Research from Aalto University in Finland reveals that online shopping may elevate stress levels more than engaging with news, email, or adult content. Published in the Journal of Medical Internet Research on January 12, 2026, the study indicates that the convenience of online shopping may not be as beneficial for mental well-being as previously thought.
The research explored the intricate relationship between internet use and stress, posing the question: does online shopping lead to increased stress, or do stressed individuals gravitate towards shopping online as a coping mechanism? According to doctoral researcher Mohammed Belal, earlier studies suggested that social media and online shopping were often employed as stress relievers; however, this study found the opposite correlation.
“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 devices,” Belal states. The study highlights that individuals who frequently used platforms like YouTube, streaming services, and online gaming also reported heightened stress levels.
In comparing various online activities, the findings suggest that time spent on social media was twice as likely to correlate with increased stress compared to time dedicated to gaming. Interestingly, participants who spent more time reading emails, news, or watching adult entertainment reported lower stress levels. Belal notes, “Somewhat surprisingly, people who spent a lot of time on news sites reported less stress than others.”
The research also revealed that women reported higher stress levels than men, while older and wealthier participants tended to experience less stress. The transient nature of adult entertainment consumption was seen as a possible reason for its stress-relieving effects, as it is usually consumed in brief sessions.
A comprehensive analysis involving nearly 1,500 adults over seven months considered data from nearly 47 million web visits and 14 million app usages, alongside users’ self-reported stress levels. Despite the depth of this research, Belal emphasizes the need for further exploration into the effects of internet usage on well-being.
The study’s timing coincides with growing scrutiny around social media’s impact on mental health, particularly following recent regulations in countries like Australia targeting children’s social media access. Belal underscores the importance of understanding how online behaviors affect stress, indicating a significant gap in the current scientific literature.
Assistant professor Juhi Kulshrestha, who contributed to the research, explains that the study utilized a tracking program installed on users’ devices, moving beyond traditional self-reporting methods. She asserts that the long duration and large sample size lend credibility to the findings, but acknowledges that more research is vital to untangle the nuanced relationship between stress, well-being, and internet usage.
“Are people more stressed because they are spending more time online shopping or on social media, or are such sites offering them important support in times of duress?” Kulshrestha questions. She cautions against imposing blanket bans or limits on internet usage, as they may inadvertently remove essential support for individuals facing challenges.
Looking ahead, the researchers plan to investigate the consumption of various types of news—political, entertainment, or sports—and their relation to stress and well-being variables. The goal is to generate better data that can help users maintain a healthy online balance.
“As we gain increasingly accurate information about people’s internet usage, it will be possible to design new kinds of tools that people can use to regulate their browsing and enhance their well-being,” Kulshrestha concludes.
The implications of this research underscore the need for individuals to be mindful of their online habits and the potential impact on mental health.
