Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods
This study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together wit...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-04-01
|
| Series: | Journalism and Media |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-5172/6/2/59 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850167629541539840 |
|---|---|
| author | Amir Hamza Dai Yonghong Ihsan Ullah |
| author_facet | Amir Hamza Dai Yonghong Ihsan Ullah |
| author_sort | Amir Hamza |
| collection | DOAJ |
| description | This study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together with behavioral patterns and social consequences. To ensure validity and reliability, the data were cross-checked with publicly available statistics from individual social media platforms, ensuring consistency in reported usage trends. Facebook held the top spot on social media before the pandemic, yet YouTube together with Instagram and Twitter gained substantial growth from pandemic-era users seeking entertainment and information as well as social contact. Facebook resumed its leadership position following the pandemic period with Instagram and YouTube staying highly popular among users. This research shows Pakistan faces an ongoing digital disparity between metropolises and rural areas, thus requiring better Internet networks alongside digital education initiatives to overcome this gap. This research shows that social media platforms must deliver cultural-specific content together with features that address Pakistani user needs. This study recognizes mental health challenges from heavy social media usage, so it recommends platform-based tools establishing better online behavior practices. This paper proposes strategic guidance for policymakers and social media platforms to establish inclusive digital progress and achieve digital balance in Pakistan. |
| format | Article |
| id | doaj-art-64a9ea4bf1bf466fa7d991fed3ea3741 |
| institution | OA Journals |
| issn | 2673-5172 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journalism and Media |
| spelling | doaj-art-64a9ea4bf1bf466fa7d991fed3ea37412025-08-20T02:21:10ZengMDPI AGJournalism and Media2673-51722025-04-01625910.3390/journalmedia6020059Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 PeriodsAmir Hamza0Dai Yonghong1Ihsan Ullah2School of Media and Communication, Shenzhen University, Shenzhen 518060, ChinaCentre for China’s Overseas Interests, Institute of Area and International Communication Studies, College of International Studies, Shenzhen University, Shenzhen 518060, ChinaChina Center for Special Economic Zone Research, Shenzhen University, Shenzhen 518060, ChinaThis study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together with behavioral patterns and social consequences. To ensure validity and reliability, the data were cross-checked with publicly available statistics from individual social media platforms, ensuring consistency in reported usage trends. Facebook held the top spot on social media before the pandemic, yet YouTube together with Instagram and Twitter gained substantial growth from pandemic-era users seeking entertainment and information as well as social contact. Facebook resumed its leadership position following the pandemic period with Instagram and YouTube staying highly popular among users. This research shows Pakistan faces an ongoing digital disparity between metropolises and rural areas, thus requiring better Internet networks alongside digital education initiatives to overcome this gap. This research shows that social media platforms must deliver cultural-specific content together with features that address Pakistani user needs. This study recognizes mental health challenges from heavy social media usage, so it recommends platform-based tools establishing better online behavior practices. This paper proposes strategic guidance for policymakers and social media platforms to establish inclusive digital progress and achieve digital balance in Pakistan.https://www.mdpi.com/2673-5172/6/2/59social media platformsCOVID-19 pandemicpre-COVID-19during COVID-19and post-COVID-19social media analysis |
| spellingShingle | Amir Hamza Dai Yonghong Ihsan Ullah Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods Journalism and Media social media platforms COVID-19 pandemic pre-COVID-19 during COVID-19 and post-COVID-19 social media analysis |
| title | Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods |
| title_full | Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods |
| title_fullStr | Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods |
| title_full_unstemmed | Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods |
| title_short | Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods |
| title_sort | dynamic shifts in social media usage in pakistan a comparative analysis across pre during and post covid 19 periods |
| topic | social media platforms COVID-19 pandemic pre-COVID-19 during COVID-19 and post-COVID-19 social media analysis |
| url | https://www.mdpi.com/2673-5172/6/2/59 |
| work_keys_str_mv | AT amirhamza dynamicshiftsinsocialmediausageinpakistanacomparativeanalysisacrosspreduringandpostcovid19periods AT daiyonghong dynamicshiftsinsocialmediausageinpakistanacomparativeanalysisacrosspreduringandpostcovid19periods AT ihsanullah dynamicshiftsinsocialmediausageinpakistanacomparativeanalysisacrosspreduringandpostcovid19periods |