New technological developments are constantly shaping the age of the digital society and therefore our interactions, working methods and leisure activities. The effects of the digital transformation on our behaviour and well-being are increasingly coming into focus. One particularly worrying development is addictive online behaviour. Digital platforms are constantly available and personalised content captures our interest. This can turn virtual reality into an addictive substance.

Facts and figures

In Switzerland, over 6.3 million people aged 14 and over use the internet. The usage habits vary according to gender, region and level of education.

Men and people with a higher level of education use the internet more intensively. Communication, especially email and instant messaging, is the most common online activity, followed by searching for product information and online purchases. Children use the internet primarily for streaming, online searches and gaming. No guarantee can be given for the accuracy and completeness of the information, as statistics may be more up-to-date due to different update cycles.

Causes

In order to understand the causes of addictive online behaviour, various aspects must be taken into account. These include the structural and functional characteristics of digital platforms as well as the psychological, neurobiological and social factors that influence user behaviour.

Availability and access

The Internet provides infinite offers that are easily accessible and often free of charge. This endless availability and the possibility of gaining immediate access to a wide range of content creates ideal conditions for addictive behaviour.

Psychological factors

Addictive online behaviour can be explained by several psychological factors that are influenced by digital media use. One of the causes is the way in which digital platforms are designed to maximise user engagement. In particular, personalised digital platforms, which tailor content to users’ individual preferences, contribute to fascination and sustained use. This type of customisation increases the appeal of content and encourages deeper and potentially problematic engagement with the internet. The variable reward structure used in social networks and online games is based on the idea that random and irregular rewards can be particularly motivating. This mechanism is comparable to the principles of operant conditioning. With this form of reward, users can keep looking for new rewards, such as likes, messages or game wins, which also increases the use of the platforms and can potentially lead to an addiction.

Neurobiological factors

Neurobiology also contributes to the explanation of addictive behaviour in the digital space. Digital interaction can activate the reward system in the brain, in particular the dopaminergic system, which is responsible for processing rewards and pleasure. The release of dopamine, a neurotransmitter, is stimulated by new and surprising content on the internet, which can lead to increased use and potential addiction.

Social and emotional factors

The concept of FOMO (fear of missing out) also plays a role in the development of online addictive behaviour. The constant fear of missing out on new information or social interactions can lead to excessive use of social networks and other digital platforms. This fear is further exacerbated by the constant availability of information and social updates and can contribute to individuals struggling to disengage from their online activities. In addition to these aspects, social factors can also encourage addictive behaviour. The digital world often offers an idealised image of social interactions and personal success, which can lead to comparisons and unrealistic expectations. This can create additional pressure and motivate users to spend even more time online in order to fulfil their social and emotional needs.

Signs and consequences

The digital society is finding it increasingly difficult to regulate the use of the internet appropriately. According to the FOPH (Federal Office of Public Health), there is currently no generally recognised diagnosis that precisely describes the phenomenon of addictive online behaviour. However, the Selhofen Clinic in Burgdorf diagnoses online addiction on the basis of three different criteria. These include loss of control, prioritisation over all other interests and continuing to use despite negative consequences. Addictive online behaviour encompasses all forms of problematic and addictive behaviour on the internet. Certain areas of the internet are particularly tempting, such as gambling, video games, pornography, social networks and online shopping. Those affected find it difficult to detach themselves from the internet once they have immersed themselves in it. However, excessive use of digital media is not in itself an indicator of cyber addiction. Whether usage behaviour is considered addictive depends on both the duration of use and the type of use. Addictive use is when the focus of life is increasingly shifted to the virtual world. This can lead to various problems, including

• Permanent or compulsive searching for information online, which leads to information overload.
• Excessive use of online games, often involving hours-long sessions.
• Compulsive use of online content, such as online shopping, online trading, online gambling and pornography.
• Excessive use of chat rooms or social networks, which can take up most of the day.
• Difficulty going offline, which leads to a loss of control over one’s own time.
• Loss of time perception, with users often losing track of time.
• Emotional dependence on online interactions and content.
• The online world becomes the centre of life, while real life and social interactions fade into the background.
• Distorted perception of reality due to constant comparison with idealised online representations.
• Negative self-perception caused by unhealthy comparisons with others.
• Declining performance at school or work due to distraction by digital media.
• Social withdrawal, which can lead to isolation and loneliness.
• Overtiredness as a result of lack of sleep when digital media use extends late into the night.
• Neglect of contacts and personal relationships.
• Conflicts in relationships caused by neglecting real interactions.
• Lack of interest in other leisure activities that were previously enjoyed.
• Physical problems such as obesity, headaches, visual and sleep disorders.
• Financial problems that can arise from excessive online shopping or gambling.

These symptoms show the diverse effects that addictive use of digital media can have on an individual’s life and well-being.

Prevention and help

Preventive measures and, if necessary, professional support are required to prevent addictive online behaviour.

Preventive measures

Due to the ubiquitous use of digital media, complete abstinence is not practicable. In today’s digital society, the internet is unavoidable in both a leisure and professional context. It is therefore crucial to create awareness of the risks of media use. This includes educational measures in schools and households that provide information about the risks and healthy use of digital media. Measures should be taken at an early stage to prevent problematic internet use. These include

• Set time slots for online activities during which no use is permitted. Regular breaks can help to reduce the risk of addiction.
• Regularly check how much time is spent online and whether this time is necessary or can be replaced by other activities.
• Integrate alternative leisure activities such as sport, reading or handicrafts into everyday life. These activities can help to reduce screen time and improve quality of life.
• Plan regular social activities outside the online world, such as game nights or get-togethers with friends and family. Such interactions strengthen interpersonal relationships and reduce digital consumption.
• Use apps to monitor screen time. These tools help to keep an overview and adjust usage behaviour if necessary.

Contact points for support

If there are signs of addiction or difficulties in dealing with digital media, professional counselling or therapy can provide valuable support.

• Sucht Schweiz offers comprehensive information and support for people with addictions, including help with online addiction problems.
• SafeZone.ch is a platform for online counselling and support in the area of addiction and behaviour.
• Jugend und Medien offers information and counselling specifically for young people and their parents on the safe and healthy use of digital media.

Summary

Addictive online behaviour is a growing problem in the digital society due to constant accessibility and tailored content on digital platforms. The causes range from constant availability and immediate access to content to psychological and neurobiological factors such as variable rewards and dopamine release. Social factors such as unrealistic expectations also play a role. This behaviour can have consequences, including social isolation, reduced performance, emotional dependence and health problems such as obesity and sleep disorders. To counter these challenges, preventative measures such as adhering to online curfews, regularly reflecting on consumer behaviour and promoting alternative activities are important. Those affected can find support from organisations such as Sucht Schweiz, SafeZone.ch and Jugend und Medien. In the age of the digital society, it is essential to cultivate a conscious and healthy approach to online media in order to maintain a balance between the virtual and real world.

About the Author

Michèle Trebo graduated from the ZHAW with a bachelor’s degree in computer science and a master’s degree in business informatics and worked for six years as a police officer in cybercrime investigation and analysis. She is responsible for research on criminalistic topics such as darknet, cyber threat intelligence, investigations and forensics. (ORCID 0000-0002-6968-8785)

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