Scenes of SNS Fatigue Include "Too Much Information" and "Same Information Repeatedly" - 56% Say Children's SNS Use Should Be Regulated, 81% Including Restrictions

Cross Marketing Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Mikoshi Igarashi) conducted the "SNS Survey (2026)" in June 2026, targeting 3,000 men and women nationwide aged 20 to 69. While SNS is widely used for various purposes such as information gathering, communication, and self-expression to gain likes!, there are also cases of getting involved in troubles such as information leaks, defamation, spread of false information, and fraud. This time, as an awareness survey, we analyzed the experience of SNS fatigue, scenes where fatigue is felt, impressions of content using generative AI on SNS, attractive post content, and regulation of children's SNS use. *SNS fatigue... refers to the experience of feeling the need to distance oneself or take a break from using SNS.

Survey Results 【SNS Fatigue】

Among SNS users, 45% have experienced feeling the need to distance themselves or take a break from SNS use (SNS fatigue), with "often" at 11% and "sometimes" at 34%. This trend is slightly more prevalent among younger demographics in their 20s and 30s.

Scenes where SNS fatigue is felt include "too much information" at 40% and "when the same information is constantly streamed" at 30%. Younger demographics are more likely to experience fatigue when "seeing others' posts makes them feel tired," "continuing to look even when they want to stop," "seeing posts about online flames or confrontational content," and "comparing themselves to others." Older demographics are more likely to report "many advertisements and recommended displays" and "difficulty judging whether information is credible."

【Impression of Content Using Generative AI】

Impressions were gathered from those who have seen content using generative AI on SNS, or may have seen it. Negative impressions are somewhat strong, with "likely to increase in the future" at 35%, "difficult to trust" at 26%, and "creepy" at 23%.

【Attractive SNS Posts】

The top 5 attractive SNS post types are "has reliable grounds," "is interesting or humorous," "is organized and easy to understand," "gets to the point in a short time," and "is relatable."

【Regulation of Children's SNS Use】

Amidst the growing trend of prohibiting and regulating children's SNS use overseas, 56% believe that children's SNS use "should be strictly regulated by law," and 35% believe that "some regulation, such as restrictions on nighttime use, should be implemented." 25% believe that "it should be handled by rules at home and school, rather than by legal regulation." The combined percentage of those who believe it should be regulated and restricted reaches 81%. Among those with children or grandchildren, 63% believe it should be regulated, and 86% believe it should be regulated and restricted, showing a high proportion.

Report Item List

□ Demographic Questions (Gender/Marital Status/Age Group/Residential Area/Occupation/Industry/Household Income/Potential Needs Cluster/Number of Household Members/Co-residing Family/Non-co-residing Family/City Size/Time Efficiency (Taipa) Awareness/Cost Performance (Cospa) Awareness/Taipa vs. Cospa Awareness)

□ Survey Results Summary

▼ Survey Results

□ Information companies want to see on SNS

□ Concerns about recent SNS use

□ Image of SNS users

□ Existence of SNS

□ Attractive SNS posts

□ Awareness/Impression of content using generative AI on SNS

▼ About Potential Needs Cluster (PNCL)

◆ Click here to download the report

https://www.cross-m.co.jp/report/20260702SNS

Survey Overview

Survey Method: Internet Research

Survey Area: All 47 prefectures nationwide

Target Audience: Men and women aged 20 to 69

Survey Period: June 4 (Thu) - June 5 (Fri), 2026

Valid Responses: 3,000 samples for this survey

* The sum of proportions may not be 100% due to rounding.

Company Overview

Company Name: Cross Marketing Co., Ltd. https://www.cross-m.co.jp/

Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: April 1, 2003

Representative: Mikoshi Igarashi, President and CEO

Business Activities: Marketing research business, consulting related to marketing research

【Contact for Media Inquiries Regarding This Matter】

Cross Marketing Co., Ltd. Public Relations: Marketing Department

TEL: 03-6859-1192 FAX: 03-6859-2275

E-mail: pr-cm@cross-m.co.jp

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