The purpose of this study is to determine individuals’ usage purposes of social networks with a focus on the
possible differences between females and males. Facebook, which is one the most popular and being most
widely used social network, is investigated in this study. The study group consisted of 870 Facebook users who
responded an online survey designed by the researchers. Analyses of the results showed that usage purposes can
be categorized under four categories, namely maintaining existing relationships, making new relationships, using
for academic purposes and following specific agenda. Significant differences were found between genders in all
of the purposes mentioned. While the difference on making new contacts was in favor of males, the differences
on the other three user purposes were in favor of females.
Keywords: Social networks, Facebook, gender differences, usage purposes
INTRODUCTION
Social networks have become a global phenomenon and attracted extensive population from all around the world
in different ages, cultures, education levels, etc. In addition to routinely checking e-mails, reading daily forums
and newspapers or following instant message tools, people now also check their social network profiles by
following others’ status changes, updating their profiles or looking at others’ profiles. Research has shown that
many people connect to social network sites at least once a day either to check their profiles or to participate in
different online activities (Joinson, 2008; Lenhart, 2009).
Social networks are defined as a body of applications that augment group interaction and shared spaces for
collaboration, social connections, and aggregates information exchanges in a web-based environment (Barlett-Brag, 2006). Facebook, Myspace, Youtube, Flickr, and Linkedn are the most commonly known social network
sites containing similar as well as different features. Facebook is handled among other social networks in this
study because of being the most popular and most heavily visited social network website (eBizMBA, 2010).
Facebook is defined as “a social utility that helps people share information and communicate more efficiently
with their friends, family and coworkers” (facebook.com). Despite the fact that Facebook was launched in 2004
as a Harvard-only Social Network site, it expanded to include other high school students, professionals inside
corporate networks, and eventually everyone who have access to the online world (Cassidy, 2006). Facebook
provides an opportunity to users, to create personalized profiles that include general information like education
background, work background, and favorite interests and also to add links and song clips of their favorite bands,
post messages on friends' pages, and post and tag pictures and videos, among other things (Rosmarin, 2007;
Zywica &Danowski, 2008).
People use social network sites for a variety of reasons among which ease of use, allowing rapid updating,
analyzing and sharing the continuously increasing information, reflecting on daily life, establishing and
maintaining spontaneous social contacts and relationships, supporting informal learning practices with
interaction and communication and facilitating delivery of education are the leading ones. Thus, these reasons
explain why social network sites are adopted rapidly although they first had emerged with the purpose of sharing
photos, personal information, videos, profiles and related content (Mejias, 2005; Ajjan & Hartshorne, 2008).
Most of the social network users are young individuals most of whom are university students. Hence, social
network sites are considered to play an active role in younger generation’s daily lives (Lenhart, 2009; Koca
2009). The relationship between the youth and their involvement in social network sites has attracted many
research that focused on young people’s social network activities in relation to their privacy concerns as
pertaining in their social network usage (Lenhart & Madden, 2007; Pempek, Yermolayeva & Calvert, 2009;
Zywica &Danowski, 2008). Similarly, comparisons of different social networks in terms of their features and
users’ demographics such as gender, frequency of use and their reasons for participating in social network
environments remain as the most popular research areas.
It is stated that as social networks facilitate the sharing of photos and videos with both real world as well as
virtual friends while allowing them to build unique online identities by customizing their personal profiles with a
range of multimedia elements that are open to others’ reading (McLoughlin & Lee, 2007). Because individuals
come together around shared and common goals or needs willingly in social networks, especially, tendency to
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building new communities and groups or participating in them comes up. In these environments, individuals
move from being passive consumers to fully functioning members by sharing their materials and views with
others with whom they reach sensible conclusions. Hence, this cooperative activity helps members to shape the
group identity in addition to their individual identities (Atwell, 2006).
It is important to reveal individuals’ social network usage purposes, usage areas and outcomes to understand
what motivates them to adopt social networks so rapidly and to use so actively. Various researchers have studied
users’ purposes in using social networks. Stutzman (2006)stated that social networks can be used for passing
time, learning about other people, maintaining social relations, following changes at the university, class or
school enrolled. On the other hand, Ellison, Steinfield & Lampe (2007) explained that social network can be
oriented towards work- related contexts, establishing new relationships, or reaching those with shared interests
such as in music or politics. Lockyer & Patterson (2008) also showed that users can share their personal
information with the help of their profile page, connect with other users, upload, tag and share multimedia
content they have created, link others to a variety of accessible content, initiate or join sub-sets of common
interest groups. Grant (2008) also acknowledged that social networks such as Facebook, MySpace, YouTube,
weblogs, as well as wikis are predominantly used by teenagers and young adults as an extension of their
personality to show their friends and the world who they are, what they care about, and with whom they are like-minded. According to Joinson (2008), people use social networks to keep in touch with old friends, find the lost
contacts, communicate with the like-minded people, join groups with shared interests, organize or join events,
view and tag photos, share/ post photographs, play games, update one's own status, see others' status. He also
grouped these uses under seven categories which were to keep in touch, passive contact, social surveillance, re-acquiring lost contacts, communication, photographs, designing related uses, perpetual contacts and making new
contacts. Lenhart (2009) further argued that social networks are primarily used for establishing and maintaining
personal or professional contacts, making plans such as by organizing an event or a cause, and simply flirting.
Mazman & Usluel (2009) suggested that usefulness, ease of use, social influence and innovativeness can be
considered as direct factors influencing usage of social networks whereas facilitating conditions, subjective
norms, image and community identity can be accepted as indirect factors.
When examined studies about usage purposes of social networks above, it can be suggested that, most of the
studies stated that, people maintain their relations with social networks in which they formed or joined new
networks to make new friends. It is noticeable that people generally tend to keeping in touch with friends,
maintaining their relations, making new friends, building groups with people around common background
(graduated school, department and class groups) or building new groups or joining groups with people which
they have shared interest or needs (Mazman & Usluel, 2010; Pempek, Yermolayeva & Calvert, 2009). In this
study, Facebook, being one of the most commonly used social networks is studied in relation to usage purposes
with a focus on if gender has an effect on these users’ purposes.
METHOD
Participants
The study group is consisted of 870 Facebook users who responded to the online survey accurately. The web
address of the survey was spread out in Facebook and people who took the survey forwarded the survey's link to
their friends voluntarily. In addition, link of the survey was displayed on the various Facebook groups' wall to
access an extensive crowded people. The survey was available on the web for four weeks. All of the surveyors
participated voluntarily to this research and any reward or prices promised.
The study group has showed that most of the participants were 18 to 25 ages (74.4%) and were university
students (73.6%) while 94.2% of them are members of atleast one of the Facebook groups. As can be seen in
Table 1, majority of male users are undergraduate students whereas most of the graduate students who use
Facebook are females.
Table 1. Frequency distribution of genders by educational level
Educational Level
Gender High school Undergraduate Graduate
Total
Male 36 339 68 443
Female 34 296 90 420
Total 70 635 158 863
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Data Collection Tool
Data were collected by means of an online survey which was developed by the researchers. The survey consisted
of two sections. In the first section, demographic characteristics of Facebook users were collected. The second
section of survey consisted of 12 items whose responses varied from 1 (Never) to 5 (Always) in form of a five
point Likert type scale. In order to ensure the validity of the data collection tool, 7 experts’ views were collected.
Based on the feedback received from the experts, the scale was modified and finalized.
An explanatory factor analysis was also employed to determine the item factor loads and to ensure the construct
validity of the data collection. In this process, items with low factor loads and those which could be placed under
two different factors were specified and one item, (A12)was extracted from the scale. The Cronbach’s alpha
value of this 11- item scale was found to be .802 showing that this scale could be considered as a reliable data
collection tool within the context of the study.
The explanatory factor analyses (see Table 2) helped extracting the principal components of Facebook usage in
11 items among which only four factors with Eigen values higher than one were selected (3. 877; 1.521; 1.172;
1.014). These 11 items were distributed under four factors and five items, namely A1, A3, A4, A6, A8 were
placed under the first factor, namely “maintaining existing relationships” which included finding old friends and
maintaining existing friendships. Two items, namely A2 and A5 were placed under the second factor called
“making new relationships” which included making new friends, joining new groups, or building new groups
with people around shared interests and needs. A7 and A9 were placed under the third factor which included the
activities such as projects, studies, research or homework, and this factor was called “academic usage”. Lastly,
two items, namely A10 and A11 were placed under the fourth factor and included activities such as following
changes in daily life, following innovations having fun and wasting time. This last factor was called ‘following
agenda’.
Table 2.Facebook Usage Purposes Survey Factor Analysis Result
Factor Load
Factor Item
1 2 3 4
A1 ,734
A3 ,767
A4 ,498
A6 ,662
Maintaining existing
relationships
A8 ,538
A2 ,901
Making new relationships
A5 ,680
A7 ,863
Academic Usage
A9 ,801
A10 ,908
Following Agenda A11 ,886
While a total number of four factors emerged, these explained 68.951% of the total variance. The variance
accounted for by the first factor, maintaining existing relationships, being the highest proportion, is 35.244%,
following this, variance accounted by third factor, academic usage, is 13.831%, variance accounted by fourth
factor, following agenda, is 10.653% and by the lowest proportion, variance accounted by second factor, making
new relationships is 9.22%.
As a result of factor analysis, individuals’ Facebook usage purposes are grouped mainly under four factors,
namely; “maintaining existing relationships”, “making new relationships”, “academic usage” and “following
agenda”.
FINDINGS
The mean scores attained from the surveys were calculated to determine the purposes of Facebook users in using
it. As can be seen in Table 3, maintaining relationships, as a factor containing A1, A3, A6, A8 and A4 has the
highest mean score. Item A1 (I use Facebook to find my old friends) was found to be the leading purpose having
the highest mean score. While A10 and A11 (items about the “following agenda” factor) followed these, item A9
(I use Facebook to support my academic work) has the lowest means score.
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Table 3: Facebook Usage Purposes Items with Mean Scores
Item N Min Max
x
A1 I use Facebook to find my old friends. 870 1 5 4.09
A2 I use Facebook to contact with my friends. 870 1 5 4.00
A3 I use Facebook to share information and resources with my
friends.
870 1 5 3.26
A4 I use Facebook to maintain my relations by joining academic
groups (class, school, department and faculty).
870 1 5 3.54
Maintaining Existing
Relationships
A5 I use Facebook to follow changes and improvements about my
school and school friends. 870 1 5 3.29
A6 I use Facebook to make new friends. 870 1 5 2.02
Making New
Relationships
A7
I use Facebook to find out people with common interests and to
join groups with such people.
870 1 5 2.55
A8
I use Facebook to share my homework and projects with my
classmates.
870 1 5 2.16
Academic
Usage
A9 I use Facebook to support my academic work. 870 1 5 1.92
A10 I use Facebook to follow the changes occurring in our daily lives. 870 1 5 2.73
Following
Agenda
A11 I use Facebook to keep track of innovations on the agenda. 870 1 5 2.46
To determine if Facebook usage purposes differs in terms of genders, t-test analysis was carried on the total
scores by factors.
Table 4: t test of Facebook Usage Purposes in terms of genders
Gender N x df Cohen d p
Usage Purposes
Male 446 17.5 4.02
Maintaining Existing
Relationships
Female 424 18.9 3.55
0.365 .000
Male 446
5.0852 2.03937
Making New
Relationships
Female 424
4.0212 1.80150
0.552 .000
Male 446 3.8767 1.92220
Academic Usage Female 424 4.2925 2.05350
0.209 .002
Male 446 4.7848 2.11646
Following Agenda
Female 424 5.6085 2.27901
0.375 .000
As seen in Table 4, significant differences were found between males and females in their Facebook usage
purposes. According to these results, females use Facebook for ‘maintaining existing relationships’, ‘academic
usage’ and ‘following agenda’ more than males do while males only use Facebook for ‘making new
relationships’ more than the females. To figure out the standardized difference between the two means, Cohen’s
d effect size was calculated. The effect size between 0.2 to 0.5 were classified as small, between 0.5 to 0.8 as
medium and above 0.8 indicated the large effect size. Examining Cohen’s d effect size showed that the most
significant difference was in making new relationships (d=0.052) while the least significant difference was in
academic usage (d=0.209).
DISCUSSION
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This study revealed out the usage purposes of social networks with a focus on the differences between females
and males. The explanatory factor analysis was carried out and individuals’ Facebook usage purposes were
categorized under four categories; ‘maintaining existing relationships’, ‘making new relationships’, ‘academic
usage’ and ‘following agenda’.
It was found that, people most generally use Facebook for maintaining existing relationships. As Facebook gives
users an opportunity to communicate with their friends via messages or chat and also, to track their friends’
status messages, walls and other profile changes, people tend to benefit from these facilities of Facebook.
Similarly, in line with this study, Joinson (2008) categorized individual’s social network usages under seven
categories, namely ‘social connection’, ‘shared identities’, ‘photographs’, ‘content gratifications’, ‘social
investigation’, ‘social network surfing’ and ‘status updates’, and found that the most important uses of social
networks are related to social connections which includes ‘finding out what old friends are doing now’, ‘re-acquiring lost contacts’, ‘connecting with people you otherwise would have lost contact with.” Joinson’s (2008)
study support this study’s findings on bases of the social connection factor which reflects the ‘maintaining
existing relationships’ factor that was found to be the leading purpose of users in this study. In addition to this,
‘social network surfing’ and ‘social investigation’ factors which include statements such as meeting new people,
looking for specific types of people, and looking at the profiles of the people unknown to the user overlap with
the “making new relationships” factor of this study.
As people in Facebook, share news from newspapers, TV or magazines and also announce advertisement of
innovations, new products or event notifications related to concerts, films, theaters, sport activities etc,
‘following agenda’ factor was found to another most important usage purpose. Once again a similar factor
revealed out in Joinson’s (2008) study as ‘content’ and ‘status update’ factor.
Lampe, Ellison & Steinfield (2006) pointed at the distinction between the use of Facebook for social searching
(finding out information about offline contacts) and social browsing (the use of the site to develop new
connections). With a survey of over 2000 students, he found that the primary use of Facebook was ‘social
searching’ that is, using Facebook to find out more about people who they have met offline, or who they attend
class or share a dormitory with. The use of Facebook for ‘social browsing’, for instance, to meet someone via the
site with the intention of a later offline meeting, or to attend an event organized online, scored relatively low
amongst their sample. Lampe, Ellison & Steinfield (2006) also reported that their sample preferred “keeping in
touch with an old friend or someone known from high school, university, etc. Similarly, in this study, the
findings showed that users make a distinction between maintaining existing relationships and making new
relationships, the former being the main purpose of the users with whom the study was carried out.
Lenhart (2009) found that individuals use their social network profiles mostly to ‘stay in touch with friends.’ On
the other hand, other social networks usages were accepted as making plans with friends, making new friends,
organizing events or causes, making new business professional contacts, promoting work and flirting which are
similar to the findings of this study’s factors of ‘academic usage’ and ‘making new friendships’.
Furthermore, it is found that individuals use Facebook mostly for ‘finding old friends’. This finding can be
related with the fact that people can search for their old schools, business corporations, and classes without
needing their telephone numbers, addresses, e-mails or the city or country in which they live, or simply by
writing their names and surnames in Facebook. On the other hand I use Facebook to contact with my friendsand
I use Facebook to maintain my relations by joining academic groups (class, school, department and faculty)
have been revealed out as the other statements that have higher mean scores. This finding indicating that the
majority of users claim to use Facebook to contact with their friends and to maintain their relations by joining
academic groups shows how individuals’ communication with those with common background or interests are
facilitated with various Facebook features as chat, messaging, message walls. Interactivity can be said to enable
this interaction which in return affects users’ purposes while becoming a more popular and inviting online
application.
Females use Facebook for maintaining existing relationships, academic purposes and following agenda higher
than males while males use it for making new relationships at a rate higher than the females’. This finding shows
that males use social networks mostly for making new friends and relationships while females use it mostly for
finding their old friends and keeping in touch with the existing ones. The reasons for this finding could be
explained by the possibility that females tend to hide their identities and personal information to keep their
privacy in Internet environment. Research shows that females don’t disclose themselves to people they don’t
really know because of social pressure and traditional social roles associated with women (Bölükbaş& Yıldız,
2005; Fallows, 2005). Similarly, Mazman, Usluel & Çevik (2009) found that social influence on the decisions of
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females is higher than personal decisions while personal decisions are more dominant over social influence in
males. This finding is in line with Tüfekçi’s (2008) study which shows significant differences between males
and females on the usage of social networks that females are more likely to use social networks to keep in touch
with friends either living nearby or in other schools while males are more likely to use social networks to find
potential friends and find people with have similar interests. Thelwall (2008) and Lenhart & Madden (2007)
found that males tend to make new relationship in social network environments more than females do. On the
other hand, Korkut (2005) found that females’ communication skills are more positive than males’ and he
explained this by suggesting that females are more social than males. In our study, however males were found to
be more open to new relationships just as communication skills are important both for maintaining existing
relationships and making new relationships. Hence, findings of this study do not support Korkut’s (2005) study
on females and males in terms of their communication skills.
Social networks have millions of users whose numbers increase rapidly. In this study, usage purposes of social
networks are aimed to explain the important role of these sites in people’s daily lives. 18-25 age group who are
main common users, were found to be dominant users of social networks in most of the usage factors than other
age groups. On the other hand in terms of genders, only in ‘making new relationships’ factor, males found to
having higher scores than females. Hence, future research should investigate the reasons why females don’t
disclose themselves in internet environment as much as males do beside to the reasons affecting this reality. In
addition to this, an another statement must be investigated is why female behave uncomfortable when they are
communicating in online environments, while males tend to gain social status and image by sharing their photos
and personal characteristics with others to make new relations. Also, usages of social networks should be studied
in terms of different variables such as educational level, profession, cultural differences, etc., while the possible
sources of these differences can be examined in an in-depth manner.
