A Social Media Addiction across Generations: A Cohort Study of Generation Z and Millennials

Abstract

This research is a quantitative study that aims to analyze generational differences in social media addiction between Generation Z and Millennials in Pakistan. It is based on a cross-sectional design, data were collected from 156 participants through a self-administered 5-point Likert scale. The Bergen Social Media Addiction Scale (BSMAS) was used to assess addiction levels. An independent samples t-test was applied to assess the association between the generations (Generation Z vs Millennials) and the social Media Addiction Scores. The findings suggested a statistically significant difference in addiction scores between the two groups. Generation Z participants had a higher mean score (M = 17.46, SD = 4.01) than Millennials (M = 15.86, SD = 3.95), with t (154) = 2.12 and p = .035. Therefore, the results support the research hypothesis, indicating that Generation Z is more addicted to social media than Millennials. This study provides insight into the comparative impact of generational belonging in social media addiction. These findings can help mental health professionals, educators, and policymakers in designing interventions.