Understanding User Motivations in Online and Mobile Photo Sharing

Slide 1: “An Offe r Yo u Can’t Re fuse ” The Roots of Persuasion: Understanding User Motivations in Online/Mobile Photo Sharing Mor Naaman Yahoo! Research Berkeley

Slide 2: Tags and Privacy o n Flickr

Slide 3: Y!RB’s Zo ne Tag • 2-click phone-to-Flickr upload • Photo uploaded with location and time metadata

Slide 4: Zo ne Tag Sugge ste d Tags • Tagging made easy – Tag/annotate your photos from the phone

Slide 5: Why Tag? Bay Bridge, Fog, [San Francisco, 94105]

Slide 6: RedSox, Fenway, GreenMonster, Why Tag? [Boston, 02215], …

Slide 7: Why Tag? Horestails, handicapped, sign, [Stanford, 94305], …

Slide 8: De sire d Be havio r • More public photos – But absolutely no compromise on user’s privacy or disclosure comfort • More tags – But meaningful and accurate

Slide 9: Study Go al • What are the factors that come into play in – Making privacy decisions? – Adding tags?

Slide 10: Inspiratio n • Kinberg, Spasojevic, Fleck, Sellen – Social uses of camera-phones • Nancy van House – Research methodology

Slide 11: Study Fo rmat • Reflective Photo Elicitation – Participant’s own photos • Used to study… photo-taking • Grounds study with actual bahavior

Slide 12: Re sults: Tagging Mo tivatio n Taxo no my “I Itagged ahead of f “Iwant at least one time Ican go back and hook of association in get all my pictures of there that can help me [my children]…” reconstruct…” “Itag photos with what Ithink might be Ican tell my mom [with interesting to other the tag] “look, we went people, stuff Ithink to…” people will like”

Slide 13: Re sults: Privacy Co nside ratio ns Taxo no my

Slide 14: Implicatio ns fo r Pe rsuasio n: Tags • Expose other people’s activity – Suggested tags inspired, gave example • Communicate all the benefits – ZoneTag: “add location so your friends can see where you are, and you can find your photos” • Others?

Slide 15: Implicatio ns fo r Pe rsuasio n: Privacy • Estimate photo exposure based on settings – Nice double effect! • Use social comparison • Increase awareness of aggregation • Others?

Slide 16: Do ne ! With Shane Ahern, Morgan Ames, Dean Eckles, Nathan Good, Simon King, Rahul Nair Know any great UED people? Looking for summer internships? We’re hiring. M fun and games: ore http:/whyrb.com / Mor Naaman mor@yahoo-inc.com

Slide 17: A fe w mo tivating facts • ZoneTag used by 500+ users; 50,000+ photos • 61% of users - at least one tag per photo on average – Some more than five (hello, Marc!) • Some users only tag on phone – some never tag on phone

Slide 18: A fe w mo tivating facts Ave rage Tags, Public Zo ne Tag Pho to : 2.2 Ave rage Tags, Public Sho zu Pho to : 0.97 Ave rage Tags, Private Zo ne Tag Pho to : 1.85

Slide 19: Use r Study • 13 ZoneTag users (23-45, 9m, 4f) • All “taggers” (no use to ask non-taggers why they tag) • Roughly one hour each – videotaped and analyzed

Slide 20: Ope n Que stio ns • Those who don’t… • Better filtering, tag suggestions • Longer usage trends • Effect of community on usage • …