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Although Facebook is the largest social network site in the U.S. and attracts an increasingly diverse userbase, some individuals have chosen not to join the site. Using survey data collected from a sample of non-academic staff at a large Midwestern university (N=614), we explore the demographic and cognitive factors that predict whether a person chooses to join Facebook. We find that older adults and those with higher perceived levels of bonding social capital are less likely to use the site. Analyzing open-ended responses from non-users, we find that they express concerns about privacy, context collapse, limited time, and channel effects in deciding to not adopt Facebook. Finally, we compare non-adopters against users who differ on three dimensions of use. We find that light users often have social capital outcomes similar to, or worse than, non-users, and that heavy users report higher perceived bridging and bonding social capital than either group. To view the paper: http://vitak.files.wordpress.com/2009/02/lampe_vitak_ellison-2013-cscw.pdf
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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
