ABC Europe Presentation
18
Web 1.0 and Web 2.0 Users in Voluntary Community Groups: Beliefs, Participation, and Impacts Peter Cardon Center for Management Communication University of Southern California Los Angeles, California [email protected] May 31, 2012
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These slides are from my 2012 ABC Europe presentation at Nijmegen, Netherlands.
Transcript of ABC Europe Presentation
Web 1.0 and Web 2.0 Usersin Voluntary Community Groups:
Beliefs, Participation, and Impacts
Peter CardonCenter for Management Communication
University of Southern CaliforniaLos Angeles, California
May 31, 2012
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Enterprise Social Networking Platforms
(Enterprise 2.0)
3
4
5
6
Sample Finding from the Pew Report
taken a leadership role
contributed money
volunteered your time
attended meetings
19%
50%
47%
54%
34%
60%
64%
69%
In the past 30 days, have you done any of the following in a group you are active in?
Internet Users Non-Internet Users
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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)
In the last 30 days, have you done the following within your groups….
User 2.0 (n = 84)
User 1.0 (n = 107)
User Lite (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%
Types of Internet Users among Highly Active Voluntary Group Members
> 90% use 50 – 90 % use 25 – 90% use 10 – 25 % use
Note. Groups categorized through K-means cluster analysis.
Demographic Profile of Internet User TypesUser 2.0 User 1.0 User Lite
GenderMen 51% 61% 57%Women 49% 39% 43%
AgeAverage Years Old 39 46 44
FamilyMarried 46% 78% 59%Parent/Guardian 32% 47% 36%
ResidenceLarge City 24% 22% 17%Suburb 33% 34% 23%Small City/Rural Area 43% 44% 59%
Political OrientationConservative 32% 49% 39%Moderate 38% 28% 30%Liberal 26% 19% 22%
Church AttendanceMore than once per month 56% 74% 66%
EducationCollege degree or more 63% 69% 36%
RaceWhite 74% 78% 72%Black 19% 11% 15%Other 7% 11% 13%
IncomeUnder $30,000 16% 6% 18%$30,000 to $50,000 22% 15% 23%$50,000 to $75,000 15% 13% 19%Over $75,000 47% 67% 41%
User 1.0 slightly more likely to be:• Older: Average age is 46• Man• Married• Conservative in Political Beliefs• Attend church regularly• Hold a higher educational degree• Make over $75,000 per year
User 2.0 slightly more likely to be:• Younger: Average age is 39• Woman • Unmarried• Moderate or Liberal in Political Beliefs• Not attend church regularly• Hold a lower educational degree• Make less than $75,000 per year
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Beliefs about the Impacts of Online Communication
Overall, do you think the internet has a MAJOR impact at all on the ability of groups to…
User 2.0 (n = 84)
User 1.0 (n = 107)
User Lite (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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Reasons for Joining Groups
> 65% say “extremely important”
50 – 65 % say “extremely important”
40 -50% say “extremely important”
30 - 40 % say “extremely important”
When you are deciding whether to join a new group or organization, how important is -- User 2.0 User 1.0 User 1.0
Lite
A. Whether you think the group can accomplish its goals? 70% 68% 70%
B. Whether the group engages in productive discussions about something that is important or interesting to you? 65% 67% 65%
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 offline and in-person? 42% 37% 33%
E. How much it costs to participate in the group? 41% 34% 29%
F. Whether you know someone who is already a member of the group? 17% 19% 20%
Behaviors Related to Joining Groups
User 2.0 User 1.0 User 1.0 Lite
A. Have you, personally, ever been invited online or through email to join a group, or not? 92% 82% 44%
B. Do you ever use the internet or email to invite someone to join a group, or not? 74% 48% 20%
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 does it have no impact on this?
57% 15% 15%
D. Thinking again about all of the different...groups in which you are currently active... Did you discover any of these groups ON THE INTERNET that you otherwise would not have known about, or not?
56% 19% 9%
E. Have you ever felt obligated to join a group because someone you know invited you to join, or have you never felt this way? 24% 19% 13%
F. Have you, personally, ever created a group of your own, or have you never done this? 23% 12% 8%
G. Have you, personally, ever been part of group that was created online but lasted less than 12 months? 21% 7% 1%
> 80% say “yes”
65 – 80% say “yes”
50 -65% say “yes” 40 - 50 % say “yes”
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Reasons for Participation in Groups
For you personally, is ______________ a major, minor or not a reason to participate? User 2.0 User 1.0 User Lite
A. Accomplishing things as part of a group that you can't accomplish on your own 63% 65% 57%
B. Keeping up with news and information about subjects that matter to you 61% 49% 53%
C. Meeting new people who share your interests 51% 34% 35%
> 60% identify as major reason
50 – 60 % identify as major reason
40 -50% identify as major reason
30 - 40 % identify as major reason
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Impacts – Perceptions of Solving Problems
User Lite
User 1.0
User 2.0
29%
32%
39%
Solved a difficult problem or achieved change in SOCIETY AT LARGE?
Percentage Who Stated “Yes”
User Lite
User 1.0
User 2.0
43%
56%
50%
Solved a difficult problem or achieved change in your LOCAL COMMUNITY?
Percentage Who Stated “Yes”
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Impacts – Actions Taken
User Lite
User 1.0
User 2.0
55%
70%
70%
Provided financial support or as-sistance to someone in need?
Percentage Who Stated “Yes”
User Lite
User 1.0
User 2.0
58%
78%
78%
Raised money for a specific cause?
Percentage Who Stated “Yes”
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User Lite
User 1.0
User 2.0
50%
59%
49%
In the last 30 days, have you taken a leadership role in a group you are ac-
tive in?
Percentage Who Stated “Yes”
Impacts – Actions Taken
User Lite
User 1.0
User 2.0
63%
86%
83%
Contributed money to a group you are ac-tive in?
Percentage Who Stated “Yes”
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Quality of Life in Local Community
User 1.0 Lite
User 1.0
User 2.0
40%
48%
37%
Overall, how would you rate your community as a place to live?
Percentage Who say "Excellent"
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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.
