1. 7thInternational Congress of Qualitative Inquiry 20th May 2011 Facebook vs. Orkut The Battle over Middle Aged Users in Brazil David Nemer : Development of Korean Online Certificate Infrastructure as Local Standard

2. Agenda Motivation Comparison between Facebook and Orkut Methodology Findings Conclusion Future Work

3. Motivation

4. Motivation ?

5. Facebook vs. Orkut – numbers1,2 users / million users / million 2009-2010 4.5 million users years in Brazil users / million Age: 45-70 (7.3%) (33.3%) 1- Facebackers: www.facebakers.com ; 2- Orkut Demographics: http://www.orkut.com/MembersAll

6. Research Question Why are the middle age users from Brazil choosing Facebook over Orkut?

8. 30 subjects (randomly chosen)

9. 15 male / 15 female

10. 45 – 70 years old

11. Online questionnaire

12. User observation

14. What do you use Facebook for?

15. Are you satisfied with it? Explain why.

16. Have you heard of Orkut?

17. If yes, is there any reason for you not to sign upfor Orkut or switch to Facebook?

20. They trust their friends

21. Curiosity

23. SPAM

24. Suspicious links

26. Satisfied with Facebook / Reliable

27. They felt safe on Facebook

28. Didn’t feel their privacy was invaded

30. Heavy Layout

32. Mostly communicate with people from their age group

33. No games

34. Sometimes used applications

35. Communication mostly with text

37. Trust

38. Reliable

39. Usability

40. Fast Access

41. Clean Design

42. Not feel overwhelmed

43. Portability

45. Is this phenomenon happening all over the world? Why?