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future internet Article Motives for Instagram Use and Topics of Interest among Young Adults Yi-Ting Huang * ID and Sheng-Fang Su Department of Commercial Design, Chung Yuan Christian University, Taoyuan 32023, Taiwan; sunny14480363@gmail.com * Correspondence: ythuang@cycu.edu.tw Received: 8 May 2018; Accepted: 7 August 2018; Published: 9 August 2018 Abstract: Instagram is currently the most popular social media app among young people around the world. More than 70% of people between the ages of 12 and 24 are Instagram users. The research framework of this study was constructed based on smartphone addiction and the uses and gratifications theory. We used 27 question items divided into five factors, namely social interaction, documentation, diversion, self-promotion, and creativity, to investigate the motives for Instagram use and topics of interest among university students in Taiwan. A total of 307 valid questionnaires were obtained. The results revealed that on the whole, the motives for Instagram use were mostly to look at posts, particularly involving social interaction and diversion motives. The level of agreement expressed toward motives for creating posts was lower. Gender, professional training background, and level of addiction to Instagram all exert influence on motives for Instagram use. Over half of the students majoring in design followed artisans and celebrities (including designers), and female students noticed ads on Instagram more than male students did. Keywords: cyber-psychology; Instagram; motive of usage; social interaction; social media; visual commerce 1. Introduction A global survey on internet users in 2017 reported that the number of smartphone users has been growing at an astonishing rate. At present, over half of the world’s population own smartphones [1]. The general public has become extremely dependent on smartphones. The average amount of time that an adult spent on his or her smartphone per day soared from 15 min in 2008 to 2 h and 48 min in 2015 [2]. Approximately 8 out of 10 teenagers check their phone at least once every hour [3]. Furthermore, a high 40% of teenagers have some form of internet addiction [4]. Teenagers, in particular, are heavily dependent on mobile devices [5]. Research has shown that individuals with internet addiction and various other compulsions tend to spend more time on their mobile devices [6–8]. However, the amount of time spent using the internet alone is not enough to determine whether an individual has internet addiction [9]; this requires more complex diagnosis and testing. Among the adults that use their smartphones for nearly three hours every day, 59% indicate that they are very reliant on social media, over half of them accessing social media sites at least once every hour [2]. They go on line constantly not only because their friends are using these social media sites but because they are also attracted to the design of these social media platforms. In the US, 90% of the teenagers are users of Facebook, Snapchat, or Instagram [10]. Similarly, an average individual in Taiwan has four social media accounts [11]. Clearly, we can see the stickiness of social media and the resulting ample business opportunities [12]. Launched in October of 2010, Instagram is combination of the words “instant” and “telegram”. With numerous built-in photo filters to create quality visual effects, Instagram is a social media app Future Internet 2018, 10, 77; doi:10.3390/fi10080077 www.mdpi.com/journal/futureinternetPDF Image | PageRank algorithm with MPC
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