consumer Authority investigates the relationship between social media consumption and well-being among young Danish consumers (ages 8–25 years). Based on survey responses from 3,445 young people and 2,381 parents, complemented by socioeconomic data and historical school well-being (WIS) registry data from Statistics Denmark, the study uses objective screen time measurements and psychometric instruments for addiction and self-control. Findings reveal that social media overuse is widespread, particularly on content-focused media (e.g., TikTok and Instagram). While overall daily time spent (DTS) had a nuanced link to general well-being, social media addiction showed a strong negative correlation with well-being. The report noted that gender disparities persist: teenage girls were found to be heavier users, reporting more addictive symptoms and lower well-being than boys. Longitudinal analysis shows that girls experience significant, persistent declines in WIS following the acquisition of smartphones and chat media, contrasting with boys, who showed neutral or slightly positive effects from prolonged smartphone use.
(Source: Report)
Methodology
This research combines cross-sectional survey data with longitudinal data using an integrated framework. The study collected survey responses from 3,445 young consumers (ages 8–25 years) and 2,381 parents in Denmark, recruited via random selection from the Central Office of Civil Registration. Data collection occurred from October to December 2023. The final sample was assessed as representative based on sociodemographic factors and well-being in school (WIS) scores compared to the general population.
(Source: Report)
Country or region of researched population
Denmark
Citation
Danish Competition and Consumer Authority. (2025). Young consumers and social media. Danish Competition and Consumer Authority.
- social media internet for young people well-being
