The aim of the study is to identify the impact of growing use of social media sites on the academic performance of the students of Mumbai universities and colleges. This study focuses to identify the extent of student’s utilization of social networking sites, their reasons for using social media, and their social media preference. It also tried to explore how the different variables such as sex, age, religion, grade level, type of social networking sites, and the number of hours spent in social media usage affect the extent of their academic performance. Binary logistic regression analysis and descriptive methods were used. Study findings showed that a great number of students in University of Mumbai, are addicted to social media. A study reveals that social media should be used for educational purposes as well. Study also reveal that majority of the students used Facebook to communicate with their friends and relatives followed by Instagram. The students were using social media daily for 1-5 hours. Social Media Sites should be expanded and new pages should be created to enhance academic activities which can be used to improve students’ academic performance. Students should be under observation while using social media by Teachers and parents.
Key words: Media, Trends ,Students , Impact , Education