2011-11-14-皮尤-Why_Americans_use_social_media_10页_748kb

Why Americans Use Social Media (Pew Research Center, 2011)

Key Findings:

1. Primary Motivation: The top reasons for using social media among online adults (66%) are maintaining connections with family and friends (both current and old). About two-thirds (67%) cite staying in touch with current friends/family as a major reason.
2. Reconnecting: Over half (55%) list reconnecting with old friends they've lost touch with as a major reason, similar levels for women (72%) and separated/divorced individuals, though less common overall (57% say it's not a reason).
3. Other Factors:
   • Connecting around shared hobbies/interests (14-18%) and making new friends (9%).
   • Reading comments by public figures (politicians, celebrities, athletes) shows less popularity (5%), with higher rates among African Americans (10%), Latinos (11%), and Twitter users (11%). Three-quarters (75%) say this plays no role.
   • Finding potential romantic partners (3-13%) is the least significant motivation compared to other reasons.

Demographic Insights:

• Gender: Women are more likely than men to report family connections (72% vs 55%). Both genders cite reconnecting with old friends similarly (56% vs 47%).
• Age: Those under 50 place a higher emphasis on staying connected with current friends (70% vs 53%+ in older age groups). Middle-aged/older adults (30+, especially 50+) show higher interest in hobbies/interests (16-18%) and connecting with public figures (including African Americans and Latinos).
• Parental Status: Parents are more likely than non-parents to use social media to reconnect with old friends (56% vs 47%)].
• Education/Income: Individuals with lower education (high school diploma not college) and/or lower income (<$30k) show higher rates of using social media to make new friends (16%, 18% respectively).

Methodology Note: Data based on a telephone survey of 2,277 adults, 2011, focusing on those using SNS platforms like Facebook, LinkedIn, Myspace or Twitter (1,015). Margin of error +/-3% for social media users.