The aim of this study was to identify the strongest predictors of individual differences in Internet use, taking into account personality traits, socio-demographic variables, and indicators of habitus and lifestyle. To this purpose, an empirically robust and theoretically easily interpretable classification of online activities and their underlying motives was developed. Representative survey data of the Estonian population (age range 15-74 years; N = 1,507) were used. Factor analysis of online activities revealed two underlying motives for Internet use: Social media and entertainment (SME), and Work and information (WI). General linear modelling analysis showed that SME was most significantly predicted by younger age, the frequency of Internet use at public place, at friends and at home. Openness to Experience, lower education level, and the ethnic minority status. WI was best predicted by the frequency of Internet use at work or school, higher education level, more active civic participation, and the ethnic majority status.
Social media-and entertainment-related Internet useSearching for and managing information regarding friends and acquaintances on social networking portals (e.g., Orkut, Facebook, Rate.ee, MySpace, Linkedin, etc.) Posting and updating information about myself on social networking portals Uploading pictures and photos on the Intemet Searching for entertainment (games, music, films) Using forums to express my opinion on topics I consider important Participating in forums, blogs, surveys Sharing music, films, programs (Bittorrent, etc.) Uploading videos (e.g., YouTube, Tom) Updating my website or blog Watching TV or listening to radio online Communicating with friends and acquaintances Searching for interesting and exciting information Commenting articles in online newspapers or information portals (e.g., Delfi) Online cultural activities (visiting virtual art exhibitions, reading prose, watching art films, etc.) Participating in gaming environments
Work-and information-related Internet useSearching for information on public institutions, ministries, courts, etc. Searching for information from web pages of local govemments Communicating with officials, management of public business online Using e-services (e.g., tax board, forms, citizens' portal, etc.) Intemal communication in organizations (intranet, lists, etc.) Using online databases (libraries, data banks, etc.) Work-related communication with clients and colleagues Searching for practical information (e.g., weather, timetables, etc.) Using online banking Searching for information related to work and studies Searching for information on job vacancies, real estate, tourism, etc. Participating in civic initiatives, signing online petitions Online shopping and gathering relevant information for making purchases Following online newspapers and information portals (e.g., Delfi, etc.) Searching for information and tips on relationships, family, children, child-rearing, health and other aspects of personal life Total % of explained variance Note. ...