The Italian way to SNSs
a comparison between Badoo and Facebook

      Fabio [.] Giglietto [@uniurb.it]
    http://www.nex...
One global phenomenon many local
      path of domestication
The Italian perspective
Brief sites introduction
Badoo               Facebook
A new kind of space
Geographic space     Networked space




                                       danah boyd
Properties of communication
            in networked space
•   Permanence;
•   Replicability;
•   Serchability;
•   Invisi...
Modernity 2.0


       persistence   invisible audiences            replicability   searchability

few    Writings      Pr...
Networked mediated public
From “all public“ to SNSs
Research hypothesis
– Badoo and Facebook users belong to different
  generations in terms of new media literacy
  skills:
...
Methodology
1. March: Telephonic survey with a
   representative sample of Italian
   population +18 (N=1600);
2. August: ...
Online Italians with profile on SNSs
                                                                                     ...
Today: 571.680
600000
         State of SNSs in Italy [16-19]                                                             ...
100%
            Online USA teens vs Italian 18-29
                                               91%
      90%
          ...
Websites users demographics




  1,861,760 profiles   2.794.284 profiles
Facebook grow rate


                                                      1,861,760




Slide from a presentation by Vinc...
Age distribution
Perception of Privacy
    Q7. How easy do you think it would be for someone to find out who you are from your
    profile?...
Bridging/Bonding

   Q8. What are the different ways you use social networking sites? Do you ever use those
   sites to…?
...
Bridging/Bonding

                                                                      Facebook Users                    ...
Conclusions
The research hypothesis can be considered at last
partially confirmed:
• Observing the results of the survey i...
Future work
Is the acquisition of skills necessary to use the
  distinction between public and private in the
 networked s...
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The Italian way to SNSs a comparison between Badoo and Facebook

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Presentation delivered at "IR 9.0: Rethinking Communities, Rethinking Place" conference,
IT University of Copenhagen,
October 15 - 18, 2008.

Published in: Technology, News & Politics
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The Italian way to SNSs a comparison between Badoo and Facebook

  1. 1. The Italian way to SNSs a comparison between Badoo and Facebook Fabio [.] Giglietto [@uniurb.it] http://www.nextmediaandsociety.org IR 9.0: Rethinking Communities, Rethinking Place IT University of Copenhagen October 15 - 18, 2008
  2. 2. One global phenomenon many local path of domestication
  3. 3. The Italian perspective
  4. 4. Brief sites introduction Badoo Facebook
  5. 5. A new kind of space Geographic space Networked space danah boyd
  6. 6. Properties of communication in networked space • Permanence; • Replicability; • Serchability; • Invisible audiences. danah boyd
  7. 7. Modernity 2.0 persistence invisible audiences replicability searchability few Writings Printing press, newspapers Digital media World Wide (pc, video- Web + Google cameras) (Google Book Search) many Writings Personal online publishing / Digital media World Wide Web 2.0 (Blogs, Flickr, (pc, video- Web + Google YouTube) cameras) (Google Blog Search)
  8. 8. Networked mediated public
  9. 9. From “all public“ to SNSs
  10. 10. 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 than consolidating existing relationships.
  11. 11. Methodology 1. March: Telephonic survey with a representative sample of Italian population +18 (N=1600); 2. August: Analysis of users demographics; 3. September: Web survey with random selected sample of Facebook and Badoo users (N=228).
  12. 12. Online Italians with profile on SNSs Si 45,0% 18% 42,6% 40,0% 35,0% 30,0% 25,0% 20,0% No 82% 15,0% 14,0% 10,0% 6,4% 4,8% 5,0% 3,7% ,0% 18-29 30-39 40-49 50-59 60 e + Source: CATI Survey 2008 LaRiCA Demetra Based on 18+ users of social networking sites [N=106] Margin of error is ±2% (March 2008)
  13. 13. Today: 571.680 600000 State of SNSs in Italy [16-19] 24,33% source: http://jilltxt.net/?p=2163 500000 492275 431407 400000 300000 200000 Today: 138,520 5,88% 100000 23520 14920 0 facebook badoo [18-19] italy [16-19] december 2007 italy [16-19] april 2008 source: Facebook, Badoo
  14. 14. 100% Online USA teens vs Italian 18-29 91% 90% 82% 81% 80% 77% 72% 70% 67% 60% 49% 50% 42% 40% 30% 21% 20% 17% 10% 0% fare nuove conoscenze rimanere in contatto con rimanere in contatto con flirtare organizzarti con i tuoi amici persone che si vede spesso persone che si vede di rado usa online teens online italians 18-29 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%
  15. 15. Websites users demographics 1,861,760 profiles 2.794.284 profiles
  16. 16. Facebook grow rate 1,861,760 Slide from a presentation by Vincenzo Consenza (vincos.it) delivered on 11/10/08 (1 week ago)
  17. 17. Age distribution
  18. 18. Perception of Privacy Q7. How easy do you think it would be for someone to find out who you are from your profile? Do you think…? Facebook Users Badoo Users Answer Options Response Percent Response Percent It would be pretty easy 68,9% 57,1% They would have to work at it but they could 17,9% 16,1% figure it out eventually It would be very difficult for someone to find out 6,8% 14,3% who you are from your profile Don't know 6,3% 12,5% Profile visibility Facebook Users Badoo Users Question adapted from Pew Internet Parents & Teens 2006 Survey . only to my friends 47,0% 5,9 Source: Online Survey [N=228] , September 2008 visible to all 44,8% 70,6
  19. 19. Bridging/Bonding Q8. What are the different ways you use social networking sites? Do you ever use those sites to…? Facebook Users Badoo Users Answer Options Response Percent Response Percent Make new friends 43,4% 67,9% Stay in touch with friends you see a lot 70,9% 69,6% Stay in touch with friends you rarely see in person 88,4% 80,4% Flirt with someone 24,3% 39,3% Make plans with your friends 55,6% 53,6% Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=228] , September 2008
  20. 20. Bridging/Bonding Facebook Users Badoo Users Agreement Agreement Answer Options Rating Average Rating Average I use Facebook/Badoo to connect with offline contacts 3,425414 2,019608 I have used Facebook/Badoo to check out someone I met socially 3,674033 2,862745 I use Facebook/Badoo to learn more about my friends 2,685083 2,196079 I use Facebook/Badoo to learn more about other people living near me 2,60221 2,294118 I use Facebook/Badoo to keep in touch with my old friends 3,944751 2,372549 I use Facebook/Badoo to meet new people 2,469613 3,019608 Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook quot;friends:quot; 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=228] , September 2008
  21. 21. 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.
  22. 22. Future work Is the acquisition of skills necessary to use the distinction between public and private in the networked space, driving the success of social network sites like Facebook in other country? Comparative study anyone?

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