[Paper Review] Uses and Gratifications of Alternative Social Media: Why do people use Mastodon?

Kijung Lee, Mian Wang|arXiv (Cornell University)|Mar 2, 2023

Technology Adoption and User BehaviourDecision Sciences3 citations

TL;DR

This study investigates why users join and continue using Mastodon, an alternative social media platform, through the lens of Uses and Gratifications Theory. Using survey data from 15 Mastodon instances, the authors identify seven key motivations for joining and seven gratifications obtained, with data privacy and control over personal information emerging as the primary driver for user adoption and sustained engagement.

ABSTRACT

The primary purpose of this investigation is to answer the research questions; 1) What are users' motivations for joining Mastodon?; 2) What are users' gratifications for using Mastodon?; and 3) What are the primary reasons that the users continue to use Mastodon? We analyzed the collected data from the perspective of the Uses and Gratifications Theory. A questionnaire was designed to measure the opinions of Mastodon users from 15 different Mastodon instances. We examined 47 items through exploratory factor analysis using principal components extraction with Varimax with Kaiser Normalization. The results extracted 7 factors of gratification sought (expectation) and 7 factors of gratification obtained. We discovered that the primary reason that the users join and use Mastodon is the ease of controlling and sheltering users' information from data mining. The findings of the gratification sought structure are similar to findings of the gratification obtained structure, and the comparison between the two groups of data suggests that users are satisfied with the ongoing use of Mastodon.

Motivation & Objective

• To understand the motivations behind user adoption of Mastodon as an alternative to mainstream social media platforms.
• To identify the specific gratifications users seek and obtain from using Mastodon.
• To examine the factors that contribute to sustained usage of Mastodon over time.
• To apply the Uses and Gratifications Theory to analyze user behavior on decentralized social media platforms.
• To compare users' expectations (gratifications sought) with actual experiences (gratifications obtained) on Mastodon.

Proposed method

• A structured questionnaire was administered to collect data from users across 15 distinct Mastodon instances.
• Exploratory factor analysis (EFA) was conducted using principal components extraction with Varimax rotation and Kaiser normalization to identify underlying factors.
• The EFA was applied separately to two datasets: gratifications sought (user motivations for joining) and gratifications obtained (user experiences during use).
• Factor extraction was based on 47 survey items measuring various motivations and gratifications related to social media use.
• The analysis aimed to uncover latent structures in user motivations and satisfaction, enabling comparison between expectations and actual experiences.
• Statistical techniques ensured internal consistency and validity of the identified factors in both gratifications sought and obtained dimensions.

Experimental results

Research questions

• RQ1 What are the primary motivations for users to join Mastodon?
• RQ2 What gratifications do users obtain from using Mastodon?
• RQ3 What are the main reasons users continue to use Mastodon over time?
• RQ4 How do users' expectations (gratifications sought) compare to their actual experiences (gratifications obtained) on Mastodon?
• RQ5 To what extent do the gratification structures reflect user satisfaction and platform retention?

Key findings

• The most significant motivation for joining Mastodon is the ability to control and protect personal information from data mining.
• Users report high satisfaction with Mastodon, as the structure of gratifications sought closely aligns with gratifications obtained.
• Seven distinct factors of gratification sought and seven factors of gratification obtained were identified through exploratory factor analysis.
• The strong correspondence between gratifications sought and obtained indicates users are largely satisfied with their Mastodon experience.
• Privacy and data autonomy are central to user retention, with users valuing the platform’s decentralized and user-controlled nature.
• The findings suggest that Mastodon successfully meets user expectations related to information control, contributing to sustained platform use.