The use of social network sites by the Maltese baby boomers : an analysis

Abstract

Purpose: The purpose of the study is to analyse the current use of social network sites by Maltese people aged 52-71, also known as Baby Boomers. The researcher chose to carry out this study due to the importance of social media in today’s life and the research gap on the topic. While social network sites (SNSs) research has examined a range of topics, to date there is very little research which describes what constitutes the relationship between the Baby Boomers and SNSs. Instead, most SNS research focuses on the younger generations. Methodology: In this study, both quantitative and qualitative techniques were used to compile the primary data. For this study, the primary data was gathered through an online survey and followed up with semi-structured, face to face interviews. The semi-structured interviews were conducted with 6 participants chosen from the previously conducted survey. The participants were 52-71 of age, Maltese and use at least one social network site. This mix of both techniques sought to uncover these interviewees’ insights, opinions and perceptions of SNSs. Research Limitations: A snow ball sampling method was used which implies that the first participants will have strong impact on the sample and therefor the participants may not be reflective of the overall target population. Main Findings: 1. Education level is not a significant variable to the Maltese Baby Boomers’ adoption of SNSs. 2. Adoption is driven by: The motivation to keep up with the world and keep in touch with their family and friends. 3. Results exposed that parenting is also a significant variable to the adoption of these sites by Maltese parent Baby Boomers. 4. Main Engaged Activities : staying up to date with news and events, discovering new thing and socialising. 5. Facebook is the main engaged platform, whilst the other SNSs use is lagging quite considerably. 6. Challenges and Barriers: Low digital literacy, Lack of Confidence, Fear, Lack of knowledge about particular platforms. 7. The sites are perceived as social support and informative sources. 8. The majority of the Baby Boomers are aware of privacy and security issue and the majority do control their settings. 9. Those with lower digital literacy report fewer privacy enhancing behaviours and had higher level of trust towards these platforms. There was an almost equal division between those participants that did and did not trust the information on SNSs. 10. In the main, the study reports that the Maltese Baby Boomers find their overall all experience on the SNSs a positive one and are neither indifferent towards the sites nor addicted.