The Youth and Online Habits study was conducted by Harris Poll on behalf of Camp Mobile, an app developer owned by South Korean portal Naver, among 812 respondents aged 13-22. This found that four in five respondents felt people their age shared too much information online.
But most (69%) thought their peers were only "being themselves" a small amount of time, while a broadly similar proportion (63%) admitted they sometimes had a hard time reading "fluff" their friends posted. There was a widespread desire (57%) for greater authenticity in these communications.
The possibility of parents or older relatives seeing material they had posted was an inhabiting factor for 44% of respondents, while 31% took a longer view and worried about the effects of a potential employer viewing it.
Consequently, around two in five (39%) felt unable to be their real self on social media while one third (36%) lamented not having a place where they could express their "real self" online.
"This new research survey supports our theory that there's a cultural shift underway, being driven by Generation Z," said Doyon Kim, General Manager of Camp Mobile. "It shows a preference for online authenticity and more private group spaces to selectively share different information with various subsets of their diverse work and personal lives."
"The moving trend away from auditorium-style social networks to more private group spaces shows there is a real need for a different type of social network and messaging platform," he added.
This conclusion was given added weight by other survey findings: most young Millennials were spending as much (39%) or more (35%) time on social media as a year ago; but two-thirds of respondents said they were sharing less.
"This change in the way the younger generation share information with their peers will affect the popularity and continued use of a variety of social media networks," Kim stated.
Data sourced from PR Newswire; additional content by Warc staff