Too Much, Too Little, or Just Right? Identity Processes and Motivations Explain Everyday Evaluations of Time Spent on Social Media

Emerging adults use social media—and evaluate their use—while navigating the critical task of identity development. We investigate how evaluations of time spent on social media are associated with (a) individual differences in identity development and (b) situational fluctuations in identity-relevant social media motivations. In our longitudinal field study (N = 2,251; 87,283 observations), emerging adults forming their identity tended to evaluate their social media time as balanced (i.e., the right amount), whereas those evaluating their identity tended to perceive imbalance (i.e., too much or too little time spent). Using social media to connect with others was associated with momentary perceptions of balanced use, whereas doing so to explore personal and professional goals was associated with imbalance. These findings suggest that emerging adults’ evaluations of their time spent on social media may depend on how well use aligns with identity-relevant needs. We discuss implications for psychological and digital well-being.