Social media platforms might be doing users a disservice by treating them all the same. A new study by University of Bristol researchers, unveiled at the Conference on Human Factors in Computing Systems, argues that redesigning social platforms to match different user types could lead to more intentional, fulfilling online experiences — and less of that post-scroll regret.
“People want better control over how they use social media,” said Dan Bennett, lead researcher from Bristol’s Faculty of Science and Engineering. “Right now, the tools just aren’t built to reflect the diversity of user behavior or needs.”
The study explored how users interact with social media and identified four distinct types of users using a mix of psychological assessments and machine learning:
Socially Steered Users: Driven by peer pressure and social expectations.
Automatic Browsers: Mindlessly scroll with little purpose, often feeling regret afterward.
Deeply Invested Users: Tie social media to identity and goals, but struggle with overuse.
Goldilocks Users: Use social media moderately and mindfully — and have the lowest levels of regret.
The takeaway? One-size-fits-all design doesn’t work. Platforms should evolve to offer customized tools that help different types of users self-regulate and make their online time more purposeful.
For instance, compulsive browsers might benefit from built-in prompts or time nudges, while socially driven users might need tools to help them set boundaries without losing connection.
“We’re not just talking about social media here,” Bennett added. “These patterns show up across tech — in gaming, well-being apps, even productivity tools. If we start building tech around how people actually use it, rather than how long they stay on it, we can shift toward more meaningful digital experiences.”
The next phase of research will focus on how platforms can detect these user types in real-time and adapt their interfaces accordingly — a kind of digital matchmaking for mental wellness.
So, if you've ever wondered why social media sometimes feels like a mental junk drawer, this research says: It’s not you, it’s the design — and it’s time it evolved.