Social media analysis reveals demographics of stress
Gamers were among those most stressed
Melbourners account for 30% of those who are stressed
The most stressed Australians are young, male, rebellious and likely to be gamers, according to analysis by media monitoring and social analytics platform Meltwater conducted to mark Stress Awareness Month.
Meltwater analysed the profiles and social posts of over 13,000 Australians who have spoken about being stressed on social media in the last year. It found that Twitch users and gamers topped the list, with 61% being male and 30% aged 18-24 years. In a quirky twist, 30% of those who spoke about being stressed were from Melbourne.
The three key groups identifying as stressed included:
Twitch Users/Gamers
Writers/Media
Political Activists (mainly Climate Activists)
Georgina Bitcon, Enterprise Director at Meltwater commented "By using metadata from social accounts, we were able to determine the demographics of this population. Our AI powered technology scanned their social media interactions to pull these insights and to better understand the different personas of people most likely suffering from stress.
When the Meltwater social data is overlaid with data from IBM Watson, a more detailed picture of personality emerges, showing that Australians who report being stressed are:
Authority-challenging: they prefer to challenge authority and traditional values to bring about positive changes
Philosophical: they are open to and intrigued by new ideas and love to explore them
Melancholy: they think quite often about the things they are unhappy about
Top content sources of those who are stressed included The Guardian Australia, the New York Times and BBC Breaking News, with top brands including satire and news humour sites such as The Shovel, The Chaser, The Betoota Advocate and FriendlyJordies. They are four times more likely to use either Twitch or Reddit than the average Australian.
Those reporting stress also express a particular affinity with figures such as Grace Tame, Laura Tingle, Louise Milligan, Sally McManus and Norman Swan.
Georgina Bitcon - Meltwater Australia
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About Meltwater
Meltwater helps companies make better, more informed decisions based on insights from the outside. We believe that business strategy will be increasingly shaped by insights from online data. Organisations will look outside, beyond their internal reporting systems to a world of data that is constantly growing and changing. Our customers use these insights to make timely decisions based on real-time analysis.
More than 2000 companies use the Meltwater media intelligence platform across ANZ to stay on top of billions of social media conversations and track hundreds of thousands local and international online news publications. Globally, we work with over 34,000 organisations, with 55 local offices across six continents.
Meltwater also operates the Meltwater Entrepreneurial School of Technology (MEST), a non-profit organisation devoted to nurturing future generations of entrepreneurs.