Purposeful Social Network Use in U.S. Counties: Geography and Determinants Avijit Sarkar, James B. Pick, Tridev Raut Purpose • The study analyzes the spatial distribution and socioeconomic determinants of social network (SN) penetration and purposeful social network (PSN) utilization in 3,076 counties of the United States • It focuses on penetration of popular social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and YouTube in U.S. counties, and their purposeful use for communication, commerce, entertainment, and influence purposes.
Conceptual Model of Purposeful Social Network (PSN) Use • The conceptual model is a variant of the Spatially Aware Technology Utilization Model (SATUM). • It posits associations of 10 independent variables, with a 5 indicators of social media penetration and 12 indicators of PSN use. • Demographic factors such as age, race/ethnicity, urban, along economic factors, and social capital were posited to influence PSN dependent variables.
Methodology and Data 1. Data on the 17 dependent indicators (2019-2020) and their 10 independent correlates are collected and descriptive statistics are computed. 2. Dependent variables on social media use are mapped using a geographical information system. 3. K-means cluster analysis reveals agglomerations of counties in terms of their intensity of social media use. 4. Cluster-and-Outlier analysis reveals hotspots, coldspots, and outliers of PSN use. 5. Spatial autocorrelation analysis (Moran’s I) is conducted to diagnose spatial bias in geographic distribution of dependent variables. 6. Ordinary Least Squares (OLS) regression examines posited associations between dependent and independent variables. 7. Spatial autocorrelation of regression residuals and residuals are mapped to examine if conceptual model accounts for spatial bias of dependent variables.
University of Redlands, School of Business
Findings • Facebook is the dominant social network platform in U.S. counties (Adults per capita, 2020), followed by Instagram, Twitter, LinkedIn, and YouTube. • Highest per capita PSN uses are to (i) comment on a post, (ii) keep in touch with friends, (iii) post a picture, and (iv) like something, in the last 30 days, underlining communication, entertainment, and influencing as the purposes of SN use. • Highest levels of social network penetration and PSN uses are often in populated, urban counties, and also in counties with large, public universities. • Conversely, counties in the Dakotas, Montana, Nebraska, Oklahoma, parts of Texas, as well as counties in the deep South have lowest SN penetration and PSN use, highlighting an urban-rural digital divide in social networking. • The dominant correlates of SN penetration and PSN use are urban population (%), young dependency ratio (Pop. 0-15 yr/Po. 16-64 yr), and professional, scientific, and technical services (PSTS) employment (%). • Other important factors influencing SN penetration and PSN use are African-American and Hispanic population per capita, working age population (Pop. 15-64 years/Total Pop.), and Service sector employment (%).
Implications and Limitations • Spatial patterns and disparities in adoption of social network platforms and their uses largely mirrors the U.S. urban-rural digital divide. • Demographic and occupational influences such as age structure and service sector employment highlight the roles of motivational factors such as personal traits and desires, and physical and material access factors such as economic resources, which affects digital skills. This in turn influences purposeful use of social networks. • Data on dependent indicators of SN penetration and PSN are from 2019-2020 but exclude the ongoing COVID-19 pandemic period. Therefore, the posited influence of the pandemic on accelerated technology adoption and use (broadband internet, social media, etc.) is not part of this study.