Intrum ECPR study: 24% of Portuguese feel worse due to social media content

The European Consumer Payment Report (ECPR), released by Intrum ahead of World Social Media Day on Tuesday, 30 June, suggests that what people see on social media is shaping both wellbeing and personal finances in Portugal.

Nearly a quarter of Portuguese respondents (24%) say the content they view on social platforms leaves them feeling worse about themselves or their lifestyle.

The same study finds that 76% of people in Portugal believe these platforms encourage unrealistic financial expectations - higher than the European average of 70%.

Mental health impact and financial vulnerability in Portugal

According to the report, consumers in more financially precarious situations are the most likely to make impulse purchases and take on debt in an attempt to keep up with the lifestyles displayed by digital influencers.

Among respondents classed as "fragile", 38% say influencer-led portrayals of living standards have harmed their mental health. For those described as "resilient", the figure falls to 19%. The study also notes that younger people are especially affected.

Within Generation Z, 19% report having gone into debt while trying to mirror lifestyles seen on social media, and 46% say their mental health has worsened because of this exposure. The report also indicates that social media use differs across socioeconomic groups, with teenagers from lower-income households more likely to report addictive behaviours linked to these platforms.

How social media drives spending, impulse buying and debt

The research further concludes that social media directly influences consumer spending habits.

Around 34% of people in Portugal say they have made an impulse purchase after seeing advertising on these digital channels, although this is down from the 40% recorded in 2024.

Even so, 14% of respondents say pressure from influencers has led them to take on debt.

"Buy Now, Pay Later" (BNPL) and regional differences

The study also examined the effect of deferred payment options, commonly referred to as "Buy Now, Pay Later" (BNPL).

In Portugal, 31% of consumers admit they feel more inclined to buy when this option is available. The figure 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, ranging from 24% to 25%.

In a statement, Intrum Portugal’s managing director, Luís Salvaterra, said that continuous exposure to idealised living standards fuels feelings of exclusion and frustration, affecting consumers’ self-esteem and their financial wellbeing.

The European Consumer Payment Report has been published every year by Intrum since 2013 and is based on a survey carried out across 20 European countries, involving 20,000 consumers - 1,000 in each country, including Portugal.