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Why people use social networking sites

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Petter Bae Brandtzæg
Petter Bae Brandtzæg

Brandtzæg, P.B., & Heim, J. (2009). Why people use social networking sites. Proceedings of the HCI International. (pp. 143–152). In A.A. Ozok and P. Zaphiris (Eds.): Online Communities, LNCS. Springer-Verlag Berlin Heidelberg, San Diego, CA, USA, 19-24 July

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Why people use social networking sites HCI’09 USA, San Diego Petter Bae Brandtzæg, SINTEF and UiO Jan Heim, SINTEF RECORD (Telenor, NRK, VIF, Opinion, AHO and SINTEF) CITIZEN MEDIA Social change, EC IST FP6
Background
Trend - Fast growing Social networking sites ,[object Object],[object Object],[object Object],[object Object],[object Object]
Limited understanding ,[object Object],[object Object]
Social networking sites - popular in Norway ,[object Object],[object Object],http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
But..what is an social networking site?
SNSs is defined according to boyd and Ellison (2007) as a ,[object Object],boyd, d., Ellison, N.E.: Social Network Sites: Definition, History and Scholarship. Journal of Computer-Mediated Communication 13 (2007)
SNSs is also an ”all-in-one-place-solution” SNSs typical examples of media convergence and ”mashup-solutions” that try to connect all media and services in to one single solution. Brandtzæg, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international Conference on intelligent Technologies For interactive Entertainment (Cancun, Mexico, January 08 - 10, 2008). ICST. Brussels, Belgium, 1-10. ACM digital library eMail Shopping News Mobile Photoalbum Chat/IM Blogging Gaming Video TV SNS
Different types of Social networking sites
Trends in Social networking sites Entertainment Young people 12-17 People Text based communities Purpose Technology Anonymous Policies/ norms Older people Real identity Education, work business, politics Trender 3D, mobile, rich media. Examples Brandtzæg, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international Conference on intelligent Technologies For interactive Entertainment, Cancun
Social networking sites - challenges ,[object Object],[object Object],[object Object]
In the US, MySpace, lost more than 1 million unique users to fall to 63.2 million in 2008
Reasons to stop using a SNS or using it less than before in % Brandtzæg, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international Conference on intelligent Technologies For interactive Entertainment (Cancun, Mexico, January 08 - 10, 2008). ICST. Brussels, Belgium, 1-10. ACM digital library
The Study
Why people use social networking sites
Open question to 1200 SNS users (March, 2007) ,[object Object],Mean 16 years Mean 22 years Mean 17 years Mean 29 years
So…is everything about connections?
Or… is SNSs used for personal branding and narcissism? ,[object Object],[object Object]
Overview over the user motivations in SNSs in % , number of counts = 1518 (N 1200)
Pew Internet (2008) findings differ ,[object Object],[object Object],[object Object],[object Object]
(1) New relations (31%): These users reporting the motivation of seeking new relations and the opportunity to meet new people ,[object Object],[object Object]
“ I meet funnier people online than in my home district” (Boy, 18 years old) New relations Flirting Common interests Moving to a new district Lonely Living in rural area seeking likeminded
(2) Friends (21%): Users reporting contact with both close friends and acquaintances ,[object Object],[object Object],[object Object]
“ It is difficult to keep in touch with friends when you live in a small rural area and are ‘shielded from the world.” (Female 16 years old). Friends Friends on the move Old school friends Friend contact on a new level Not seen often friends Long distance, rural friends
(3) Socializing (14%): sharing of experiences, reporting activities, small-talk and commenting in each others’ guest books, social support ,[object Object],[object Object],[object Object],[object Object],[object Object]
(4) Information (10%): Fashion, music, literature, cultural events, current happenings in their neighborhood and people’s opinions related to everything from politics and to more tedious matters ,[object Object]
(5) Debating (6.5%): Users highlighting debate and discussions inside the SNS. This category might be difficult to separate from “information” ,[object Object],[object Object]
Conclusion
Many different people - many motivational reasons for using SNSs
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fun, profile surfing, time killing Information, debating Maslow's hierarchy of needs Social, love, belonging SNS user's hierarchy of needs
Future studies ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Why people use social networking sites

  • 1. Why people use social networking sites HCI’09 USA, San Diego Petter Bae Brandtzæg, SINTEF and UiO Jan Heim, SINTEF RECORD (Telenor, NRK, VIF, Opinion, AHO and SINTEF) CITIZEN MEDIA Social change, EC IST FP6
  • 3.
  • 4.
  • 5.
  • 6. But..what is an social networking site?
  • 7.
  • 8. SNSs is also an ”all-in-one-place-solution” SNSs typical examples of media convergence and ”mashup-solutions” that try to connect all media and services in to one single solution. Brandtzæg, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international Conference on intelligent Technologies For interactive Entertainment (Cancun, Mexico, January 08 - 10, 2008). ICST. Brussels, Belgium, 1-10. ACM digital library eMail Shopping News Mobile Photoalbum Chat/IM Blogging Gaming Video TV SNS
  • 9. Different types of Social networking sites
  • 10. Trends in Social networking sites Entertainment Young people 12-17 People Text based communities Purpose Technology Anonymous Policies/ norms Older people Real identity Education, work business, politics Trender 3D, mobile, rich media. Examples Brandtzæg, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international Conference on intelligent Technologies For interactive Entertainment, Cancun
  • 11.
  • 12. In the US, MySpace, lost more than 1 million unique users to fall to 63.2 million in 2008
  • 13. Reasons to stop using a SNS or using it less than before in % Brandtzæg, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international Conference on intelligent Technologies For interactive Entertainment (Cancun, Mexico, January 08 - 10, 2008). ICST. Brussels, Belgium, 1-10. ACM digital library
  • 15. Why people use social networking sites
  • 16.
  • 17. So…is everything about connections?
  • 18.
  • 19. Overview over the user motivations in SNSs in % , number of counts = 1518 (N 1200)
  • 20.
  • 21.
  • 22. “ I meet funnier people online than in my home district” (Boy, 18 years old) New relations Flirting Common interests Moving to a new district Lonely Living in rural area seeking likeminded
  • 23.
  • 24. “ It is difficult to keep in touch with friends when you live in a small rural area and are ‘shielded from the world.” (Female 16 years old). Friends Friends on the move Old school friends Friend contact on a new level Not seen often friends Long distance, rural friends
  • 25.
  • 26.
  • 27.
  • 29. Many different people - many motivational reasons for using SNSs
  • 30.
  • 31. Fun, profile surfing, time killing Information, debating Maslow's hierarchy of needs Social, love, belonging SNS user's hierarchy of needs
  • 32.
  • 33.

Editor's Notes

  1. Many communities are targeting younger age groups, so actually several users complained about too many youngs ters inside the community