For something so ordinary, the selfie has sparked plenty of debate over the years. Is it a way to express yourself? Share experiences? Document important moments? Or has it simply become another habit of life in the smartphone era?
Ahead of National Selfie Day on June 21, we asked Ipsos iSay members and visitors across Europe and North America about their selfie habits. What motivates them to take selfies? What makes a selfie worth posting? And in a world where social media is constantly evolving, does the selfie still hold the same place it once did?
To answer those questions, we first need to look at who is still reaching for the front-facing camera.
More Scrolls Than Selfies?
Despite their visibility on social media, selfies aren't a regular habit for everyone. In fact, more than 4 in 10 Ipsos iSay members and visitors say they rarely take selfies, making it the most common response in our Question of the Day poll.
That finding challenges the idea that selfies are a universal social media habit. While they're easy to spot online, many members and visitors appear selective about when and whether they take them at all.
Worth a Selfie?
Among Ipsos iSay members and visitors who do take selfies, one motivation stands out.
Nearly one-third (32%) say they take selfies to capture memories from special moments, making it the leading reason for reaching for the camera. That's significantly higher than the share who say they take selfies to share experiences with friends or followers (9%) or because they are feeling confident and want to express themselves (7%).
The findings suggest that, for many members and visitors, selfies function less as a social media statement and more as a way to preserve a memory.
From Camera Roll to Social Feed
The reasons for taking a selfie don't necessarily match the reasons for sharing one.
When asked what makes someone most likely to post a selfie, 35% of Ipsos iSay members and visitors pointed to being at a special place or event, making it the most common response. Whether it's a holiday, a concert, a wedding, or another memorable experience, the setting appears to matter. Another 26% say people are most likely to post a selfie when they want to share a personal moment, suggesting that selfies are often connected to experiences people feel are worth sharing with others.
Together, these two responses account for more than 6 in 10 answers, reinforcing the idea that context matters more than the photo itself.
Looking Good Doesn't Hurt
Of course, selfies have long been associated with confidence and self-image. And Ipsos iSay members and visitors acknowledge that connection, with 1 in 5 (20%) saying people are most likely to post a selfie when they are feeling confident or looking good.
That's a sizeable share, but it still trails motivations linked to experiences, events and personal moments.
What About Filters and Trends?
Given the influence of social media trends, one result stands out. Just 6% of Ipsos iSay members and visitors believe people are most likely to post selfies because of trends, filters or aesthetics.
In other words, while filters and viral trends may grab attention, members and visitors are far more likely to associate selfie posting with meaningful moments than with the latest online craze.
Is Selfie Culture Changing?
There is another finding worth noting. Thirteen percent of Ipsos iSay members and visitors believe people post fewer selfies than they used to. On its own, that figure may not seem particularly large. But when viewed alongside the finding that more than 4 in 10 rarely take selfies themselves, it raises an interesting possibility. Perhaps the selfie hasn't disappeared; it has simply become more selective.
Rather than documenting every part of daily life, selfies may increasingly be reserved for occasions that feel memorable enough to capture and meaningful enough to share.
Smile, You're in the Results
Do any of these findings sound familiar? Whether you're someone who rarely takes selfies or someone who saves them for life's memorable moments, chances are you've seen a little of yourself in the results.
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*These results represent Ipsos iSay web visitors across North America and Europe, conducted June 16 - 19 2026, and may not reflect the views of the general population.
