COMPARATIVE ANALYSIS OF SOCIAL MEDIA USERS’ CONSUMPTION PATTERS AMONG MALE AND FEMALE

The increased use of social media has become an international phenomenon. New technology set new trends with the advent of social media and shifted the focus from traditional media to social media. Technology is changing our lives in various ways each decade. One of the major revolutions that are transforming our society and social connections is the use of social media. There was huge increase in social media users in 2021-2022 .This study examines the social media users consumption patterns using the microscope of the Uses and Gratification theory. Data was collected from 350 male and females from university of Sargodha and university of Lahore through self-administered questionnaire. Analysis was made in SPSS v23. Findings indicate that YouTube most used social media site among male and female. Moreover, LinkedIn is the least-used social media platform among them. Furthermore, results show that a significant number of respondents check their social media accounts more than 20 times a day. Majority of male and female spend more than two hours on social media per day. Findings shows that there is correlation between usage of social media and gratification obtained. It’s also investigated that there is no difference in gratification obtained among male and female social media users. Keywords: Social media, Uses and Gratifications, Usage of social media, Gratification obtained by social media.