The problem under investigation is urgent due primarily to the growing role of virtual communications in modern society, and to the growing influence of the information flow on a person's consciousness. The purpose of the article is to study downshifting in social networks and to identify behavior patterns using the example of the downshifters' community in Kirov. They consciously limit virtual communications in social networks on the Internet. The authors of the article used the methodology of qualitative sociology, since the subject of the research is new and atypical social phenomenon for modern society. The sample of the study included representatives of the youth of the city, the choice of respondents was based on the snowball technique. The leading method is a qualitative deep semistructured focused interview, which allows to identify causes of virtual downshifting and features of vital activity of participants in this social group. Empirical material was processed with the help of the method of analytical induction, that is to select several groups of phenomena with recurring signs from the set of phenomena, and then to construct a hypothesis about the properties of groups. The results of the article are: the identification of reasons for downshifting in social networks; the characteristic of the typical behavior of the downshifting community; and the identification of two subgroups within the studied community with slightly different models of behavior. The theoretical significance of the research is the development of scientific knowledge about the phenomenon of downshifting. The materials of the article can be useful for authorities, businessmen, teachers and educators working with the youth audience.