Adoption, Usage and Impact of YouNow

Adoption, Usage and Impact of the Social Live Streaming
Platform YouNow
Kaja J. Fietkiewicz & Katrin Scheibe
LIS 2017, Sapporo

www.hhu.de
Agenda
LIS 2017 Kaja J. Fietkiewicz 2017-08-252
1 What is YouNow?
2 Research Questions and Methods
3 Results: Adoption
4 Results: Usage
5 Results: Impact
6 Conclusion
7 Limitations and Future Research

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Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Usage
5 Results: Impact
6 Conclusion

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What is YouNow?
Social Live Streaming Service
Broadcasting in real-time
Active broadcasters and passive recipients
Interaction via chat and rewards
Synchronous usage

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Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Usage
5 Results: Impact
6 Conclusion

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Research Questions
RQ1: What leads to the adoption of YouNow?
RQ2: How do the YouNower’s use the service?
RQ3: What impact has YouNow on its user?

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Methods
Information Services Evaluation Model
Source: Schumann and Stock (2014).

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Methods
Data Collection and Analysis

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Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Motivation
5 Results: Usage
6 Results: Impact
7 Conlusion

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Results
General Outcomes
N=12
3
N=43
4

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Results
General Outcomes
N=12
3
N=43
4
39% 61%

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Results
General Outcomes
N=12
3
N=43
4
39%
51%
61%
49%

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Results
How did the users get to know the service?
Adoption of YouNow
Friends
35%
Family
1%
Internet
48%
TV
4%
Other
12%

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Results
What are the reasons for adopting YouNow?
Adoption of YouNow
65.00%
59.10%
59.20%
49.20%
45.40%
34.00%
30.80%
31.40%
15.80%
16.70%
10.80%
5.80%
8.30%
9.90%
10.80%
9.10%
19.20%
24.20%
30.00%
45.00%
46.30%
56.10%
58.40%
59.50%
0% 20% 40% 60% 80% 100%
To become famous
Self-realization
To contact my fans
To stream
For friends/aquaintances
Boredom
To chat
To watch streams
Disagree Neutral Agree

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Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Usage
5 Results: Impact
6 Conlusion

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Is becoming famous a motivational factor to useYouNow?
Not important
51%
Neutral
8%
Important
16%
No answer
25%
Results
Motivations for using YouNow

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Not important
40%
Neutral
11%
Important
25%
No answer
24%
Is sense of belonging a motivational factor to use
YouNow?
Results

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Results
Motivations for using YouNow (Gender)

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Results
FAME
SENSE OF
BELONGING

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Results
FAME
• 21.4%Yes
• 7.1%Neutral
• 71.4%No
• 22.2%Yes
• 13.9%Neutral
• 63.9%No
SENSE OF
BELONGING

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Results
FAME
• 21.4%Yes
• 7.1%Neutral
• 71.4%No
• 22.2%Yes
• 13.9%Neutral
• 63.9%No
• 46.4%Yes
• 12.5%Neutral
• 41.4%No
• 63.9%Yes
• 13.9%Neutral
• 22.2%No
SENSE OF
BELONGING

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Results
Motivations for using YouNow (Age)

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Results
25
FAME
SENSE OF
BELONGING

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Results
FAME
SENSE OF
BELONGING
14-17 years
old
18-21 years
old
22-29 years
old
Over 30

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Results
FAME
SENSE OF
BELONGING
• 30.3%Yes
• 15.2%Neutral
• 54.6%No
• 17.9%Yes
• 3.6%Neutral
• 78.6%No
• 23.8%Yes
• 14.3%Neutral
• 61.9%No
• 0%Yes
• 9.1%Neutral
• 90.9%No
14-17 years
old
18-21 years
old
22-29 years
old
Over 30

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Results
FAME
SENSE OF
BELONGING
• 30.3%Yes
• 15.2%Neutral
• 54.6%No
• 69.7%Yes
• 9.1%Neutral
• 21.2%No
• 17.9%Yes
• 3.6%Neutral
• 78.6%No
• 46.4%Yes
• 14.3%Neutral
• 39.3%No
• 23.8%Yes
• 14.3%Neutral
• 61.9%No
• 42.9%Yes
• 9.5%Neutral
• 47.6%No
• 0%Yes
• 9.1%Neutral
• 90.9%No
• 36.4%Yes
• 36.4%Neutral
• 27.3%No
14-17 years
old
18-21 years
old
22-29 years
old
Over 30

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Results
 What other SLSSs do you use?
3.30%
3.30%
4.40%
8.27%
14.30%
16.50%
39.60%
41.80%
69.20%
Periscope
Picarto
Paltalk
Others
Ustream
None
Twitch
Google Hangouts
YouTube

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Results
 Is YouNow easy to use? x Experience with other
SLSSs.
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7
No experience with LSSs Experience with other LSSs
*7-point Likert scale 1=”not at all” 7=”easy to use”

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Results
 Is YouNow useful? x Experience with other SLSSs.
*7-point Likert scale 1=”not at all” 7=”easy to use”
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7
No experience with LSSs Experience with other LSSs

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Results
Usage of YouNow
 Which streams do you watch?
20.50%
42.60%
37.70%
35.20%
39.30%
30.30%
33.60%
34.40%
37.70%
37.70%
58.20%
Age 13-15
Age 16-20
Age 20+
Boys
Girls
Same country
Same interests
Same Age
New Broadcasters
YouTubers
Friends

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Results
Usage of YouNow
 How do you prepare for a stream?
51.60%
5.70%
14.80%
20.50%
31.10%
39.30%
Not at all
Vocal exercise
Preparing topics
Styling myself
Telling my friends/fans
Checking camera/micro

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Results
(Problematic) Usage of YouNow
 Potential law infringements in Germany (N=211) and
the USA (N=223) (observations).
0.90%
3.30%
5.70%
11.90%
37%
56.90%
4.10%
2.30%
1.40%
8.70%
44.30%
58.40%
Sexual content
Underaged drug/alcohol use
Defamation
Personality rights
Copyright (music)
Observed potential law infrigements
USA Germany Source: Honka et al. (2015).

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Results
(Problematic) Usage of YouNow
 Which additional media do you use during a stream?
81.97%
62.30%
59.02%
14.75%
34.43%
37.70%
3.28%
3.28%
3.28%
Streaming
Music
Showing
Pictures
Streaming
Viedeos
Yes No No Answer

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Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Motivation
5 Results: Usage
6 Results: Impact
7 Conclusion

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Results
Impact on the users and their information
behavior
 Information search behavior:
 44.5% uses hashtag while searching for streams on
YouNow
 36.4% uses hashtags on other social media
 Only 65.6% (of 93 participants) would recommend
YouNow!

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Results
Impact on the users and their information
behavior
 Reasons for opting-out
28.80%
35.50%
51.60%
54.80%
My friends don't use
YouNow anymore
I'm getting too old
for YouNow
YouNow abuses
personal data
Usage of YouNow
gets boring

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Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Usage
5 Results: Impact
6 Conclusion

www.hhu.de
Conclusion
 Users learn about YouNow from the Internet or friends.
 They adopt it to watch streams, chat or out of
boredom.
 Only 45% intend to broadcast own streams.
 Important motivational factor is the willingness to
become part of the community, especially for female and
youngest users (14-17 y/o).
 Experience with other streaming services leads to
higher perceived usefulness and ease of use.
Adoption, Usage and Impact of SLSSs

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Conclusion
 Most users watch streams of their friends, female
users, or users aged 16 to 20.
 Over half of the participants uses hashtags to find
streams.
 Information production behavior includes pre-
streaming activities like checking the micro and camera
as well as informing friends and fans about upcoming
broadcast.
 Observation revealed that 44.3% of the US- and 37%
of the German streamers potentially violated copyrights
on music pieces.
Adoption, Usage and Impact of SLSSs

www.hhu.de
Agenda
1 What is YouNow?
3 Results: Adoption
4 Results: Usage
5 Results: Impact
6 Conclusion

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Limitations and Future Research
 Small sample for the online survey.
 In the future: more detailed investigation, bigger
sample.
 Examination of YouNow‘s usability.
 Observation of the content of the streams (other than
potential law violations).
 Qualitative investigation – why do some people want to
reveal private and most intimate aspects of their lives to
the public?

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THANK YOU FOR YOUR
ATTENTION
44
Kaja.Fietkiewicz@hhu.de
Katrin.Scheibe@hhu.de

Adoption, Usage and Impact of YouNow

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