Mapping Localized Digital Behaviour: A Comparative Study of Social Media Usage in West Haryana
Keywords:
Social Media, West Haryana, Platform Popularity, Content Consumption, Digital Behaviour, WhatsApp, Instagram, Generation GapAbstract
This research investigates the localized digital behavior, platform popularity, and content consumption patterns among social media users in West Haryana, India, specifically within the districts of Sirsa, Fatehabad, and Hisar. Despite the global impact of social media, regional data remains unclear. Using a descriptive and analytical research design, primary data was collected from 640 respondents via a structured digital survey. The study utilized purposive sampling to capture a diverse demographic, resulting in a sample with a significant youth concentration (59% aged 11–30) and a balanced gender distribution (55% male, 45% female). The findings reveal that WhatsApp has achieved near-universal saturation (over 90% usage across all age groups), functioning as essential communication infrastructure. In contrast, other platforms exhibit sharp age-based stratification: Instagram peaks among the 11–20 demographic (88%) but declines with age, while Facebook maintains arobust presence among users aged 41 and above (over 66%). Content preferences also shift predictably with maturity; younger users prioritize social connection and gaming content, whereas older demographics gravitate toward utilitarian content, including news, education, and business. These results highlight a distinct "digital generation gap" and provide actionable insights for content creators and marketers to align their strategies with localized, age-specific regional preferences.
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