TITLE:
Unlocking Insights: The Influence of Age, Education, and Gender on Short Video Users’ Time Allocation and Temporal Preferences
AUTHORS:
Melanie Fernandes
KEYWORDS:
Short Video Platforms, Engagement, Time Allocation, Temporal Preferences
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.4,
April
29,
2025
ABSTRACT: Short video platforms have become an integral part of daily life, with millions of people logging in each day to connect with friends, family, and the broader world. Despite their popularity, most research focuses on analyzing user behavior, content trends, or societal impacts, leaving gaps in understanding the nuanced interactions between variables such as age, gender, education, and platform usage patterns. This study explores the interplay between age, gender, education, time allocation, and temporal preferences on short video platforms through a comprehensive analysis of primary data. A regression analysis reveals that while age significantly affects time spent on short video applications, neither education nor gender has a notable impact on time allocation or temporal preferences. These findings highlight the complex relationship between demographic factors and user behaviors across different time contexts on social media platforms, with Instagram emerging as the most widely used platform among respondents.