Why do users return to social media after quitting?

Nov. 10, 2020

Why do people resume using social networking sites after quitting them? By using the economic theory on return migration to develop a model, Jason Thatcher and his colleagues determine the primary reasons for why those who swear off social media come back.

Thatcher and his co-authors studied two types of people: those who had stopped using social networking sites at least six months ago (long-term non-users) and those who recently decided to stop (recent non-users). According to their results, long-term non-users mostly returned to social media because they missed the satisfaction that they used to get from the activities on social media while most recent non-users returned because they were dissatisfied with the experiences that they were having by not using social media.