Abstract

LOPEZ PONCE, Marcela  and  ARCILA CALDERON, Carlos. Adoption and use of social media by youngsters from the Colombian Caribbean Coast. Investig. desarro. [online]. 2016, vol.24, n.2, pp.285-306. ISSN 0121-3261.  https://doi.org/10.14482/indes.24.2.8906.

Abstract This paper describes the rate of adoption, frequency and uses of Social Media by young people in the Caribbean Region of Colombia. We report a cross-sectional survey of502 youngsters (16 to 28 years) enrolled to the National Learning Service or Servicio Nacional de Aprendizaje (SENA). Findings show that the average adoption rate of Social Media was 68 %, being the most frequently used Facebook (69.4 %), Google+ (57.6 %), Instagram (45.6 %) and Twitter (42.6 %). Data revealed that the main uses of Social Media by young Colombians were to read news stories, followed by connecting with friends and relatives, and finding music and videos. This is the first study in Colombia with youngsters belonging to low-income families but with frequent access to Internet, which contributes to understand the importance of Social Media in this vulnerable group. Our findings might also help to identify useful possibilities of new media for young people. Finally, we discuss practical implications of the results.

Keywords : ICTs; social media; innovation; adoption; youngs.

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