AN EXPLORATION OF SOCIAL MEDIA USAGE HABITS AMONG IIUM STUDENTS

Abstract

Social media has become an integral component of university students’ daily lives, influencing communication practices, information access, and social interaction within higher education institutions. This study aims to explore social media usage habits among students of the International Islamic University Malaysia (IIUM), with particular attention to usage frequency, preferred platforms, and demographic differences. A quantitative research design was employed using a cross-sectional survey approach. Data were collected from 150 IIUM students through a structured self-administered questionnaire covering demographic characteristics, frequency and duration of social media use, and commonly used platforms. The findings indicate that social media usage is nearly universal among IIUM students, with the majority reporting daily use and substantial time spent on various platforms. Facebook emerged as the most frequently used platform, followed by Instagram, YouTube, and other social networking applications. Analysis of demographic variables revealed notable differences in social media usage patterns. Younger students tended to spend more time on entertainment-oriented platforms, whereas older students demonstrated more regulated usage and a preference for platforms associated with information seeking and communication. Similarly, students in earlier academic levels exhibited higher levels of social media engagement compared to senior students, suggesting that academic maturity may contribute to improved self-regulation of digital habits. Gender differences were observed primarily in usage patterns and platform diversity rather than overall frequency of use. Overall, the study highlights the pervasive nature of social media use within the IIUM student community and underscores the importance of demographic factors in shaping usage behaviors. By providing institution-specific empirical evidence, this research contributes to a clearer understanding of students’ digital engagement and offers valuable insights for educators, administrators, and policymakers in addressing students’ social media usage within higher education contexts.