P.E. fus

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P.E. fus

  1. 1. 5 Facebook’s Five User typesWhat are the other aspects inwhich these 5 types differ?June 2011 1
  2. 2. FACEBOOK’S FIVE USER T YPES Utilizing data from a previous study by Pyschster Inc. that had established the five major Facebook user types, we wanted to create a pilot study to discover the various aspects in which these groups dif fer. Facebook User Types  Cruisers/Application Users  Impression Managers  Info/Spectators  Offline Networkers  Update Junkies 1
  3. 3. METHOD Took the results and data from the Psychster study to develop our study We created a sur vey asking user s to rate their opinions on a five - point scale regarding: How they live Demographic data What media they consume Purchasing habits How data was collected  Through Facebook status updates, Listservs, word of mouth  $100 gift card to Amazon.com 2
  4. 4. DATA DEMOGRAPHICS The data collected showed that we had low sample size for three of the five user types. We combined three user types to create three groups:  Info/Spectators  Update Junkies  Others (Cruise/App, Impression, Offline) Users who participated in the survey were mostly female. And mostly consisting within the Update Junkie type. For males, there were an even number of users for each Facebook type. 3
  5. 5. ANALYZING DATA Using SPSS  Multivariate ANOVA tests  Small batches to see if there variables that are significant or approaching significance From this data, we took a look at each dependent variable that stood out. 4
  6. 6. OUR FINDINGS Significant Dependent Variables (p<.05)Interest in Gadgets 0.04Interest in Large Pets 0.02Make Purchases from the TV 0.00Watch TV Infomercials 0.02Watch game shows 0.02Rent Movies at the Store 0.02Learns of new products from YouTube 0.00Learns of new products from Online Commercials 0.03Learns of new products from a Convention 0.00Learns of new music from YouTube 0.03Learns of new music from their Favorite Artist 0.03 5
  7. 7. Q: RATE YOUR INTEREST IN THE FOLLOWING Gadget Info/SpectatorsLarge Pet Update Junkies Others 0 1 2 3 4 5 Rating Scale 1 (Not at all ) – 5 (Extremely) Our 3 Facebook groups differ in their level of interest in…. • Shopping for gadgets and electronics, F(2,51) = 3.30, p = .04 • Update Junkies/Others, p = .014 • Owning large Pets, F(2,51) = 3.97, p = .02 • Info/Others, p = .007 6
  8. 8. Q: HOW LIKELY ARE YOU TO MAKE A PURCHASE...From TV Info/Spectators Update Junkies Others 0 1 2 3 4 5 Rating Scale 1 (Not at all ) – 5 (Extremely)Our 3 Facebook groups differ in likeliness of purchasing their products… • From TV, F(2,51) = 6.38, p = .003 • Info/Others, p = .005 • Update Junkie/Others, p = .001 7
  9. 9. Q: RATE HOW MUCH YOU FIND THE FOLLOWING T V PROGRAM GENRES ENTERTAININGTV Infomericials Info/Spectators Update Junkies Game Shows Others 0 1 2 3 4 5 Rating Scale 1 (Not at all ) – 5 (Extremely) Our 3 Facebook groups differ in finding the following TV genres entertaining… • TV Infomercials, F(2,51) = 3.76, p = .03 • Update Junkies/Others, p = .008 • Game Shows, F(2,51) = 4.56, p = .02 • Update Junkies/Others, p = .004 8
  10. 10. Q: HOW LIKELY ARE YOU TO BE INTRODUCED TO NEW PRODUCTS FROM... Through YouTubeThrough OnlineComm Info/Spectators Update JunkiesThrough Conventions Others 0 1 2 3 4 5 Rating Scale 1 (Very Unlikely) – 5 (Very Likely) Our 3 Facebook groups differ in likeliness of being introduced to new products through.. • YouTube, F(2,51) = 7.00, p = .002 • Info/Others, p = .017 • Update Junkies/Others, p = .000 • Online Commercials, F(2,51) = 3.74, p = .03 • Update Junkies/Others, p = .009 • Conventions, F(2,51) = 11.99, p < .001 • Info/Others, p=.001 • Update Junkies/Others, p < .001 9
  11. 11. Q: HOW LIKELY ARE YOU TO LEARN ABOUT NEW MUSIC THROUGH... Through YouTube Info/Spectators Update JunkiesThrough FaveArtist Others 0 1 2 3 4 5 Rating Scale 1 (Very Unlikely) – 5 (Very Likely) Our 3 Facebook groups differ in likelihood of learning about new music through.. • YouTube, F(2,51) = 3.60, p = .03 • Info/Others, p = .076 • Update Junkies/Others, p = .010 • Favorite Artist, F(2,51) = 5.16, p = .009 • Info/Others, p = .002 • Update Junkies/Others, p = .019 10
  12. 12. Q: HOW LIKELY ARE YOU TO RENT YOUR MOVIES USING THE FOLLOWING METHODS:Grocery store Info-only/Spectators Update Junkies Others 0 1 2 3 4 5 Rating Scale 1 (Not at all) – 5 (Extremely)• Our 3 Facebook groups differ in likeliness of renting movies through grocery stores, F(2,51) = 10.67, p<.001 • Info/Others, p = .002 • Updates Junkies/Others, p < .001 11
  13. 13. SPECIFIC FINDINGS From our pilot study, this is what we have found regarding the Info/Spectators and the Update Junkies Facebook User Type Findings Info/Spectators • Less likely to own a large pet and learn about new music through favorite artist Update Junkies Less likely to: • Purchase products from TV • Watch game shows and infomercials • Rent movies from grocery store • Learn about new products through conventions 12
  14. 14. OTHER PROFILESThe three combined Facebook user types (Cruisers/ApplicationUsers, Impression Managers and Of fline Networkers) had thehighest means for all significant data.  Trends within these three groups is hard to analyze because each are very different in their needs in Facebook. Facebook User Type Findings Others More likely to: • Be interested in shopping for gadgets and electronics • Learn about new products through YouTube, online commercials, and conventions • Learn about new music through YouTube and favorite artist 13
  15. 15. RECOMMENDATIONS Since our n=54 was so small, we need to conduct another study with more data to analyze. We need to gather a more even distribution of the five Facebook User Types. Re-evaluate the pilot survey questions and take out questions that have no ef fect on each Facebook Type Create a new shorter survey to be able to better understand how they live and what they purchase and consume. 14

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