Facebook User Research Using a Probability-Based Sample and Behavioral Data


  • Accepted by previous editor Maria Bakardjieva


Research on Facebook users is often based on small convenience samples and on usage data collected through survey self-reports. The current research contributes to Facebook user research, as it is based on a large, nationally representative, probability-based, U.S. sample with Internet usage data collected from meters. Results revealed that 50% of sample members are recent Facebook users. However, within this group, there is wide variation in amount of usage between heavy, medium, and light users. Finally, based on a multivariate analysis, Facebook users are significantly more likely to be women, teens, whites, and adults with at least a high school diploma. These demographic patterns apply to heavy, medium, and light Facebook users.