A study on the usage patterns, preferences and perceived usefulness of social media among the students of Assam Agricultural University

DOI: 10.22161/ijeab.104.18

Abstract:
The purpose of the study, "A Study on the usage patterns, preferences, and perceived usefulness of Social Media among the Students of Assam Agricultural University," was to analyze the profile traits of the students, evaluate how they use social media, and outline the issues they encounter when using it. 120 respondents were chosen from among the second, third, and fourth-year undergraduate students at the College of Agriculture, AAU, using a multi-stage random sampling technique and a descriptive research design. Personal interviews were used to gather data utilizing a semi-structured study plan that had been pretested. This study investigates the usage patterns, preferences, and perceived usefulness of social media platforms among students, focusing on their access methods, knowledge levels, frequency of use, posting behaviors, and time spent. Data was collected to understand how students interact with various platforms such as YouTube, WhatsApp, Facebook, Instagram, and DIKSHA across different environments including academic settings, hostels, and free Wi-Fi zones. Findings revealed that mobile phones are the predominant devices for accessing social media (98.30%), attributed to their portability, affordability, and user-friendly nature. Students demonstrated a high level of knowledge about platforms like Facebook, YouTube, and WhatsApp, while lesser-known platforms like ShareChat, IMO, and Moj showed lower awareness. Students commonly used platforms like YouTube and DIKSHA in academic spaces, while WhatsApp and Instagram were accessed more in private settings such as hostels. Posting behavior varied significantly: while WhatsApp saw frequent posting, platforms like DIKSHA and YouTube were primarily used for content consumption. Time spent on platforms was also diverse, with YouTube, WhatsApp, and Instagram engaging students for longer durations. In terms of usefulness, YouTube was ranked highest (WMS 2.85), followed by WhatsApp (2.75) and DIKSHA (2.34). Platforms like Facebook and Instagram were perceived as less useful, indicating a shift in students’ preferences toward platforms that support learning and communication. These findings offer valuable insights for educators and policymakers seeking to integrate digital tools into educational strategies.

Keywords:
social media, students, perceived usefulness, Assam Agricultural University

Article Info:
Received: 09 Jun 2025; Received in revised form: 06 Jul 2025; Accepted: 13 Jul 2025; Available online: 19 Jul 2025

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