Generation and gender-dependent differences in social media use

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Generation-dependent gender-dependent social media cross-cultural study Germany Poland 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

Education

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
Culture
Culture-dependent differences between users from
Germany, Poland, and South Africa

!2
Culture Gender
Gender-dependent differences between male and female users
from Germany, Poland, and South Africa

!2
Culture Gender Age
Age-dependent differences in social media use between Silver
Surfers, Gen X, Gen Y and Gen Z from Germany, Poland and SA

!3
13 SNSs
Adoption
Usage
(frequency)
Motivation
Social Interaction
Approval Seeking
Privacy
Concerns

!6
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

!7
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

!8
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

!9
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

!11
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%)

Germany
Poland
South
Africa
X Y
YouTube
Facebook,
Twitter,
Google+
Facebook,
YouTube,
Instagram
Facebook,
YouTube,
Xing
YouTube,
Facebook,
Instagram
Facebook,
YouTube,
Google+
YouTube,
Facebook,
LinkedIn,
Pinterest
Facebook,
YouTube,
Google+
Facebook,
YouTube,
Instagram,
Google+
Facebook,
YouTube,
LinkedIn
Facebook,
YouTube,
Instagram,
Google+
Facebook,
YouTube,
LinkedIn
Facebook,
Instagram,
YouTube

!14
Age
Gender
Culture
Privacy
Approval
Seeking
Social
Interaction
Usage
Frequency

!16
AgeCultureXGender X
Social
Interaction

!21
Cultural differences in
social media interaction
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 Germany counterparts.
Studies on social media
have to be scrutinized with
regard to socio-economic
factors
Future studies have
refrain from generalizing
empirical ﬁndings in
social media research.

Thank you for your attention!
Questions or suggestions?
kaja.ﬁetkiewicz@hhu.de

This document summarizes the findings of a cross-cultural study on social media use in Germany, Poland, and South Africa. The study found significant cultural differences in social media preferences and behaviors. Polish users preferred YouTube and Instagram more for video and mobile content. Younger users across cultures tended to use newer mobile platforms like Instagram more while decreasing Facebook use. The study also found differences in privacy concerns by gender, with South African and Polish females reporting higher privacy concerns than German females. The researchers concluded that social media research needs to account for socio-economic factors and avoid overgeneralizing findings across cultures.

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