Exploring Youth Social Media Habits Among University Students in Ethiopia: A Study on Selected Public Universities

Abstract

This study explores the social media habits of university students, focusing on how youths engage with various platforms. It applies Social Network Theory and the Use and Acceptance of Technology Theory to examine the participants' uses and gratifications of social media. Data was collected from students at three public universities through surveys and in-depth interviews. The analysis employed descriptive statistics and thematic analysis. The findings reveal that Ethiopian youths are actively engaging with various social media platforms, including Telegram, Facebook, YouTube, Messenger, Instagram, WhatsApp, and Viber. These platforms are primarily used for viewing others' posts, chatting with friends, discussing political issues freely, developing talents, and staying updated on current events. The study indicates that social media use among Ethiopian youths has reached a point of no return. A striking 98% of participants reported using more than one social media platform, with nearly 72% of them managing accounts on more than three platforms. Social media also offers numerous opportunities for youth, such as fostering friendships, connecting across national borders, developing personal talents, and generating stable incomes. However, challenges such as misbehaviors and misuse of platforms also persist. Based on these findings, the study suggests several recommendations: Users should better manage their time and social media interactions, group and page administrators should be more responsible for content management, and the government should intervene to curb misuse and abusive behaviors. Given that a lack of media literacy and analytical skills was identified as a challenge, the Ministry of Education should integrate media literacy into the education curriculum at various levels. In the meantime, Ethiopian universities should offer media literacy training to students.

Keywords: Ethiopia, Social Media, University Students, Youths, Youths’ Engagement