A Meta-Analysis of the Effects of Sociodemographic Factors on Social Media Adoption

Guangchao Charles Feng, Yuting Zhang, Zhiliang Lin


Focusing on the effects of sociodemographic factors on the social media divide, one of the second-level divides, this meta-analysis finds that individuals who were female, younger, well-educated, well-paid, and urban residents were more likely to use social media. However, race as well as marital status and employment status did not play a role in predicting the adoption of social media platforms. Through moderator analysis, we find that the effect of age was robust without respect to study-level characteristics and that studies conducted in collectivistic countries and random samples demonstrate greater effects for education level.


digital divide, social media use, sociodemographics, meta-analysis

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