SNB – Social Network Barometercdn.yougov.com/de-pdf/Social-Network-Barometer_GOR10.pdfSNB –...

SNB – Social Network Barometer

SNB - Social Network Barometer

Holger Geißler, Maria Drosdow

Barometer

GOR, Vienna, April 2009

Holger Geißler, YouGovPsychonomics

Maria Drosdow, Uni Pforzheim

http://www.psychonomics.de


Agenda

1. Survey and Sample Description

2. Popularity and membership

3. Motives of membership

4. Data Security

Holger Geißler, Maria Drosdow2

4. Data Security

5. Not-Usage

6. Conclusions

7. Contact


Recruitment and Sample Description1

Sample� 1979 persons were interviewed online.

� 1068 members of at least one online-community.� 911 non- members of an online-community.

Selection Process� All participants were invited through

SampleRepresentative weighting: Net-sample was


� All participants were invited through the online-panel „YouGov- jetzt regierst du“.

� The sample for the Online-Interviews was selected at random out of the adress pool of voluntary members.

Representative weighting: Net-sample was adjusted to the analysed population (users of the internet, age 18-64 years) by weighting. The weighting was conducted by means of gender and age on the basis of TdW 2008 III. (TdW Intermedia GmbH 2008).

� Panel-based online-survey� Period of conduction: 1.9.2008 - 9.9.2008� Duration of interview (on the average): 4 minutes

Survey Method


2 Popularity and membership



80% of the participants know at least one community in the internet

Number of known online-communities

2

„Do you know social communities in the internet, where you can create profiles, join groups and get in touch with other members? Please tick the ones you know (at least nominal).“

20%

8%

9%

28%


Basis: n=1:978; weighted results, unaided request, multiple answers permitted

80%

persons who know at least one online community

persons who do not know any online communities

20%

13%

22%

1 2 3 4 5 6 through 10


StudiVZ is so far the best known online-community2

34%19%

16%16%

11%10%

studiVZMySpaceschülerVZ

facebookwer-kennt-wen

XINGBasis: n=1.526; weighted results, unaided request, multiple answers

„Do you know social communities in the internet, where you can create profiles, join groups and get in touch with other members? Please tick the ones you know (at least nominal).“


10%9%

8%7%

5%5%5%4%

2%2%2%1%

51%20%

XINGmeinVZ

lokalistenStayFriends

Yahoo! Groups / Messenger

msnICQ

youtubeFriendScout24

JappyNetlog

freenet Freunde Community / Singles

otherno known communities

unaided request, multiple answers permitted; displayed are the 17 most frequently mentions; percent referece to cases


More than 60% of the participants are members of at least one online-community Number of memberships

2

„Are you a member of such a community? Plese tick those, which you are a member of.“

36%14%

8%2% 2%

43%


64%

36%

at least one membership no membership

43%

30%

1 2 3 4 5 6 through 10

Basis: n=1:978; weighted results, unaided request, multiple answers permitted


StayFriends is the community with the most members followed by studiVZ und MySpace2

37%

29%

22%

19%

17%

StayFriends

studiVZ

MySpace

wer-kennt-wen

schülerVZ

„Are you a member of such a community? Plese tick those, which you are a member of.“


17%

15%

14%

14%

12%

3%

2%

2%

21%

schülerVZ

XING

facebook

lokalisten

meinVZ

spin

Forum für Senioren

Platinnetz

otherBasis: n=1.068; weighted results; members of online-communities, aided request, multiple answers permitted


One fifth of the members of studiVZ and StayFriends are using mainly these communities2

22%

20%

14%

11%

10%

studiVZ

StayFriends

wer-kennt-wen

XING

„Which of the communities you mentioned is the one you use primarily?“


10%

7%

6%

5%

5%

2%

1%

1%

16%

MySpace

schülerVZ

meinVZ

facebook

lokalisten

spin

Forum für Senioren

Platinnetz

otherBasis: n=1.068; weighted results, members of online-communities, aided request


3 Motives of membership



Motives3

By factor analysis, 6 main motives for the membersh ip in an online-community were found:

1. Motive: Entertainment

2. Motive: Exchange of opinions


3. Motive: Business

4. Motive: Stay in touch

5. Motive: Dating

6. Motive: Online-gaming


Which community serves which motive?3

Motive: Stay in touch Motive: Entertainment


Motive: BusinessMotive: Dating Motive: Exchange of opinions


Motives3

Entertain-ment

Exchanging of opinions

Business Staying in touch

Meeting new people

Online-gaming

StayFriends 9,3 % 12,1 % 9,3 % 31,2 % 13,6 % 24,5 %

studiVZ 26 % 6,4 % 11,6 % 33,4 % 8,6 % 14,1 %

MySpace 25,6 % 16,6 % 6,9 % 21,7 % 12,3 % 17 %

wer-kennt-wen

9,1 % 12,8 % 9,9 % 35 % 13,2 % 20,2 %

schülerVZ 22,3 % 23,2 % 3,8 % 24,6 % 13,3 % 12,8 %


schülerVZ 22,3 % 23,2 % 3,8 % 24,6 % 13,3 % 12,8 %

XING 10,5 % 5,8 % 59,5 % 12,1 % 7,9 % 4,2 %

facebook 36,3 % 8,2 % 8,8 % 22,2 % 8,8 % 15,8 %

lokalisten 21,5 % 16,9 % 15,1 % 20,3 % 13,4 % 12,8 %

meinVZ 26,3 % 6,6 % 7,9 % 30,3 % 14,5 % 14,5 %

spin 25 % 11,1 % 5,6 % 11,1 % 33,3 % 13,9 %

Forum für Senioren

17,4 % 39,1 % 13 % 21,7 % 8,7 %

Platinnetz 21,1 % 15,8 % 15,8 % 10,5 % 36,8 %

most frequently mentioned motive

for the membership in this community

secondary frequent mentioned motive

for the membership in this community


4 Data security



Members of studiVZ are cautious about their adress or telephone number4

29

8

19

16

4

Name

Photo

Interests

Birthday

Friends

„Which of your personal data is visible for all community members?“


29

61

34

18

58

38

13

5

2

7

Friends

Online Status

Relationship Status

Guestbook

Employer/School

Groups

Messenger-Contact

Visited Sites

Adress

Telephone number

Basis: weighted results, members of studiVZ (n=232), indices: 100=mean over all communities, displayed are the variances of the means (n=1.068)


The telephone number ist a very important contact information for users of XING4

34

20

17

8

33

Name

Photo

Interests

Birthday

Friends

„Which of your personal data is visible for all community members?“


53

32

56

43

37

35

20

246

17

38

Friends

Online Status

Relationship Status

Guestbook

Employer/School

Groups

Messenger-Contact

Visited Sites

Adress

Telephone number

Basis: weighted results, members of XING (n=156), indices: 100=mean over all communities, displayed are the variances of the means (n=1.068)


5 Non-Usage



Data security causes concern against membership 5

„Can you tell me why you are not a member of an online-community at present?“

I am not interested in online-communities.

I am afraid of the insecurity of my personal data/don‘t want to make them public.

I don‘t think that I can take advantage of a registration in an online-community.

83%

80%

41%


I am not interested in online-communities.

I am afraid of harassment through other members.

The effort of looking after my profile and keeping it up-to-date is too big.

I‘m afraid of recieving spam after registration.

I don‘t know.

no statement

41%

24%

19%

12%

7%

5% Basis: n=911; weighted results, no membership in online-communities (valid responses), multiple answers


6 Summary



Summary

� About two-third of the german internet-users are members in an online-community. Unaided, the most popular network is studiVZ, followed by MySpace, schülerVZ and facebook.

� The main motives for usage of online communities vary in dependace of the community itself:

� The most important motive for the membership in the communities StayFriends, studiVZ, meinVZ, schülerVZ and wer-kennt-wen is „stay in touch“.

� Usage of MySpace, facebook and lokalisten is often driven by the expected entertainment.

� XING is definitely assigned with business.

� „Dating“ is the major theme for users of Spin and Platinnetz.

� For not-users, there are two main arguments against the membership in an online-community:

6


� For not-users, there are two main arguments against the membership in an online-community:

� Concerns about making personal data public in the internet.

� No personal advantage of a membership is seen.

� The majority of members of online communities makes use of the opportunity to make their personal data only accessible to certain other members.

� Name and photo are information which is typically accessible to all other users.

� Half of the users do also reveal theirs interests and birthday to all members of the community.

� Telephone number and adress are more critical data and only revealed to all users by 6% (telephone) and 9% (adress) of the users.


Contact

Holger Geißler

member of management board

phone: +49 (0)221 42061 - 344

[email protected]

7

Maria Drosdow


CologneBerrenrather Straße 154-156

D-50937 Köln

Tel.: +49 (0) 221 420 61 - 0 Fax: +49 (0) 221 420 61 - 100

www.psychonomics.de

ViennaRennweg 97-99

A-1030 Wien

Tel.: +43 (0) 1 798 59 28 - 1000Fax: +43 (0) 1 798 59 28 - 1099

www.psychonomics.at

Maria Drosdow

Student BW/Markt- und Kommunikationsforschung, HS Pforzheim

phone: +49-176-61085315

[email protected]

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