Analysis of factors which impact Facebook users´ attitudes and behaviours using decision tree techniques

The number of Facebook users has increased dramatically over the past decades, as Facebook become the most common communication and sharing channel via the Internet. More people are now spending a lot of time using Facebook and gain high levels of satisfaction from using Facebook. Facebook users´ attitudes and behaviours are becoming more influenced by highly technological devices which are not only integrated their personal lives but also areas of education and employment. This paper analyses factors including Internet and email use, owning a tablet, access to the Internet via mobile devices, gender, income, education, employment status. Moreover, an investigation of parental influence to Facebook users´ attitudes and behaviours based on surveyed data from more than a thousand users using decision tree techniques.