Australians are increasingly feeling disconnected from social media, with new research from NordVPN showing that 35% would prefer to be removed from the internet entirely.
The findings stem from an analysis of millions of Google searches related to deleting accounts on Facebook, Instagram, Snapchat, LinkedIn, WhatsApp, and TikTok.
The digital detox
The study, which covered Australian search data between April 2024 and March 2025, pinpointed two peak periods of digital withdrawal: January and mid-summer.
January in particular sees account deletion searches spike by up to 24%, suggesting a post-holiday period of reflection often turns into a desire to disconnect.
“Every January, millions of Aussies search for ways to delete their social media accounts,” said Marijus Briedis, Chief Technology Officer at NordVPN. “Digital fatigue and concerns about sharing personal data tend to resurface in cycles, often aligning with periods of heightened social or political activity.”
The Elon effect
The trend intensified around the 2024 US presidential election in November. During that time, searches by Australians for deleting their X (formerly Twitter) accounts spiked by 76%, amid Elon Musk’s public ties to Donald Trump.
“As major events unfold, people often seek to step away from the online noise to protect their mental health,” Briedis said.
Elon Musk and X
Supporting these behavioural patterns, the Global Digital Statshot report by Meltwater and We Are Social revealed falling social media engagement among Australians. Snapchat and TikTok reported an 11% and 9% drop respectively in monthly app sessions.
According to Briedis, digital disengagement is driven by mental overload and surveillance concerns: “People aren’t just tired of scrolling — they’re tired of being tracked, surveilled, and profiled,”
To support those looking to step back, Briedis recommends practical strategies such as disabling notifications, using grayscale phone settings, installing VPNs and tracker blockers, and replacing screen time with offline activities.