Ems - Summer I ’11 - T101 Lecture 19a: David Nemer Social Media in Brazil
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Transcript of Ems - Summer I ’11 - T101 Lecture 19a: David Nemer Social Media in Brazil
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: Development of Korean Online Certificate Infrastructure as Local Standard
Facebook vs. Orkut
David Nemer
7th International Congress of Qualitative Inquiry
20th May 2011
The Battle over Middle Aged Users in Brazil
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Nemer, David
Agenda
• Motivation
• Comparison between Facebook and Orkut
• Methodology
• Findings
• Conclusion
• Future Work
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Nemer, David
Motivation
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Nemer, David
Motivation
?
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Nemer, David
Facebook vs. Orkut – numbers1,2
0100200300400500600
users / million
0102030405060
users / million
0
2
4
6
8years in Brazil 2009-2010
4.5 million users
Age: 45-70
0
1
2
3
4users / million
(33.3%) (7.3%)
1- Facebackers: www.facebakers.com ; 2- Orkut Demographics: http://www.orkut.com/MembersAll
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Nemer, David
Research Question
Why are the middle age users from Brazil choosing Facebook over Orkut?
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Nemer, David
Methodology
• An approach based on Netnography (Kozintes, 2010)
• 30 subjects (randomly chosen)
• 15 male / 15 female
• 45 – 70 years old
• Online questionnaire
• User observation
• 4 months
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Nemer, David
Questionnaire
• Why did you signed up for Facebook?
• What do you use Facebook for?
• Are you satisfied with it? Explain why.
• Have you heard of Orkut?
• If yes, is there any reason for you not to sign up
for Orkut or switch to Facebook?
• How do you access your Facebook account? (devices)
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Nemer, David
Analysis of the data
• Thematic analysis
• Looking for patterns
• Observation: 2 hours a day reading the
subjects’ profile and news feed
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Nemer, David
Why join Facebook?
• Invited by friends
• They trust their friends
• Curiosity
• Keep in touch with old
friends and relatives
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Nemer, David
Why not Orkut?
• Not safe
• SPAM
• Suspicious links
• Not invited
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Nemer, David
“Pro” Facebook
• Facebook is the new thing
• Satisfied with Facebook / Reliable
• They felt safe on Facebook
• Didn’t feel their privacy was invaded
• Use of mobile device
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Nemer, David
Against Orkut
• Slow and unreliable
• Heavy Layout
• Communication was effortful
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Nemer, David
Observation Findings
• Friends from all ages
• Mostly communicate with
people from their age group
• No games
• Sometimes used applications
• Communication mostly with text
• They do watch their kids online
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Nemer, David
Wrap-up / Conclusion
• Security
• Trust
• Reliable
• Usability
• Fast Access
• Clean Design
• Not feel overwhelmed
• Portability
• Mobile Devices
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Nemer, David
Future Work
• In Brazil, is Facebook a trend or a real thing amongst the middle aged group?
• Is this phenomenon happening all over the world? Why?
• How are the young kids reacting?
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Nemer, David
http://www.dnemer.com
DAVID NEMER
Ph.D. Student in Social InformaticsSchool of Informatics and Computing
Indiana University, Bloomington