A recent study conducted by Aalto University in Finland reveals that online shopping may be more stressful than engaging with news, checking emails, or consuming adult entertainment. Published on January 12, 2026, in the Journal of Medical Internet Research, the research highlights an unexpected correlation between online shopping habits and increased stress levels among users.
The study examined the internet usage patterns of nearly 1,500 adults over a seven-month period, analyzing data from approximately 47 million web visits and 14 million app usages. Lead researcher, doctoral candidate Mohammad Belal, noted, “Our results show that a rise in social media use or online shopping is linked to an increase in self-reported stress across multiple user groups and across devices.” This finding suggests that not only are users turning to online platforms for relief, but these activities may be compounding their stress.
Complex Relationship Between Online Activities and Stress
The research points out that while many people use social media and online shopping to alleviate stress, the outcomes can be counterproductive. For instance, individuals who spent significant time on social media reported stress levels that were twice as high as those who engaged in gaming. Surprisingly, participants who dedicated time to reading news or watching adult content reported lower stress levels.
Belal explained, “Somewhat surprisingly, people who spent a lot of time on news sites reported less stress than others.” He also noted that individuals already experiencing high stress tended to avoid news consumption, a finding consistent with past research indicating that stress can lead to reduced engagement with news media.
The study reveals notable demographic differences in stress levels. Women reported higher stress than men, while older and wealthier participants experienced reduced stress. The researchers suggest that the temporary nature of adult entertainment consumption, typically in smaller doses, may provide a brief escape from stress or boredom.
Implications for Future Research and Internet Use
This investigation arrives at a time when the impact of social media on mental well-being is under increased scrutiny globally. For instance, a recent ban on social media access for children in Australia has prompted discussions about the implications of such measures. Belal emphasizes the need for further research to understand the intricate relationship between internet usage and well-being: “It leaves a huge critical gap in understanding how online behaviors impact stress and well-being.”
Assistant professor Juhi Kulshrestha highlighted the study’s innovative methodology, which utilized a tracking program installed on participants’ devices, rather than relying solely on self-reported data. She expressed the need for subsequent research to clarify whether prolonged time spent online shopping or on social media exacerbates stress or if these platforms provide essential support during difficult times.
The researchers emphasize that broad restrictions on internet usage may not effectively address the underlying issues and could deprive individuals of valuable support systems. They plan to further explore how different types of news consumption—such as political, entertainment, or sports news—relate to stress and well-being.
As research continues, the goal remains to develop tools that can assist internet users in managing their online activities effectively. “With increasingly accurate data regarding internet usage, it will be possible to design new kinds of tools that people can use to regulate their browsing and improve their well-being,” Kulshrestha stated.
The findings from this study underscore the complexity of online behavior and its implications for mental health, paving the way for further exploration into how digital habits influence well-being.
