Baby Boomers' use of Facebook and Instagram: uses and gratifications theory and contextual age indicators

• Main Authors: Pavica Sheldon, Mary Grace Antony, Lynn Johnson Ware
• Format: Article
• Language: English
• Published: Elsevier 2021-04-01
• Series: Heliyon
• Subjects: Baby boomers; Social media use; Life-position; Social compensation hypothesis; Regression
• Online Access: http://www.sciencedirect.com/science/article/pii/S2405844021007738

Social media research tends to prioritize how young adults – and college students, in particular – use social network sites. While several studies have focused on how Facebook can help alleviate loneliness among older adults, the motives for using other social media platforms, including Instagram, have not been adequately explored. This study therefore focuses on how a uses and gratifications framework applies to older users of Facebook and Instagram, including the relationship to contextual age. A survey of 414 Baby Boomers and Traditionalists was conducted in the Fall of 2019. The results revealed that older adults rely on Facebook and Instagram to compensate for the lack of social activity and face-to-face interactions in their daily lives. These patterns are consistent with social compensation hypothesis and contradict the findings of studies done with college students. In addition, the older adults' life satisfaction was a negative predictor of using these sites for companionship and diversion. Future research should furthermore explore how other personality traits and social situations might influence older individuals use of social media. This knowledge can be particularly useful in times of health pandemic, such as COVID-19, when so many older individuals are confined to their homes and rely on social media for interaction and entertainment. Insight into intergenerational social media usage differences can also benefit advertisers, policy makers, recreational groups, healthcare and social services.