Publication Date



This study investigated the differences in usage of different social media platforms within the South African context, broken down by user characteristics, specifically gender and age, in addition to investigating the correlation between usage of differing social media platforms. This was carried out to determine which social media needs do the different population groups aim to fulfill when using different social media platforms. Based on the results, the study confirmed the existence of preferences between types of social media platforms and groups of social media platforms in South Africa, based on frequency of use by age group and gender. Social media can thus be seen as a useful tool for collaboration and sharing knowledge to users in a South African context but must be tailored for specific audience needs.