Media Research

Methods
(Research Data Analysis)
Lee Jin Pin
Tan Zenn
Amanda Edwards
Jilliane Lee
SOCIAL
NETWORKING
SITES
Boon or bane in Singapores
society?
 Method

27 Close ended questions

5 Demographic
9 Usage of Social Networking Sites
13 Opinions on Influence and Impact
Sampled 464 respondents
Taken from different parts of Singapore
Purposive
Self Administered surveys
Survey Results
1.
Demographics
What are the demographic
differences in those who social
network?
 Gender

53.5%
46.5%
Age
13.9%
27.8% 40-49
20-29

36.1% 14.4% 7.8%

13-19 30-39 50 & above
Education Level
Occupation
Monthly Disposable Income/Allowance
2.
Positive Aspects
What positive aspects are there in
social networking?
Online communication is
timely and convenient

Most respondents
Strongly Agree or
Agree
Positive impact of
social networking,
easily accessed
Helps form relationships
far and wide

Majority chose
Strongly
Agree and
Agree option
Positive, brings
people together
Brings organisations
closer to individuals

More than half of

respondents,
Strongly Agree or
Agree
Positive, helps
connect them
Helps to relieve stress
and boredom

Most respondents
Strongly Agree or
Agree
Positive impact,
provides a relief outlet
3.
Negative Aspects
What negative aspects are there in
social networking?
Cheating and Cyber-bullying are a problem

Strongly Agree Majority

38.6% answered
strongly
Agree
agree
37.1%
Cheating and
Neither Agree nor Disagree
13.6% Cyber-bullying
Disagree is a big
7.1%
Strongly Disagree problem
3.7%
Revealing personal information does not mean a
loss of privacy

Strongly Disagree Majority

23.5%
answered
disagree
Disagree 26.7%
Revealing
Neither Agree
personal
nor Disagree 13.6% information
Agree 17% IS a loss of
privacy
Strongly Agree 6.5%
Face-to-face interactions with family and friends are affected

Agree
34.1% Neither Agree nor Disagree
25.2%

Disagree
19.2%

Strongly Agree
16.2%
Strongly Disagree
5.4%

Majority answered agree

Social Networking sites affects face-to-face
interactions
The number of friends or followers is an important aspect of
social networking

Strongly
Disagree
19.2%
Majority
Disagree answered
24.6%
neither
Neither Agree nor
Followers
Disagree or friends is
31.9%
not really an
Agree
19.4% important
Strongly Agree - 5% aspect
 4.
Extent of influence
of social
networking on
peoples daily lives
Online social networking is important to me

Always 13.8%

Often
38.1%
Majority answered
Often or Always
Seldom
Social networking is
28.9%
important
Not at All
19.2%
I feel lost not accessing online social networking sites for a
day

Always 8.4%

Often Majority answered

20.7%
Not at all or
Seldom Seldom
32.3%
Does not impact
Not at All ones life to the
38.6%
extent that they feel
lost
My life is just as fulfilling without online social networking

Always
34.9% Majority answered
often or always
Often
Life is just as
31.7%
fulfilling without SNS
Seldom
23.5%

Not at All 9.9%

I have missed sleep or meals because of online social
networking

Always 2.8% Majority answered

Often 7.5%
not at all or
Seldom
20.3% seldom
Social networking
does not disrupt
Not at All
69.4% ones daily life
I am distracted at work or in school because of online social
networking

Always 4.5%

Often 15.5%

Majority answered
Seldom
25.4% not at all or
seldom
Does not take
Not at All
54.4% attention away from
important matters
 Additional Findings

23.5% 22.6% 22.1%

Others
18.0% 11.2% 2.7%
Recommendations
Advertise on Social
Networking Sites
Easily accessible to customers
Forges better connection,
relationship with customers
Stronger bond between
customer and brand
Assure potential
users on their Privacy
Security
Confidentiality
Take only needed information
 Relatable posts on
SNS Accounts
Make your brand/business look
relatable on SNS.
Attract users to keep on
checking your SNS.
Utilise popular SNS
Consider Facebook, Twitter and
Instagram when reaching out to potential
customers
They are popular platforms with many
active users
Conclusion
Social
Social Networking
Networking in in
Singapore
Singaporeisisa aBoon
Boonor
orBane
Bane
THANK YOU!
Any Questions?