Attraction, retention, and satisfaction in social media use: Are there age differences between Ghanaian youth and the elderly?

Franklin Nkudefe  Adjotor; Mary Selikem  Ayim-Segbefia

Franklin Nkudefe Adjotor Institute of Film and Television, University of Media, Arts and Communication (UNIMAC-IL), Accra, Ghana https://orcid.org/0009-0005-9162-2730
Mary Selikem Ayim-Segbefia Institute of Film and Television, University of Media, Arts and Communication (UNIMAC-IL), Accra, Ghana https://orcid.org/0000-0001-7281-3703

Abstract

This research challenges the conventional assumptions on age-related behaviours in social media spaces. Employing an explanatory mixed methods design, it compares social media attraction, retention, and satisfaction between youth (aged 15–35) and elderly (aged 60+) populations in the Greater Accra Region. Quantitative data, analyzed using difference-in-mean chi-square tests, reveal significant variations across age groups, while qualitative insights from in-depth interviews uncover the limited influence of youth on elderly adoption of social media. Findings demonstrate that older adults are more attracted to social media for alleviating loneliness and reconnecting with lost contacts, contributing to higher retention rates compared to youth, who exhibited more exploratory usage patterns. Despite these differences, overall satisfaction levels with social media were similarly high across age cohorts, reflecting unique but equally fulfilling user experiences. The study advocates promoting intergenerational connectivity initiatives to encourage experience sharing and foster a supportive, age-inclusive digital community.