Table 2.
Participant social media use descriptive statistics
| Variable | n (%) | M (SD) |
|---|---|---|
| Number of social media platforms used by participants | 4.87 (1.17) | |
| Social media platforms used by participants | ||
| 512 (97.0) | ||
| Snapchat | 498 (94.3) | |
| TikTok | 467 (88.4) | |
| 380 (72.0) | ||
| YouTube | 353 (66.9) | |
| 350 (66.3) | ||
| Other | 14 (2.7) | |
| Frequency of checking social media platforms | ||
| Never | 0 (0.0) | |
| Once a month or less | 1 (0.2) | |
| 2–3 times a month | 1 (0.2) | |
| 1–6 times a week | 6 (1.1) | |
| 1–3 times a day | 57 (10.8) | |
| 4–6 times a day | 144 (27.3) | |
| 7 or more times a day | 319 (60.4) | |
| Ever see close friends share alcohol content on social media | ||
| Yes | 475 (90.1) | |
| No | 52 (9.9) | |
| Frequency of close friends sharing alcohol content | ||
| Never | 3 (0.6) | |
| Less than once a month | 66 (13.9) | |
| Every month | 62 (13.1) | |
| A couple of times a month | 134 (28.2) | |
| Every week | 108 (22.7) | |
| A couple of times a week | 80 (16.8) | |
| Daily or almost daily | 22 (4.6) | |
| Number of platforms close friends shared alcohol content on | 1.91 (0.87) | |
| Social media platforms close friends shared alcohol content on | ||
| 317 (60.0) | ||
| Snapchat | 418 (79.2) | |
| TikTok | 157 (29.7) | |
| 50 (9.5) | ||
| YouTube | 16 (3.0) | |
| 41 (7.8) | ||
| Other | 6 (1.1) | |
| Number of social media influencers listed | 4.10 (1.36) | |
| Number of social media influencers sharing alcohol content | 1.59 (1.35) | |
| Number of social media platforms influencers shared alcohol content on | 2.11 (1.15) | |
| Proportion of influencers sharing alcohol content on each platform | ||
| 0.67 (0.42) | ||
| Snapchat | 0.11 (0.26) | |
| TikTok | 0.24 (0.38) | |
| 0.02 (0.12) | ||
| YouTube | 0.24 (0.37) | |
| 0.07 (0.21) | ||
| Other | 0.01 (0.08) | |
| Proportion of actors sharing alcohol content | 0.39 (0.47) | |
| Participants with a proportion of 0.00 | 78 (57.4) | |
| Participants with a proportion > 0.00 | 55 (42.6) | |
| Proportion of musicians sharing alcohol content | 0.42 (0.41) | |
| Participants with a proportion of 0.00 | 81 (40.1) | |
| Participants with a proportion > 0.00 | 121 (59.9) | |
| Proportion of athletes sharing alcohol content | 0.25 (0.40) | |
| Participants with a proportion of 0.00 | 51 (68.0) | |
| Participants with a proportion > 0.00 | 24 (32.0) | |
| Proportion of politicians sharing alcohol content | 0.44 (0.53) | |
| Participants with a proportion of 0.00 | 5 (55.6) | |
| Participants with a proportion > 0.00 | 4 (44.4) | |
| Proportion of everyday people sharing alcohol content | 0.38 (0.39) | |
| Participants with a proportion of 0.00 | 153 (41.4) | |
| Participants with a proportion > 0.00 | 217 (58.6) | |
| Proportion of other type influencers sharing alcohol content | 0.39 (0.41) | |
| Participants with a proportion of 0.00 | 113 (45.0) | |
| Participants with a proportion > 0.00 | 138 (55.0) |
Note. Percentages for social media platforms used and platforms close friends shared alcohol on do not sum to 100% because participants were allowed to select all that apply. Specific types of influencers who shared alcohol content were coded as 1s with influencers of the same type not sharing ARC coded as 0s. Participants with a proportion of 0.00 meant that none of the influencers they listed shared alcohol content whereas participants with a proportion of > 0.00 meant that at least one of the influencers they listed shared alcohol content.