Distinction between digital and real lives ever more blurred, study finds

Droga5 research shows people increasingly don’t see a difference between online friends and those they meet in person

Emma Sharkey, chief strategy officer of Droga5: ‘You need to know who you are as a brand and know what your value to other people is.’ Picture: Fergal Philips

The lines between the digital world and the real world have become increasingly blurred since the pandemic, according to research by Droga5 Dublin.

Its new study found that 38 per cent of Irish people find their digital lives are increasingly becoming part of their real lives and 39 per cent want to carry online preferences seamlessly into real-world interactions.

“Anyone who has been breathing for the last few years knows that we’re going through a ...