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Future Internet 2018, 10, 77 9 of 12 Young people today use their smartphones for prolonged periods of time. In the investigation of this study, 42% of the participants spent more than 1 h on Instagram alone every day. Although this does not mean that these participants are addicted to online social media, it does confirm that Instagram is popular among young people today. Regardless of the amount of time they spent on Instagram every day, the participants expressed strong agreement that they used Instagram to relax and kill time with average scores greater than 4. However, the participants that spent more than 1 h on Instagram every day gave significantly higher scores to 18 question items. Of particular note, they gave average scores greater than 4 to items “To see updates or my friends”, “To remember special events”, and “To remember something important to myself”, which means that heavier users of Instagram focus on documentation more than those with a slight Instagram users. When applied to the findings of this study, the uses and gratifications theory suggests that gender, major, and amount of time spent on Instagram are correlated with significant differences in motives for Instagram use. This means that males vs. females, Designers vs. Engineers, and heavy users vs. light users turn to this platform to satisfy different needs. From the perspective of computer-mediated communication (CMC), the popularity of Instagram among young people has much to do with its use of visual images as the primary means of revealing information. Young adults in Taiwan show a marked preference for images and videos over posts when compared to those in Europe and the US, which indicates that communicating with strong visual images is the mainstream CMC model for young people in Taiwan. In conclusion, female students notice Instagram ads more than male students do; heavy users have stronger motives than light users do and thus mostly gave higher average scores; over half of the design majors followed artisans and celebrities (including designers); female students use Instagram to escape awkward situations more than male students do, and male students want to promote themselves more than female students do. The amount of time spent in usage is a crucial method of distinction that found significant differences in more than half of the question items, and it also shows that heavy users like to document. The limitations of this study are as follows. The samples were mainly obtained via convenience sampling and come from a single university. Thus, the samples are limited in terms of diversity and representativeness of the general population. Also, the distinction between heavy and light users was based on the fact that nearly half of the participants in this study spent more than 1 h on Instagram every day. We did not design a suitable questionnaire regarding internet addiction or base our investigation on addiction. In future research, we suggest taking samples from different types of universities and adding an existing smartphone or internet addiction questionnaire for investigation and classification of the addictive tendencies of users. In future research, we plan to analyze and explore the types of Instagram ads, heavy users, and the interest categories of users. Author Contributions: Conceptualization, Y.-T.H.; Data curation, S.-F.S.; Project administration, Y.-T.H.; Software, S.-F.S.; Supervision, Y.-T.H.; Writing—original draft, S.-F.S. & Y.-T.H.; Writing—review & editing, Y.-T.H. Funding: This research was funded by the Ministry of Science and Technology in Taiwan; Grant No. MOST 106-2410-H-033-034-. Acknowledgments: The authors wish to thank Dr. Chang-Ming Wu for his helpful suggestions. Conflicts of Interest: The authors declare no conflicts of interest. References 1. 2017 Global Internet Use Survey Report: The Internet, Social Media, and Smartphones Are Our Daily Lives. Available online: https://www.smartm.com.tw/article/33313939cea3 (accessed on 7 May 2018). 2. 2015 Internet Trends Report. Available online: https://www.slideshare.net/kleinerperkins/internet-trends- v (accessed on 7 May 2018). 3. Half of Teens Think They’re Addicted to Their Smartphones. Available online: https://edition.cnn.com/ 2016/05/03/health/teens-cell-phone-addiction-parents/index.html (accessed on 7 May 2018). 4. Snyder, S.M.; Li, W.; O’Brien, J.E.; Howard, M.O. The Effect of U.S. University Students’ Problematic Internet Use on Family Relationships: A Mixed-Methods Investigation. PLoS ONE 2015, 10, e0144005. [CrossRef] [PubMed]PDF Image | PageRank algorithm with MPC
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