Author(s): Allen Lim Chong Guan, Goi Chai Lee and Peter Dell
In Canada, Generation Y is an extremely socially engaged group. The purpose of this study is to examine the social media habits of Canadian Generation Y customers. Generation Y is synonymous with social media use, and the researcher is interested in learning more about what they do on social media in general. These folks utilize social media on a regular basis to interact with their friends and loved ones, as well as to research information and learn new things. This study examines what Canadian Generation Y consumers believe about security and privacy when they use social media platforms such as Facebook and Twitter. Being that such a large amount of information has been made available on social media, the researcher is interested in knowing whether the interview subjects have any security or privacy concerns and if so what those issues are. On average, 60 percent of those who responded to the questionnaire study spent 1 to 100 hours each month on the Internet, according to the information gathered through the questionnaire survey. Approximately three-quarters of those who answered the survey said they spend between 1 and 20% of their Internet time shopping. Ninety-three percent of those who answered the survey said Facebook was their preferred social media platform, with YouTube coming in second with 87 percent.