Consumers are beginning to suffer "social media fatigue", according to research firm Gartner, raising questions about the long-term impact of marketing initiatives based on social networking technology.
A survey by Gartner found that 24 per cent of respondents said they use their favourite social media site less than when they first signed up.
According to the research firm, these respondents tended to be in segments that have a "more practical view" of technology.
Meanwhile, 37 per cent of respondents said they were using their favourite site more.
"The trend shows some social media fatigue among early adopters, and the fact that 31 per cent of Aspirers [younger, more mobile, brand-conscious consumers] indicated that they were getting bored with their social network is a situation that social media providers should monitor, as they will need to innovate and diversify to keep consumer attention," said Brian Blau, research director at Gartner.
"Branded content needs to be kept fresh and must be able to capture people's attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact," he added.
Gartner surveyed 6,295 individuals, between the ages of 13 and 74, in 11 developed and developing markets in December 2010 and January 2011.