New insights reveal a complex portrait of teen life online, where social media acts as both a vital connector and a source of harm. As Australia prepares to introduce a social media ban for users under 16, young Australians are telling a more nuanced story. They seek protection—but also value connection, creativity, and understanding. Nature’s report, Navigating the Digital Divide, explores these complexities and provides key insights to help brands navigate the evolving digital behaviours of young people.
A significant majority of Australian teenagers—67%—believe social media negatively impacts their wellbeing. Their top concerns include cyberbullying, addiction, and the spread of misinformation. With 82% identifying bullying and cyberbullying as major threats to their emotional health, the emotional toll of the digital world is clear. These findings highlight the urgent need for stronger safety measures and greater accountability from the platforms themselves.
Despite the risks, teens are also clear about the benefits they derive from social media. Our research shows a split in teen views on the proposed under-16 ban: 44% support it, while 32% oppose it—citing social connection, self-expression, and activism as essential outcomes of their online presence. This divide is mirrored among adults: 68% support the ban, but teens’ nuanced desire for both safety and digital freedom underscores the need for a balanced approach—one that protects without disconnecting.
Public sentiment is strong: platforms must take more responsibility for creating safer digital environments. 89% of adults believe social media companies should do more to moderate harmful content, and 83% say influencers and creators play a critical role in shaping safer experiences for young users.
Not all social media platforms are viewed equally. YouTube stands out as an exception—viewed by both teens and adults as a positive space for creativity and learning.
While 66% of adults are concerned about inappropriate content on TikTok, and 71% believe it fuels addiction, YouTube is recognised as constructive. 79% of teens and 74% of adults say YouTube supports learning and creativity, and over half believe it contributes positively to society. As one teen put it: YouTube “builds minds"—a stark contrast to platforms often blamed for “breaking them".
These findings underscore the complex relationship teens have with social media. While platforms provide connection and self-expression, they also pose real risks. The challenge lies in going beyond restriction to equip teens, parents, and educators with the tools to navigate this space safely.
As conversations around digital wellbeing continue, what’s needed is not a blanket ban—but a more strategic, insight-led approach that protects without disconnecting.
By embedding creativity, safety, and purpose into their digital engagement, brands can play a role in shaping more positive experiences for young people—both online and offline. As the conversation around digital wellbeing intensifies, marketers have an opportunity to rethink not only how they reach teens, but how they show up through content.
The digital divide is no longer a theoretical debate—it’s a lived experience for many young Australians. As the conversation around online wellbeing evolves, the findings from Navigating the Digital Divide provide invaluable insights for brands, policymakers, educators, and parents.
This nationally representative study of 1,513 adults and 224 teens—conducted in late 2024 and early 2025—offers a deep look at the role of social media in young people’s lives, the tensions they face, and how they want to be supported. Most importantly, it outlines clear, actionable strategies for brands to adapt to shifting behaviours and sentiment—helping them stay relevant, responsible, and connected in a rapidly changing digital world.
Mikayla Samuels, Senior Associate Director, Nature.
Sam Foote, Senior Consultant, Nature.
To access our full report, Navigating the Changing World of Social Media, please provide your details below.
