Reflecting on 1,000 Social Media Journeys: Generational Patterns in Platform Transition

Social media has billions of users, but we still do not fully understand why users prefer one platform over another. Establishing new platforms among already popular competitors is difficult. Prior research has richly documented people’s experiences within individual platforms, yet situating those experiences within the entirety of a user’s social media experience remains challenging. What platforms have people used, and why have they transitioned between them? We collected data from a quota-based sample of 1,000 U.S. participants. We introduce the concept of Social Media Journeys to study the entirety of their social media experiences systematically. We identify push and pull factors across the social media landscape. We also show how different generations adopted social media platforms based on personal needs. This talk provides more holistic perspectives when discussing social media technology, offering new insights for platform design, governance, and regulation.