These slides are from my 2012 ABC Europe presentation at Nijmegen, Netherlands.

1. Web 1.0 and Web 2.0 Users
in Voluntary Community Groups:
Beliefs, Participation, and Impacts
May 31, 2012
Peter Cardon
Center for Management Communication
University of Southern California
Los Angeles, California
cardon@marshall.usc.edu

2. 2

3. Enterprise Social
Networking Platforms
(Enterprise 2.0)
3

4. 4

5. 5

6. Sample Finding from the Pew Report
In the past 30 days, have you done any of the following in a group you
are active in?
69%
attended meetings
54%
64%
volunteered your time
47%
60%
contributed money
50%
34%
taken a leadership role
19%
Internet Users Non-Internet Users
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7. Original Sample (n = 2,252 adults)
Non-Internet Users (n = 441) Internet Users (n = 1,811)
Sample for this Study
User 2.0 (n = 84) User 1.0 (n = 107) User 1.0 Lite (n = 118)
Criteria for my Sample (n = 309 adults): (1) Full-time Working Professionals
(2) Highly Active Group Members (commit 4+ hours/week to their groups)
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8. Types of Internet Users
among Highly Active Voluntary Group Members
In the last 30 days, have you done the User 2.0 User 1.0 User Lite
following within your groups…. (n = 84) (n = 107) (n = 118)
Web 1.0 channels read the group's e-newsletter 95% 94% 18%
sent emails 94% 86% 28%
visited the group's website 90% 86% 16%
Web 2.0 channels read updates on a social networking site 95% 12% 9%
posted news to a social networking site 77% 3% 6%
online discussion 71% 19% 5%
texted group members 69% 42% 26%
posted Twitter for the group 21% 2% 0%
read Twitter posts from the group 13% 2% 1%
> 90% use 50 – 90 % use 25 – 90% use 10 – 25 % use
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Note. Groups categorized through K-means cluster analysis.

9. Demographic Profile of Internet User Types
User 2.0 User 1.0 User Lite
User 1.0 slightly more likely to be: Gender
Men 51% 61% 57%
• Older: Average age is 46 Women 49% 39% 43%
• Man Age
Average Years Old 39 46 44
• Married Family
Married 46% 78% 59%
• Conservative in Political Beliefs Parent/Guardian 32% 47% 36%
Residence
• Attend church regularly Large City 24% 22% 17%
Suburb 33% 34% 23%
• Hold a higher educational degree Small City/Rural Area 43% 44% 59%
• Make over $75,000 per year Political Orientation
Conservative 32% 49% 39%
Moderate 38% 28% 30%
Liberal 26% 19% 22%
User 2.0 slightly more likely to be: Church Attendance
More than once per month 56% 74% 66%
• Younger: Average age is 39 Education
• Woman College degree or more 63% 69% 36%
Race
• Unmarried White 74% 78% 72%
Black 19% 11% 15%
• Moderate or Liberal in Political Beliefs Other 7% 11% 13%
Income
• Not attend church regularly Under $30,000 16% 6% 18%
• Hold a lower educational degree $30,000 to $50,000
$50,000 to $75,000
22%
15%
15%
13%
23%
19%
• Make less than $75,000 per year Over $75,000 47% 67% 41%
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10. Beliefs about the Impacts of Online
Communication
Overall, do you think the internet has a MAJOR impact User 2.0 User 1.0 User Lite
at all on the ability of groups to… (n = 84) (n = 107) (n = 118)
A. Communicate with members? 92% 86% 68%
B. Organize activities? 85% 73% 50%
C. Draw attention to an issue? 82% 75% 61%
D. Connect with other groups? 77% 72% 53%
E. Impact society at large? 77% 66% 59%
F. Recruit new members? 71% 52% 40%
G. Raise money? 67% 54% 44%
H. Impact local communities? 54% 52% 44%
I. Find people to take leadership roles? 46% 21% 26%
> 80% believe 65 – 80 % believe 50 -65% believe 35 - 50 % believe
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11. Reasons for Joining Groups
When you are deciding whether to join a new group or User 1.0
User 2.0 User 1.0
organization, how important is -- Lite
A. Whether you think the group can accomplish its goals? 70% 68% 70%
B. Whether the group engages in productive discussions about
65% 67% 65%
something that is important or interesting to you?
C. How much time is required to participate in the group? 47% 51% 52%
D. Whether the group conducts at least some of its activities
42% 37% 33%
offline and in-person?
E. How much it costs to participate in the group? 41% 34% 29%
F. Whether you know someone who is already a member of
17% 19% 20%
the group?
> 65% say 50 – 65 % say 40 -50% say 30 - 40 % say
“extremely “extremely “extremely “extremely
important” important” important” important”
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12. Behaviors Related to Joining Groups
User 1.0
User 2.0 User 1.0
Lite
A. Have you, personally, ever been invited online or through email to
92% 82% 44%
join a group, or not?
B. Do you ever use the internet or email to invite someone to join a
74% 48% 20%
group, or not?
C. Overall, does the internet make it possible for you to be active in a
greater number of...groups than you otherwise would be able to, or 57% 15% 15%
does it have no impact on this?
D. Thinking again about all of the different...groups in which you are
currently active... Did you discover any of these groups ON THE 56% 19% 9%
INTERNET that you otherwise would not have known about, or not?
E. Have you ever felt obligated to join a group because someone you
24% 19% 13%
know invited you to join, or have you never felt this way?
F. Have you, personally, ever created a group of your own, or have
23% 12% 8%
you never done this?
G. Have you, personally, ever been part of group that was created
21% 7% 1%
online but lasted less than 12 months?
> 80% say 65 – 80% say 50 -65% say
40 - 50 % say “yes”
“yes” “yes” “yes”
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13. Reasons for Participation in Groups
For you personally, is ______________ a major, minor
User 2.0 User 1.0 User Lite
or not a reason to participate?
A. Accomplishing things as part of a group that you
63% 65% 57%
can't accomplish on your own
B. Keeping up with news and information about
61% 49% 53%
subjects that matter to you
C. Meeting new people who share your interests 51% 34% 35%
> 60% identify 50 – 60 % identify 40 -50% identify 30 - 40 % identify as
as major reason as major reason as major reason major reason
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14. Impacts – Perceptions of Solving Problems
Solved a difficult problem or achieved Solved a difficult problem or achieved
change in SOCIETY AT LARGE? change in your LOCAL COMMUNITY?
User 2.0 39% User 2.0 50%
User 1.0 32% User 1.0 56%
User Lite 29% User Lite 43%
Percentage Who Stated “Yes” Percentage Who Stated “Yes”
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15. Impacts – Actions Taken
Provided financial support or Raised money for a specific cause?
assistance to someone in need?
User 2.0 70% User 2.0 78%
User 1.0 70% User 1.0 78%
User Lite 55% User Lite 58%
Percentage Who Stated “Yes” Percentage Who Stated “Yes”
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16. Impacts – Actions Taken
In the last 30 days, have you taken a Contributed money to a group you are
leadership role in a group you are active in?
active in?
User 2.0 83%
User 2.0 49%
User 1.0 86%
User 1.0 59%
User Lite 50% User Lite 63%
Percentage Who Stated “Yes” Percentage Who Stated “Yes”
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17. Quality of Life in Local Community
Overall, how would you rate your community as a place to live?
User 2.0 37%
User 1.0 48%
User 1.0 Lite 40%
Percentage Who say "Excellent"
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18. Conclusions
1. User 2.0 uses many forms of online communication, including
blogs, status updates, texts, and other tools.
2. User 2.0 is far more likely to believe online communications
are integral to success.
3. However, User 1.0 participates in groups as much or more
than User 2.0.
4. And, User 1.0 perceives impacts are as great or better than
those of User 2.0.
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