Prima e seconda generazione dei siti di social network in Italia

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Prima e seconda generazione dei siti di social network in Italia - Presentation Transcript

  1. Prima e seconda generazione dei siti di social network in Italia Fabio [.] Giglietto [@uniurb.it] http://www.nextmediaandsociety.org 21-22 novembre 2008, Università Roma Tre
  2. Dicembre 2007 [16-19]
  3. The Italian perspective
  4. One global phenomenon many local path of domestication
  5. Research hypothesis – Badoo and Facebook users belong to different generations in terms of new media literacy skills: 1. Badoo users appear to lack a clear understanding of the invisible audience and can’t therefore use the public/private distinction in a networked space; 2. Badoo users appear to be mainly using the site to bridge their social capital making new friends other than consolidating existing relationships.
  6. Methodology 1. March: Telephonic survey with a representative sample of Italian population +18 (N=1600); 2. August: Analysis of users demographics; 3. November: Telephonic survey with a representative sample of Marche region population +18 (N=690); 4. September/November: Web survey with random selected sample of Facebook and Badoo users (N=338).
  7. Web search volume
  8. Websites users demographics 3.097.360 profiles 2.890.268 profiles
  9. Age distribution User ages compairson between Facebook and Badoo in Italy (Aug 08) 12% 10% 8% 6% 4% 2% 0% 24 39 13 14 15 16 17 18 19 20 21 22 23 25 26 27 28 29 30 31 32 33 34 35 36 37 38 40 41 42 43 44 45 46 47 48 49 50 oltre 50 facebook badoo Source: Facebook e Badoo (31/08/08)
  10. Gender Percentage of Male and Female on Facebook and Badoo by age 0,9 0,8 0,7 0,6 0,5 0,4 0,3 0,2 0,1 0 16 21 26 31 13 14 15 17 18 19 20 22 23 24 25 27 28 29 30 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 oltre 50 facebook % m facebook %f badoo % m badoo %f Source: Facebook e Badoo (31/08/08)
  11. State of SNSs in Italy [16-19] source: http://jilltxt.net/?p=2163 30,00% 25,00% % of italian population 16-19 20,00% 15,00% 10,00% 5,00% 0,00% dic-07 gen-08 feb-08 mar-08 apr-08 mag-08 giu-08 lug-08 ago-08 set-08 ott-08 nov-08 dic-07 apr-08 ott-08 nov-08 facebook [16-19] 0,63% 1,00% 5,88% 11,48% badoo [16-19] 18,32% 20,91% 24,28% 24,83% source: Facebook, Badoo
  12. Main SNSs activities 100% 91% 90% 90% 82% 81% 79% 80% 77% 72% 68% 69% 70% 70% 67% 60% 55% 53% 49% 50% 45% 42% 40% 37% 30% 23% 21% 20% 17% 10% 0% fare nuove amicizie tenerti in contatto con amici tenerti in contatto con amici flirtare con qualcuno organizzarti con i tuoi amici che vedi spesso che vedi di rado di persona US online teens 12-17 LaRiCA Survery March 2008 facebook users badoo users Source: Pew Internet & American Life Project Parents & Teens Survey, October-November 2006. Based on teens 12-17 who use social networking sites [N=493] Margin of error is ±5%; Indagine CATI 2008commissionata dal LaRiCA Based on 18-29 users of social networking sites [N=106] Margin of error is ±2% ; Online survery [N=338]
  13. Bridging/Bonding Approssimativamente quanti dei tuoi \"amici\" di Badoo/Facebook conosci di persona? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 46,9% 29,2% 27,3% 18,5% 16,9% 16,2% 15,4% 15,4% 7,3% 4,6% 1,2% 1,2% Nessuno Pochi Non so Abbastanza Molti Tutti Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook \"friends:\" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.html Source: Online Survey [N=338] , November 2008
  14. Bridging/Bonding Indicare il proprio grado di accordo o disaccordo sulle seguenti affermazioni (da 1 Molto in disaccordo a 5 Molto d'accordo) Badoo Users (N=73) Average rating Facebook Users (N=286) Average rating 3,97417 3,789668 3,453875 3,044776 2,791045 2,730627 2,608856 2,494465 2,313433 2,208955 2,044776 2,014925 Uso Badoo/Facebook per Ho usato Badoo/Facebook Uso Badoo/Facebook per Uso Badoo/Facebook per Uso Badoo/Facebook per Uso Badoo/Facebook per connettermi a persone per cercare qualcuno che ho conoscere meglio i miei amici conoscere meglio le persone tenermi in contatto con conoscere nuove persone conosciute offline conosciuto di persona che vivono vicino a me vecchi amici Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook \"friends:\" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.html Source: Online Survey [N=338] , November 2008
  15. Perception of Privacy Quanto pensi sia difficile per qualcuno scoprire chi sei in base al tuo profilo? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 72,5% 63,0% 16,9% 13,7% 12,3% 11,0% 5,6% 4,9% piuttosto semplice dovrebbero lavorarci sopra ma sarebbe molto difficile che non so potrebbero scoprirlo qualcuno scopra chi sono in base al mio profilo Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=338] , November 2008
  16. Perception of Privacy Quali delle seguenti informazioni sono pubblicate sul tuo profilo di Badoo/Facebook? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 95,2% 91,9% 90,4% 84,1% 79,1% 76,1% 74,5% 76,4% 65,7% 60,9% 55,2% 56,1% 47,8% 38,0% 29,9% 32,1% 22,4% 17,3% 16,4% 13,4% 12,5% 13,4% 9,0% 4,5% Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=338] , November 2008
  17. Perception of Privacy Alcune persone preferiscono non dare le proprie informazioni su un profilo online e ne usano quindi di false. E tu? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 79,7% 50,7% 17,9% 11,4% 9,0% 9,0% 7,5% 6,0% 1,5% 1,8% 3,0% 2,6% tutta la maggior parte una parte molto poca nessuna non so Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=338] , November 2008
  18. Time spent Quanti minuti hai speso in media durante l'ultima settimana su Badoo / Facebook? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 57,2% 45,8% oltre 1 ora Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook \"friends:\" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.html Source: Online Survey [N=338] , November 2008
  19. Sense of community Indicare il proprio grado di accordo o disaccordo sulle seguenti affermazioni (da 1 Molto in disaccordo a 5 Molto d'accordo) Badoo Users (N=73) Average rating Facebook Users (N=286) Average rating 3,498155 3,254612 3,173432 2,833948 2,507463 2,398524 1,985075 2 2,044776 1,791045 1,826568 1,477612 Facebook/Badoo è parte Sono orgoglioso di dire Facebook/Badoo è Mi sento \"fuori dal Mi sento parte della Mi dispiacerebbe se delle mie attività alla gente che sono su diventato parte della mia mondo\" quando non comunità di Facebook/Badoo venisse quotidiane Facebook/Badoo routine quotidiana entro in Facebook/Badoo Facebook/Badoo chiuso per un pò Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook \"friends:\" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.html Source: Online Survey [N=338] , November 2008
  20. Conclusions The research hypothesis can be considered at last partially confirmed: • Observing the results of the survey it’s pretty clear that Badoo users are mainly using the site to bridge their social capital making new friends other than consolidating existing relationships; • Some data also confirm that Badoo users lack a clear understanding of the invisible audience and underestimate the exposure of their online published contents.

+ Fabio GiglietttoFabio Gigliettto, 2 years ago

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