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Proliferation of Social Media during the COVID-19 Pandemic : A Statistical
Enquiry
Dr. Kirti Gupta
Professor, BharatiVidyapeeth Deemed To Be University
Institute of Management and Entrepreneurship Development, Pune
And
Ms. HemaManisha DSilva
Statistical Assistant
Avinashilingam University-Coimbatore
Abstract- The usage of social media has phenomenally increased during the COVID-19 Pandemic. People have increased
the use of social media for a variety of reasons ranging from socializing, entertainment, communication, online teaching,
to web meetings, work from home, health improvement and so on. This study aims to enlighten about the ways in which
social media has been used by people in India especially the students and professionals and how it has impacted them.
A total of 353 respondents from different parts of the country were approached through purposive sampling survey and
analyzed using the SPSS 21.0. A 25-item tool for collecting responses on the different aspects of social media usage during
the pandemic times was administered to observe the role of social media usage, including demographic factors, patterns
of use, purpose of usage and its influence recorded. This study of respondents indicated that there is a surge in the usage
of social media after the COVD-19 pandemic crisis! There were almost 42.5% of respondents who trusted social media
for critical news over National News Channels and Government agency websites, whereas (37.7%) of respondents did not
rely on the same. Pearson Chi-square statistics showed association between age and the average usage of Instagram per
day (95% CI and P value=0.000*). Challenges faced by the respondents were many due to the sudden, varied and forced
usage of social media. The significant result that has been observed is that there is a positive implication for use of social
media during the pandemic and that social media has actually helped the people in multiple ways positively. The findings
provide insights into the opportunities and threats to the usage of social media and introduces new directions for further
research. This research throws open the ways to conduct new research for effective use of social media.
Keywords: Social Media, Pandemic, COVID-19, work from home, social distancing, online lectures, connectivity,
socializing, Google classrooms, Webinars,
I. INTRODUCTION
Social media usage has increased globally, in volumes and purpose during the time of COVID-19 pandemic like
never before. Internet usage has been on the rise in India during the last decade.Arens(2020). The combination of
the advent of the internet, smart phones along with the young generation has given a big boost to the growing
population of internet users. Innovative mobile applications have made things accessible, efficient and easy to use.
The use of internet and smart phones by different populations is a cause for concern as sparse use turns into an
addiction at times. Social media usage is already on the rise for varied reasons. Whatsapp, Instagram, facebook and
the like have become a prominent part of the individuals daily routine today and extreme dependability is observed
on these social media.Zhong((2015)
The use of social media is quite complex when scrutinized on close quarters. It has its own pros and cons.
Wiederhold et al(2020). Social media data analytics prove to be very useful to understand the volume, content, and
distribution of social media for telemedicine purpose. Massaad et al(2020) Social media has been used by many
users for conducting their day to day activities and professional responsibilities. Studies have tried to understand the
impact of social media while adopting it in different ways like the flexi working hours and work from home policies.
Journal of Xi'an University of Architecture & Technology
Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 1752
Buttigieg (2015), Vega-Castaneda (2019), Zhong(2015) Many businesses and travel portals are known to have
used the social media for attracting customers and improving profitability. Mukerjea (2017)
Researchers have also identified the impact of Internet over use and possible internet addiction was observed to
indicate the problems like insomnia, eye-strain, day time sleepiness and lack of concentration among the young and
children and also affect their social relationships, Balhara(2018), Bhatt et al(2019), Lackovic(2020) , Paul, Bobby, et
al. (2015). And Saltzman (2018) Internet addiction has also been linked to social isolations. Sucharitha (2020), In
the field of medicine, the patient doctor relationship is the one which is based on trust and confidentiality. It is of
utmost importance for a doctor to keep his is patient’s confidentiality. There are many instances where there is
breach of trust, giving rise to ethical concerns. Chaudhuri et al(2018), Gulia(2017) and Hartley(2014)
Social media usage for teaching and learning in classrooms is gaining popularity more so during the pandemic and
lockdown in the country and has its own implications for the faculty using it due to the enhanced capability of
communication, content delivery, collaborations and interaction. Roebuck et al (2013), Skinner (2019), Milakovich
& Wise(2019).
II. SOCIAL MEDIA DURING COVID 19 LOCKDOWN:
As the COVID 19 pandemic reached India, the entire country was ordered to be under lockdown and the ever
moving lives of the people came to a grinding halt. The seriousness was not felt at first and people thought that it
would be normal soon. But very soon, the only contact with the outside world remained to be through the internet,
television, and of course the social media! There was a remarkable rise in the usage of social media from January
2020 to April 2020.
As per the worldstats data, Instagram users in India rose from 80.5 millions in January 2020 to to 88 millions in
April 2020. India has the second largest number of Instagram users after the USA. Schools and colleges from
across the world have taken to Zoom, Google classrooms and Webex for delivering the lessons. The Zoom meeting
app saw the rise in meeting participants from 10 million in December 2019 to 300 million plus in at the end of
March 2020. 43% of new users on TikTok are from India. The highest users of Facebook are Indians at 270
million Facebook users. Cisco Webex users have almost doubled since January 2020. Deeper review of statistics
convey that social media usage has increased manifold in numbers and uses during the present COVID 19
pandemic.(data from Statista, Statscounter,Worldstats, and Economic Times)
III. MATERIALS AND METHODS:
3.1 Research Design: This cross-sectional study was carried out on professionals and students from different areas
across India, above the age group of 14 consisting of variant demographic background. The respondents in this study
were undergraduates, graduates , post graduates and M.phil/Ph.D degree holders too. Since it was a period of
lockdown, the Google form questionnaire was circulated online through email and Whatsapp and data was collected
and recorded. The responses are self reported and voluntary in nature. Among 360 respondents 7 submitted
responses were discarded/ deleted as it was repeated by the same person twice. Thus, total of 353 were finally
included in the study. Of the studied sample 42.8% were Females and 57.2% Males
Sample strategy- Convenience sampling was adopted to get prompt and economical responses.
3.2 Data Collection :
All questionnaires were anonymous and self-administered and distributed through Google forms.
The questionnaire consisted of three parts:
A. Socio-demographic information
B. Usage of social media patterns after the COVID-19 pandemic has come to light.
C. Factors for Usage of Social media during the COVID-19 pandemic crisis.
The 25 - item questionnaire measured on five-point Likert scale. The reliability of the instrument came to 0.81 which
is very positive. The results and discussions with respect to usage of social media and its impact has been discussed
below.
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Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 1753
3.3. STATISTICAL ANALYSIS:
The SPSS version 21.0 (IBM SPSS Statistics) was used for the statistical analysis of the data collected. The
demographic variables and patterns for use are presented through the frequency tables. The different relationships
and associations are studied by using the descriptive statistics. Pearson Chi-square statistics was performed with Age
group and Average time in a day spent using social media apps. In all calculations, P values under 0.05 were
considered significant.
IV: RESULTS:
Socio-demographic profile of the study participants along with the usage patterns of social media apps and the
purpose of usage are depicted in the tables 1,2 and 3.
Table 1: Socio-demographic characteristics of study participants (n=353)
Socio-demographic variables*
n
%
Age (years)
15-24
270
76.5
25-44
68
19.3
45-64
15
4.2
Gender
Male
202
57.2
Female
151
42.8
Residing Locality
Urban
211
59.8
Semi-Urban
95
26.9
Rural
47
13.3
Qualification
SSLC
2
0.6
HSC
7
2.0
Graduation
150
42.5
Post-Graduation
187
53.0
M.Phil/Ph.D
6
1.7
Other
1
0.3
Occupation
Student
257
72.8
Business
11
3.1
Working Professional
79
22.4
Other
6
1.7
*Source= Primary data from questionnaire
Journal of Xi'an University of Architecture & Technology
Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 1754
Table-2 : Pattern of usage of Social Media per day
Age (in years)
Average usage
time in a day
(minutes)
Variables
15-24 (n=270)
n (%)
25-44
(n=68)
n (%)
45-64
(n=15)
n (%)
Facebook
244 (90.37)
62 (91.17)
13 (86.66)
15-30 minutes
Whatsapp
270 (100)
68 (100)
15 (100)
30-60 minutes
Instagram
260 (96.29)
62 (91.17)
10 (66.66)
15-30 minutes
Twitter
206 (76.29)
44 (64.70)
11 (73.33)
15-30 minutes
Tiktok
172 (63.70)
42 (61.76)
10 (66.66)
15-30 minutes
LinkedIn
240 (88.88)
49 (72.05)
10 (66.66)
15-30 minutes
Zoom
211 (78.14)
51 (75)
12 (80)
Less than 15
minutes
Skype
177 (65.55)
42 (61.76)
11 (73.33)
15-30 minutes
Webex
174 (64.44)
39 (57.35)
10 (66.66)
15- 30 minutes
Hangout
180 (66.66)
41 (60.29)
10 (66.66)
15-30 minutes
YouTube
268 (99.25)
65 (95.58)
14 (93.33)
30-60 minutes
Other
204 (75.55)
51 (75)
13 (86.66)
15-30 minutes
*Source= Primary data from questionnaire
Table-3 : Purpose of using social media during the infectious disease crisis.
Variable
n
%
Studying
15-24
217
80.37
25-44
37
54.41
45-64
2
13.33
Entertainment
15-24
240
88.88
25-44
53
77.94
45-64
9
60.00
Socializing
15-24
166
61.48
25-44
41
60.29
45-64
6
40.00
Work from home
15-24
29
10.74
25-44
28
41.17
45-64
3
20.00
Connecting with long distance relatives and friends
15-24
129
47.77
25-44
41
60.29
45-64
9
60
Online trading
15-24
30
11.11
25-44
8
11.76
45-64
0
0.00
News Updates
15-24
204
75.55
25-44
39
57.35
45-64
11
73.33
Ordering groceries and vegetables
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ISSN No : 1006-7930
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15-24
50
18.51
25-44
13
19.11
45-64
0
0.00
Training others
15-24
30
11.11
25-44
7
10.29
45-64
4
26.66
Other
15-24
5
1.85
25-44
3
4.41
45-64
0
0.00
*Source= Purpose of social media usage section in questionnaire
Table – 4 : Social Media during COVID-19 pandemic crisis (n=353)
According to you during the COVID-19,
Social Media,
Strongly
Disagree
n (%)
Disagree
n (%)
Uncertain
n (%)
Agree
n (%)
Strongly
Agree
n (%)
Is an excellent platform for networking
31 (8.8)
16 (4.5)
40 (11.3)
155
(43.9)
111 (31.4)
Allows the users to share their thoughts and
opinions on different
21 (5.9)
14 (4)
43(12.2)
181
(51.3)
94 (26.6)
Used as an effective tool for educating people
about the pandemic
28 (7.9)
24(6.8)
58 (16.4)
151(42.8)
92 (26.1)
Is a major influencer on public response to
the outbreak
24(6.8)
23(6.5)
64(18.1)
166(47)
76(21.5)
Lets quick and rapid spread of awareness
during pandemic crisis by maintaining social
distance
27(7.6)
16(4.5)
51(14.4)
147(41.6)
112(31.7)
Plays an important role in spreading
positivity during the pandemic crisis
29(8.2)
30(8.5)
87(24.6)
134(38)
73(20.7)
Is an influencer for social help during the
pandemic crisis
27(7.6)
17(4.8)
60(17)
181(51.3)
68(19.3)
Is a powerful tool to stay connected and for
global unity
24(6.8)
9(2.5)
52(14.7)
151(42.8)
117(33.1)
Provides information at our fingertips
28(7.9)
14(4)
42(11.9)
153(43.3)
116(32.9)
Spreads the misinformation/ fake news
26(7.4)
22(6.2)
66(18.7)
115(32.6)
124(35.1)
Leads to lesser time on socializing in person
31(8.8)
33(9.3)
102(28.9)
139(39.4)
48(13.6)
Leads to rapid spread of offensive content
targeting communal posts, which disturbs
society
28(7.9)
29(8.2)
72(20.4)
139(39.4)
85(24.1)
Leads to rapid spread of rumours
24(6.8)
23(6.5)
65(18.4)
119(33.7)
122(34.6)
*Source = social media usage factors – primary data
Table-5 : Pearson Chi-square statistics between Age and the Social media Usage time per day
Variable
Pearson Chi-square value
p-value
Instagram
70.947
0.000
Linked-In
26.338
0.003
Hangouts
9.795
0.459
Youtube
22.881
0.11
*Source: Statistical analysis of original data
Journal of Xi'an University of Architecture & Technology
Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 1756
Table 6 : Table consisting of factors observed during this pandemic crisis n=353
Variables
n (%)
Do you think usage of social media has increased during the pandemic
crisis?
Yes
314 (89 )
No
20 (5.7)
Maybe
19 (5.4)
Do you trust social media platform for critical news over National news
channels and Government agency websites?
Yes
64 (18.1)
No
139 (39.4)
Sometimes
150 (42.5)
Do you rely on official announcements forwarded or shared on social
media by your family or friends?
Yes
75 (21.2)
No
133 (37.7)
Sometimes
145 (41.1)
If yes, do you verify it with official websites/channels before sharing it
among your family/friends?
Yes
218 (61.8)
No
84 (23.8)
Sometimes
51 (14.4)
Have you downloaded AarogyaSethu app of Government of India?
Yes
216 (61.2)
No
137 (38.8)
Source: Primary data from questionnaire
V. DISCUSSIONS:
From literature it is evident that researchers have termed the excessive and problematic use of internet as a cause of
concern. Balhara et al(2018), Bhatt et al(2019), & Lee et al (2012). Though the concern still remains but this study
has brought to light the fact that internet is a blessing in disguise of the availability of social media for a variety of
reasons especially during the COVID 19 nationwide lockdown.
Table 1, depicts the Socio-demographic profile of the respondents. 76 percent of the respondents are upto 24 years of
age, representing the young population that is very conversant with the smart phones and apps. Since the majority of
sample elements are students (72%) and working professionals(22%), who are actual users of social media in the
population also, the results of this study are indicative and can be used for benefit of the society by coming up with
innovative and useful apps.
Table 2 represents the average time users are using the different social media apps and it is found that WhatsApp and
Youtube is been used by the higher number of respondents with an average usage of almost 30-60 minutes per day.
The reasons for the increased use of social media and results indicate that the purpose of online learning,
entertainment, socializing and new updates (Table 3).
It is worth noting that the respondents are wary of the fact that the social media does fuel a lot of rumours spreading
and that users ought to be careful to believe everything that is spread through social media (Table 6). Creating
awareness, spreading positivity, networking, educating, extending help, and sharing opinions are the significant
reasons for which people value social media in this time of pandemic. (Table 4). The respondents have concurred to
the social media being very useful for them for varied purposes like conducting professional duties and
documentation online, using the different apps for health and well being, online training programmes and webinars
Journal of Xi'an University of Architecture & Technology
Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 1757
helping the trainers to widen the reach to learners, socializing through apps for conference calls and bonding over the
boundaries with the family and friends. Pearson’s Chi-square test was applied to understand the association of age
and use of social media. (Table 5). Significant correlation was found between age and use of Instagram, LinkedIn
and Youtube indicating that age does influence the usage of social media.
Figure 1: Factors attributing to usage of social media
A look at the factors that fuel the use of social media and the pros and cons of using social media indicate that
respondents attribute the social media to be very useful due to various factors. (Figure 1) and they are also wary of the
misuse of social media especially during trying times like the present pandemic.
The massive reach of social media been used by the government to reach out to the public for conveying the official
messages, create awareness, convey help lines and even warnings. An app called the ArogyaSetu app has been
specially developed to help the people to understand, check and report if they suspect of being affected with the
COVID 19!
VI. CONCLUSION
This study has focused on the role of Social media during the COVID – 19 pandemic. Some earlier studies referred to
social media as a threat to the productivity of youth and students in the form of technology addiction, the results here
actually prove to be of significance and stress upon the innovative use of social media. Hence it can be concluded that
the COVID 19 pandemic. has given way to innovative use of internet and social media to keep the people safe,
healthy, engaged and in positive frame of mind during the lockdown imposed due to COVID 19 pandemic.
Further researches can be focused upon how to creatively and constructively use this power of social media in many
other fields especially in social welfare, healthcare and economic development.
VII. ACKNOWLEDGEMENT:
This study is part of the project funded under the ICSSR – IMPRESS Scheme. The authors hereby acknowledge
and thank the Indian Council of Social Science Research, (New Delhi) for the funding for the project.
Journal of Xi'an University of Architecture & Technology
Volume XII, Issue V, 2020
ISSN No : 1006-7930
Page No: 1758
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