March 27, 2023 —The March edition of Pollara Strategic Insights’ Rage Index shows that Canadians who spend more time on social media tend to be angrier, with heavy users of social media scoring 6 points higher on the Rage Index than non-users.
This is having an impact on the way Canadians use social media, with over one-third (35%) of Canadians saying they have quit a social media platform due to the angry or toxic tone. Notably, half (49%) of women 18-34 have quit a platform due to the tone.
Facebook and Twitter are the focal points of online rage, as the users of these platforms feel significantly angrier when using them than the users of other platforms. Moreover, 17% of Canadians report having quit Facebook due to the tone there and 12% of Canadians report having quit Twitter.
Meanwhile, Canadians generally report feeling happy or pleased when they’re on Instagram and TikTok. This bodes well for the long-term viability of these platforms, as the latest edition of Pollara’s SocialScape shows usage of these platforms on the rise, especially among the younger female demographic who are most turned off by online anger.
See the full details in our report and commentary on the study in the Toronto Star. You can read more about social media usage patterns in Pollara’s SocialScape.