1. Analysis of Facebook Usage by
College Students in Thailand
Arkhom Bunloet, Kanda Runapongsa Saikeaw,
Mongkon Tengrungroj et al.
Khon Kaen University, Thailand
1
July 2010

2. Agenda
Motivation
Related Work
Research Methodology
Experimental Results
Conclusions
July 2010 2

3. Growing Worldwide FB Users
July 2010 3

4. Growing Thai FB Users
#21 of countries with the largest Facebook users
Facebook Penetration in Thailand: 6.26%
Internet Penetration in Thailand: 26.19%
July 2010 4

5. User Age Distribution
July 2010 5

6. Our Questions
 What are the advantages and disadvantages of using
Facebook as a Thai college student?
 What are the activities that Thai college Facebook
users often do?
 Are there any misbehaviors that these users have
done or have been imposed by others?
July 2010 6

7. Related Work
 Several papers have been presented about the
analysis of social media usage in Thailand
– Many papers focus on the study of Hi5 usage and
Internet usage
– But none has studied the usage of Facebook which
has been dominating recently among Thai teenagers
July 2010 7

8. Research Methodology
This research was conducted by designing the
questionnaire
The questionnaire has three parts
– Personal biography
– Opinions about social networking
– Behaviors on Facebook
July 2010 8

9. Target Group
 The target group consisted of 7,738 students who
enrolled in summer courses 2010 in Khon Kaen
University, Thailand
 The selected sampling group was 740 students who
enrolled in 13 faculties, such as the faculty of
Agriculture, the faculty of Humanities and Social
Sciences, and the faculty of Medicine
July 2010 9

10. Results Collection and Analysis
The answers of the questionnaire were ensured that
they were recorded correctly (double data entry)
Results were analyzed using SPSS/PC Evaluation V15
Descriptive statistics included frequency proportion
mean (SD) and the 95%CI
Analytical statistics included the Pearson Chi-square
and the Odds Ratio
July 2010 10

11. FB Usage by Gender
73.1
60.6
80
60
40
20
0
Males Fem ales
July 2010 11

12. Students Years
1st year students 2nd year students 3rd year students 4th year students
76.5 80
62.5 68.6
80
60
40
20
0
July 2010 12

13. Online Users Activities
Watching movies and listening to music Searching information for academics
Sending emails Playing MSN
Using Hi5 Rreading news
Using Facebook Playing online game
Using Myspace
84.1 81.3
100 75.5 74.3
65.5 58.4
80 57.7
60
30.8
40
5.3
20
0
July 2010 13

14. Social Network Usage Behavior
Used Hi5 Used Facebook Used Twitter Used Friendster
99.2
100 75.7
80
60
40
14.1
20 1.2
0
July 2010 14

15. Facebook Activities
Posting Information Using Applications Chatting Uploading Pictures Joining groups
64.5 64
70
60
41.6
50 36
40
30
12.2
20
10
0
July 2010 15

16. Inappropriate Content
Inappropriate languages Advertising False data
Pornography pictures Enticing Others
25 20.2
19.2
17.6
20
15
8.8
10
5 0.5 1.6
0
July 2010 16

17. Reasons for Using Facebook
Having conversation with friends Reducing stress
Killing times Finding new friends
Being a member of interested groups Being updated to technology trends
Finding new intimate relationships Others
77.1 74.8
80
70
60
44.3
50
30.5
40 28.2
19.8
30
20 6.9 1.5
10
0
July 2010 17

18. Advantages of Using Facebook
Relaxation Communication Education Information
News and event Knowledge Others
99 98.4
89.1 87.6 85
100 79.8
80
60
40
5.2
20
0
July 2010 18

19. Disadvantages of Using Facebook
Health problems Reduction of face-to-face social activity
Less time for studying Waste of time
Feel sleepy in class Reduction of work performance
Waste of money Reduction of GPA
Conflict with parents Class absent
Others
79.8
80
64.8 62.2 61.1 59.1 59.1
70 55.4
60
39.9
50
40
25.4 22.3
30
20
3.1
10
0
July 2010 19

20. Conclusions (1/2)
Relaxation was the most advantage while health
problem was regarded as the most common
disadvantage in using Facebook
 Two top reasons why people used Facebook were
having conversation with friends and reducing stress
Two most frequent activities were posting data and
using Facebook applications
July 2010 20

21. Conclusions (2/2)
 Three most types of inappropriate content on
Facebook were inappropriate languages, unsolicited
advertising, and false data
We are interested in answering these questions
– How to search for updated information efficiently
– How to know which friends are likely to be
interested in certain Facebook pages
July 2010 21

22. Thank you very much
for
your attention
July 2010 22