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SOCIAL NETWORKING: A PROFILE OF UNDERGRADUATE STUDENTS IN TSHWANE
26 ABSTRACT
Social networking is a growing global phenomenon. The largest age group on Social Networking Site (SNS) in South Africa consists of young adults (18-25 year olds). The aim of the research was to develop a behavioural profile of young adult SNS consumers. To this end, an online survey was conducted amongst undergraduate students in Tshwane. The research provides a snapshot of a student user: the main findings indicate that students' preferred SNS is Facebook, and they primarily use their cell phones to access SNS. Most of the respondents access SNS between one and two hours daily and their main reason for doing so is chatting with friends. Demographic differences emerged from the data. The research contributes to the body of knowledge on social media, specifically expanding the research on SNS use in South Africa in the context of young adult users, who constitute a large segment of the consumer market.
KEYWORDS Social media, Students, Consumer behaviour, Social networking sites