A Comparison of Social Media Behaviors Between Sexual Minorities and Heterosexual Individuals

Abstract Introduction This study’s aim was to identify key differences in social media behaviors of sexual minorities compared to heterosexuals. Importantly, identifying which social media behaviors are more prevalent for sexual minorities helps understand online behavioral differences and promote psychological well-being. Method Participants were recruited online (N = 1,294) indicating use of Facebook or Twitter. They completed validated psychosocial questionnaires and responded to questions regarding specific social media behaviors. Univariate comparisons assessed differences in social media behaviors between the sexual minority group (n = 178) and the heterosexual group (n = 1,116). A stepwise binary logistic regression model identified the specific social media behaviors that were most associated with the sexual minority group. Results The univariate comparisons identified many differences in social media behavior between the sexual minority and heterosexual groups. Based on the multivariate analyses, the key social media behaviors most associated with the sexual minority group included more hours on Twitter and a higher likelihood of downward social comparisons. Conclusion Due to the pervasiveness of social media, potentially negative impacts associated with the social media behaviors of sexual minorities should be further examined. Additionally, positive outcomes to social media behaviors should also be assessed to promote healthier social media use among sexual minorities.