ANALYSIS OF SOCIAL MEDIA USAGE HABITS AMONG THE PEOPLE OF SAMSUN
TUBA KOC
Department of Statistics, Faculty of Science, Cankiri Karatekin University, Cankiri, Turkey.
EFEHAN ULAS *
Department of Statistics, Faculty of Science, Cankiri Karatekin University, Cankiri, Turkey.
HAYDAR KOC
Department of Statistics, Faculty of Science, Cankiri Karatekin University, Cankiri, Turkey.
BURAK KESKIN
Department of Business Administration, Cankiri Karatekin University, Cankiri, Turkey.
*Author to whom correspondence should be addressed.
Abstract
Social media has become one of the indispensable parts of our lives. This platform allows people to make free calls, shopping, making friends, playing games, scoring companies etc. Although social media tools draw great interest on youth, they are used by all ages. In this study we investigated social media usage habit of people by latent class analysis. The data that we used in the study is a survey data that was made by face to face interview to 1065 people whose age interval is 16-67 in Samsun. Latent class analysis is applied to the dataset and in the light of this, social media usage activities is separated into three class which are named as ‘knowledge acquisition and agenda follow-up’, ‘amusement and memory sharing’ and ‘make friends, chat and communication’. We observed that the proportion of the person who appeared in class 1 is 0,1775, class 2 is 0,4638 and class 3 is 0,3587. In Class 1, persons most likely use Facebook, Twitter, and Instagram. In Class 2, in additionally people also used Swarm and Foursquare. In Class 3, there is a significant increase in use of Swarm and Foursquare.
Keywords: Social media, latent class analysis, latent class probability, survey