Research published today by Gartner suggests that a key group of young people who use social media sites, like Facebook, Twitter and YouTube, are using the site less.
One in four 18-29 year olds said that their social media usage had declined since they first signed up, citing reasons or "boredom" and "getting tired" of the services.
The research carried out by Gartner late 2010 and early 2011, suggests that while the Generation Y may be some of the first adopters to social media sites, a quarter are suffering from 'fatigue' with the services.
31 per cent of younger, more brand-conscious users indicated they are getting 'bored' with their social network -- indicating a possible problem with social networks lacking in engaging with their younger followers.
But it isn't all gloom and doom for social media services.
While the results showed a quarter of users were using the service less, a resounding 37 per cent -- mostly making up of younger, more tech-savvy Generation Y members -- were using social media services more.
Questioning why some felt negatively towards social media sites and networks, many cited privacy issues as a concern. However, split generationally, younger people were less bothered by privacy matters than older people who used the sites.
Geographically, however, Japan, the United Kingdom and the United States markets are on the most part using social media the same amount or slightly more. Other areas that tend to have lower social media usage are using it more, according to the research.
"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," said Brain Blau, a Gartner research director.
While some blame social media sites on not being engaging enough, and not keeping content and features fresh -- citing reasons that younger people in particular have shorter attention spans, one has to question whether it simply falls down to having a weaker social network of friends over others.