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Prima e seconda generazione dei
  siti di social network in Italia
      Fabio [.] Giglietto [@uniurb.it]
    http://www.n...
Dicembre 2007 [16-19]
The Italian perspective
One global phenomenon many local
      path of domestication
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: ...
Web search volume
Websites users demographics




  3.097.360 profiles   2.890.268 profiles
Age distribution
                User ages compairson between Facebook and Badoo in Italy
                                ...
Gender
                         Percentage of Male and Female on Facebook and Badoo by age
    0,9


    0,8


    0,7


 ...
State of SNSs in Italy [16-19]
                                       source: http://jilltxt.net/?p=2163
                 ...
Main SNSs activities
      100%

                                               91%                                       ...
Bridging/Bonding
                                            Approssimativamente quanti dei tuoi
                         ...
Bridging/Bonding
                                                 Indicare il proprio grado di accordo o
                 ...
Perception of Privacy
                                              Quanto pensi sia difficile per qualcuno
              ...
Perception of Privacy
                                          Quali delle seguenti informazioni sono
                   ...
Perception of Privacy
                               Alcune persone preferiscono non dare le proprie
                     ...
Time spent
                                              Quanti minuti hai speso in media
                                ...
Sense of community
                                              Indicare il proprio grado di accordo o
                  ...
Conclusions
The research hypothesis can be considered at last
partially confirmed:
• Observing the results of the survey i...
Prima e seconda generazione dei siti di social network in Italia
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Prima e seconda generazione dei siti di social network in Italia

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Presentazione dei risultati di una ricerca comparativa fra l'uso di Facebook e Badoo in Italia.

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Prima e seconda generazione dei siti di social network in Italia

  1. 1. Prima e seconda generazione dei siti di social network in Italia Fabio [.] Giglietto [@uniurb.it] http://www.nextmediaandsociety.org 21-22 novembre 2008, Università Roma Tre
  2. 2. Dicembre 2007 [16-19]
  3. 3. The Italian perspective
  4. 4. One global phenomenon many local path of domestication
  5. 5. 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 other than consolidating existing relationships.
  6. 6. Methodology 1. March: Telephonic survey with a representative sample of Italian population +18 (N=1600); 2. August: Analysis of users demographics; 3. November: Telephonic survey with a representative sample of Marche region population +18 (N=690); 4. September/November: Web survey with random selected sample of Facebook and Badoo users (N=338).
  7. 7. Web search volume
  8. 8. Websites users demographics 3.097.360 profiles 2.890.268 profiles
  9. 9. Age distribution User ages compairson between Facebook and Badoo in Italy (Aug 08) 12% 10% 8% 6% 4% 2% 0% 24 39 13 14 15 16 17 18 19 20 21 22 23 25 26 27 28 29 30 31 32 33 34 35 36 37 38 40 41 42 43 44 45 46 47 48 49 50 oltre 50 facebook badoo Source: Facebook e Badoo (31/08/08)
  10. 10. Gender Percentage of Male and Female on Facebook and Badoo by age 0,9 0,8 0,7 0,6 0,5 0,4 0,3 0,2 0,1 0 16 21 26 31 13 14 15 17 18 19 20 22 23 24 25 27 28 29 30 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 oltre 50 facebook % m facebook %f badoo % m badoo %f Source: Facebook e Badoo (31/08/08)
  11. 11. State of SNSs in Italy [16-19] source: http://jilltxt.net/?p=2163 30,00% 25,00% % of italian population 16-19 20,00% 15,00% 10,00% 5,00% 0,00% dic-07 gen-08 feb-08 mar-08 apr-08 mag-08 giu-08 lug-08 ago-08 set-08 ott-08 nov-08 dic-07 apr-08 ott-08 nov-08 facebook [16-19] 0,63% 1,00% 5,88% 11,48% badoo [16-19] 18,32% 20,91% 24,28% 24,83% source: Facebook, Badoo
  12. 12. Main SNSs activities 100% 91% 90% 90% 82% 81% 79% 80% 77% 72% 68% 69% 70% 70% 67% 60% 55% 53% 49% 50% 45% 42% 40% 37% 30% 23% 21% 20% 17% 10% 0% fare nuove amicizie tenerti in contatto con amici tenerti in contatto con amici flirtare con qualcuno organizzarti con i tuoi amici che vedi spesso che vedi di rado di persona US online teens 12-17 LaRiCA Survery March 2008 facebook users badoo users 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% ; Online survery [N=338]
  13. 13. Bridging/Bonding Approssimativamente quanti dei tuoi quot;amiciquot; di Badoo/Facebook conosci di persona? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 46,9% 29,2% 27,3% 18,5% 16,9% 16,2% 15,4% 15,4% 7,3% 4,6% 1,2% 1,2% Nessuno Pochi Non so Abbastanza Molti Tutti 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=338] , November 2008
  14. 14. Bridging/Bonding Indicare il proprio grado di accordo o disaccordo sulle seguenti affermazioni (da 1 Molto in disaccordo a 5 Molto d'accordo) Badoo Users (N=73) Average rating Facebook Users (N=286) Average rating 3,97417 3,789668 3,453875 3,044776 2,791045 2,730627 2,608856 2,494465 2,313433 2,208955 2,044776 2,014925 Uso Badoo/Facebook per Ho usato Badoo/Facebook Uso Badoo/Facebook per Uso Badoo/Facebook per Uso Badoo/Facebook per Uso Badoo/Facebook per connettermi a persone per cercare qualcuno che ho conoscere meglio i miei amici conoscere meglio le persone tenermi in contatto con conoscere nuove persone conosciute offline conosciuto di persona che vivono vicino a me vecchi amici 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=338] , November 2008
  15. 15. Perception of Privacy Quanto pensi sia difficile per qualcuno scoprire chi sei in base al tuo profilo? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 72,5% 63,0% 16,9% 13,7% 12,3% 11,0% 5,6% 4,9% piuttosto semplice dovrebbero lavorarci sopra ma sarebbe molto difficile che non so potrebbero scoprirlo qualcuno scopra chi sono in base al mio profilo Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=338] , November 2008
  16. 16. Perception of Privacy Quali delle seguenti informazioni sono pubblicate sul tuo profilo di Badoo/Facebook? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 95,2% 91,9% 90,4% 84,1% 79,1% 76,1% 74,5% 76,4% 65,7% 60,9% 55,2% 56,1% 47,8% 38,0% 29,9% 32,1% 22,4% 17,3% 16,4% 13,4% 12,5% 13,4% 9,0% 4,5% Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=338] , November 2008
  17. 17. Perception of Privacy Alcune persone preferiscono non dare le proprie informazioni su un profilo online e ne usano quindi di false. E tu? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 79,7% 50,7% 17,9% 11,4% 9,0% 9,0% 7,5% 6,0% 1,5% 1,8% 3,0% 2,6% tutta la maggior parte una parte molto poca nessuna non so Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=338] , November 2008
  18. 18. Time spent Quanti minuti hai speso in media durante l'ultima settimana su Badoo / Facebook? Badoo Users (N=73) Response Percent Facebook Users (N=286) Response Percent 57,2% 45,8% oltre 1 ora 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=338] , November 2008
  19. 19. Sense of community Indicare il proprio grado di accordo o disaccordo sulle seguenti affermazioni (da 1 Molto in disaccordo a 5 Molto d'accordo) Badoo Users (N=73) Average rating Facebook Users (N=286) Average rating 3,498155 3,254612 3,173432 2,833948 2,507463 2,398524 1,985075 2 2,044776 1,791045 1,826568 1,477612 Facebook/Badoo è parte Sono orgoglioso di dire Facebook/Badoo è Mi sento quot;fuori dal Mi sento parte della Mi dispiacerebbe se delle mie attività alla gente che sono su diventato parte della mia mondoquot; quando non comunità di Facebook/Badoo venisse quotidiane Facebook/Badoo routine quotidiana entro in Facebook/Badoo Facebook/Badoo chiuso per un pò 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=338] , November 2008
  20. 20. 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.

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