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e-Harmony Study
 

e-Harmony Study

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    e-Harmony Study e-Harmony Study Presentation Transcript

    • Me, My Spouse and the Internet: Reconfiguring Partners and Relationships
      Bill Dutton & Nai Li
    • eHarmony and the OII
      Los Angeles British Consul
      Model for Dating
      Business Opportunities
      Growing into UK Market
      Matching with OII
      eHarmony
      Local, cultural sensitivity
      Branding
      Data Protection Issues
      OII
      Online Dating?
      Reconfiguring Access
      Interesting Case
      Capacity Building
      • Supported by eHarmony (2008—2013)
      • Phase I (Feb 2008—Feb 2009): Project design and pre-testing
      • Phase II (Feb 2009—Mar 2011): Main fieldwork
      • Phase III (Mar 2011 – Feb 2013): Worldwide
      • 36 country, Pan-European survey
      Me, My Spouse and the Internet Study
      • Questionnaire development:
      cognitive interview & focus group interviews -- qualitative study
      • Online survey : sample recruited by SSI & Toluna
      • Fieldwork: two phases
      • Phase I: Australia, Spain, UK and USA -- SSI
      • Phase II: three waves -- Toluna
      Wave 1: Mar - May 2010 (16 countries, 9 Languages)
      Wave 2: June - July 2010 ( Brazil and Japan )
      Wave 3: Nov 2010 - Feb 2011 ( Eastern Europe and Asia)
      Research Design and Method
      • Online survey development and issues
      • Survey software
      • DatStatIlume toLimesurvey
      • The questionnaire
      • 45 minutes for individuals / 90 minutes for couples
      • Only couple completions is treated as a complete
      • Multiple language options for most European countries
      Research Design and Method
      • Role of the Internet in romantic relationships
      • Attraction and selection
      • Maintaining relationships
      • Netiquette
      Research Questions
      • Attraction and selection
      • Where do ‘we’ meet?
      • Do ‘we’ meet different people online?
      • Maintaining relationships
      • Which tools do ‘we’ use to communicate?
      • What do ‘we’ communicate about on the Internet?
      • Netiquette:
      • Which expectations do ‘we ‘have about online behaviour (of our partners)
      • What do ‘we’ consider acceptable online behaviour?
      Research Questions
    • Reconfiguring access
      • Do couples who met offline differ from those who met online? Does the Internet shape selection?
      • Expectation – Hypothesis?
    • Reconfiguring access
    • Sample and Design (Case study: UK & Australia)
    • Sample Composition
    • Attraction and Selection
      Question: Did you first meet your current partner online or offline?
    • Age groups of couples who met online
      Question: Did you first meet your current partner online or offline? In what year were you born?
    • Where did online couples meet
      Question: Did you first meet your current partner online or offline? Where online did you meet?
    • Couples who met online by Age Difference
      Question: In what year were you born?
    • Couples who met online by Education Difference
      Question: What is the highest level of education that you have attained?
    • Importance of Partner’s Attributes
      Question: When you think about your marriage, how important are the following attributes?
    • Couples who met online by Differences in Interests
      Question: Please use the scale (1-5) below to rate your interest in the following things.
    • Commercial Meets Academic Research
      Degrees?
      Time horizons?
      Deadlines
      Predictability: unanticipated changes
      Branding
      And more …
      Opportunities for Academic Research?
    • Maintaining relationships
      • Online relationships: Debilitating or liberating?
      • Truth/Lies paradox
      • Social Scripts for relationships
    • Maintaining relationships
    • Managing relationships
      What explains which media people use to discuss problems
      People with more digital skills are more likely to use technologies to discuss problems in the relationship (independent of how long they’ve used the Internet)
      Younger people discuss problems more frequently face to face than older people, but there is no difference in their use of email or instant messaging (IM) for communicating about problems
      Couples with higher marital satisfaction are more likely to discuss problems when they can get instant feedback (face to face or through IM, but not through email)
      Increases in marital conflict and avoidance behaviour increases communication through email and instant messaging but not face to face communication
      Discussing problems face to face is linked to less frequent discussion of problems through email and IM
      A tendency to discuss problems through one ICT (Phone, SMS) is linked to discussing problems through other ICTs as well and is related to less frequent discussion of problems face to face.
    • Netiquette: General use
      Do you ever spend too much time online?
      • The majority couples have similar perceptions of the time they spent online
      • 43% of couples has dissimilar time use patterns – Cause for conflict?
      • Does it matter whether husband or wife is evaluated?
      Base. All couples who completed more than 90% of survey (N=929)
    • Netiquette: Differences in use
      Base. All couples who completed more than 90% of survey (N=929)
      It seems that women are more worried about the time they and their husbands spend online
      Do you ever feel that you spend too much time on the Internet?
      Do you feel that your partner spends too much time on the Internet?
    • Netiquette: Different activities (OxIS)
      Activities in the last year. Internet Users: OxIS 2007 N=1,578
    • Netiquette: Acceptability infidelity
      How would you feel if your partner engaged in the following activities on the Internet?
      (Unhappy/Don’t care/Happy)
      • emotional infidelity
      • physical infidelity
    • Netiquette: Acceptability Infidelity
      How would you feel if your partner engaged in the following activities on the Internet?
      Physical infidelity
      Emotional infidelity
      Base. All couples who completed more than 90% of survey (N=929)
    • Netiquette: Specific activities - differences
      When partners in a couple disagree it is more likely that the husband finds a certain behaviour acceptable in his wife than that the wife finds it acceptable in her husband
      This is especially true for viewing of ‘adult’ sites
      Base. All couples who completed more than 90% of survey (N=929)
    • Netiquette: Monitoring
      Have you ever checked up on your partner’s activities without them knowing, by doing the following?
      ‘Reading their emails’ (20%), ‘Reading their SMS’(20%), ‘Checking their browser history’ (13%), ‘Reading their IM logs’(5%), ‘Using monitoring software’(2%), and ‘By pretending to be another person’(1%)
    • Monitoring: Similarities
      • In 73% of couples there is similar surveillance behaviour between partners
      • In 44% of couples at least one of the partners monitors the other partner’s behaviour
      Husband only monitor
      Wife only monitor
      No surveillance
      Base. All couples who completed more than 90% of survey (N=929)
      Both monitor
    • Monitoring: Differences
      The wife is for all these behaviours more likely to monitor her husbands behaviour than her husband is to monitor hers.
      Base. All couples who completed more than 90% of survey (N=929)
    • Explaining surveillance
    • Conclusions
      • Gender hugely important in relation to surveillance and netiquette – women are more (have more reason to be) concerned than men about online behaviour
      • Age is related to decrease in monitoring (directly and through higher satisfaction with relationship) – This cannot be explained by experience with the internet
      • Both personality and relationship characteristics are important
    • Points of Summary and Conclusion
      • Commercially-led research might offer academic opportunities
      • Online dating could offer opportunities for exploring theoretical perspectives on the Internet’s role
      • OII has been able to extend its capabilities:
      • Web-based surveys
      • Multi-National
      • EC Study of Media Literacy
      • Comscore, INSEAD, WEF Collaboration