Lisbon, June 29, 2026 (Lusa) - Almost a quarter of Portuguese people (24%) acknowledged feeling bad about themselves or their lifestyle because of the content they see on social media, according to a study published by Intrum, which highlights the impact on health and finances.
The figures are taken from the European Consumer Payment Report (ECPR), published to mark World Social Media Day on Tuesday, and reveal that 76% of Portuguese people believe these platforms promote unrealistic financial expectations, above the European average of 70%.
According to the study, the most financially vulnerable consumers are the most likely to make impulse purchases and take on debt to keep up with the lifestyles showcased by digital influencers.
Among consumers classified as “vulnerable”, 38% say that the lifestyles presented by influencers have affected their mental health, whilst among consumers considered “resilient” this figure drops to 19%.
The study also indicated that young people are particularly affected.
Among Generation Z, 19% say they have taken on debt in an attempt to replicate lifestyles seen on social media, and 46% report a deterioration in their mental health linked to this exposure.
According to the study, social media usage habits vary across socio-economic groups, with teenagers from lower-income families being more likely to report addictive behaviours related to these platforms.
The research also concluded that social media directly influences consumer behaviour.
Around 34% of Portuguese people say they have made impulse purchases after seeing adverts on these digital channels, a decrease from the 40% recorded in 2024.
Nevertheless, 14% of respondents indicated that pressure from influencers had led them to run up debts.
The study also analysed the impact of deferred payment solutions, known as ‘Buy Now, Pay Later’ (BNPL).
In Portugal, 31% of consumers acknowledged feeling more inclined to make purchases when this option is available, a figure that rises to 32% among men and stands at 30% among women.
In the Algarve, Madeira and the Azores, the influence of this payment method on purchasing decisions is below the national average, at 24%-25%.
Quoted in a press release, the managing director of Intrum Portugal, Luís Salvaterra, noted that constant exposure to idealised lifestyles can lead to feelings of exclusion and frustration, which affect consumers’ self-esteem and financial well-being.
Intrum has published the European Consumer Payment Report annually since 2013, based on an inquiry conducted in 20 European countries, involving 20,000 consumers – 1,000 in each country, including Portugal.
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