Kit Kat and JWT Singapore launch widget to help cope with social media stress

In Singapore, the study found that young adults are more inclined to visit social-networking sites while out and about, compared to their peers in the US and China. Singaporeans also receive the most notifications, with more than half receiving them every couple of hours or so. The response speed to Twitter and Facebook is also highest in Singapore.

The result is that young people in Singapore are starting to feel that managing these social commitments has become a chore. Nearly six in 10  young adults in all three markets said they wished there was a service available to help them manage their social media commitments.

Based on these consumer insights, the Kit Kat Social Break Widget is designed to give young people a break by automatically ‘liking’ photos their friends have tagged them in on Facebook and auto-sharing articles that friends have posted on LinkedIn. The widget even tweets back short, non-specific responses, like ‘Tell me more’ and ‘Let’s meet up and chat’. to messages they’ve been tagged in on Twitter.

“Kit Kat is constantly on the lookout for new ways to take a break," said Magdalene Tan, group brand manager (confectionery) for Nestle Singapore. "The widget is a fun, irreverent pioneering tool that lets young people take a much-deserved social-media break."