The Importance Of Social Media

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In the past few years, social media such as Facebook, YouTube, Twitter and MySpace have become global phenomena not only in Western countries but also in Arab countries. Many scholars (e.g., Bortree & Seltzer, 2009; Diga & Kelleher, 2009; Junco, 2012; Kent, 2008 ;) reported that social media tools have dramatically changed the media environment. The increasing availability of the Internet and smart devices has enhanced the accessibility and attractiveness of social media (Kellerman, 2010; Redfern, Ingles, Neubeck, Johnston, & Semsarian, 2013). Average time spent on social media is increasing steadily, especially among young adults. For example, approximately two-thirds of the world’s Internet population visit a social network or blogging site, resulting in ten percent of all time spent on the Internet. According to Pew Research Canter about 74% of all online adults use social networking sites. For adults ages 18-29, 89% of them use social networking sites.. All this leads to fast change in media landscape. Also, media audience has been changing as well as distribution over traditional and social media (Baluev, 2014). In 2015, Facebook had over 1.450 billion active monthly users, WhatsApp had over 700 million active monthly users, and Instagram and Skype each had 300 million active monthly users worldwide the time spent on these sites is growing at more than three times the rate of overall Internet growth (Mohamed, 2015). A considerable amount of previous studies (e.g.,

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