Why People Use Social Media
A Uses and Gratifications Approach
In today’s digital age, social media has exploded in popularity, becoming so widespread that we consider it a necessity. In transition, it seems that the question has shifted from whether or not we use social media to why we do.
Anita Whiting and David Lindsey Williams attempted to answer this question in their 2013 study, "Why people use social media: a uses and gratifications approach." Their main goal was to understand why people engage with specific media by examining the uses and gratifications consumers derive from them.
Why Do We Use Social Media?
Exploring questions such as why and how consumers use social media, Whiting and Williams began to consider the psychology behind this mindless act. And they did so by drawing on prior research as well as other gratification models.
Based on their findings, they concluded that there are ten primary reasons why consumers seek out specific forms of media, ranging from social interaction to pure entertainment. We’ve listed them below, in order from most to least common.
Social Interaction
Social media feeds one of the most simple yet significant human desires: to connect with others. Due to its rather ubiquitous nature, users are free to connect with their loved ones and close friends at any time, plus meet new and interesting people from all over the world.
In a study of 25 participants, researchers discovered that more than half of individuals—at 88%—use social media for social interaction. In some cases, respondents mentioned that platforms such as Facebook allowed them to socialize, whereas they did not have such opportunities in real life.
Information Seeking
Over the years, social media has gained credibility as a trustworthy source of information. In today's world, it's not uncommon to use it as a teaching and self-education tool.
And that is exactly what Whiting and Williams discovered during their study. As it turns out, 80% of users use social media to find and gather information. Whether they’re seeking sales or event information or locating business data, social media can serve as a useful resource.
To Pass Time
It's no secret that our screen time has reached an all-time high. In fact, it’s almost expected. With the advent of new platforms and media, it seems strange not to be on our phones all the time.
And according to the study, 76% of participants shared similar experiences. Several respondents admitted that social media helped them escape boredom during certain moments, such as during a break from work or as part of preparation for an upcoming event.
Entertainment
Whether it's a celebrity Twitter battle or a TikTok video, social media undeniably serves as a source of entertainment. Despite our reluctance to admit it, we are immersed in these activities, entertained in more ways than we ever could’ve imagined.
And as research shows, more and more people are turning to social media for this very reason. As found in the study, users engage with social media platforms such as Facebook and YouTube for fun and relaxation through games, music, and videos.
Relaxation
Besides providing entertainment, social media can also serve as an escape from reality. It has the potential to open up an entirely new world, one in which you can choose what you want to see and what you don't want to see.
It is also a world that drew 60% of participants in Whiting and Williams' study. According to the respondents, users engage with social media to de-stress and relax. An individual may turn to social media to divert their attention away from a stressful situation by scrolling aimlessly or watching a funny video.
Self-Expression
Social media provides us with the chance to express ourselves. Whether we choose to upload a post about our day or vent publicly, it offers us an opportunity to share our thoughts and opinions with others.
And, as several participants pointed out, social media platforms provide this outlet for self-expression, both personally and anonymously. In some cases, users mentioned liking and commenting on other people's social media posts or photos, while others said they liked sharing their criticisms behind closed doors.
Communicatory Utility
Unlike social interaction, communicatory utility refers to the ability to socialize about a new topic. Several study participants mentioned this as a reason they use social media: it provides them with gossip to share and discuss with friends.
In simpler terms, it serves as a starting point for conversation. Because users have a topic of discussion with which to socialize, communication is advanced.
Convenience
Throughout the study, users cited the word "convenient" as a major reason they engage with social media.
Due to its lack of time or geographical restrictions, it is always readily available and accessible. This aspect of convenience is part of what makes social media more appealing to users; with it, they can communicate with more than one person at one time, even from halfway across the world.
Information Sharing
In recent years, social media has become one of the most important aspects of our lives. In more ways than one, it allows us to share a piece of ourselves with others and build a personal brand.
Among Whiting and Williams' findings, information sharing was considered critical. And since social media is interactive, users can post content, reply to questions, and create groups around shared interests. For instance, business owners on Facebook can share information about a new product, as well as answer customer inquiries.
Surveillance and Knowledge About Others
Thanks to the Internet, keeping track of a person's actions and behaviours has never been easier.
Despite the fact that fewer than a third of respondents admitted to using social media to spy on others, it nonetheless remains an important factor to consider. Cyberstalking, perhaps less reported due to its taboo nature, is undeniably a common act. Then again, it makes perfect sense—it’s a human instinct to want to know what other people are doing.
So, What Does It All Mean?
Well, for starters, the study proposes a different approach to social media consumption than we are used to—namely, that we are actively involved in the media consumption process.
Contrary to popular belief, we are not simply passive users who consume everything we are fed. In fact, we are conscious of our habits and behaviours, and have control over what we observe, do, and engage in.
This detail, no matter how insignificant it appears, is crucial.
Given that all humans are motivated by their own needs and desires, it is worthwhile to consider how our actions, behaviors, and motivations are shaped. After all, our brains are hardwired to seek out experiences that satisfy our desires, whether they offer immediate gratification or long-term happiness.
So, the next time you catch yourself smiling at your phone, consider the science underlying this seemingly mindless act. Could it be that, just like the participants in this study, you opted to interact with a certain platform because of the gratification it provided? And conversely, did you actively avoid those that didn’t?
Study Objective & Methods
Why People Use Social Media: A Uses and Gratifications Approach
Anita Whiting, MBA, PhD; David Lindsey Williams, Professor at Dalton State College
Using ten common constructs, Anita Whiting and David Lindsey Williams examine the associations between social networks’ uses and gratifications.
In order to gain a better understanding of the factors driving online engagement, the researchers conducted a series of interviews with consumers. Upon conclusion of the study, Whiting and Williams found that users consume media that meets their needs and provides ultimate gratification.
Social Media and Well-Being Training
This research (and all our social media and well-being articles) have laid the foundation for our 3-course program designed for anyone wanting to approach social media and communications in a way that protects well-being and puts people first. Learn more here.
