Ems - Summer I ’11 - T101 Lecture 19a: David Nemer Social Media in Brazil

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  • Hi, I’m Dongoh from Indiana University,
  • Local Standard GalapagosSyndrome
  • Research questions What is the
  • Ems - Summer I ’11 - T101 Lecture 19a: David Nemer Social Media in Brazil

    1. 1. 7thInternational <br />Congress of Qualitative Inquiry<br />20th May 2011<br />Facebook vs. Orkut <br />The Battle over Middle Aged Users in Brazil<br />David Nemer<br />: Development of Korean Online Certificate Infrastructure as Local Standard<br />
    2. 2. Agenda<br />Motivation<br />Comparison between Facebook and Orkut<br />Methodology<br />Findings<br />Conclusion<br />Future Work<br />
    3. 3. Motivation<br />
    4. 4. Motivation<br />?<br />
    5. 5. Facebook vs. Orkut – numbers1,2<br />users / million<br />users / million<br />2009-2010 <br />4.5 million users<br />years in Brazil<br />users / million<br />Age: 45-70<br />(7.3%)<br />(33.3%)<br />1- Facebackers: www.facebakers.com ; 2- Orkut Demographics: http://www.orkut.com/MembersAll<br />
    6. 6. Research Question<br />Why are the middle age users from Brazil choosing Facebook over Orkut?<br />
    7. 7. Methodology<br /><ul><li>An approach based on Netnography (Kozintes, 2010)
    8. 8. 30 subjects (randomly chosen)
    9. 9. 15 male / 15 female
    10. 10. 45 – 70 years old
    11. 11. Online questionnaire
    12. 12. User observation
    13. 13. 4 months</li></li></ul><li>Questionnaire<br /><ul><li>Why did you signed up for Facebook?
    14. 14. What do you use Facebook for?
    15. 15. Are you satisfied with it? Explain why.
    16. 16. Have you heard of Orkut?
    17. 17. If yes, is there any reason for you not to sign upfor Orkut or switch to Facebook?
    18. 18. How do you access your Facebook account? (devices)</li></li></ul><li>Analysis of the data<br />Thematic analysis<br />Looking for patterns<br />Observation: 2 hours a day reading the subjects’ profile and news feed<br />
    19. 19. Why join Facebook?<br /><ul><li>Invited by friends
    20. 20. They trust their friends
    21. 21. Curiosity
    22. 22. Keep in touch with oldfriends and relatives</li></li></ul><li>Why not Orkut?<br /><ul><li>Not safe
    23. 23. SPAM
    24. 24. Suspicious links
    25. 25. Not invited</li></li></ul><li>“Pro” Facebook<br /><ul><li>Facebook is the new thing
    26. 26. Satisfied with Facebook / Reliable
    27. 27. They felt safe on Facebook
    28. 28. Didn’t feel their privacy was invaded
    29. 29. Use of mobile device</li></li></ul><li>Against Orkut<br /><ul><li>Slow and unreliable
    30. 30. Heavy Layout
    31. 31. Communication was effortful</li></li></ul><li>Observation Findings<br /><ul><li>Friends from all ages
    32. 32. Mostly communicate with people from their age group
    33. 33. No games
    34. 34. Sometimes used applications
    35. 35. Communication mostly with text
    36. 36. They do watch their kids online</li></li></ul><li>Wrap-up / Conclusion<br /><ul><li>Security
    37. 37. Trust
    38. 38. Reliable
    39. 39. Usability
    40. 40. Fast Access
    41. 41. Clean Design
    42. 42. Not feel overwhelmed
    43. 43. Portability
    44. 44. Mobile Devices</li></li></ul><li>Future Work<br /><ul><li>In Brazil, is Facebook a trend or a real thing amongst the middle aged group?
    45. 45. Is this phenomenon happening all over the world? Why?
    46. 46. How are the young kids reacting?</li></li></ul><li>David nemer<br />Ph.D. Student in Social Informatics<br />School of Informatics and ComputingIndiana University, Bloomington <br />dnemer@indiana.edu<br />http://www.dnemer.com<br />

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