Table 2.
Social media patterns and preferences observed from the survey responses (n=128).
| Variable | Total (n=128) |
Millennial (n=71, 56.8%) |
Generation X (n=42, 33.6%) |
Baby boomer (n=12, 9.6%) |
P value | |
| Years of social media use, mean (SD) | 10.6 (3.7) | 11.8 (3.0) | 9.4 (3.6) | 6.2 (3.4) | <.001a | |
| Personal time spent on social media, min/day, mean (SD) | 31.1(22.0) | 38.5(20.2) | 22.7(21.9) | 15.0 (12.8) | <.001b | |
| Professional time spent on social media, min/day, mean (SD) | 16.9 (24.3) | 21.6 (28.6) | 8.5 (13.1) | 17.3 (18.9) | .021b | |
| Total time spent on social media, min/day, mean (SD) | 45.9 (35.2) | 59.6 (34.7) | 30.5 (29.2) | 29.6 (25.5) | <.001c | |
| Plan to increase social media use, n (%) | 103 (82.4) | 67 (94.4) | 28 (66.7) | 8 (66.7) | .001d | |
| Platforms with an active account, n (%) | ||||||
|
|
109 (85.2) | 62 (87.3) | 36 (85.7) | 8 (66.7) | .18 | |
|
|
85 (66.4) | 58 (81.7) | 21 (50.0) | 4 (33.3) | <.001e | |
|
|
51 (39.8) | 25 (35.2) | 19 (45.2) | 5 (41.7) | .56 | |
|
|
16 (12.5) | 8 (11.3) | 5 (11.9) | 2 (16.7) | .87 | |
|
|
Snapchat | 33 (25.8) | 30 (42.3) | 2 (4.8) | 0 (0.0) | <.001f |
|
|
29 (22.7) | 14 (19.7) | 11 (26.2) | 3 (25.0) | .71 | |
|
|
49 (38.3) | 32 (45.1) | 15 (35.7) | 2 (16.7) | .15 | |
|
|
YouTube | 35 (27.3) | 18 (25.4) | 12 (28.6) | 3 (25.0) | .93 |
| Most valuable platform, n (%) | Instagram, 53 (44.4) |
Instagram, 42 (60.0) |
Facebook, 22 (59.5) |
Facebook, 6 (50.0) |
.004g | |
| Location where social media is accessed, n (%) | ||||||
|
|
Home | 114 (89.1) | 66 (93.0) | 35 (83.3) | 10 (83.3) | .24 |
|
|
Work | 54 (42.2) | 38 (53.5) | 11 (26.2) | 4 (7.6) | .014h |
|
|
During commute | 32 (25.0) | 24 (33.8) | 5 (11.9) | 2 (16.7) | .027i |
aYears on social media: all post hoc comparisons significant at P<.033.
bTime spent on social media: all post hoc comparisons significant at P<.031.
cTime on social media above average: millennial>GenX, P<.001; millennial>baby boomer, P<.001.
dPlan to increase social media use: millennial>GenX, P<.001; millennial>baby boomer, P=.013.
eActive Instagram account: all post hoc comparisons significant at P<.02.
fActive Snapchat account: all post hoc comparisons significant at P<.036.
gMost valuable platform: Facebook, GenX>millennials, P<.001; Instagram, millennial>GenX, P<.001 , millennial>baby boomers, P<.001.
hSocial media use at work: GenX>millennials, P<.001.
iSocial media use during commute: millennial>GenX, P=0.014.