CONSUMER BEHAVIOUR ANALYSIS OF

SOCIAL MEDIA USERS

AIM OF OUR PROJECT

To understand how the daily usage of social media is dependent on
age by using data analysis tools such as python and excel.

OBJECTIVE
The primary objective of this IT project is to conduct a
comprehensive analysis of consumer behaviour among social media
users, employing advanced statistical methodologies such as
regression analysis, correlation studies, and hypothesis testing.
Through this research, we aim to gain valuable insights into the
factors influencing user behaviour on social media platforms, identify
patterns, and draw meaningful conclusions that can inform strategic
decision-making for businesses and marketers in optimizing their
digital engagement strategies.

STEPS
1. Analysing and choosing a relevant topic for our analysis.
2. Preparing a short survey using google forms questionnaire and
collecting relevant data.
3. Sorting the data and choosing independent and a dependant
data for the analysis.
4. Analysing the raw data using regression, correlation and
hypothesis testing in excel and python.
5. Making a presentation.
CONTENTS (VARIABLES) OF OUR QUESSTIONAIRE

Ques 1. Age of the social media platform user.

Ques 2. Which social media platform does the consumer use?

Count of Which social media platform do you use the most?

WhatsApp, LinkedIn
WhatsApp
Snapchat
LinkedIn
Instagram, WhatsApp, LinkedIn
Instagram, WhatsApp
Instagram, Snapchat, WhatsApp, LinkedIn
Instagram, Snapchat, WhatsApp
Instagram
0 5 10 15 20 25
Ques 3. Daily usage in hours of the consumers.

Daily usage (in hours)

10
9
8
7
6
5
4
3
2
1
0
0 10 20 30 40 50 60

Ques 4. According to a 2023 survey, which social media platform is

most popular among millennials?

Count of According to a 2023 survey, which social

media platform is most popular among
millennials?
35
30
25
20
15
10
5
0
Instagram LinkedIn Snapchat WhatsApp
Ques 5. Do you ever feel overwhelmed or stressed by social media?

Ques 6. Have you ever experienced cyberbullying or harassment on

social media?
Ques 7. Do you trust the news and information you see on social
media?

nf

DESCRIPTIVE STATISTICS
AGE

Mean 35.50909091
Standard Error 2.33259335
Median 31
Mode 18
Standard Deviation 17.29897527
Sample Variance 299.2545455
Kurtosis -0.774470911
Skewness 0.435977681
Range 72
Minimum 7
Maximum 79
Sum 1953
Count 55
Confidence Level(95.0%) 4.676568095

• Mean age = 35.5 years old.

• Median age = 31 years old
• Mode is 18 years old.
• Skewness: This suggests that the data is skewed to the right, with more people in
the younger age groups.
 • The standard deviation is 17.3 years, which suggests that the data is fairly spread
out around the mean.
• The kurtosis is negative, which suggests that the distribution is flatter than a normal
distribution. The skewness is positive, which confirms that the distribution is skewed
to the right.
• The range is 72 years, which suggests that there is a wide range of ages in the
sample.

REGRESSION ANALYSIS

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.298978114
R Square 0.089387912
Adjusted R Square 0.072206552
Standard Error 25.87445902
Observations 55

ANOVA
df SS MS F Significance F
Regression 1 3483.082893 3483.082893 5.20261 0.026599847
Residual 53 35482.84438 669.4876298
Total 54 38965.92727

Coefficients Standard Error t Stat P-value Lower 95% Upper 95%

Intercept -8.249215222 8.025619944 -1.027860188 0.308684 -24.34657028 7.8481398
X Variable 1 0.464263614 0.203541992 2.280923011 0.0266 0.056010078 0.87251714

• This analysis indicates that there is a weak to moderate relationship between the
independent variable ‘Age’ and the dependent variable ‘Daily usage hours’.
• The R Square statistic of 0.089387912 indicates that 8.93% of the variation in the
dependent variable is explained by the independent variable.
• The Standard Error of 25.87445902 indicates that the estimated regression
coefficients are likely to vary from the true regression coefficients by up to
25.87445902 units.
 • The ANOVA table shows the results of the F-test. The F-test is used to test whether
the overall regression model is statistically significant. The p-value for the F-test is
0.02659984. p-value is 0.026 which is less than 0.05 making the model significant

CORRELATION ANALYSIS
AGE Daily usage (in hours)
AGE 1 -0.247302992
Daily usage (in hours) -0.247302992 1

• The correlation coefficient of -0.247 between age and daily social media usage
suggests a weak negative relationship.
• As age increases, there tends to be a slight decrease in daily social media
engagement.
• However, the correlation is not strong, indicating that age alone may not be a robust
predictor of social media usage.

HYPOTHESIS TESTING
z-Test: Two Sample for Means

Variable 1 Variable 2
Mean 35.50909091 3.945454545
Known Variance 299.2545455 5.719191919
Observations 55 55
Hypothesized Mean Difference 0
z 13.40408444
P(Z<=z) one-tail 0
z Critical one-tail 1.644853627
P(Z<=z) two-tail 0
z Critical two-tail 1.959963985

Null Hypothesis (H0): There is no linear relationship between age

and daily usage (correlation coefficient = 0).

Alternative Hypothesis (Ha): There is a linear relationship between

age and daily usage (correlation coefficient ≠ 0).
Test Statistic (z): 13.404. This is a very large value, indicating a strong
deviation from the null hypothesis.

P(Z <= z) one-tail: 0. This means there's practically no chance of

observing such a large z-value if the null hypothesis were true (one-
tailed test assumes a specific direction for the relationship).

z Critical one-tail: 1.645. This is the threshold for rejecting the null
hypothesis in a one-tailed test. Our z-statistic is much larger, further
supporting rejection.

P(Z <= z) two-tail: 0. This also confirms rejection of the null

hypothesis in a two-tailed test (considers both positive and negative
relationships).

z Critical two-tail: 1.960. Our z-statistic exceeds this value as well,

solidifying the rejection.

INTERPRETATION:

Based on these results, we can confidently reject the null hypothesis.

This means there's strong evidence that a linear relationship exists
between age and daily usage.

HYPOTHESIS TESTING USING PYTHON

 CONCLUSION

According to the analysis done we can conclude that as the age

increases of the users their daily usage of social media decreases.