Survey finds growing unease about data privacy and interest in ethical alternatives.
Nearly one in four social media users in Ireland have abandoned a platform because they disapprove of its owner, according to new research from Pure Telecom.
The survey, conducted by Censuswide among 1,001 adults, highlights mounting concerns about who controls the networks people use every day.
“Social media ownership has become a divisive topic and it’s interesting to see how the public personas of some owners are impacting the popularity of the social networks they lead”
The findings show that 67% of respondents are worried about platform ownership, while 29% are considering quitting a service for the same reason. Younger users are particularly sensitive to the issue: 28% of those aged 18 to 24 have already left a platform, and 37% are weighing the decision.
Keeping it real
Privacy fears are also shaping behaviour. 62% of users said ownership concerns make them anxious about how their personal data is handled, and half have updated their privacy settings in the past year.
“Social media ownership has become a divisive topic and it’s interesting to see how the public personas of some owners are impacting the popularity of the social networks they lead,” said Paul Connell, chief executive of Pure Telecom.
“As concerns grow around data security and how ownership impacts personal privacy, our research indicates that users are losing faith in some platforms.”
Despite these worries, social media remains deeply embedded in daily life, with 98% of adults using at least one platform. Many are open to alternatives: 64% expressed interest in joining an “ethical” network, though 54% doubt such a platform could ever exist.
The survey also explored posting habits. More than a third of users edit their photos before sharing them, excluding filters. Men are more likely to do so than women, at 43% versus 34%.
Among those who edit, the most common changes are to skin tone, lines and wrinkles, and facial features. Almost a quarter of respondents admitted travelling somewhere primarily to capture social media content, and the average smartphone photo library now exceeds 7,500 images.
Connell said the findings underline the tension between users’ desire for connection and their growing mistrust of platform governance.
“People continue to seek online connections,” he said. “At Pure Telecom, we are passionate about keeping those connections alive and delivering real value to individuals, households and businesses across Ireland.”
Top image: Paul Connell, chief executive of Pure Telecom
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