Social media ban ‘a defining issue for Gen Alpha’

BY Vivienne Kelly

July 15, 2025 1:51

Social media ban ‘a defining issue for Gen Alpha’

The looming lockdown on social media for under-16s in Australia will be “a defining issue” for Generation Alpha, new research suggests.

Global research of over 20,000 internet users aged eight to 15 across 18 markets including China, UK, USA, Canada and Singapore zeroed in on Australia, contending that “teens are taking the social media ban personally”.

There were notable behavioural differences in how young Australians say they are using social media compared to that of their global counterparts. The GWI research argued this was a sign of local consumers guarding their territory.

How Australian teens use social media compared to teens in 17 other markets (Click to enlarge)

“With a social media ban for under-16s looming in Australia, it’s no surprise teens are vocalising the value they get from these platforms. The belief that social media lets them say what they really think is up 41% year on year, while it’s stayed the same across the rest of the world. That’s not just a stat. It’s a signal. They’re carving out space for it while they still have it,” the report’s Australia Spotlight said.

“At the same time, teens in Australia are placing more importance on how their profiles look and what other people say about them – while teens elsewhere are heading in the opposite direction. Whether it’s self-expression, identity, or just habit, one thing’s clear: these platforms matter to them. And they’re not ready to log off without a fight.”

Pushed on whether this sentiment translates to teens not logging off “without a fight”, Matt Smith, a data journalist with GWI, said the proposed social media ban for under 16s has become a defining issue for Gen Alpha.

“Our landmark report into Gen Alpha shows that young Australians aren’t just passively scrolling – how they engage has evolved. As casual use declines, we’re seeing a rise in more intentional, thoughtful engagement,” he said.

“The proposed social media ban for under 16s has become a defining issue for this generation. For many, these platforms are key to how they understand the world and connect with it. Shutting them out risks overlooking the positives of online social connection they’ve grown up with.

“It’s a complex issue – parents’ concerns are valid, but it’s unlikely bans alone will solve some of the issues we’ve been seeing with kids being so online. It’s equally important to empower them to build digital resilience and agency, and as the data shows, Gen Alpha are ready for a more nuanced conversation around digital safety and how they show up and stay protected online”.

Australia’s eSafety commissioner, Julie Inman Grant, has been framing the world-first push to restrict social media account access to over 16s as a ‘social media delay’, rather than a ban. She has not suggested the initiative alone will solve the issue, instead saying a raft of tools and tactics will be needed to protect, inform and empower children, similar to how the country handles ocean safety.

Julie Inman Grant at the National Press Club

“This cannot simply be about restriction, but also about phased safety preparation, coupled with multiple forms of oversight. We cannot totally fence off this vast digital ocean, but we can equip young people with essential survival skills to not just keep their head above the waves, but to thrive and stay safer. Teaching digital and algorithmic literacy is the closest thing we have to online swimming lessons, and eSafety has a vast repository of resources and programs to facilitate this learning today,” she said in her address to the National Press Club last month.

“By helping children to think critically, to spot social engineering and deep fakes, and to heed those warning signs, we’re setting our kids up for more online independence, resilience and enjoyment in their later teen years. Australia’s social media age restriction bill is one way we are planting those flags on the digital sand. It’s also putting accountability precisely where it belongs – on the platforms themselves.”

The looming policy shift, however, is changing how young Aussies use social media, the GWI research argued.

“We can analyse the changes in the reasons they say they’re using social media to gain more insight into how they’re reacting to the ban,” GWI told Mumbrella.

“The number using social platforms for casual use have decreased year-on-year. These include filling spare time (-16%), finding funny posts (-7%), hearing new music (-16%), seeing posts from their favourite brands (-14%), and even talking to family and friends (-10%).

“Over the same time period, active uses where kids are using social media to express themselves and find more about the world have increased. These include reading the news (+20%), posting their opinions (+31%), and sharing information on causes they care about (+50%). No doubt, the ban will be high on the list of these causes.”

The GWI research also said Australians aged 13 to 15 showed a growing affinity for community platforms, with those using Discord increasing 9% and those using Reddit climbing 53%.

The report also offered insight and advice for any global brands wanting to reach this emerging demographic.

Gen Alpha appear to be entering the world of ecommerce (Click to enlarge)

“These teens don’t want to feel restricted. So be their toolkit, not their babysitter. Brands should aim to build safety nets that support their autonomy, rather than barriers that block it,” the report said.

“These kids are your future customers, but they’re making decisions now. You’ll find them on Discord, Reddit, and other gaming platforms, shaping their own digital experiences. Your messaging needs to be both empowering and responsible. So fuel their confidence, while respecting their age.”