Almost a quarter of the Portuguese population (24%) admit to feeling bad about themselves or their lifestyles due to content they see on social media, according to a study released by Intrum, which highlights the subsequent impacts on health and personal finances.
The data feature in the European Consumer Payment Report (ECPR), released for World Social Media Day this Tuesday. It reveals that 76% of Portuguese respondents consider that these platforms promote unrealistic financial expectations, which is above the European average of 70%.
According to the study, consumers with greater financial fragility are the most susceptible to making impulse purchases and taking on debt in an attempt to keep up with the lifestyles showcased by digital influencers. Among those classified as “fragile,” 38% state that the standards of living presented by influencers have harmed their mental health, whereas among those considered “resilient,” this figure drops to 19%.
The study also indicates that young people are particularly affected. Among Gen Z, 19% state that they have taken on debt in an attempt to replicate lifestyles seen on social media, and 46% report a deterioration in mental health associated with this exposure. The research notes that social media usage habits vary across socioeconomic groups, with adolescents from lower-income families more likely to report addictive behaviours related to these platforms. Overall, the research concludes that social networks directly influence consumer behaviour.
Approximately 34% of the Portuguese population say they have made impulse purchases after viewing advertising on these digital channels, although this figure represents a decrease from the 40% recorded in 2024. Nevertheless, 14% of respondents indicate that the pressure exerted by influencers has led them to take on debt.
The study also examined the impact of deferred payment solutions, known as “Buy Now, Pay Later” (BNPL). In Portugal, 31% of consumers admit to feeling more inclined to make purchases when this option is available, a percentage that rises to 32% among men and stands at 30% among women. In the Algarve, Madeira, and Azores regions, the influence of this payment method on purchase decisions is lower than the national average, ranging between 24% and 25%.
Quoted in a statement, the General Director of Intrum Portugal, LuĂs Salvaterra, suggested that continuous exposure to idealised standards of living generates feelings of exclusion and frustration, which negatively affect the self-esteem and financial well-being of consumers.
The European Consumer Payment Report is published annually by Intrum.
Samantha Gannon
info at madeira-weekly.com
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