The internet never runs out of content. And our brains may be paying for it.

As internet users, we are now consuming more information than ever before. The average individual spends around five hours a day online, with around 80% of that time allocated to social media platforms such as TikTok.^[1],[2]

And it’s not just taking up time. A growing body of research suggests that constant digital stimulation may be influencing how our brains work – affecting memory, focus, and even how we make decisions.

 

How digital platforms are designed to hook us

Technology plays a valuable role in our lives, from how we socialise and learn to how we work and spend. But many digital platforms are carefully designed to capture and hold our attention, often in ways we aren’t fully aware of.

From red notification icons to “likes” that make us feel rewarded, many online features are engineered to keep us scrolling. Even a simple recipe search can lead us down a rabbit hole of pop-ups, clickbait, and targeted ads.

These features aren’t accidental. Platforms conduct constant testing and refine their interfaces based on vast amounts of behavioural data. Over time, these platforms have become exceptionally effective at keeping us bouncing between platforms, tabs, and tasks.

 

The rise of media multitasking and its cognitive cost

An estimated 40% of adults routinely multitask with digital devices.^[3] While this has simplified some aspects of work and communication, frequent digital multitasking has also been correlated with decreased cognitive control and greater distractibility, higher levels of stress and lower productivity.^[4]

Studies show that heavy multitaskers perform poorly on task-switching tests and struggle with working memory.^[5] They also find it harder to filter out irrelevant information, which can contribute to mental fatigue.^[6]

A 2024 study found that people who spent more time watching short-form videos had reduced theta brainwave activity in the frontal cortex – the part of the brain involved in controlling impulses and maintaining focus. This suggests that excessive scrolling may impair our ability to plan, stay focused, and make sound decisions.^[7]

A 2021 meta-analysis of university students found that constantly multitasking with digital media resulted in significantly poorer academic performance.^[8]

 

The decline in critical thinking and analytical depth

The impact may go even deeper than attention span. Preliminary evidence suggests that constant exposure to high-speed, bite-sized content may be diminishing our ability to think critically: to analyse information, reflect, and reason.

Social media is built for speed and stimulation. Images, reels, notifications, updates, and immediate feedback mean that we only need to focus on surface-level aspects of a message, such as its emotional appeal or the number of likes it receives.
The result, according to neuroscientists, is minimal cognitive processing, which can potentially lead to a reduced capacity for deep thinking.^[9]

A 2020 study found that university students with high social media use were less likely to engage in critical thinking, such as explaining their opinions or organising ideas by importance. Researchers are warning that excessive or addictive use of social media may negatively affect the cognitive tools that support academic success.^[10]

 

Maintaining your brain power in the digital age

Disconnecting completely is unrealistic for most of us. But there are plenty of ways to support your cognitive skills and still enjoy the benefits of the digital world.

• Aim for active learning over passive scrolling

  Critical thinking is the ability to objectively evaluate information and examine arguments from different perspectives.^[11]
  A 2024 study found that individuals with stronger critical thinking skills were less likely to spend excess time on TikTok or Instagram, suggesting that analytical thinking may act as a protective factor against social media addiction.^[12]
  Other studies suggest that critical thinkers are also more likely to scrutinise online content, recognise bias, and set healthy boundaries for digital engagement.^[13]

 

• Keep an open mind

  The internet has given us access to an incredible variety of information and perspectives from all over the world. Take advantage of this by using your feed intentionally. Follow people who challenge your assumptions or offer different perspectives. Exposure to a variety of viewpoints can help develop deeper, more reflective thinking.

 

• Try grayscaling your smartphone

  A recent study found that turning off screen colour (grayscaling) reduced daily smartphone use by 20 minutes.^[14]
  Study participants reported a greater sense of control over their screen habits, less stress, and a reduced inclination to check their devices, suggesting that this simple ‘self-nudge’ may help improve digital well-being.

 

• Practice digital minimalism

  Spring-clean your feed by unfollowing any content that doesn’t add value to your life.
  Set time limits on specific platforms – for example, only check your Instagram in the evening. Activate the ‘do not disturb’ mode for certain periods of the day, and create screen-free spaces in your home.

 

Digital content is here to stay, and it already may be shaping aspects of how we think and behave.

But staying one step ahead of the platforms can help safeguard our cognitive health and maintain control over how we think, focus, and engage.

 

References

^[1] Hunter, W. (2024, November 28). Revealed: The exact amount of time the average Briton spends scrolling on their smartphone each day – with Gen Z women clocking up the most hours. Mail Online. https://www.dailymail.co.uk/sciencetech/article-14132661/exact-time-average-briton-spends-scrolling-smartphone-day.html

^[2] Graciyal, D. G., & Viswam, D. (2021). Social media and emotional well-being: pursuit of happiness or pleasure. Asia Pacific Media Educator, 31(1), 99–115. https://doi.org/10.1177/1326365×211003737

^[3] Hasan M. K. (2024). Digital multitasking and hyperactivity: unveiling the hidden costs to brain health. Annals of medicine and surgery (2012), 86(11), 6371–6373. https://doi.org/10.1097/MS9.0000000000002576

^[4] Hasan M. K. (2024). Digital multitasking and hyperactivity: unveiling the hidden costs to brain health. Annals of medicine and surgery (2012), 86(11), 6371–6373. https://doi.org/10.1097/MS9.0000000000002576

^[5] Ophir, E., Nass, C., & Wagner, A. D. (2009). Cognitive control in media multitaskers. Proceedings of the National Academy of Sciences of the United States of America, 106(37), 15583–15587. https://doi.org/10.1073/pnas.0903620106

^[6] Uncapher, M. R., K Thieu, M., & Wagner, A. D. (2016). Media multitasking and memory: Differences in working memory and long-term memory. Psychonomic bulletin & review, 23(2), 483–490. https://doi.org/10.3758/s13423-015-0907-3

^[7] Yan, T., Su, C., Xue, W., Hu, Y., & Zhou, H. (2024). Mobile phone short video use negatively impacts attention functions: an EEG study. Frontiers in human neuroscience, 18, 1383913. https://doi.org/10.3389/fnhum.2024.1383913

^[8] Kuş M. (2025). A meta-analysis of the impact of technology related factors on students’ academic performance. Frontiers in psychology, 16, 1524645. https://doi.org/10.3389/fpsyg.2025.1524645

^[9] Korte M. (2020). The impact of the digital revolution 
on human brain and behavior: where 
do we stand?
. Dialogues in clinical neuroscience, 22(2), 101–111. https://doi.org/10.31887/DCNS.2020.22.2/mkorte

^[10] Thomas, D. (2020). Social media addiction, critical thinking and achievement emotions among EFL students in Thailand. Asia Pacific Journal of Educators and Education, 35(1), 157–171. https://doi.org/10.21315/apjee2020.35.1.9

^[11] Papathanasiou, I. V., Kleisiaris, C. F., Fradelos, E. C., Kakou, K., & Kourkouta, L. (2014). Critical thinking: the development of an essential skill for nursing students. Acta informatica medica : AIM : journal of the Society for Medical Informatics of Bosnia & Herzegovina : casopis Drustva za medicinsku informatiku BiH, 22(4), 283–286. https://doi.org/10.5455/aim.2014.22.283-286

^[12] Fabio, R. A., & Iaconis, S. M. (2024). The Role of Critical Thinking in Mitigating Social Network Addiction: A Study of TikTok and Instagram Users. International journal of environmental research and public health, 21(10), 1305. https://doi.org/10.3390/ijerph21101305

^[13] Fabio, R. A., & Iaconis, S. M. (2024). The Role of Critical Thinking in Mitigating Social Network Addiction: A Study of TikTok and Instagram Users. International journal of environmental research and public health, 21(10), 1305. https://doi.org/10.3390/ijerph21101305

^[14] Dekker, C. A., & Baumgartner, S. E. (2023). Is life brighter when your phone is not? The efficacy of a grayscale smartphone intervention addressing digital well-being. Mobile Media & Communication, 12(3), 688–708. https://doi.org/10.1177/20501579231212062