Facebook User Research Using a Probability-Based Sample and Behavioral Data

Research on Facebook users is often based on small convenience samples and on usage data collected through survey self-reports. The current research contributes to Facebook user research, as it is based on a large, nationally representative, probability-based, U.S. sample with Internet usage data collected from meters. Results revealed that 50% of sample members are recent Facebook users. However, within this group, there is wide variation in amount of usage between heavy, medium, and light users. Finally, based on a multivariate analysis, Facebook users are significantly more likely to be women, teens, whites, and adults with at least a high school diploma. These demographic patterns apply to heavy, medium, and light Facebook users.

[1]  Cliff Lampe,et al.  Connection strategies: Social capital implications of Facebook-enabled communication practices , 2011, New Media Soc..

[2]  Behram F. T. Mistree,et al.  Gaydar: Facebook Friendships Expose Sexual Orientation , 2009, First Monday.

[3]  Marco Gonzalez,et al.  Tastes, ties, and time: A new social network dataset using Facebook.com , 2008, Soc. Networks.

[4]  Danah Boyd,et al.  Facebook privacy settings: Who cares? , 2010, First Monday.

[5]  N. Ellison,et al.  Social capital, self-esteem, and use of online social network sites: A longitudinal analysis , 2008 .

[6]  Cliff Lampe,et al.  It's Complicated: Facebook Users' Political Participation in the 2008 Election , 2011, Cyberpsychology Behav. Soc. Netw..

[7]  Y. Connie Yuan,et al.  Building Stronger Ties With Alumni Through Facebook to Increase Volunteerism and Charitable Giving , 2011, J. Comput. Mediat. Commun..

[8]  Danah Boyd,et al.  Why parents help their children lie to Facebook about age: Unintended consequences of the 'Children's Online Privacy Protection Act' , 2011, First Monday.

[9]  Cliff Lampe,et al.  The Benefits of Facebook "Friends: " Social Capital and College Students' Use of Online Social Network Sites , 2007, J. Comput. Mediat. Commun..

[10]  Aaron Smith,et al.  Social Media & Mobile Internet Use among Teens and Young Adults. Millennials. , 2010 .

[11]  Kerk F. Kee,et al.  Is There Social Capital in a Social Network Site?: Facebook Use and College Students’ Life Satisfaction, Trust, and Participation 1 , 2009 .

[12]  J. Day,et al.  Computer and Internet Use in the United States: 2003 , 2005 .

[13]  Kathryn Zickuhr,et al.  65% of Online Adults Use Social Networking Sites , 2011 .

[14]  Reynol Junco,et al.  The relationship between frequency of Facebook use, participation in Facebook activities, and student engagement , 2012, Comput. Educ..

[15]  Eszter Hargittai,et al.  Whose Space? Differences Among Users and Non-Users of Social Network Sites , 2007, J. Comput. Mediat. Commun..

[16]  Craig Ross,et al.  Personality and motivations associated with Facebook use , 2009, Comput. Hum. Behav..