Social Media Use 2016

Thank You For Your Help!
First, we would like to thank you for your help and completing
the online survey on social media use!
We highly appreciate your participation! As a thank you, we summarized the
outcomes of the social media use survey. On the right, you can see the
general data about the participants. We received 378 completed surveys,
almost 70% of the respondents were female, and most came from Germany
and Poland. We have asked about several social media platforms, the use
frequency and the motivation to apply them. The three most popular
platforms among our respondents were Facebook, YouTube and Instagram.
1
Social Media Use
Outcomes of the Online Survey
Participants
We had total 438
respondents to our
survey, from which
378 completed it.
Gender
Total 69.8% of our
respondents were
female, 30.2% were
male.
Country
Most participants
were from Germany
(60.3%), Poland
(21.2%), Switzerland
(4%) and the USA
(4%).
FACEBOOK
Total 92.6 % of the
participants use
Facebook!
1
YOUTUBE
Not so far behind is
YouTube with 86.2% of
participants.
2
INSTAGRAM
Instagram is used by
only 38.1%, but still
made it to the top 3.
3
(c) flickr.com

General Outcomes
In the diagram below, we can see the ten mostly used social media platforms by our respondents. It
appears that only Facebook and YouTube are the ones used by the majority of our survey participants.
Instagram, Twitter and Google+ have some solid fan-base, however, there were more people not using
them at all. The business social networks LinkedIn and Xing were behind the classic social networks,
9gag, Pinterest and Tumblr were also not the top choice for most of our respondents.
In our study we also asked about the usage of Foursquare, YouNow and Flickr…unfortunately they did
not even reach the 10% threshold. Why? The cool pictures used for this report were retrieved from
Flickr under a cc-license (so, Y U no use Flickr?).
2
SOCIAL MEDIA USE
Do You Use…
0 %
25 %
50 %
75 %
100 %
Facebook
YouTube
Instagram
Tw
itter
G
oogle+
LinkedIn
9GA
G
X
IN
G
Pinterest
Tum
blr
Yes No

Facebook and Google+  
The two typical social network services, Facebook and Google+, did very differently in our survey.
Facebook was the first choice of the most of our respondents, whereas Google+ is applied by roughly
30%. What are the further differences? Let us take a look at the usage frequency of these two services
in the diagram below. While the most respondents use Facebook every day and some of them are even
always online, Google+ is applied rather seldom or almost never.
Now, let us see whether there are differences in the motivation to use Facebook and Google+. The
diagram below shows us there really aren’t… Considering the usage of these social networks, for both
user groups data privacy is most important. On Facebook, getting a lot of likes and having a lot of
friends is important for slightly more users than in case of Google+.
3
0 %
18 %
35 %
53 %
70 %
alm
ost never
seldom
once
a
m
onth
once
a
w
eek
several tim
es
a
w
eek
every
day
I am
alw
ays
online
How often do you use Facebook?
How often do you use Google+?
It is important to me…
having a lot of friends
getting a lot of likes
data privacy
69 %
16 %
14 %
14 %
10 %
10 %
17 %
74 %
76 %
having a lot of friends
getting a lot of likes
data privacy
64 %
6 %
8 %
5 %
7 %
6 %
31 %
87 %
86 %
no/rather no neutral yes/rather yes
Facebook
Google+

Twitter and Instagram
Two other popular social media services are Twitter and Instagram. Let us take a look what the usage
differences are between them. In the diagram below we can again notice some divergences in the
frequency of use. In general, Instagram is applied by its users significantly more often than Twitter. We
can see that only a small share of users deploys Instagram almost never, seldom or once a month, and
a very high ratio does it every day.
The diagrams below show us the attitudes towards important aspects while using the services Twitter
and Instagram. In both cases, data privacy is important for the most of our respondents. Around 17%
of the Twitter users find it important to get many likes or retweets. As for Instagram, there are almost
twice as many users watching for likes. The share of users wishing for many followers is slightly
higher for Instagram (also of users with rather neutral mindset about it). So, even though for both
services the privacy appears to be important, not so insignificant share of the Instagram users still
wishes to get many followers and likes.
4
13 %
25 %
38 %
50 %
alm
ostnever
seldom
once
a
m
onth
once
a
w
eekseveraltim
es
a
w
eekevery
dayIam
alw
ays
online
How often do you use Twitter?
How often do you use Instagram?
having many followers
getting many likes or RT
data privacy
64,0 %
17,1 %
21,6 %
5,4 %
8,1 %
7,2 %
30,6 %
74,8 %
71,2 %
having many followers
getting many likes
data privacy
63,2 %
32,6 %
26,4 %
9,7 %
15,3 %
13,2 %
27,1 %
52,1 %
60,4 %
Twitter
Instagram

Business Networks
Finally, we have asked about the usage of two business networks: LinkedIn and XING (most popular in
the DACH-region). As above, we compared for you the usage frequencies and the most important
factors while applying the services. In the diagram below, we can see that both services are applied
rather infrequent. Most of the LinkedIn users do it once a month, whereas XING users more often-
once a week. The share of users that apply it several times a week or even every day is significantly
lower.
Finally, we asked how important the aspects of having a lot of (business) contacts, getting many
references, and data privacy are, while applying LinkedIn and Xing. The outcomes were quite similar
for both services. Again, data privacy is most important (for slightly more Xing than LinkedIn users).
Second most important aspect appears to be the contacts (for both services above 30%). Last but not
least, getting many references is also very important for almost 30% of LinkedIn and 21.4% of XING
users.
5
0 %
8 %
15 %
23 %
30 %
alm
ostnever
seldom
once
a
m
onthonce
a
w
eek
severaltim
es
a
w
eekevery
dayIam
alw
ays
online
How often do you use LinkedIn?
How often do you use XING?
67,1 %
21,4 %
32,9 %
15,7 %
20,0 %
17,1 %
17,1 %
58,6 %
50,0 %
having a lot of contacts
getting many references
data privacy
62,5 %
28,8 %
31,3 %
8,8 %
21,3 %
26,3 %
28,8 %
50,0 %
42,5 %
LinkedIn
XING

This was an overview of the outcomes of our Social Media Use survey. If you wish to see
more detailed results, please visit my personal webpage (www.fietkiewicz.com) where you can
find publications based on this investigation. We wish you all the best!
6
THERE IS MORE…
The survey results were statistically analyzed and further examined. We
presented the outcomes at the 49th Hawaii International Conference
on System Sciences as well as at the Annual International Conference
on Arts, Humanities, Social Sciences and Education, in January this year.
The articles were published in the proceedings of these conferences:
Fietkiewicz, K. J., Lins, E., Baran, K. S., & Stock, W. S. (2016). Inter-
generational comparison of social media use: Investigating the online
behavior of different generational cohorts. In Proceedings of the 49th
Hawaii International Conference on System Sciences (pp. 3829-3838).
Washington, DC: IEEE Computer Society.
Fietkiewicz, K. J., Baran, K. S., Lins, E., & Stock, W. G. (2016). Other times, other manners: How do
different generations use social media? In 2016 Hawaii University International Conferences. Arts,
Humanities, Social Sciences & Education, January 8-11, 2016, Honolulu, Hawaii, Proceedings (pp. 1-17).
Honolulu, HI: Hawaii University.
(c) flickr.com

Social Media Use 2016

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