By India McCarty
Looking to cut down on your TikTok usage? A new study says your efforts to stop using the app might lead to more time than ever online.
“Our research was the first to document a novel phenomenon which we termed the ‘digital detox paradox,’” Christopher Newman, an associate professor of marketing and the King Self Chair of Free Enterprise in the Ole Miss School of Business Administration, explained.
The study looked at whether or not TikTok users would respond to built-in reminders to leave the app, or adhere to time limits on TikTok.
“Findings showed that digital detox intervention efforts from TikTok ironically led its users who were less skeptical of advertising to open TikTok more and use it longer,” Newman explained. “These less skeptical users viewed TikTok as more authentic when it voluntarily offered detox interventions, and in turn, responded positively to TikTok by paradoxically using its app more.”
He added that his research is “particularly timely” as lawmakers around the world are working to curb social media usage, especially in young people.
“We identified a vulnerable consumer segment — less skeptical consumers — that policymakers and non-governmental organizations should acknowledge when crafting initiatives aimed at regulating social media usage,” Newman said. “On the other hand, policymakers need to also be aware that higher levels of skepticism can be a hindrance to the efficacy of digital detoxing efforts.”
These findings aren’t all that surprising. Currently, TikTok is being sued by over a dozen states for specifically creating their app to be addictive to young people.
“It is profiting off the fact that it’s addicting young people to its platform,” District of Columbia Attorney General Brian Schwalb explained, via PBS.
Schwalb acknowledged that keeping users hooked is “how they generate massive ad revenue,” but added, “Unfortunately, that’s also how they generate adverse mental health impacts on the users.”
Related: New Report Reveals the Ugly Truth About TikTok
Newman’s research also reinforces other experts’ opinions on digital detoxes.
“Technology is very much a part of us now. We bank with an app, read restaurant menus on phones and even sweat with exercise instructors through a screen,” Emily Cherkin, a screen-time management consultant, told the BBC. “It’s so embedded in our lives, we’re setting ourselves up for failure if we say we’re going to go phone-free for a week.”
Sina Joneidy, a senior lecturer in digital enterprise at Teesside University, UK, recommended using technology in a “purposeful” way — instead of focusing on cutting screens out completely, concentrate on being intentional with your tech use.
Digitally detoxing can be hard, especially when it’s from an app as addictive as TikTok is, so if you’re struggling to cut down on screen time, don’t worry — you’re not alone.
Read Next: Why 14 States Are Suing TikTok
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