A regression approach to testing genetic influence on communication behavior: Social media use as an example

A behavior genetics perspective suggests both social and biological forces influence human behavior, including highly specialized media and communication behaviors. In this paper, I use a behavior genetics framework and twin study data from the 2013 Midlife in the United States (MIDUS III) survey to examine how both environmental and genetic factors contribute to social media use. By applying a straightforward-and easily replicable-analytical extension to linear regression called DeFries-Fulker (DF) regression, I demonstrate that approximately one-to two-thirds of variance in social media use is attributable to additive genetic traits; unique and shared environmental factors account for the remainder of variance. In addition to showing social media use is partially motivated by underlying genetic traits, this paper, more importantly, provides an analytical blueprint for using DF regression in future investigations of genetic influence on communication behaviors and media effects.