Platforms like Facebook, Instagram, and Snapchat aren’t just tools for communication—they’re digital ecosystems that shape behaviors, influence well-being, and, increasingly, raise concerns about mental health. A new study from the University of Bristol, published in the ACM Transactions on Computer-Human Interactionoffers fresh insight into how individuals engage with these platforms. Researchers surveyed 500 participants and employed advanced machine learning techniques to identify four types of social media users—each with their own motivations and patterns of behavior.
1. Socially Steered Users
These individuals use social media largely due to external pressures. Whether it’s keeping up appearances, fulfilling social obligations, or following trends, their online activity is often driven more by expectation than personal desire. (Image: Shutterstock)
2. Automatic Browsers
Ever found yourself endlessly scrolling with no real purpose? You might belong to this group. Automatic Browsers engage with social media habitually and without intention—often leading to feelings of regret and wasted time. (Image: Shutterstock)
3. Deeply Invested Users
For these users, social media is more than a pastime—it’s part of their identity and a tool for personal and professional growth. While their goals may be constructive, they are also the most prone to experiencing signs of addiction and burnout. (Image: Shutterstock)
4. Goldilocks Users
Finally, the fourth type of users are known as Goldlocks Users. They value the importance of social media but maintain a healthy detachment from it. People belonging to this group have reported to be less regretful which signals a balanced approach. (Image: Shutterstock)
