Why people use social networking sites

Abstract

One of the recent popular social media platforms is the social networking site (SNS). Thus far, few previous studies have empirically investigated people's motivations for SNS usage, especially not outside the U.S. This study combines a large-scale quantitative and qualitative research design, by asking 1,200 SNS users an open question regarding their reasons for using SNSs. An important conclusion drawn from a preliminary content analysis is that people often report many motivational reasons for using SNSs. The most important reason is to get in contact with new people (31%). The second most valued was to keep in touch with their friends (21%), whereas the third was general socializing (14%). A total of 11 different reasons and several sub-reasons were identified; that all give insight into the personal incentives that drive people to use SNSs and thus contribute to our understanding of how to develop successful social networking online. © 2009 Springer Berlin Heidelberg.