A Quantitative Study of Social Media Use among University Students in Sarawak, Malaysia

Abstract

This study quantifies social media usage among university students in Sarawak, Malaysia by examining the extent of social media use, preferred social media platforms, primary motivations for use, and common online activities. A quantitative survey design was employed, and data were collected from 305 purposively sampled undergraduate students using a structured questionnaire. Descriptive statistical analysis was performed using the Statistical Package for the Social Sciences (SPSS). The findings revealed that 97% of the respondents were active social media users, indicating the widespread adoption of social media among university students. WhatsApp, Instagram, and YouTube emerged as the three most frequently used platforms. Entertainment was identified as the primary motivation for social media use (39%), followed by socialising (33%) and learning (20%). In terms of online activities, streaming content on YouTube and watching movies (41%), social networking (37%), and listening to music (29%) were the most common activities reported. These findings provide valuable insights into the digital engagement patterns of university students in Sarawak and offer practical implications for educators and higher education institutions seeking to promote more meaningful and productive use of social media for learning, communication, and student engagement.