How highly would you say you prioritize your Facebook-ing? A report by the University of Chicago Booth School of Business found that the desire to check social media platforms like Facebook, Twitter and Pinterest were among the toughest-to-resist temptations — equivalent to cigarettes and sex.
Subjects in the study, who were between ages 18 and 85, all living in Germany, were given BlackBerry devices and told to let the researchers know every 30 minutes if they felt a desire to drop by their social networks. They were also asked to document other impulses, like smoking, drinking and sleeping, among others, and rate them from “strong” to “irresistible.” The temptation to visit social media platforms was more difficult to resist than the rest, researchers concluded.
Part of the reason for the surprising results, says lead author of the study Wilhem Hofmann, is social media’s high availability. After all, engaging in a tweet or Facebook post doesn’t take much effort — especially when you can do so with the touch of a few buttons.
Watch the video above to learn more. What do you think? How often do you feel the urge to check your social media profiles?
Image courtesy of Flickr, S. Diddy.