A full 82% of Gen Yers are having sidebar conversations – private interactions that take place on mobile messenger apps while other conversations simultaneously take place IRL. We explore how this emerging form of communication is helping people feel closer at a time when social media platforms are condemned for fostering a sense of isolation.
According to a global survey commissioned by Facebook, 91% of teens and 80% of adults message daily, making it the most-used channel of communication. Additionally, 79% of teens and 82% of Gen Yers have ‘sidebar conversations’, which are described as “the secret nonverbal chats we have on our phones while in meetings, dinners or watching TV shows.” These tend to be visual communications utilising emojis, GIFs, photos and videos, and are most popular in Brazil, France and the US.
With 24% of Gen Zers saying that they’re ‘almost constantly’ online, digital communications are becoming integral to how people feel close with their friends. And although over 40% admit to wishing they could sometimes disconnect, sidebar conversations help strengthen social ties – whether that’s by sharing an emoji (or animoji) that perfectly captures your facial expression, or sending a meme that reflects a shared misery.
People who message are more likely to believe they not only have more authentic chats, but also more authentic relationships. It’s not just about staying in touch though, as many people are messaging each other while hanging out together. A 2017 study conducted by Tenor found that 77% of Americans believe that people understand their thoughts and feelings better when they use visual expressions. So, while technology has been accused of killing face-to-face communication skills, digital self-expression is reaching new heights.
Maud Carette is a senior behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research.
