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The Italian way to SNSs
a comparison between Badoo and Facebook

      Fabio [.] Giglietto [@uniurb.it]
    http://www.nextmediaandsociety.org


                        IR 9.0: Rethinking Communities, Rethinking Place
                                             IT University of Copenhagen
                                                    October 15 - 18, 2008
One global phenomenon many local
      path of domestication
The Italian perspective
Brief sites introduction
Badoo               Facebook
A new kind of space
Geographic space     Networked space




                                       danah boyd
Properties of communication
            in networked space
•   Permanence;
•   Replicability;
•   Serchability;
•   Invisible audiences.




                                      danah boyd
Modernity 2.0


       persistence   invisible audiences            replicability   searchability

few    Writings      Printing press, newspapers     Digital media   World Wide
                                                    (pc, video-     Web + Google
                                                    cameras)        (Google Book
                                                                    Search)
many   Writings      Personal online publishing /   Digital media   World Wide
                     Web 2.0 (Blogs, Flickr,        (pc, video-     Web + Google
                     YouTube)                       cameras)        (Google Blog
                                                                    Search)
Networked mediated public
From “all public“ to SNSs
Research hypothesis
– Badoo and Facebook users belong to different
  generations in terms of new media literacy
  skills:
  1. Badoo users appear to lack a clear understanding
     of the invisible audience and can’t therefore use
     the public/private distinction in a networked
     space;
  2. Badoo users appear to be mainly using the site to
     bridge their social capital making new friends
     than consolidating existing relationships.
Methodology
1. March: Telephonic survey with a
   representative sample of Italian
   population +18 (N=1600);
2. August: Analysis of users demographics;
3. September: Web survey with random
   selected sample of Facebook and Badoo
   users (N=228).
Online Italians with profile on SNSs
                                                                                                            Si
       45,0%                                                                                               18%
                   42,6%

       40,0%


       35,0%


       30,0%


       25,0%


       20,0%                                                                           No
                                                                                      82%

       15,0%                               14,0%


       10,0%
                                                                   6,4%
                                                                                            4,8%
        5,0%                                                                                                       3,7%


         ,0%
                       18-29                   30-39                      40-49                    50-59               60 e +




Source: CATI Survey 2008 LaRiCA Demetra Based on 18+ users of social networking sites [N=106] Margin of error is ±2% (March 2008)
Today: 571.680
600000
         State of SNSs in Italy [16-19]                                                                              24,33%

          source: http://jilltxt.net/?p=2163

500000                                                                                                           492275



                                                                                      431407


400000




300000




200000

                                           Today: 138,520
                                               5,88%
100000



                                      23520
            14920

     0
                        facebook                                                               badoo [18-19]

                                   italy [16-19] december 2007   italy [16-19] april 2008
                                                                                                               source: Facebook, Badoo
100%
            Online USA teens vs Italian 18-29
                                               91%
      90%
                                                                               82%        81%
      80%                                                 77%
                                                                                                                                          72%
      70%                                                                                                                                             67%


      60%

                   49%
      50%

                             42%
      40%


      30%

                                                                                                                              21%
      20%                                                                                                    17%


      10%


       0%
                fare nuove conoscenze      rimanere in contatto con       rimanere in contatto con                 flirtare         organizzarti con i tuoi amici
                                          persone che si vede spesso     persone che si vede di rado

                                                                usa online teens     online italians 18-29

Source: Pew Internet & American Life Project Parents & Teens Survey, October-November 2006. Based on teens 12-17 who use social networking sites [N=493]
Margin of error is ±5%; Indagine CATI 2008commissionata dal LaRiCA Based on 18-29 users of social networking sites [N=106] Margin of error is ±2%
Websites users demographics




  1,861,760 profiles   2.794.284 profiles
Facebook grow rate


                                                      1,861,760




Slide from a presentation by Vincenzo Consenza (vincos.it) delivered on 11/10/08 (1 week ago)
Age distribution
Perception of Privacy
    Q7. How easy do you think it would be for someone to find out who you are from your
    profile? Do you think…?

                                                                           Facebook Users    Badoo Users
    Answer Options                                                        Response Percent Response Percent
    It would be pretty easy                                                     68,9%                 57,1%

    They would have to work at it but they could
                                                                                17,9%                 16,1%
    figure it out eventually

    It would be very difficult for someone to find out
                                                                                 6,8%                 14,3%
    who you are from your profile

    Don't know                                                                   6,3%                 12,5%

                                                                                      Profile visibility
                                                                                         Facebook Users    Badoo Users
Question adapted from Pew Internet Parents & Teens 2006 Survey .   only to my friends           47,0%                5,9
Source: Online Survey [N=228] , September 2008                     visible to all               44,8%              70,6
Bridging/Bonding

   Q8. What are the different ways you use social networking sites? Do you ever use those
   sites to…?
                                                                    Facebook Users      Badoo Users
  Answer Options                                                   Response Percent   Response Percent
  Make new friends                                                      43,4%              67,9%
  Stay in touch with friends you see a lot                              70,9%              69,6%
  Stay in touch with friends you rarely see in person                   88,4%              80,4%
  Flirt with someone                                                    24,3%              39,3%
  Make plans with your friends                                          55,6%              53,6%




Question adapted from Pew Internet Parents & Teens 2006 Survey .
Source: Online Survey [N=228] , September 2008
Bridging/Bonding

                                                                      Facebook Users                                                    Badoo Users
                                                                        Agreement                                                        Agreement
 Answer Options                                                       Rating Average                                                   Rating Average
 I use Facebook/Badoo to connect with offline contacts                   3,425414                                                         2,019608
 I have used Facebook/Badoo to check out someone I met socially          3,674033                                                         2,862745
 I use Facebook/Badoo to learn more about my friends                     2,685083                                                         2,196079
 I use Facebook/Badoo to learn more about other people living near me     2,60221                                                         2,294118
 I use Facebook/Badoo to keep in touch with my old friends               3,944751                                                         2,372549
 I use Facebook/Badoo to meet new people                                 2,469613                                                         3,019608




Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook quot;friends:quot; Social capital and college students' use of online
social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.html
Source: Online Survey [N=228] , September 2008
Conclusions
The research hypothesis can be considered at last
partially confirmed:
• Observing the results of the survey it’s pretty clear that Badoo
users are mainly using the site to bridge their social capital
making new friends other than consolidating existing
relationships;
• Some data also confirm that Badoo users lack a clear
understanding of the invisible audience and underestimate the
exposure of their online published contents.
Future work
Is the acquisition of skills necessary to use the
  distinction between public and private in the
 networked space, driving the success of social
  network sites like Facebook in other country?
          Comparative study anyone?

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The Italian way to SNSs a comparison between Badoo and Facebook

  • 1. The Italian way to SNSs a comparison between Badoo and Facebook Fabio [.] Giglietto [@uniurb.it] http://www.nextmediaandsociety.org IR 9.0: Rethinking Communities, Rethinking Place IT University of Copenhagen October 15 - 18, 2008
  • 2. One global phenomenon many local path of domestication
  • 5. A new kind of space Geographic space Networked space danah boyd
  • 6. Properties of communication in networked space • Permanence; • Replicability; • Serchability; • Invisible audiences. danah boyd
  • 7. Modernity 2.0 persistence invisible audiences replicability searchability few Writings Printing press, newspapers Digital media World Wide (pc, video- Web + Google cameras) (Google Book Search) many Writings Personal online publishing / Digital media World Wide Web 2.0 (Blogs, Flickr, (pc, video- Web + Google YouTube) cameras) (Google Blog Search)
  • 10. Research hypothesis – Badoo and Facebook users belong to different generations in terms of new media literacy skills: 1. Badoo users appear to lack a clear understanding of the invisible audience and can’t therefore use the public/private distinction in a networked space; 2. Badoo users appear to be mainly using the site to bridge their social capital making new friends than consolidating existing relationships.
  • 11. Methodology 1. March: Telephonic survey with a representative sample of Italian population +18 (N=1600); 2. August: Analysis of users demographics; 3. September: Web survey with random selected sample of Facebook and Badoo users (N=228).
  • 12. Online Italians with profile on SNSs Si 45,0% 18% 42,6% 40,0% 35,0% 30,0% 25,0% 20,0% No 82% 15,0% 14,0% 10,0% 6,4% 4,8% 5,0% 3,7% ,0% 18-29 30-39 40-49 50-59 60 e + Source: CATI Survey 2008 LaRiCA Demetra Based on 18+ users of social networking sites [N=106] Margin of error is ±2% (March 2008)
  • 13. Today: 571.680 600000 State of SNSs in Italy [16-19] 24,33% source: http://jilltxt.net/?p=2163 500000 492275 431407 400000 300000 200000 Today: 138,520 5,88% 100000 23520 14920 0 facebook badoo [18-19] italy [16-19] december 2007 italy [16-19] april 2008 source: Facebook, Badoo
  • 14. 100% Online USA teens vs Italian 18-29 91% 90% 82% 81% 80% 77% 72% 70% 67% 60% 49% 50% 42% 40% 30% 21% 20% 17% 10% 0% fare nuove conoscenze rimanere in contatto con rimanere in contatto con flirtare organizzarti con i tuoi amici persone che si vede spesso persone che si vede di rado usa online teens online italians 18-29 Source: Pew Internet & American Life Project Parents & Teens Survey, October-November 2006. Based on teens 12-17 who use social networking sites [N=493] Margin of error is ±5%; Indagine CATI 2008commissionata dal LaRiCA Based on 18-29 users of social networking sites [N=106] Margin of error is ±2%
  • 15. Websites users demographics 1,861,760 profiles 2.794.284 profiles
  • 16. Facebook grow rate 1,861,760 Slide from a presentation by Vincenzo Consenza (vincos.it) delivered on 11/10/08 (1 week ago)
  • 18. Perception of Privacy Q7. How easy do you think it would be for someone to find out who you are from your profile? Do you think…? Facebook Users Badoo Users Answer Options Response Percent Response Percent It would be pretty easy 68,9% 57,1% They would have to work at it but they could 17,9% 16,1% figure it out eventually It would be very difficult for someone to find out 6,8% 14,3% who you are from your profile Don't know 6,3% 12,5% Profile visibility Facebook Users Badoo Users Question adapted from Pew Internet Parents & Teens 2006 Survey . only to my friends 47,0% 5,9 Source: Online Survey [N=228] , September 2008 visible to all 44,8% 70,6
  • 19. Bridging/Bonding Q8. What are the different ways you use social networking sites? Do you ever use those sites to…? Facebook Users Badoo Users Answer Options Response Percent Response Percent Make new friends 43,4% 67,9% Stay in touch with friends you see a lot 70,9% 69,6% Stay in touch with friends you rarely see in person 88,4% 80,4% Flirt with someone 24,3% 39,3% Make plans with your friends 55,6% 53,6% Question adapted from Pew Internet Parents & Teens 2006 Survey . Source: Online Survey [N=228] , September 2008
  • 20. Bridging/Bonding Facebook Users Badoo Users Agreement Agreement Answer Options Rating Average Rating Average I use Facebook/Badoo to connect with offline contacts 3,425414 2,019608 I have used Facebook/Badoo to check out someone I met socially 3,674033 2,862745 I use Facebook/Badoo to learn more about my friends 2,685083 2,196079 I use Facebook/Badoo to learn more about other people living near me 2,60221 2,294118 I use Facebook/Badoo to keep in touch with my old friends 3,944751 2,372549 I use Facebook/Badoo to meet new people 2,469613 3,019608 Question adapted from Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook quot;friends:quot; Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication, 12(4), article 1. http://jcmc.indiana.edu/vol12/issue4/ellison.html Source: Online Survey [N=228] , September 2008
  • 21. Conclusions The research hypothesis can be considered at last partially confirmed: • Observing the results of the survey it’s pretty clear that Badoo users are mainly using the site to bridge their social capital making new friends other than consolidating existing relationships; • Some data also confirm that Badoo users lack a clear understanding of the invisible audience and underestimate the exposure of their online published contents.
  • 22. Future work Is the acquisition of skills necessary to use the distinction between public and private in the networked space, driving the success of social network sites like Facebook in other country? Comparative study anyone?