Background <p>The extensive use of short-form video platforms and instant messaging among Indian adults aged 18–45 is increasingly linked to attention fragmentation—the repeated interruption of sustained focus—and emotional distress, including anxiety and impaired regulation. While international studies connect media-induced attentional lapses to poorer mental health, national mixed-methods evidence from India remains limited. Integrating modern digital-community paradigms, this study aimed to quantify fragmentation, examine its association with emotional distress, and test its role as a mediating associate.</p> Methods <p>A sequential explanatory mixed-methods design was conducted between May and December 2025. A quantitative survey of 582 adults was performed using stratified quota sampling across 18 Indian states. Attention fragmentation was operationalized through the Mindful Attention Awareness Scale (MAAS), where reverse-scored items served as a proxy for frequent task-switching and awareness lapses. Emotional distress was assessed via the DASS-21 and PANAS scales. This was followed by 32 purposive semi-structured interviews to explore lived experiences. Quantitative data were analyzed using PROCESS Model 4 with 5,000 bootstrapped resamples, while qualitative data underwent reflexive thematic analysis.</p> Results <p>High fragmentation (lowest MAAS tertile) affected 46.4% of participants and correlated significantly with daily social media hours (<i>r</i> = -.42) and emotional distress (DASS-21 total <i>r</i> = -0.61). Mediation analyses indicated that attention fragmentation is a significant associated mechanism, accounting for 68% of the relationship between engagement and anxiety, and 63% for depression. Qualitative themes revealed that perpetual context-switching, driven by Instagram Reels and WhatsApp pings, leads to “mental clutter” and sleep disruption. Cultural factors, such as family expectations for instant responsiveness, were found to amplify fragmentation-related stress.</p> Conclusions <p>These findings suggest that attention fragmentation is a significant pathway consistent with a mediation model linking social media use to emotional distress in the Indian context. Results indicate that interventions focusing on attentional recovery, notification batching, and culturally tailored mindful digital habits may be more effective for protecting emotional wellbeing than simply reducing total screen time. Expanding digital mental health ecosystems, such as Tele-MANAS, to address fragmentation is recommended.</p> Trial registration <p>Not applicable.</p>