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Representativeness of Social Media in Great Britain: Investigating Facebook, LinkedIn, Twitter, Pinterest, Google+, and Instagram

Blank, Grant; Lutz, Christoph
Journal article, Peer reviewed
Accepted version
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Permanent link
http://hdl.handle.net/11250/2451310
Issue date
2017
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  • Scientific articles [1216]
  • Publikasjoner fra CRIStin - BI [502]
Original version
American Behavioral Scientist. 2017, 61 (7), 741-756.   10.1177/0002764217717559
Abstract
Sociological studies show that Internet access, skills, uses, and outcomes vary between different population segments. However, we lack differentiated statistical evidence of the social characteristics of users of distinct social media platforms. We address this issue using a representative survey of Great Britain and investigate the social characteristics of six major social media platforms. We find that age and socioeconomic status are driving forces of several—but not all—of these platforms. The findings suggest that no social media platform is representative of the general population. The unrepresentativeness has major implications for research that uses social media as a data source. Social media data cannot be used to generalize to any population other than themselves.
Description
The accepted and peer reviewed manuscript to the article
Publisher
Sage
Journal
American Behavioral Scientist

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