In developed countries, 40% of 10-year-olds use Instagram and Snapchat, with that number doubling by the age of 14 years old. The study reported that the individuals' levels of self-esteem declined over time as their social media use increased and their self-awareness increased. By being introduced to social media at a very young age, adolescents become prone to using these forms of social media daily. By using the social websites more and more, users tend to feel worse about their outward appearance, and in turn, may post more to receive positive feedback. This creates a cycle of comparing one self to what they see on social media, and then trying to create images of their best self to receive positive feedback to increase their self-esteem.