Young adults increasingly struggling offline turn to ASMR videos, report finds

Visceral videos of people playing with slime or braiding hair soothe those who feel overwhelmed by in-person contact

Younger adults are increasingly overwhelmed by in-person interaction and soothing themselves instead with sensory online content, according to a report on the wildly popular online content known as ASMR.

ASMR - autonomous sensory meridian response - describes a particular sensory phenomenon that is triggered by specific sights or sounds, which usually begins with a tingling sensation across the scalp and results in feelings of deep calm and relaxation.

47% of those aged 25-34 said they felt overwhelmed in noisy or busy places such as shopping centres or train stations, compared with 35% of those aged 55-64.

39% of those aged 18-24 felt the need to shut out noise, for example using noise-cancelling headphones in public, compared with only 21% of those age 45-54.

Younger age groups were also more likely to prefer chatting to people online rather than face to face and to prefer to work alone rather than around other people.