Patterns of Social Media Use and Their Relationship to Health Risks Among Young Adults.

Purpose: Social media use is pervasive among young adults, and different sites have different purposes, features, and audiences. This study identified classes of young adults based on what combination of sites they use and how frequently, and compared their health risk factors and behaviors.

Methods: Latent profile models were developed based on frequency of using 10 sites from a national sample of young adults aged 18-24 years (n = 1,062). Bivariate analyses and multivariable regressions examined the relationship between class membership and alcohol, tobacco, and other drug (ATOD) use, and symptoms of depression and anxiety.

Results: The optimal model identified five classes: Low Users (7.9%), High Users (63.1%), Professional Users - high use of LinkedIn (10.1%), Creative Users - high use of Vine and Tumblr (11.5%), and Mainstream Users - high use of Facebook and YouTube (7.4%). Classes differed significantly on ATOD use and depressive symptoms. Compared to High Users, Creative Users had higher odds of using most substances and lower odds of depressive symptoms, Mainstream Users had higher odds of substances used socially (alcohol and hookah), Professional Users had higher odds of using alcohol, cigarettes, and cigars, and Low Users had higher odds of using other drugs (e.g., cocaine and heroin).

Conclusions: A young adult's social media site use profile is associated with ATOD use and depressive symptoms. Use and co-use of certain sites may influence the volume and nature of ATOD-related content and norms young adults experience in social media. Targeting interventions to sites selected based on use patterns associated with each health risk may be effective.