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Generation- and gender-dependent differences in social media use
- 1. Generation- and gender-dependent differences in social media use A cross-cultural study from Germany, Poland and South Africa Kaja J. Fietkiewicz Department of Information Science Heinrich-Heine-University Düsseldorf Elmar Lins Heinrich-Heine-University Düsseldorf Adheesh Budree University of Cape Town HCII 2018, Las Vegas
- 2. 2 Culture Culture-dependent differences between users from Germany, Poland, and South Africa
- 3. 3 Culture Gender Culture-dependent differences between users from Germany, Poland, and South Africa Gender-dependent differences between male and female users from Germany, Poland, and South Africa
- 4. 4 Culture Gender Age Culture-dependent differences between users from Germany, Poland, and South Africa Gender-dependent differences between male and female users from Germany, Poland, and South Africa Age-dependent differences in social media use between Silver Surfers, Gen X, Gen Y and Gen Z from Germany, Poland and SA
- 5. 5 13 SNSs Adoption Usage (frequency) Motivation Social Interaction Approval Seeking Privacy Concerns
- 6. Descriptives Two-sided t-test MANOVA 6
- 7. Culture
- 8. 8 Culture Germany Facebook (90%) YouTube (86%) Instagram (41%) 9GAG (29%) Poland South Africa Twitter (35%) Facebook (95%) YouTube (83%) Tumblr (21%) Instagram (46%) Google+ (51%) Facebook (84%) YouTube (78%) Instagram (48%) Google+ (52%) LinkedIn (59%) General differences
- 9. 9 Culture Germany LinkedIn (3.57) Xing (3.45) Instagram (2.95) Poland South Africa Instagram (3.78) Facebook (3.36) Tumblr (3.19) LinkedIn (3.72) Xing (3.33) Instagram (3.26) Social Interaction
- 10. 10 Culture Germany LinkedIn (3.45) Tumblr (3.43) Instagram (3.32) Poland South Africa Instagram (3.88) Tumblr (3.44) Facebook (3.13) LinkedIn (4.23) Instagram (3.36) Xing (3.33) Approval Seeking
- 11. 11 Culture Germany Tumblr (5.77) Xing (5.59) Facebook (5.58) Poland South Africa Pinterest (7.00) 9GAG (7.00) Facebook (4.54) Facebook (5.66) Pinterest (5.60) Instagram (5.54) Privacy
- 13. 13 Germany Poland South Africa Instagram (46%) YouTube (83%) Facebook (92%) Twitter (42%) Facebook (87%) YouTube (92%) Google+ (55%) YouTube (82%) Facebook (96%) Google+ (44%) YouTube (87%) Facebook (91%) Google+ (54%) YouTube (71%) Facebook (87%) LinkedIn (68%) Facebook (80%) YouTube (85%)
- 22. 22 DISCUSSION
- 23. 23 Significant cultural differences in social media interactionI Polish users consume more videos and mobile content (YouTube and Instagram) When considering age structures of users, certain patterns in the social media use are cross-culturally consistent! Younger users tend to occupy new (mobile) media like Instagram and simultaneously move away from established platforms like Facebook. There are striking differences in the privacy concerns with regard to gender. South African and Polish females care substantially more about privacy issue than their German counterparts. Studies on social media have to be scrutinized with regard to socio-economic factors Future studies have to refrain from generalizing empirical findings in social media research.
- 24. Thank you for your attention! Questions or suggestions? kaja.fietkiewicz@hhu.de