A recent study conducted by researchers at Aalto University in Finland indicates that engaging in online shopping may induce higher levels of stress compared to activities such as reading the news, checking emails, or watching adult content. The findings were published on January 12, 2026, in the Journal of Medical Internet Research, highlighting a concerning trend in digital consumer behavior.
The research suggests a complex relationship between internet usage and stress. While many turn to online shopping and social media for relief, the study found that increased engagement in these activities correlates with heightened self-reported stress levels. Doctoral researcher Mohammad Belal stated, “Previous studies have shown that social media and online shopping are often used to relieve stress. However, our results show that a rise in social media use or online shopping is linked to an increase in self-reported stress across multiple user groups and across devices.”
The study observed nearly 1,500 adults over a seven-month period, examining their online habits and stress levels. It revealed that users of platforms like YouTube and various gaming sites also reported heightened stress. Specifically, individuals experiencing high stress found that time spent on social media doubled their likelihood of reporting increased stress compared to their time spent gaming. Interestingly, those who spent more time on news sites and adult entertainment reported lower stress levels, although the researchers noted that their analysis focused solely on time spent on these sites rather than the content consumed.
Belal remarked on the unexpected findings, stating, “Somewhat surprisingly, people who spent a lot of time on news sites reported less stress than others.” He elaborated that individuals already experiencing high stress tended to avoid news content, aligning with prior research suggesting that stress can diminish news consumption.
The study also highlighted demographic trends, noting that women reported higher stress levels than men. Additionally, older and wealthier participants experienced less stress overall. The researchers proposed that the lower stress associated with adult entertainment might stem from its consumption in smaller doses, serving as a brief distraction from stressors.
Exploring the Impacts of Internet Usage
This research arrives at a time when the influence of social media on well-being is under scrutiny globally. For instance, Australia recently implemented a ban on social media use for children, prompting attention from other nations regarding the potential impacts of online behavior. According to Belal, despite the pervasive nature of the internet, scientific understanding of its effects on well-being remains limited. “It leaves a huge critical gap in understanding how online behaviors impact stress and well-being,” he noted.
To address these gaps, this study is notable for employing a tracking program installed on users’ devices rather than relying solely on self-reported data, as is common in many studies. Assistant Professor Juhi Kulshrestha emphasized the significance of the research’s duration and sample size, stating, “The long duration and large sample size of the research also make the findings particularly significant.”
Further investigation is essential to unravel the intricacies of the internet’s influence on stress levels. Kulshrestha pointed out the need to explore whether individuals are more stressed due to increased online shopping or if these online platforms provide essential support during stressful times. “Putting a blanket ban or upper limits on certain kinds of internet usage may not actually end up solving the issues, and could even take away vital support for people who are struggling,” she stated.
Moving forward, the researchers plan to analyze various types of news consumption—such as political, entertainment, or sports news—and their relationships to stress and overall well-being. The ultimate goal is to utilize more precise data to help individuals achieve a healthier balance in their online activities. Kulshrestha concluded, “As we gain increasingly accurate information about people’s internet usage, it will be possible to design new kinds of tools that people can use to regulate their browsing and improve their well-being.”
In summary, the findings from Aalto University underscore the need for a deeper understanding of how online behaviors impact stress levels, with potential implications for the development of well-being-focused online services.
