SlideShare a Scribd company logo
1 of 19
Measuring the Impact of Third Place
 Attachment on the Adoption of a
 Place-Based Community Technology



Shelly D. Farnham, Joseph F. McCarthy, Yagnesh Patel, Sameer Ahuja,
Daniel Norman, William R. Hazlewood, Josh Lind
CHI April 9, 2009
CoCollage
The Strands Community
Collage (CoCollage™)
promotes
awareness, interactions and
community
in third places where people
seek conversation and
connection.

Web site for sharing and
conversation
Large display showing
“Community Collage”
Third Places
    Semi-public places away

    from home (first places)
    and work (second places)
    People gather to enjoy

    conversation with friends
    and strangers
    Facilitate community

    development
        frequent serendipitous
    
        interactions
        increased likelihood of
    

        developing web of interpersonal
        relationships
Existing “Technologies” for Community
Development in Third Places




    Challenging to get to know who comes regularly over

    time, what they are like, and start conversations
CoCollage: Expanding Impact of Place
         web site
                           large display




                            synchronous
                           awareness and
                            conversation
      asynchronous
                               in cafe
  awareness, sharing and
       conversation
    in café or at home
CoCollage Features


                                 Uploading

      People and profiles                    Commenting, voting
                                 Messaging




Shared items (photos & quotes)               The big screen
Related Work
    The Notification Collage [Greenberg &

    Rounding, 2001] small work groups
    The Plasma Poster Network [Churchill,

    et al., 2003], professional content
    EyeCanvas (Plasma Poster for a café

    environment) [Churchill, et al., 2006]
    BlueBoard [Russell, et al., 2002]


    AutoSpeakerID, Ticket2Talk and

    Neighborhood Window [McCarthy, et
    al., 2004
    C3 Collage [McCarthy, et al., 2008]


    CityWall [Peltonen, et al., 2008]


                                             EyeCanvas
Early Deployment Study
    Procedure

        Deploy to local coffee shop: Trabant,
    

        working closely with owners
        Observations, interviews and
    
        questionnaire
    Goals

        develop a better understanding of
    

        the psycho-social factors that would
        impact adoption and use
        get immediate feedback for
    

        iteratively improving design
        explore how best to measure place-
    

        based community development for
        future studies
Factors Expected to Influence Adoption
and Use
    The size and activity of the existing

    community
    the extent to which the individual

    has a desire to meet others
    through the café
    the individual’s existing levels of

    psychological sense of community
    and place attachment to the café
Measurements
    Size and activity of community

        Site observations (163 people, 7 hours)
    

        Interviews with café owners
    

        Questionnaire (69 people)
    

    Psycho-social factors:

        Psychological sense of community in place
    

            Standardized measure (Wilkinson, 2007) adapted for place
        

                “A feeling of fellowship runs deep between me and others at
            
                Trabant”
                “I feel loyal to the people at Trabant”
            

                “My friendships and associations with others at Trabant mean a lot”
            

        Desire to connect
    
Measurement Cont’d
    Place attachment

        Rosenbaum et al. in study of a suburban diner
    

        People who experienced social support through
    

        diner, developed place attachment – bond
        between person and place

                                                                 Place
                           Sense of
                                                              Attachment
                          Community

        Used items that loaded highly on three factors:
    

            Functional dependency: “I get more satisfaction out of Trabant than other
        
            cafes”
            Commitment: “I really care about the fate of Trabant”
        

            Identification with self: “The success of Trabant is my success”
        
Size and Activity of Community
    Owners are dedicated to developing a strong community, and have positive

    attitude towards technology
    Who:


        Estimated about 400 “regulars” visited once or twice a week
    

        48% male, 52% female, mean age = 29
    

        23% students, 51% white collar/professional
    

    Level of activity at cafe:


        At any point in time, 17 people in the café
    

        23 new people each hour
    

        Stayed an average of 25 minutes each
    

    Type of activities at cafe:


        64% sat down to drink their coffee
    

        38% came in with friends, chatted with each other
    

        12% chatted with barista, 2 chatted across the table
    

        Questionnaire: Chatting with friends (65%), reading (46%), working on laptop (39%)
    
Questionnaire: Existing Community
    Size of their existing café network:

        58% had at least one acquaintance in café, of those averaging 4.2 each
    

        25% had at least one personal friend, of those averaging 2.8 each
    


    Psycho social factors:

        Satisfied with café (M = 5.6)*
    

        Lukewarm in sense of community (M = 3.5)*
    

        Place attachment on dependency (M = 5.4)* and commitment (M = 5.3)*
    
        factors, but less so on identity (M = 3.4)*
    Desire to connect with others

        56% had some or more interest in meeting others at the café
    

        suggests roughly half of regulars would want to join CoCollage
    




    *on scale of 1 to 7, where 1 = not at all and 7 = extremely so
Raw Correlations
    Sense of

    community and
    place attachment
    strongly correlated




                          Bolded items are statistically significant at p < .05.
Raw Correlations
    Of 69 who

    completed
    questionnaire, 24
    also joined
    CoCollage
    Sense of

    community, place
    attachment, and
    desire to connect
    correlated with
    whether joined
    CoCollage


                        Bolded items are statistically significant at p < .05.
Predictors of Adoption
Simultaneous logistic regression, looks for unique
  effects on binomial dependent variable:

     Sense of community                                     c2(1, N = 54) = 19.18, p < .001

     Youth                                                  c2(1, N = 54) = 9.69, p < .002

     Place attachment                                       c2(3, N = 54) = 7.42, p < .06

     Desire to connect                                      c2(1, N = 54) = 5.66, p < .06

     Gender                                                 c2(1, N = 54) = 3.61, p < .06




(N = 54 because if any missing variable, person excluded)
CoCollage Usage
    82 users in first month



    Primary usage:

      create a profile
      browse other profiles
      upload images
      View others’ images


    Significant correlation between

    desire to make friends and
      number of comments
        (r = .43, p < .05)
      number of unique days they
        have returned to the system
        (r = .43, p < .05)
                                      Percentage of users who engaged in each type of activity, with means
Conclusions
    Within first month, decent adoption

        82 out of roughly 400 regulars joined CoCollage in the first month
    

    Questionnaire results shows that people who

        a) are looking to connect with others
        b) already have a psychological sense of community at the café
        c) already feel place attachment to the café,

    are more likely to join CoCollage and start conversations

    Psychological sense of community for place and place

    attachment are meaningful constructs in predicting
    adoption of a place-based community technology
Questions?


    Shelly Farnham

        Research Consultant
    

        WaggleLabs.com
    

        shelly@wagglelabs.com
    




    CoCollage

        CoCollage.com
    

        Joe McCarthy: mccarthy@strands.com
    

        Learn more at Communities and Technologies in June,
    
        presenting full paper with study of impact over time

More Related Content

Similar to Measuring the Impact of Third Place Attachment on the Adoption of a Place-Based Community Technology

CoCollage UW iSchool 20090515
CoCollage UW iSchool 20090515CoCollage UW iSchool 20090515
CoCollage UW iSchool 20090515
Joe McCarthy
 
Innotech Fostering Online Communities
Innotech Fostering Online CommunitiesInnotech Fostering Online Communities
Innotech Fostering Online Communities
Chris Messina
 
Online Media at Bates: Vision, Strategy, Status - June 2008
Online Media at Bates: Vision, Strategy, Status - June 2008Online Media at Bates: Vision, Strategy, Status - June 2008
Online Media at Bates: Vision, Strategy, Status - June 2008
Jay Collier
 
Using Web 2 For Communication Workshop
Using Web 2 For Communication   WorkshopUsing Web 2 For Communication   Workshop
Using Web 2 For Communication Workshop
Roy Yabuki
 

Similar to Measuring the Impact of Third Place Attachment on the Adoption of a Place-Based Community Technology (20)

CoCollage UW iSchool 20090515
CoCollage UW iSchool 20090515CoCollage UW iSchool 20090515
CoCollage UW iSchool 20090515
 
Cultivating Collaboration: lessons from cohousing studios
Cultivating Collaboration: lessons from cohousing studiosCultivating Collaboration: lessons from cohousing studios
Cultivating Collaboration: lessons from cohousing studios
 
CoCollage C&T2009
CoCollage C&T2009CoCollage C&T2009
CoCollage C&T2009
 
Defense
DefenseDefense
Defense
 
Innotech Fostering Online Communities
Innotech Fostering Online CommunitiesInnotech Fostering Online Communities
Innotech Fostering Online Communities
 
Using Web 2 For Communication Workshop
Using Web 2 For Communication   WorkshopUsing Web 2 For Communication   Workshop
Using Web 2 For Communication Workshop
 
Innotech Fostering Online Communities
Innotech Fostering Online CommunitiesInnotech Fostering Online Communities
Innotech Fostering Online Communities
 
Solidarit and me_results
Solidarit and me_resultsSolidarit and me_results
Solidarit and me_results
 
Online Community Matters
Online Community MattersOnline Community Matters
Online Community Matters
 
Psychology of Social Media -- Portfolio
Psychology of Social Media -- PortfolioPsychology of Social Media -- Portfolio
Psychology of Social Media -- Portfolio
 
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
 
Rich UX Research for Everyone
Rich UX Research for EveryoneRich UX Research for Everyone
Rich UX Research for Everyone
 
Online Media at Bates: Vision, Strategy, Status - June 2008
Online Media at Bates: Vision, Strategy, Status - June 2008Online Media at Bates: Vision, Strategy, Status - June 2008
Online Media at Bates: Vision, Strategy, Status - June 2008
 
More Than Just a Meeting Place: Leveraging online tools for action
More Than Just a Meeting Place: Leveraging online tools for actionMore Than Just a Meeting Place: Leveraging online tools for action
More Than Just a Meeting Place: Leveraging online tools for action
 
Webcast For The American Town Planning Association
Webcast For The American Town Planning AssociationWebcast For The American Town Planning Association
Webcast For The American Town Planning Association
 
Initiating Online Communities
Initiating Online CommunitiesInitiating Online Communities
Initiating Online Communities
 
Using Web 2 For Communication Workshop
Using Web 2 For Communication   WorkshopUsing Web 2 For Communication   Workshop
Using Web 2 For Communication Workshop
 
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participationSeduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
 
2013 trendinsight English_quick_translation
2013 trendinsight English_quick_translation2013 trendinsight English_quick_translation
2013 trendinsight English_quick_translation
 
From Inspiration to Activation: Making Online Collaborative Communities Work
From Inspiration to Activation: Making Online Collaborative Communities WorkFrom Inspiration to Activation: Making Online Collaborative Communities Work
From Inspiration to Activation: Making Online Collaborative Communities Work
 

More from Shelly D. Farnham, Ph.D.

More from Shelly D. Farnham, Ph.D. (18)

Leveraging Open Data and Social Media for Improved Community Well-being
Leveraging Open Data and Social Media for Improved Community Well-beingLeveraging Open Data and Social Media for Improved Community Well-being
Leveraging Open Data and Social Media for Improved Community Well-being
 
Tools and Tips for Analyzing Social Media Data
Tools and Tips for Analyzing Social Media DataTools and Tips for Analyzing Social Media Data
Tools and Tips for Analyzing Social Media Data
 
Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective A...
Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective A...Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective A...
Social Web 2.0 Class Week 9: Social Coordination, Mobile Social, Collective A...
 
Social Web .20 Class Week 6: Lightweight Authoring, Blogs, Wikis
Social Web .20 Class Week 6: Lightweight Authoring, Blogs, WikisSocial Web .20 Class Week 6: Lightweight Authoring, Blogs, Wikis
Social Web .20 Class Week 6: Lightweight Authoring, Blogs, Wikis
 
Social Web 2.0 Class Week 5: Community, Reputation Systems
Social Web 2.0 Class Week 5: Community, Reputation SystemsSocial Web 2.0 Class Week 5: Community, Reputation Systems
Social Web 2.0 Class Week 5: Community, Reputation Systems
 
Social Web 2.0 Class Week 4: Social Networks, Privacy
Social Web 2.0 Class Week 4: Social Networks, PrivacySocial Web 2.0 Class Week 4: Social Networks, Privacy
Social Web 2.0 Class Week 4: Social Networks, Privacy
 
Social Web 2.0 Class Week 3: Identity, Online Matchmaking
Social Web 2.0 Class Week 3:  Identity, Online MatchmakingSocial Web 2.0 Class Week 3:  Identity, Online Matchmaking
Social Web 2.0 Class Week 3: Identity, Online Matchmaking
 
Social Web 2.0 Class Week 2: Computer Mediated Communication
Social Web 2.0 Class Week 2: Computer Mediated CommunicationSocial Web 2.0 Class Week 2: Computer Mediated Communication
Social Web 2.0 Class Week 2: Computer Mediated Communication
 
Social Web 2.0 Class Week 1: Introduction, History, Web 2.0, Communication
Social Web 2.0 Class Week 1:  Introduction, History, Web 2.0, CommunicationSocial Web 2.0 Class Week 1:  Introduction, History, Web 2.0, Communication
Social Web 2.0 Class Week 1: Introduction, History, Web 2.0, Communication
 
Social Web 2.0 Class Week 8: Social Metadata, Ratings, Social Tagging
Social Web 2.0 Class Week 8: Social Metadata, Ratings, Social TaggingSocial Web 2.0 Class Week 8: Social Metadata, Ratings, Social Tagging
Social Web 2.0 Class Week 8: Social Metadata, Ratings, Social Tagging
 
Making of Steve the Robot H.E.Ai.D.
Making of Steve the Robot H.E.Ai.D.Making of Steve the Robot H.E.Ai.D.
Making of Steve the Robot H.E.Ai.D.
 
Observation of Katrina/Rita Groove Deployment: Addressing Social and Communi...
Observation of Katrina/Rita Groove Deployment:  Addressing Social and Communi...Observation of Katrina/Rita Groove Deployment:  Addressing Social and Communi...
Observation of Katrina/Rita Groove Deployment: Addressing Social and Communi...
 
Social Networking and Partnering for Startups
Social Networking and Partnering for StartupsSocial Networking and Partnering for Startups
Social Networking and Partnering for Startups
 
Psychology of Social Media:Implication for Design
Psychology of Social Media:Implication for DesignPsychology of Social Media:Implication for Design
Psychology of Social Media:Implication for Design
 
Designing for (Local) Community
Designing for (Local) CommunityDesigning for (Local) Community
Designing for (Local) Community
 
Making of Steve
Making of SteveMaking of Steve
Making of Steve
 
Frayed Wire
Frayed WireFrayed Wire
Frayed Wire
 
Community Genius: Leveraging Community to Increase your Creative Powers
Community Genius: Leveraging Community to Increase your Creative PowersCommunity Genius: Leveraging Community to Increase your Creative Powers
Community Genius: Leveraging Community to Increase your Creative Powers
 

Recently uploaded

Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxHarnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
FIDO Alliance
 
TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...
TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...
TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...
TrustArc
 
Tales from a Passkey Provider Progress from Awareness to Implementation.pptx
Tales from a Passkey Provider  Progress from Awareness to Implementation.pptxTales from a Passkey Provider  Progress from Awareness to Implementation.pptx
Tales from a Passkey Provider Progress from Awareness to Implementation.pptx
FIDO Alliance
 

Recently uploaded (20)

Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptxHarnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
Harnessing Passkeys in the Battle Against AI-Powered Cyber Threats.pptx
 
Event-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream ProcessingEvent-Driven Architecture Masterclass: Challenges in Stream Processing
Event-Driven Architecture Masterclass: Challenges in Stream Processing
 
ERP Contender Series: Acumatica vs. Sage Intacct
ERP Contender Series: Acumatica vs. Sage IntacctERP Contender Series: Acumatica vs. Sage Intacct
ERP Contender Series: Acumatica vs. Sage Intacct
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdf
 
ADP Passwordless Journey Case Study.pptx
ADP Passwordless Journey Case Study.pptxADP Passwordless Journey Case Study.pptx
ADP Passwordless Journey Case Study.pptx
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 Warsaw
 
Design and Development of a Provenance Capture Platform for Data Science
Design and Development of a Provenance Capture Platform for Data ScienceDesign and Development of a Provenance Capture Platform for Data Science
Design and Development of a Provenance Capture Platform for Data Science
 
2024 May Patch Tuesday
2024 May Patch Tuesday2024 May Patch Tuesday
2024 May Patch Tuesday
 
How to Check GPS Location with a Live Tracker in Pakistan
How to Check GPS Location with a Live Tracker in PakistanHow to Check GPS Location with a Live Tracker in Pakistan
How to Check GPS Location with a Live Tracker in Pakistan
 
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
AI+A11Y 11MAY2024 HYDERBAD GAAD 2024 - HelloA11Y (11 May 2024)
 
Generative AI Use Cases and Applications.pdf
Generative AI Use Cases and Applications.pdfGenerative AI Use Cases and Applications.pdf
Generative AI Use Cases and Applications.pdf
 
TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...
TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...
TrustArc Webinar - Unified Trust Center for Privacy, Security, Compliance, an...
 
Easier, Faster, and More Powerful – Notes Document Properties Reimagined
Easier, Faster, and More Powerful – Notes Document Properties ReimaginedEasier, Faster, and More Powerful – Notes Document Properties Reimagined
Easier, Faster, and More Powerful – Notes Document Properties Reimagined
 
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
Event-Driven Architecture Masterclass: Engineering a Robust, High-performance...
 
AI mind or machine power point presentation
AI mind or machine power point presentationAI mind or machine power point presentation
AI mind or machine power point presentation
 
Design Guidelines for Passkeys 2024.pptx
Design Guidelines for Passkeys 2024.pptxDesign Guidelines for Passkeys 2024.pptx
Design Guidelines for Passkeys 2024.pptx
 
JavaScript Usage Statistics 2024 - The Ultimate Guide
JavaScript Usage Statistics 2024 - The Ultimate GuideJavaScript Usage Statistics 2024 - The Ultimate Guide
JavaScript Usage Statistics 2024 - The Ultimate Guide
 
Working together SRE & Platform Engineering
Working together SRE & Platform EngineeringWorking together SRE & Platform Engineering
Working together SRE & Platform Engineering
 
Tales from a Passkey Provider Progress from Awareness to Implementation.pptx
Tales from a Passkey Provider  Progress from Awareness to Implementation.pptxTales from a Passkey Provider  Progress from Awareness to Implementation.pptx
Tales from a Passkey Provider Progress from Awareness to Implementation.pptx
 
How to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cfHow to Check CNIC Information Online with Pakdata cf
How to Check CNIC Information Online with Pakdata cf
 

Measuring the Impact of Third Place Attachment on the Adoption of a Place-Based Community Technology

  • 1. Measuring the Impact of Third Place Attachment on the Adoption of a Place-Based Community Technology Shelly D. Farnham, Joseph F. McCarthy, Yagnesh Patel, Sameer Ahuja, Daniel Norman, William R. Hazlewood, Josh Lind CHI April 9, 2009
  • 2. CoCollage The Strands Community Collage (CoCollage™) promotes awareness, interactions and community in third places where people seek conversation and connection. Web site for sharing and conversation Large display showing “Community Collage”
  • 3. Third Places Semi-public places away  from home (first places) and work (second places) People gather to enjoy  conversation with friends and strangers Facilitate community  development frequent serendipitous  interactions increased likelihood of  developing web of interpersonal relationships
  • 4. Existing “Technologies” for Community Development in Third Places Challenging to get to know who comes regularly over  time, what they are like, and start conversations
  • 5. CoCollage: Expanding Impact of Place web site large display synchronous awareness and conversation asynchronous in cafe awareness, sharing and conversation in café or at home
  • 6. CoCollage Features Uploading People and profiles Commenting, voting Messaging Shared items (photos & quotes) The big screen
  • 7. Related Work The Notification Collage [Greenberg &  Rounding, 2001] small work groups The Plasma Poster Network [Churchill,  et al., 2003], professional content EyeCanvas (Plasma Poster for a café  environment) [Churchill, et al., 2006] BlueBoard [Russell, et al., 2002]  AutoSpeakerID, Ticket2Talk and  Neighborhood Window [McCarthy, et al., 2004 C3 Collage [McCarthy, et al., 2008]  CityWall [Peltonen, et al., 2008]  EyeCanvas
  • 8. Early Deployment Study Procedure  Deploy to local coffee shop: Trabant,  working closely with owners Observations, interviews and  questionnaire Goals  develop a better understanding of  the psycho-social factors that would impact adoption and use get immediate feedback for  iteratively improving design explore how best to measure place-  based community development for future studies
  • 9. Factors Expected to Influence Adoption and Use The size and activity of the existing  community the extent to which the individual  has a desire to meet others through the café the individual’s existing levels of  psychological sense of community and place attachment to the café
  • 10. Measurements Size and activity of community  Site observations (163 people, 7 hours)  Interviews with café owners  Questionnaire (69 people)  Psycho-social factors:  Psychological sense of community in place  Standardized measure (Wilkinson, 2007) adapted for place  “A feeling of fellowship runs deep between me and others at  Trabant” “I feel loyal to the people at Trabant”  “My friendships and associations with others at Trabant mean a lot”  Desire to connect 
  • 11. Measurement Cont’d Place attachment  Rosenbaum et al. in study of a suburban diner  People who experienced social support through  diner, developed place attachment – bond between person and place Place Sense of Attachment Community Used items that loaded highly on three factors:  Functional dependency: “I get more satisfaction out of Trabant than other  cafes” Commitment: “I really care about the fate of Trabant”  Identification with self: “The success of Trabant is my success” 
  • 12. Size and Activity of Community Owners are dedicated to developing a strong community, and have positive  attitude towards technology Who:  Estimated about 400 “regulars” visited once or twice a week  48% male, 52% female, mean age = 29  23% students, 51% white collar/professional  Level of activity at cafe:  At any point in time, 17 people in the café  23 new people each hour  Stayed an average of 25 minutes each  Type of activities at cafe:  64% sat down to drink their coffee  38% came in with friends, chatted with each other  12% chatted with barista, 2 chatted across the table  Questionnaire: Chatting with friends (65%), reading (46%), working on laptop (39%) 
  • 13. Questionnaire: Existing Community Size of their existing café network:  58% had at least one acquaintance in café, of those averaging 4.2 each  25% had at least one personal friend, of those averaging 2.8 each  Psycho social factors:  Satisfied with café (M = 5.6)*  Lukewarm in sense of community (M = 3.5)*  Place attachment on dependency (M = 5.4)* and commitment (M = 5.3)*  factors, but less so on identity (M = 3.4)* Desire to connect with others  56% had some or more interest in meeting others at the café  suggests roughly half of regulars would want to join CoCollage  *on scale of 1 to 7, where 1 = not at all and 7 = extremely so
  • 14. Raw Correlations Sense of  community and place attachment strongly correlated Bolded items are statistically significant at p < .05.
  • 15. Raw Correlations Of 69 who  completed questionnaire, 24 also joined CoCollage Sense of  community, place attachment, and desire to connect correlated with whether joined CoCollage Bolded items are statistically significant at p < .05.
  • 16. Predictors of Adoption Simultaneous logistic regression, looks for unique effects on binomial dependent variable: Sense of community c2(1, N = 54) = 19.18, p < .001 Youth c2(1, N = 54) = 9.69, p < .002 Place attachment c2(3, N = 54) = 7.42, p < .06 Desire to connect c2(1, N = 54) = 5.66, p < .06 Gender c2(1, N = 54) = 3.61, p < .06 (N = 54 because if any missing variable, person excluded)
  • 17. CoCollage Usage 82 users in first month  Primary usage:   create a profile  browse other profiles  upload images  View others’ images Significant correlation between  desire to make friends and  number of comments (r = .43, p < .05)  number of unique days they have returned to the system (r = .43, p < .05) Percentage of users who engaged in each type of activity, with means
  • 18. Conclusions Within first month, decent adoption  82 out of roughly 400 regulars joined CoCollage in the first month  Questionnaire results shows that people who  a) are looking to connect with others b) already have a psychological sense of community at the café c) already feel place attachment to the café, are more likely to join CoCollage and start conversations Psychological sense of community for place and place  attachment are meaningful constructs in predicting adoption of a place-based community technology
  • 19. Questions? Shelly Farnham  Research Consultant  WaggleLabs.com  shelly@wagglelabs.com  CoCollage  CoCollage.com  Joe McCarthy: mccarthy@strands.com  Learn more at Communities and Technologies in June,  presenting full paper with study of impact over time