Drivers of satisfaction with social media sites, from a survey of 1,000 U.S. adults.

1. In general, does the Internet do more to help or to hurt democracy?
In general, do social-media sites like Facebook and Twitter…?
50
32
18
32
30
38
0% 25% 50% 75% 100%
Help
Have no impact
Hurt
In general, does the Internet do more to help or to hurt democracy?
In general, do social-media sites like Facebook and Twitter do more to help or to hurt democracy?
Sample Size: 1,000 (All Respondents)

2. (In general, do social-media sites like Facebook and Twitter do more to help
or to hurt democracy?) Why do you say this?

3. Help - Why do you say this?
Top Quotes for: Help
"With the internet becoming more readily available in the world more people are exposed to the vast
quantities of information found online. Social media allows ideas to both proliferate and spread for better or
for worse but that’s the essence of a free and democratic society. It’s as decent or as deplorable as we are."
"If President Trump did not use Twitter to get his messages out to the public, he certainly would not be trusting
the media to do it? They dislike him intensely? Too bad because they(the media) intentionally distort
everything the poor man is saying. Very sad? That's why the media is dead because they have taken a side
instead of reporting the truth! They are Fake and untruthful in their reporting? They should all be fired!"
"People have opinions that they express on social media which helps peeps get an understanding of an issue
whether they are in favour or not. Information is distributed BUT there is a lot of 'fake' news too, so people
have to research to find that which most resembles the truth."
"Democracy means the people are in control to choose who represents them. The internet is basically free
reign for the people to do and say whatever they want to. Freedom equals democracy. So the internet is just
one part of that."
"I think although they can have a big negative impact, they provide the opportunity for like-minded people to
share their ideas with each other. Also, information is much harder to hide with social media."

4. Have no impact - Why do you say this?
Top Quotes for: Have no impact
"Its not clear if they've helped. They've made some injustices more visible which is a great thing. But they feed
the mob mentality which is terrible."
"It depends on the site. Twitter doesn't have much impact, but it can help marginalized groups get together
and find their voice which is great for democracy. Facebook is more weird because it promotes sharing of fake
news among the right."
"People are going to be what to believe and who ti believe no matter where you put it. If it's not Facebook it
will be t.v. ir a magazine. People have to figure things out on thier own and whatever they see will or won't be
an influence depending on how strong willed a person is."
"No one pays a lot of attention to it and the ones who do are people who dont have anything better to do and
are stuck in their own little worlds."
"Social media sites like Facebook and Twitter are sites that allow you or others to bash candidates or those in
office that you or others don't like, but also allows positive thoughts about those in office that you or others
like. One could also remove remarks that one doesn't like. It balances out."

5. Hurt - Why do you say this?
Top Quotes for: Hurt
"Too much bashing people who don't think like you....to much spreading of conspiracy theories that some
people actually believe....people waste too much of their time on these types of sites, time they'll never get
back."
"Social media is a cancer that has eroded the minds of the weak. It feeds misinformation to the general public
and most are not intelligent enough to understand the info is not fact-based. This hurts our beloved
democracy; especially during elections."
"Individuals and companies with a very strong point of view dominate the platforms with content that strongly
favors one side over the other. This hinders democracy because individuals do not look up the issues
themselves and therefore make up their mind about something that they are not really knowledgeable in."
"People put way to much online like their locations and all of their very personal information, or they just tell
everyone every second of the day what they are doing and in so people have been killed by letting random
people they don't even know where they are and what they are doing every second of every day."
"People talk without proof and bully others. It is classic cyberbullying by hiding behind a screen. People do not
think of consequences of words. It is not social media but the ignorance of people with an easy way to make a
fool of themselves."

6. How would you describe Facebook in one word?

7. How would you describe Facebook in one word?
Word Frequency
Social 60
Fun 47
Connect 36
Good 27
Interesting 22
Communal 18
Informing 15
Annoying 15
Drama 14
Boring 14

8. Do you have a generally positive or negative feeling about each of the
following brands?
60
39
30
34
41
20
19
27
21
13
34
50
59
50
29
64
67
47
57
68
5
10
11
16
30
16
14
25
21
19
0% 25% 50% 75% 100%
YouTube
Pinterest
LinkedIn
Instagram
Facebook
WhatsApp
Reddit
Twitter
Snapchat
Tumblr
Positive Neutral Negative
Sample Size: 1,000 (All Respondents)

9. How often, if ever, do visit each of the following social-media sites?
47
35
23
15
8
5
13
10
5
4
13
12
10
8
10
6
6
5
5
5
9
15
6
7
11
7
5
4
6
5
5
8
4
4
8
6
4
2
6
3
6
11
7
10
13
14
5
6
10
8
10
3
6
10
10
11
6
5
5
9
10
15
43
45
41
52
61
68
63
67
0% 25% 50% 75% 100%
Facebook
YouTube
Instagram
Twitter
Pinterest
LinkedIn
Snapchat
WhatsApp
Reddit
Tumblr
Multiple times a day Once a day Multiple times a week Once a week Less often Used to visit but no longer Have never visited
Sample Size: 1,000 (All Respondents)

10. Overall, how satisfied are you with {piped: social-media site}?
Sample Size: 960 (96% of Respondents)
55%
52%
50%
45%
44%
40%
36%
31%
26%
24%
0% 25% 50% 75% 100%
WhatsApp
Pinterest
YouTube
Snapchat
Instagram
Twitter
Reddit
Tumblr
Facebook
LinkedIn

11. Overall, how satisfied are you with {piped: social-media site}?
{piped: social-media site randomly selected from those still visited by each respondent}
Facebook Instagram LinkedIn Pinterest Reddit Snapchat Tumblr Twitter WhatsApp YouTube
(%) (%) (%) (%) (%) (%) (%) (%) (%) (%)
[Not at all + Slightly
satisfied]
⇑ 47 17 26 ⇓ 14 29 21 28 23 ⇓ 15 19
Not at all satisfied ⇑ 11 3 6 ⇓ 0 3 2 7 5 3 1
Slightly satisfied ⇑ 36 14 20 14 26 19 21 18 ⇓ 12 18
Moderately
satisfied
27 39 ⇑ 50 35 35 34 41 36 31 31
Very satisfied 17 29 18 28 21 27 19 28 29 ⇑ 35
Completely
satisfied
9 15 ⇓ 6 ⇑ 23 15 18 12 13 ⇑ 25 15
[Very + Completely
satisfied]
⇓ 26 44 ⇓ 24 ⇑ 52 36 45 ⇓ 31 40 ⇑ 55 ⇑ 50
Base n=103 n=94 n=96 n=95 n=94 n=94 n=95 n=94 n=95 n=100
Sample Size: 960 (96% of Respondents)

12. How satisfied are you with each of the following aspects of {piped: social-
media site}?
11
8
13
9
9
12
15
15
15
17
17
15
32
38
35
36
36
35
23
22
21
22
21
23
19
18
17
16
17
16
0% 25% 50% 75% 100%
Ability to connect with people you know
Website
Mobile app
Privacy settings
Security features
Ability to connect with people you don't
know
Not at all satisfied Slightly satisfied Moderately satisfied Very satisfied Completely satisfied
Sample Size: 960 (96% of Respondents)

13. How satisfied are you with each of the following aspects of {piped: social-
media site}?
23
22
21
23
22
21
19
18
17
16
16
17
0% 25% 50% 75% 100%
Ability to connect with people you know
Website
Mobile app
Ability to connect with people you don't
know
Privacy settings
Security features
Very satisfied Completely satisfied
Sample Size: 960 (96% of Respondents)

14. Key Driver Analysis - Overall, how satisfied are you with {piped: social-media site}?
What drives overall ratings? Security features has the highest correlation to the overall
rating (40% of shared variance), followed by Website (38%) and Privacy settings (38%).
Aspect Shared Variance Correlation Respondents
Answering
Security features 40% 0.635 96%
Website 38% 0.615 96%
Privacy settings 38% 0.615 96%
Mobile app 34% 0.586 96%
Ability to connect with people you don't
know
32% 0.564 96%
Ability to connect with people you know 30% 0.547 96%

15. Which social-media site do you visit or use most often? - Top 10
51%
18%
9%
5%
4%
4%
2%
1%
1%
0%
0% 25% 50% 75% 100%
Facebook
YouTube
Instagram
Twitter
Pinterest
Snapchat
LinkedIn
Reddit
WhatsApp
Tumblr
Sample Size: 960 (96% of Respondents)

16. Which social-media site do you visit or use most often?
Which of the following groups describes your current age?
18-24 25-34 35-44 45-54 55-64 65+
(%) (%) (%) (%) (%) (%)
Facebook ⇓ 17 49 ⇑ 57 50 55 ⇑ 65
Instagram ⇑ 31 ⇑ 16 9 ⇓ 5 ⇓ 2 ⇓ 1
LinkedIn 0 ⇓ 0 3 ⇑ 4 3 3
Pinterest 4 3 3 3 6 4
Reddit 3 2 1 1 0 1
Snapchat ⇑ 16 5 ⇓ 1 2 ⇓ 0 ⇓ 0
Tumblr 1 1 <1 1 0 0
Twitter 9 4 3 ⇑ 12 3 ⇓ 2
WhatsApp 0 1 ⇑ 3 1 1 1
YouTube 19 15 15 17 19 15
None of the above ⇓ 1 4 3 5 ⇑ 10 ⇑ 9
Base n=118 n=188 n=204 n=180 n=120 n=150
Sample Size: 960 (96% of Respondents)

17. Why do you visit {piped: most used social-media site} most often?

18. Facebook - Why do you visit Facebook most often?
Top Quotes for: Facebook
"My family and friends are on there. I use Facebook to keep up with what is going on in their lives. Especially
the people I do not get to see often."
"Facebook is my main news source, so I go there often to see if any new articles have been posted. I also like
videos of cute animals."
"I have no idea. I suppose it is to see pictures of my friends and family. It is more focused on friends and family
instead of my career."
"It don't want a whole bunch of different social media sites. I only want 1 thing. I started out with Facebook 12
years ago and don't want to change."
"I have friends and family aross the U.S. that I can keep in touch with more often than if I had to contact by
phone....immediate family news is available."

19. Instagram - Why do you visit Instagram most often?
Top Quotes for: Instagram
"Because people are sharing pictures instead of what they're feeling or thinking (facebook)"
"There are tons of photos/videos to look through, I could spend hours scrolling through my “explore” feed."
"Because my teens use it most, plus I follow all my favorite TV series, movies, and their casts."
"You can see more things that you are interested in an get to see pictures. The famous quote 'A picture is worth
a thousand words' shows how Instagram can become so popular with just pictures."
"It's where I go to see pictures of what my friends and family are doing since no one really uses facebook
anymore. And it's where I get a lot of my fitness inspiration, since I can follow and watch some of my favorite
fitness guru's and get some ideas of workouts I want to do."

20. LinkedIn - Why do you visit LinkedIn most often?
Top Quotes for: LinkedIn
"It's a good platform for networking, marketing oneself, and job searching."
"Because of the people there are more professional."
"I use it for business reasons, to connect with past and future clients."
"Well, for one I don't get around to using YouTube too often, since I get content from other sites on the
internet. LinkedIn I get a chance to meet people and Congratulate, etc., and my children also have a LinkedIn
account."
"Connect with like business minded people."

21. Pinterest - Why do you visit Pinterest most often?
Top Quotes for: Pinterest
"I love the pictures on there and I love making boards and pinning."
"I am able to find DIY projects as well as seek inspiration for my wardrobe and home."
"I use pinterest for a variety of topics and don't always want to see a video about those topics."
"I like the ideas and how Pinterest populates pins based off your likes and searches. No negativity."
"I am very fond of the artistic value that this website symbolizes!"

22. Reddit - Why do you visit Reddit most often?
Top Quotes for: Reddit
"It has several subreddits that I visit."
"Because it's less of social media and more like forums."
"It has everything you want in one place. Great site."
"Best topics of interest."
"It has the most variety."

23. Snapchat - Why do you visit Snapchat most often?
Top Quotes for: Snapchat
"Snapchat provides easy, fast, fun, and affective ways of communication."
"Most of my friends use it and it’s the funniest platform."
"I keep in touch with my friends though here using the chat function quite often."
"It is the most fun way to communicate with your friends throughout the day."
"It was one of the main forms of communication I use with my friends."

24. Tumblr - Why do you visit Tumblr most often?
Top Quotes for: Tumblr
"More opportunities to do different things."
"Various content- photography, news, opinion pieces, art, how-to's."
"I've liked it much more than Facebook."

25. Twitter - Why do you visit Twitter most often?
Top Quotes for: Twitter
"Easiest, most straight forwarded, most informative, most humorous."
"I can up to date on obstacles in my area I live in as far emergency situations to avoid. I like to check scores on
games also."
"I think people are generally creative and funny. twitter lets me see that."
"I use Twitter to see what's up-to-date with the YouTubers I watch. I also post updates for my YouTube
Channel."
"Twitter has the most of my personal contacts, is easily updated, and features a blend of politics and
entertainment outlets I follow."

26. WhatsApp - Why do you visit WhatsApp most often?
Top Quotes for: WhatsApp
"Can i talk with everyone for 0 dollar."
"Keep connect with family."
"To be connect with our loved ones."
"Meets all my expectations."
"I can keep in touch with my family and friends."

27. YouTube - Why do you visit YouTube most often?
Top Quotes for: YouTube
"The search abilities meet my choices, and the variety of media options is greater. It alows the feel of the
closest to a random choices."
"YouTube is good for learning things, music, how-to's, ratings and reviews, etc... It has more
entertainment/educational value than the other sites in my opinion."
"Have found videos of long-lost songs/groups thought gone forever. Even found a performance of Lippizaners at
the Spanish Riding School!"
"I can find videos on any subject that interests me, to learn something new or be entertained, and new videos
are added every day."
"I am subscribed to a positive group of YouTubers who inspire me and create fantastic content while connecting
with their subscribers regularly."

28. Methodology
This online survey had 1,000 respondents. It was fielded from January 29 to January
30, 2019.
The results presented in this report were weighted by the following variables:
• What is your gender?
• Which of the following groups describes your current age?
• Are you of Hispanic, Spanish or Latino descent?
• Which of the following best describes your ethnicity?
• What is the highest degree or level of school you have completed?
• Region

29. Crosstab Methodology
Crosstab Table Notes:
• Only crosstab tables with significant differences of at least 10 percentage points are
included here.
• If the difference is higher at a statistically significant level, the cell is marked with
the up - arrow symbol ⇑. If it is lower, the down-arrow symbol ⇓ is used.
• Columns with fewer than 30 responses (i.e. degrees of freedom) are ignored for
statistical significance comparisons.
• Crosstabs with no significant difference greater than 10 percentage points are not
presented.
• To fit onto a single slide, some crosstabs have had columns without differences
omitted. See the spreadsheet for the full crosstabs.
• Crosstabs show only unweighted results.
• See the accompanying spreadsheet for all tables.

30. Researchscape International
Researchscape International is a market-research consultancy
specializing in custom surveys. For questions about this or other
research, please contact us at +1-888-983-1675 x1 or visit our
website, http://www.researchscape.com/.