MOTIVES FOR INTERNET USE AND THEIR RELATIONSHIPS WITH PERSONALITY TRAITS AND SOCIO-DEMOGRAPHIC FACTORS

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.