Users and Nonusers: Interactions between Levels ofFacebook Adoption and Social Capital

Cliff Lampe (@clifflampe)Jessica Vitak (@jvitak)Nicole Ellison (@nicole_ellison)

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

In what ways are Facebook users and non-users different, and how

are heavy users distinct from light users?

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Technology Adoption“…in general, the disparity in effort and benefit works against acceptance in many situations.” (Grudin, 1994)

Flickr: ciaoamore

Method

Random sample of 2150 non-faculty university staff 614 responses (29% response rate) 134 participants were non-users (22% of sample) Instrument included validated scales & open-ended

item (for non-users)

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

In what ways are Facebook users and non-users different?

Binary logistic regression (predicting use of Facebook) revealed differences in:

1. Age2. Bonding Social Capital3. Facebook Usefulness

No differences in sex, ethnicity, education, weekly Internet use, Internet efficacy, self-esteem, or bridging social capital

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Flickr: HarlanH

Social Capital

Facebook Usefulness

Flickr: CapCase

What are non-users’ reasons for not joining Facebook?

Time: “I believe it is a huge waste of time and it takes away from productivity in the workplace.”

Impersonal: “I prefer talking face to face or on the phone. My personal friends deserve a private conversation.”

Privacy concerns: “Even with the privacy guards in place, people can stalk you from your friends’ sites.”

Context collapse: “too much overlap between work and personal life on Facebook”

Lack of interest: “[I] don't see how it could add value to my life.”

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Time on Site Interaction on Site Network Composition

How are heavy users distinct from light users?

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Signals of Relational Investment

Flickr: Spencer77

Actual Friends

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

ANOVA Findings: Age

SRI Time Friends35

40

45

50

55Non-user

Light user

Heavy user

Age

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

ANOVA Findings: Facebook Usefulness

SRI Time Friends2.9

3.1

3.3

3.5

3.7

3.9

4.1

4.3 Non-user

Light user

Heavy user

Face

book

Use

fuln

ess

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

ANOVA Findings: Bridging Social Capital

SRI Time Friends3.4

3.5

3.6

3.7

3.8

3.9

4

4.1Non-user

Light user

Heavy user

Brid

ging

Soc

ial C

apita

l

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

ANOVA Findings: Bonding Social CapitalBo

ndin

g So

cial

Cap

ital

SRI Time Friends3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9 Non-user

Light user

Heavy user

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Discussion

Membership does not appear sufficient to garner benefits associated with use of SNSs

Users must actively engage with the site & their network to reap rewards

Unpacking reasons why some people choose to forgo using the site

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Take aways

Usefulness is an important frame by which non-users of Facebook express their motivations.

How one uses Facebook is strongly associated with social capital outcomes.

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

Moving forward

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

What features or social processes can Facebook implement to improve users’

literacy and site engagement?

Thanks!Please address all questions to the intimidating

Superman-lookalike in the audience. He won’t bite.

Probably not, at least.

This research was funded in part by NSF Grant #0916019: HCC: Small: The role of social network sites in facilitating collaborative processes.

#CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison