Abstract

The Internet and, in particular, social network sites (SNS) have revolutionised communication patterns in the 21^st century. Globally, adoption of these technologies is most common among young consumers, who increasingly integrate social networking into their daily lives. This study examines SNS usage habits of students. Data were collected using a self-administered questionnaire from a sample of 256 South African students. Findings confirm the popularity of Facebook, and suggest potential for social networking in many aspects of students’ lives including education. Faster Internet access and cheaper 3G technology, as well as Smartphone telephony, are enablers that influence adoption of social networking positively. The paper concludes by proposing implications and suggesting areas for future research.

Key words: Facebook, social network sites, Internet, social network sites (SNS), students, young consumers, South Africa.