Social media usage determinants across demographic characteristics of mobile network users in Zimbabwe

The study sought to establish the primary determinants of social media usage among mobile network users in Zimbabwe, and how do these determinants vary across different demographic characteristics, including age, gender, education, income, and occupation. A descriptive research design was used in this study. A self-administered face-to-face personal survey was used to collect data from the consumers. The population in this study was made up of mobile consumers of the mobile network providers, Econet, NetOne, and Telecel in Harare Province, aged between 18 and 64 years. Convenience sampling technique, was used to select the mobile network consumers to participate in the study drawn from the three mobile operators. A sample of 384 respondents was chosen for the study. The result indicated that male respondents demonstrated a stronger perception of the effects of social media engagement on social media usage and truthfulness as a determinant of social media usage among the 18 to 25 age group and the 34 to 41 age group was different. Respondents with secondary education only demonstrated stronger perceptions of the effect of perceived usefulness on social media usage than degree holders’ respondents. Formally employed respondents had a stronger perception of the effects of social media influence on social media usage compared to students. The analysis of the study results further indicated that respondents who earned less than $2000 was significantly less than the mean score for the group which earned between $3001- 4000. The study concluded that male consumers have a stronger perception of the effects of social media engagement on social media usage, the consumers in the 18 to 25 age group have stronger perceptions of truthfulness of information, holders of certificates have a stronger perception of the effects of cost effectiveness on social media usage and formally employed consumers have a stronger perception of the effects of social media influence on social media usage compared to students. Creation of social media content helps the mobile network operators to adapt, design and develop social media content specifically targeted to specific ages, gender, occupations, and income levels on social media sites. Mobile network operators can use the results of the study to choose a social media channel that speak to the right demographic consumers who visit their platforms.