"We found evidence of a new trend towards being more selective and exclusive when it comes to sharing, even among the teenage generation," its deputy director Nadia Tuma was quoted as saying.

After surveying over 1,000 social media users, the researchers sat down for five free-form group discussions. They found a strong interest among the participant in maintaining some privacy, while still keeping posts interesting.

Online bullying remains a significant problem, especially among younger social media users, the study noted.

"The challenge in today's social media circles is to maintain a balance between privacy and publicity and between making yourself look interesting without looking vain," McCann global director Laura Simpson said.

It has become cooler to be somewhat mysterious on social media instead of baring all to everyone via oversharing, the study added.