JMIR Publications

ABSTRACT

Background:

There is growing awareness of the broader health-related harms of social media, yet research on social media-related injury mortality and morbidity remains limited. Emerging evidence suggests links between excessive social media use and increased risks of self-harm, cyberbullying-related distress, and dangerous viral challenges but there has been limited research on the link between time spent on social media and environmental risk taking, such as risky selfies. However, comprehensive epidemiological studies and policy-driven interventions remain scarce, highlighting the need for further investigation into the public health implications of digital engagement.

Objective:

This research aimed to examine the relationship between self-reported time spent on social media, influencer status, and risk-taking behaviours among Australians, considering implications for injury prevention.

Methods:

A nationally representative cross-sectional survey of Australian social media users (n = 509) was conducted, stratified by age, sex, and geographical location. Participants reported their average daily time spent on social media, whether they identified as a social media influencer, and whether they had ever engaged in risk-taking behaviour to create social media content. Associations between categorical variables (e.g., influencer status and risk-taking) were examined using Pearson’s chi-square tests and supplemented with odds ratios and 95% confidence intervals. Independent samples t-tests were used to compare mean time spent on social media between risk-takers and non-risk-takers.

Results:

Among participants, 9.4% self-reported engaging in risk-taking behaviour in the outdoors. Influencers were significantly more likely to report risk-taking (48.3%) compared to non-influencers (4.4%) (χ² = 110.57, p < 0.001). Risk-takers also spent significantly more time on social media (M = 2.05, SD = 1.04) compared to non-risk-takers (M = 1.37, SD = 1.04), t(57.22) = 4.31, p < 0.001.

Conclusions:

Interventions such as real-time alerts, pop-up warnings, and geolocated safety information may help curb risky behaviours among social media users, particularly influencers and heavy users. Social media platforms and policymakers should collaborate to promote safer behaviours and raise awareness about the risks associated with creating content. Targeted interventions for heavy social media users, and those that consider themselves social media influencers are required to reduce risky behaviours that may lead to injury in outdoor settings.