A study on effects of demographic variables on success of social media

In the recent years, social media have developed significantly and their usages have become main activities of internet users. The proposed study of this paper considers the effects of personal characteristics such as age, gender and marital status on social media. The study designs a questionnaire and distributes 385 questionnaires among students who are enrolled in different educational levels in governmental university named Allameh Tabatabayi university located in Tehran, Iran during the year of 2011. Because of abnormality of data, non-parametric test were used. In this research, we studied the effects of demographic variables on success of social media. The results showed that success of social media is more important among female students. Marriage situation shows that social media success variable is more important among married than single ones and, finally, this variable is more important among older people.