Source: Behavioral Data 2021 02A Field Dates: 01/08/2021 - 01/12/2021Base: N=1000Type: Single Response
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[OPTIONS]
- Entertaining content
- Keeping up with friends’ and families’ lives
- Following the news
- Finding new products / brands
- Getting inspiration for a hobby / passion
- Posting content
- Finding like minded-people / groups
- Selling products / services
- Keeping up with celebrities / influencers
- Building my brand
- Other, please specify:
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| S215. What is the TOP reason you visit the social media platforms you use? | |||||||||||||||||||||||||||||||||||||||||||||||||||
| Total | Gender | Age Groups | Generation | Age Groups | Age Groups | Age Groups | Age and Gender | Generation and Gender | Academic Status | Race | Hispanic | Black, Indigenous, People of Color | Region | City | Parents | Parent | Quarantined Status | ||||||||||||||||||||||||||||||||||
| Male | Female | Under 18 | 18 and Over | Gen Z (13 to 19) | Millennial (20 to 38) | Under 21 | 21 and Over | 13 to 17 | 18 to 20 | 21 to 24 | 25 to 29 | 30 to 34 | 35 to 39 | 13-17 | 18-24 | 25-39 | 13 to 17, M | 13 to 17, F | 18 to 24 ,M | 18 to 24, F | 25 to 39, M | 25 to 39, F | Gen Z (13 to 19), M | Gen Z (13 to 19), F | Millennial (20 to 38), M | Millennial (20 to 38), F | Middle School / High School | College | Not in School | Caucasian/White | African American/Black | Asian/Other | Hispanic | Non-Hispanic | BIPOC | White / Non-Hispanic | Midwest | Northeast | South | West | City | Non-City | Parent | Non-Parent | Moms | Dads | Quarantined | Not quarantined | |||
| Keeping up with friends’ and families’ lives | 29% | 24% | 35% | 25% | 30% | 22% | 31% | 22% | 32% | 25% | 17% | 27% | 33% | 29% | 39% | 25% | 23% | 33% | 19% | 31% | 21% | 25% | 26% | 41% | 17% | 28% | 25% | 37% | 27% | 19% | 32% | 33% | 20% | 21% | 22% | 31% | 21% | 35% | 29% | 23% | 30% | 33% | 25% | 34% | 36% | 26% | 44% | 26% | 29% | 31% | |
| Entertaining content | 28% | 31% | 25% | 38% | 26% | 41% | 25% | 41% | 23% | 38% | 45% | 29% | 23% | 25% | 18% | 38% | 36% | 22% | 41% | 35% | 35% | 36% | 26% | 18% | 47% | 35% | 27% | 23% | 37% | 32% | 25% | 27% | 30% | 36% | 32% | 27% | 32% | 26% | 33% | 25% | 26% | 30% | 30% | 27% | 22% | 32% | 20% | 23% | 30% | 24% | |
| Following the news | 8% | 8% | 7% | 4% | 8% | 4% | 9% | 4% | 9% | 4% | 3% | 7% | 8% | 14% | 7% | 4% | 5% | 10% | 6% | 2% | 7% | 4% | 10% | 9% | 6% | 2% | 10% | 9% | 4% | 7% | 9% | 8% | 4% | 11% | 10% | 7% | 9% | 7% | 8% | 11% | 7% | 4% | 9% | 6% | 7% | 8% | 5% | 10% | 7% | 9% | |
| Posting content | 6% | 7% | 5% | 4% | 6% | 5% | 6% | 5% | 7% | 4% | 5% | 5% | 8% | 7% | 6% | 4% | 5% | 7% | 5% | 4% | 5% | 5% | 9% | 5% | 6% | 4% | 7% | 6% | 5% | 5% | 7% | 6% | 9% | 2% | 9% | 5% | 7% | 5% | 2% | 8% | 8% | 5% | 6% | 6% | 8% | 5% | 7% | 10% | 5% | 8% | |
| Getting inspiration for a hobby / passion | 5% | 5% | 6% | 5% | 5% | 7% | 4% | 7% | 5% | 5% | 10% | 8% | 5% | 2% | 6% | 5% | 9% | 4% | 7% | 4% | 6% | 11% | 4% | 4% | 5% | 9% | 5% | 4% | 6% | 8% | 5% | 5% | 7% | 9% | 8% | 5% | 8% | 4% | 5% | 6% | 4% | 8% | 5% | 6% | 5% | 6% | 5% | 5% | 6% | 4% | |
| Finding like minded-people / groups | 5% | 5% | 5% | 5% | 5% | 6% | 5% | 6% | 5% | 5% | 9% | 3% | 6% | 6% | 2% | 5% | 5% | 5% | 4% | 7% | 7% | 3% | 5% | 5% | 5% | 7% | 6% | 4% | 5% | 9% | 5% | 5% | 6% | 5% | 7% | 5% | 6% | 4% | 4% | 8% | 6% | 3% | 5% | 5% | 5% | 6% | 5% | 4% | 5% | 5% | |
| Finding new products / brands | 5% | 5% | 5% | 4% | 5% | 3% | 6% | 3% | 6% | 4% | 1% | 5% | 4% | 7% | 8% | 4% | 3% | 6% | 2% | 7% | 4% | 3% | 7% | 5% | 2% | 5% | 6% | 5% | 4% | 5% | 6% | 5% | 4% | 8% | 4% | 5% | 5% | 5% | 5% | 3% | 5% | 7% | 6% | 4% | 5% | 5% | 2% | 9% | 5% | 5% | |
| Keeping up with celebrities / influencers | 4% | 5% | 4% | 8% | 4% | 7% | 4% | 6% | 4% | 8% | 4% | 6% | 4% | 4% | 2% | 8% | 5% | 3% | 9% | 7% | 4% | 6% | 4% | 3% | 8% | 7% | 4% | 3% | 8% | 7% | 3% | 5% | 4% | 3% | 4% | 5% | 4% | 5% | 4% | 7% | 4% | 4% | 5% | 4% | 3% | 5% | 4% | 2% | 5% | 4% | |
| Building my brand | 4% | 5% | 2% | 1% | 4% | 1% | 5% | 3% | 4% | 1% | 7% | 6% | 2% | 3% | 6% | 1% | 6% | 4% | 1% | 1% | 10% | 2% | 5% | 3% | 1% | 2% | 7% | 2% | 1% | 4% | 5% | 3% | 8% | 2% | 3% | 4% | 4% | 4% | 4% | 3% | 4% | 3% | 4% | 3% | 5% | 3% | 3% | 7% | 4% | 4% | |
| Selling products / services | 3% | 2% | 3% | 2% | 3% | 1% | 3% | 1% | 3% | 2% | 0% | 3% | 4% | 3% | 2% | 2% | 2% | 3% | 2% | 1% | 1% | 3% | 3% | 4% | 2% | 1% | 2% | 4% | 2% | 3% | 3% | 2% | 4% | 2% | 1% | 3% | 2% | 3% | 2% | 4% | 3% | 1% | 3% | 2% | 3% | 2% | 4% | 3% | 2% | 3% | |
| Other, please specify: | 2% | 2% | 2% | 3% | 2% | 2% | 2% | 2% | 2% | 3% | 1% | 1% | 2% | 1% | 5% | 3% | 1% | 3% | 4% | 1% | 0% | 1% | 2% | 3% | 3% | 1% | 2% | 2% | 2% | 1% | 2% | 2% | 4% | 2% | 0% | 3% | 2% | 2% | 4% | 1% | 2% | 2% | 2% | 2% | 2% | 2% | 1% | 2% | 2% | 3% | |
| Base | 978 | 499 | 479 | 176 | 802 | 245 | 697 | 282 | 696 | 176 | 106 | 140 | 191 | 188 | 177 | 176 | 246 | 556 | 90 | 86 | 128 | 118 | 281 | 275 | 126 | 119 | 355 | 342 | 212 | 131 | 635 | 702 | 160 | 116 | 210 | 768 | 405 | 573 | 198 | 154 | 395 | 232 | 520 | 459 | 326 | 653 | 172 | 154 | 698 | 280 | |
| Base: Uses Social Media | |||||||||||||||||||||||||||||||||||||||||||||||||||
