| Categories | Themes | Codes | Quotes | |
| Routine Use | Convenience and utility | Online shopping Free calls Look for locations Fast to message Video calls Efficient Communicate easily | Convenient Government services Jellyfish update Banking Google translate Communicate directly | “I use social app to buy groceries” “I am partially deaf. It helps me communicate” “I follow mass and prayer when church are closed” “To communicate with friends/family-find it useful e.g. I am studying for an exam and need some quick help/ask mum if food is done” “Get information on shopping offers etc” |
| Education | Research papers Worksheets Teach Books Sharing documents Listen to talks | School Facilitate studying Discuss Assignment Lecture Academia | “Assisting students with their math problems” “Discuss assignments” “I follow several educational pages (ex: science, teaching, health, geography, gardening, that keeps me updated with new/interesting information – and I can ask a question and have it answered by a number of people” | |
| Information seeking | Look for advice Bus routes Gozo Ferry Property Second hand goods | News Gardening Recipes Easy access to information | “Social media apps (mostly Facebook) updates me regarding what is happening in the outside world.” “ideas for crafts and lacemaking, knitting and crochet” “Enjoy browsing the marketplace listings” | |
| Work | Advertise Income Work purposes | Work updates Marketing outreach My job | “For work, I am a journalist so looking for stories on social media is my main role” “WhatsApp is mainly used for work purposes, to keep in touch with colleagues especially considering that we have been split into clusters during the pandemic.” | |
| Relaxation & Entertainment | Fun videos Celebrity gossip Influencers TikTok Leisure Exercise videos Watch series Boredom Browse Pinterest | Unwind Music Hobbies Posts by others Browse Distraction Trends Curiosity Kill time | “I useYouTube for all kinds of information and music” “Give me something to do when I have some free time” “They are a distraction from things going on in my life, I use them as a break but often end up wasting time on them” | |
| Emotional Connection | Hang out with friends | Chat Plan outings Connect Meet new people Dating Socializing Keeping tabs | Updates Old friends Wider network Colleagues Birthdays Friendships Feeling part of a group | “Currently in a long distance relationship so social media is our only means of communication even especially at the moment during covid” “To chat with family, friends and colleagues (especially while I was studying abroad)” “To find old friends” “Communicate with boyfriend” |
| Speak to family | Offer support Speak to family keep connected | Relatives abroad Pandemic Checking on family | “Checking in on family and friends daily on whatsapp and messenger instead of phone call” “Keeps you connected with friends and family esp those who live abroad and with those who we can’t meet because of the pandemic…”. | |
| Sharing content | Advertise my work Create content Share content Family content | Memories Sharing photography Showcase my hobbies Sharing photos and videos | “To upload our travel photos” “I post photos of my art work on Facebook” “Sharing my material videos, photos. Learn from other people material.” | |
| Expressing opinion | Activism Politics Feminist activism | Share ideas Spread good energy | “Post content which I feel are important to share” “promote mental health wellbeing and even what I like e.g.: fashion” “Promote my views and try to influence people” | |