Transcript What Do People Do Online? Implications For the Future of Media

What Do People Do Online?
Implications For the Future of Media
Cindy Royal
Assistant Professor
School of Journalism and Mass Communication
Texas State University
[email protected]
www.cindyroyal.com
Background
• The purpose of this study is to analyze the activities
performed by users of social networking sites.
• Social networking sites rely on content created by the
millions of users who develop profiles, communicate
with friends, meet people, participate in communities,
post comments to Web logs, and create multimedia.
• This project analyzes the usage of and activities
performed within social networking sites to better
understand their value to users.
Social Networks
Total U.S. Unique Visitors Feb. 2008 (millions)
MySpace
68
Facebook
32
YouTube
64
(comScore Press Releases, March 19, 2008)
MySpace purchased by Fox News Interactive for $500 million in 2005
YouTube purchased by Google for $1.65 billion in 2006
Social networking is a global phenomenon. Although Friendster has lost
popularity to MySpace and Facebook in the U.S. (24 million U.S. unique
visitors as of June 2007), eighty-eight percent of Friendster’s users reside
in the Asia/Pacific region. Sixty-three percent of Bebo’s users 18 million
unique visitors reside in Europe (comScore Press Release, July 31, 2007).
Bebo was acquired by America Online for $850 million in March 2008
(“AOL Buys Bebo,” 2008).
Importance to Journalism
•
•
•
•
•
Citizen Journalism
Sites like USA Today allow rankings and comments
Digg model
Growing expectation of participation via user-generated content
According to a Pew Center Study, young people who are savvy
with technology, known as “digital natives,” are frequently
creating and contributing online content. The study reported
that “more than half of American teenagers have created a blog,
posted an artistic or written creation online, helped build a
website, created an online profile, or uploaded photos and
videos to a website”
• Tool for journalists
• OpenID and OpenSocial - Web becomes social
• Implications for future business models; social ad models
Relevant Theory
• Uses and Gratifications
• Collaboration and Community theory
• Jenkins Participatory Culture - Driven by digital technologies,
Jenkins described a world that is bound not by a particular
medium or industry, but one in which consumer and producer
are merged, and culture is created by means of sharing and
participation.
Method
• A survey was developed to assess users’ activities on social
networking sites. In October 2007, a survey was administered
via Survey Monkey, an online survey service. Since the goal of
this project was to analyze the activities of users of social
networking sites, using an online survey was an efficient way to
reach this group.
• Users of social networking sites were invited to discuss the topic
of user-created content and to participate in the survey.
• Direct email correspondence was also used to engage the
researchers’ friends, family, colleagues, professional contacts,
and current and former students.
• Users were asked to forward information about the survey to
their network of friends and to encourage them to participate.
Research Questions
1.
2.
3.
4.
5.
6.
What percentage of members performs specific activities
on social networking sites?
How do activities differ based on gender?
How do activities differ based on age?
How do activities differ based on login frequency?
How do activities differ based on years using social
networks?
How do activities differ based on social network
membership?
Sample
• The survey was primarily intended for users of social
networking, so a snowball technique was used to generate a
wide sample of users.
• The survey spread very quickly, with users forwarding
messages to their network of friends, and encouraging others to
participate.
• Although this technique did not yield a random sample, the
breadth of social networking users it engaged was, in and of
itself, an interesting experiment in social networking.
• 384 respondents; 7 discarded due to incompleteness; 51
indicated they were not users of social networks
• Results of remaining 326 were analyzed - 64% female; 45%
were students
• Age - 18-24: 38%; 25-34: 37%; 35-44: 14%
Geographic Representation
Outside U.S.
9%
Northeast
14%
West
4%
Southeast
16%
Midwest
8%
Southwest
49%
Membership in Social Networks
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Visited
Facebook
•
•
•
Member
MySpace
YouTube
Friendster
LinkedIn
46.3% were members of one social network, with 40.8% indicating
membership in two, 8 % with membership in three and 1.8% holding
membership in four of the sites we polled.
37.8% of the respondents indicated that they were members of both MySpace
and Facebook, with 16.8% using only MySpace, 34.7% only Facebook
Tribe.net, Last.fm, Flickr, Orkut, and Ning.com
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16.6%
So
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m
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20%
pl
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26.1%
U
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Activities Performed
100%
79.4%
58.0%
50%
40.5%
24.2%
15.6%
10%
9.8%
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om
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By Gender
100%
90%
80%
70%
60%
50%
Female
Male
40%
30%
20%
10%
0%
Significant differences found only in Changed Profile Layout, Uploaded
Photos, and Sent Received IM
U
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By Age
100%
90%
80%
70%
60%
50%
40%
18-24
25-34
35-44
45-54
55-62
30%
20%
10%
0%
Significant differences found in Changed Profile Layout, Uploaded Photos, Sent/Received IM,
Commented/Made Wall Post, Joined Group/Network/Channel, Played Games
Login Frequency
100.0%
90.0%
80.0%
70.0%
<1/month
1/month
1/week
2-3/week
4-5/week
1/day
2-3/day
4-5/day
>5/day
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
e
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Significant differences found in all except sold something, purchased something,
created survey/poll
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Years
100%
90%
80%
70%
60%
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1-2
3-4
5-7
8-10
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30%
20%
10%
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Significant differences found in all except uploaded audio and
uploaded video
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By Social Network
100%
90%
80%
70%
60%
50%
MySpace
Facebook
YouTube
40%
30%
20%
10%
0%
Discussion
•
•
•
•
•
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Broad range of activities engaged by users of social networking sites.
Activities reflect a strong trend in the frequency and variety of content
created by online users, and the expectation of participation.
The most frequently mentioned activities across all demographics were
uploading photos and making comments or wall posts.
Gender predicted differences in only a few activities, with a wider range
of activities being driven by age of participant and experience,
measured separately by frequency of login and years using a social
network.
As users gained more experience, activities such as blogging, creating
surveys or polls, and engaging with varied forms of multimedia become
relevant.
New implications to business model - Dallas Smythe (2001) - theory of
audience labor. Rather than selling cultural works (and their embedded
ideologies), the culture industries sell audiences to advertisers.
Future Research
5.00
4.00
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1.00
G
C
U
Ef
fi c
ie
n
U
si
ve
Ex
c
es
Va
lu
e
cy
se
m
tiv
is
Ac
iti
z
In
fo
rm
ed
C
io
n/
F
In
te
ra
ct
pr
e
Ex
at
iv
e
Cr
e
en
am
e
on
ss
i
ig
ht
Co
py
r
un
ity
m
ip
/C
om
Ad
di
ct
io
n/
Fr
i
en
ds
h
Pr
iv
ac
y
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1.
What are the reasons users create content?
2.
What concerns do users have about user-created content, both
their own and that of others?
3.
What are user-expected rewards or outcomes of creating
content, both financial and non-financial?