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Users and Nonusers:     Interactions between Levels of     Facebook Adoption and Social Capital            Cliff Lampe (@c...
In what ways are Facebook users     and non-users different, and how       are heavy users distinct from               lig...
Technology Adoption“…in general, the disparity in effort and benefit worksagainst acceptance in many situations.” (Grudin,...
Method      Random sample of 2150 non-faculty university staff      614 responses (29% response rate)      134 particip...
In what ways are Facebook users and                     non-users different?     Binary logistic regression (predicting us...
Social Capital         Flickr: HarlanH
Facebook Usefulness            Flickr: CapCase
What are non-users’ reasons                     for not joining Facebook?   Time: “I believe it is a huge waste of time a...
How are heavy users                        distinct from light users?  Time on Site                   Interaction on Site ...
Signals of Relational Investment                       Flickr: Spencer77
Actual Friends#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
ANOVA Findings: Age               55                                                                             Non-user ...
ANOVA Findings: Facebook Usefulness                             4.3                                          Non-user     ...
ANOVA Findings: Bridging Social Capital                             4.1                                                   ...
ANOVA Findings: Bonding Social Capital                              3.9                                        Non-user   ...
Discussion      Membership does not appear sufficient to garner       benefits associated with use of SNSs      Users mu...
Take aways         Usefulness is an important frame by         which non-users of Facebook express         their motivatio...
Moving forward             What features or social processes can            Facebook implement to improve users’          ...
Thanks!                 Please address all questions to the intimidating               Superman-lookalike in the audience....
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Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital

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Although Facebook is the largest social network site in the U.S. and attracts an increasingly diverse userbase, some individuals have chosen not to join the site. Using survey data collected from a sample of non-academic staff at a large Midwestern university (N=614), we explore the demographic and cognitive factors that predict whether a person chooses to join Facebook. We find that older adults and those with higher perceived levels of bonding social capital are less likely to use the site. Analyzing open-ended responses from non-users, we find that they express concerns about privacy, context collapse, limited time, and channel effects in deciding to not adopt Facebook. Finally, we compare non-adopters against users who differ on three dimensions of use. We find that light users often have social capital outcomes similar to, or worse than, non-users, and that heavy users report higher perceived bridging and bonding social capital than either group.

To view the paper: http://vitak.files.wordpress.com/2009/02/lampe_vitak_ellison-2013-cscw.pdf

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Transcript of "Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital"

  1. 1. Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital Cliff Lampe (@clifflampe) Jessica Vitak (@jvitak) Nicole Ellison (@nicole_ellison)#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  2. 2. In what ways are Facebook users and non-users different, and how are heavy users distinct from light users?#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  3. 3. Technology Adoption“…in general, the disparity in effort and benefit worksagainst acceptance in many situations.” (Grudin, 1994) Flickr: ciaoamore
  4. 4. Method  Random sample of 2150 non-faculty university staff  614 responses (29% response rate)  134 participants were non-users (22% of sample)  Instrument included validated scales & open-ended item (for non-users)#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  5. 5. In what ways are Facebook users and non-users different? Binary logistic regression (predicting use of Facebook) revealed differences in: 1. Age 2. Bonding Social Capital 3. Facebook Usefulness No differences in sex, ethnicity, education, weekly Internet use, Internet efficacy, self-esteem, or bridging social capital#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  6. 6. Social Capital Flickr: HarlanH
  7. 7. Facebook Usefulness Flickr: CapCase
  8. 8. What are non-users’ reasons for not joining Facebook? Time: “I believe it is a huge waste of time and it takes away from productivity in the workplace.” Impersonal: “I prefer talking face to face or on the phone. My personal friends deserve a private conversation.” Privacy concerns: “Even with the privacy guards in place, people can stalk you from your friends’ sites.” Context collapse: “too much overlap between work and personal life on Facebook” Lack of interest: “[I] dont see how it could add value to my life.”#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  9. 9. How are heavy users distinct from light users? Time on Site Interaction on Site Network Composition#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  10. 10. Signals of Relational Investment Flickr: Spencer77
  11. 11. Actual Friends#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  12. 12. ANOVA Findings: Age 55 Non-user Light user 50 Heavy user 45 Age 40 35 SRI Time Friends#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  13. 13. ANOVA Findings: Facebook Usefulness 4.3 Non-user 4.1 Light user Facebook Usefulness 3.9 Heavy user 3.7 3.5 3.3 3.1 2.9 SRI Time Friends#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  14. 14. ANOVA Findings: Bridging Social Capital 4.1 Non-user 4 Light user Bridging Social Capital 3.9 Heavy user 3.8 3.7 3.6 3.5 3.4 SRI Time Friends#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  15. 15. ANOVA Findings: Bonding Social Capital 3.9 Non-user 3.8 Light user 3.7 Heavy user Bonding Social Capital 3.6 3.5 3.4 3.3 3.2 3.1 SRI Time Friends#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  16. 16. Discussion  Membership does not appear sufficient to garner benefits associated with use of SNSs  Users must actively engage with the site & their network to reap rewards  Unpacking reasons why some people choose to forgo using the site#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  17. 17. Take aways Usefulness is an important frame by which non-users of Facebook express their motivations. How one uses Facebook is strongly associated with social capital outcomes.#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  18. 18. Moving forward What features or social processes can Facebook implement to improve users’ literacy and site engagement?#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
  19. 19. Thanks! Please address all questions to the intimidating Superman-lookalike in the audience. He won’t bite. Probably not, at least. This research was funded in part by NSF Grant #0916019: HCC: Small: The role of social network sites in facilitating collaborative processes.#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison
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