Authors - Humberto Merritt Abstract - Mobile applications have become the most important digital technology for social interaction, culture formation, and knowledge sharing in recent years. Electronic platforms such as search engines, social network sites (SNS), on-demand Internet streaming media, and smartphone apps swiftly shape our daily activities politically, culturally, and technologically. Although SNS impact how people interact with one another, their usage varies depending on the type of application. This research explores what social network sites are preferred in Mexico according to the application and platform used. In particular, it seeks to answer the following questions: 1) What SNS are preferred by Mexicans, and 2) What are the sociodemographic factors that determine their preferences? The methodology follows a quantitative approach that draws on the National Survey on the Availability and Use of Information Technologies in Households (ENDUTIH) carried out in 2023 by the National Institute of Statistics and Geography of Mexico (INEGI). Empirical evidence suggests that Mexicans favor SNS such as Facebook, WhatsApp, Instagram and YouTube. Average users are in their mid-thirties, and women are more intensive users of SNS.
