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-userLight userHeavy 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
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