Demographic Disparities in Social Media’s Perceived Role and the Impact of Accessible Salary Data on the College Major Selection Process

Abstract

This study explores the associations between social media usage and the college major selection process among U.S. undergraduate students (N=255). The findings highlight that significant demographic disparities exist in how students perceive and use social media for major exploration, while accessible salary data serves as a powerful intervention for influencing actual choices. Descriptive and t-test analyses reveal that YouTube, Instagram, and X (formerly Twitter) are perceived as significantly less important to women than to men, with women also reporting fewer weekly usage hours for YouTube and X. While Black students reported higher usage across all platforms than White students, the difference was statistically significant only for X. The study identifies salary information as a more direct lever for influencing major considerations than social media. After reviewing actual median salary data, 33% of participants changed their top major selection. A probit model confirmed that the perceived importance of salary data significantly predicts the likelihood of a student switching majors post-intervention. Linear regression modeling further revealed that while White women selected majors with an average median salary of $66 747, men and Asian students selected majors with median salaries $3868 and $5971 higher, respectively. These results suggest that while social media engagement varies by race and gender, timely access to accurate economic data remains a critical factor in academic decision-making.