1. 5
Facebook’s Five
User types
What are the other aspects in
which these 5 types differ?
June 2011
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2. FACEBOOK’S FIVE USER T YPES
 Utilizing data from a previous study by Pyschster Inc. that had
established the five major Facebook user types, we wanted to
create a pilot study to discover the various aspects in which
these groups dif fer.
 Facebook User Types
 Cruisers/Application Users
 Impression Managers
 Info/Spectators
 Offline Networkers
 Update Junkies
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3. METHOD
 Took the results and data from the Psychster study to develop our study
 We created a sur vey asking user s to rate their opinions on a five -
point scale regarding:
 How they live
 Demographic data
 What media they consume
 Purchasing habits
 How data was collected
 Through Facebook status updates, Listservs, word of mouth
 $100 gift card to Amazon.com
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4. DATA DEMOGRAPHICS
 The data collected showed that we had low sample size for
three of the five user types.
 We combined three user types to create three groups:
 Info/Spectators
 Update Junkies
 Others (Cruise/App, Impression, Offline)
 Users who participated in the survey were mostly female. And
mostly consisting within the Update Junkie type.
 For males, there were an even number of users for each
Facebook type.
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5. ANALYZING DATA
 Using SPSS
 Multivariate ANOVA tests
 Small batches to see if there variables that are significant or
approaching significance
 From this data, we took a look at each dependent variable
that stood out.
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6. OUR FINDINGS
Significant Dependent Variables (p<.05)
Interest in Gadgets 0.04
Interest in Large Pets 0.02
Make Purchases from the TV 0.00
Watch TV Infomercials 0.02
Watch game shows 0.02
Rent Movies at the Store 0.02
Learns of new products from YouTube 0.00
Learns of new products from Online Commercials 0.03
Learns of new products from a Convention 0.00
Learns of new music from YouTube 0.03
Learns of new music from their Favorite Artist 0.03
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7. Q: RATE YOUR INTEREST IN
THE FOLLOWING
Gadget
Info/Spectators
Large Pet Update Junkies
Others
0 1 2 3 4 5
Rating Scale 1 (Not at all ) – 5 (Extremely)
Our 3 Facebook groups differ in their level of interest in….
• Shopping for gadgets and electronics, F(2,51) = 3.30, p = .04
• Update Junkies/Others, p = .014
• Owning large Pets, F(2,51) = 3.97, p = .02
• Info/Others, p = .007
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8. Q: HOW LIKELY ARE YOU TO MAKE A
PURCHASE...
From TV Info/Spectators
Update Junkies
Others
0 1 2 3 4 5
Rating Scale 1 (Not at all ) – 5 (Extremely)
Our 3 Facebook groups differ in likeliness of purchasing their products…
• From TV, F(2,51) = 6.38, p = .003
• Info/Others, p = .005
• Update Junkie/Others, p = .001
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9. Q: RATE HOW MUCH YOU FIND THE FOLLOWING
T V PROGRAM GENRES ENTERTAINING
TV Infomericials
Info/Spectators
Update Junkies
Game Shows
Others
0 1 2 3 4 5
Rating Scale 1 (Not at all ) – 5 (Extremely)
Our 3 Facebook groups differ in finding the following TV genres entertaining…
• TV Infomercials, F(2,51) = 3.76, p = .03
• Update Junkies/Others, p = .008
• Game Shows, F(2,51) = 4.56, p = .02
• Update Junkies/Others, p = .004
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10. Q: HOW LIKELY ARE YOU TO BE INTRODUCED
TO NEW PRODUCTS FROM...
Through YouTube
Through OnlineComm Info/Spectators
Update Junkies
Through Conventions Others
0 1 2 3 4 5
Rating Scale 1 (Very Unlikely) – 5 (Very Likely)
Our 3 Facebook groups differ in likeliness of being introduced to new products through..
• YouTube, F(2,51) = 7.00, p = .002
• Info/Others, p = .017
• Update Junkies/Others, p = .000
• Online Commercials, F(2,51) = 3.74, p = .03
• Update Junkies/Others, p = .009
• Conventions, F(2,51) = 11.99, p < .001
• Info/Others, p=.001
• Update Junkies/Others, p < .001 9

11. Q: HOW LIKELY ARE YOU TO LEARN
ABOUT NEW MUSIC THROUGH...
Through YouTube
Info/Spectators
Update Junkies
Through FaveArtist
Others
0 1 2 3 4 5
Rating Scale 1 (Very Unlikely) – 5 (Very Likely)
Our 3 Facebook groups differ in likelihood of learning about new music through..
• YouTube, F(2,51) = 3.60, p = .03
• Info/Others, p = .076
• Update Junkies/Others, p = .010
• Favorite Artist, F(2,51) = 5.16, p = .009
• Info/Others, p = .002
• Update Junkies/Others, p = .019 10

12. Q: HOW LIKELY ARE YOU TO RENT YOUR MOVIES
USING THE FOLLOWING METHODS:
Grocery store Info-only/Spectators
Update Junkies
Others
0 1 2 3 4 5
Rating Scale 1 (Not at all) – 5 (Extremely)
• Our 3 Facebook groups differ in likeliness of renting movies through grocery
stores, F(2,51) = 10.67, p<.001
• Info/Others, p = .002
• Updates Junkies/Others, p < .001
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13. SPECIFIC FINDINGS
 From our pilot study, this is what we have found regarding the
Info/Spectators and the Update Junkies
Facebook User Type Findings
Info/Spectators • Less likely to own a large pet and learn about
new music through favorite artist
Update Junkies Less likely to:
• Purchase products from TV
• Watch game shows and infomercials
• Rent movies from grocery store
• Learn about new products through
conventions
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14. OTHER PROFILES
The three combined Facebook user types (Cruisers/Application
Users, Impression Managers and Of fline Networkers) had the
highest means for all significant data.
 Trends within these three groups is hard to analyze because each are
very different in their needs in Facebook.
Facebook User Type Findings
Others More likely to:
• Be interested in shopping for gadgets and
electronics
• Learn about new products through YouTube,
online commercials, and conventions
• Learn about new music through YouTube and
favorite artist
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15. RECOMMENDATIONS
 Since our n=54 was so small, we need to conduct another
study with more data to analyze.
 We need to gather a more even distribution of the five
Facebook User Types.
 Re-evaluate the pilot survey questions and take out questions
that have no ef fect on each Facebook Type
 Create a new shorter survey to be able to better understand
how they live and what they purchase and consume.
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