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Their most regular use of social networking sites consisted of finding old friendsrather than making new ones, as they saw social networking sites as an efficient way ofkeeping in touch with friends and maintaining diverse networks. For Faithfuls, socialnetworking site use was part of their wider social and cultural experience.It is such a brilliant way to re-kindle old friendships which have fizzled out for no other reasonbut that you are busy and you live in different parts if the country – Female 25, rural/semiruralThese users were less likely to add people they didn’t know as friends.
For them socialnetworking sites were useful tools to strengthen existing offline networks rather than tocreate new, virtual ones. Some of our sample appeared to be using Facebook and othersocial networks in much the same way as Friends Reunited – to look for old school anduniversity friends.Functionals (male, older 20+, ABC1C2D, minority of the sample)This last group was single-minded in their use of social networking sites. They logged on fora purpose, such as looking for music and bands, rather than conducting small talk, flirting orlooking at others’ pictures and leaving comments. They reported being pestered to joinsocial networking sites by friends who were more involved in the sites, but were themselvesmore occasional users, generally logging on for short visits.30Social NetworkingIf I want to find out about when my favourite band is playing then I check out MySpace Male 14, rural/semi-ruralI am not that bothered with chit chat, it is just a few friends who have moved away and I wantto keep in contact with – Female 30, urban/suburbanI think it is best when you can find out about activities that you can do – Male 25, rural/semiruralFor Functionals, ‘friends’ on social networking sites were simply people they knew and withwhom they shared common interests or hobbies.
At a base level, social networking sitesserved a certain purpose and only at a certain time.5.2Non-user segmentsOfcom quantitative research found that non-users made up 78% of adults and 51% ofchildren (see Figures 7 & 8 above). The qualitative research specifically included a smallportion of non-users to explore their attitudes to social networking sites and reasons for notusing them.35However, several broad reasons emerged why non-users did not currently use socialnetworking sites. These were:•simply having no interest in using social networking sites as an activity;•not having the time available to commit to using the sites;•not wanting to ‘jump on board’ the social networking craze;•preferring to rely on face-to-face and other forms of communications;•witnessing the negative side of using social networking sites among friends andchoosing to ‘steer clear’; and•concerns around safety and being stalked by other users (on and offline).The reasons given for not using social networking sites could be categorised broadly intothree groups: concerned about safety, technically inexperienced, and intellectual rejecters.These are summarised in the following table:35These findings should be treated as indicative only due to the qualitative nature of the study, andfurther quantitative research would be required to validate them.31Social NetworkingFigure 18: Table summarising social networking sites non-user segmentsGenderAgeReason for non-useConcerned about safetyMale and femaleOften older and parentsAnxious about safety risks tothemselves and/or theirchildrenTechnically inexperiencedMale and femaleOften older and parentsLack of confidence with theinternet and computersgenerallyIntellectual rejectersMale and femaleOlder teens and youngadultsThought that SNS were awaste of time and beneaththemSource: Ofcom Social Networking Sites research, September-October 2007Concerned about safety and securityThis was the largest non-user group in the sample and was more likely to include olderrespondents, and particularly parents.
It included both men and women. Parents wereanxious about safety risks online relating to their children and particularly the perceiveddangers that teenage girls might be stalked, either online or offline. Some parents in thiscategory who were not themselves users said that they might sometimes allow their childrento have access to social networking sites.
However, they would often control the amount oftime their children spent on these sites. They also wanted more privacy and safety educationabout social networking sites.Younger respondents who fitted into this group were concerned that they would beapproached by ‘stalkers’ and also feared that other users could get access to their personaldetails.I would never join a site like that.
It doesn’t matter how much security is on it, you neverknow. I think people just go on and find out things about you, and the next thing it’s like theyknow you - Girl 15, urban/suburbanBy putting up photos of herself, I feel that my daughter is asking for trouble, I try and monitoras much as possible what she does on her Bebo site, but I can’t be watching her all the time- Male 39, urban/suburbanSome people do like to have everybody seeing their photos and information but I justdon’t…I would prefer just to keep it private. I worry what could happen if people got hold ofmy information and what they could do with it - Female 22, urban/suburbanTechnically inexperiencedThis group was smaller than the ‘concerned about safety’ group. Most of the people in thisgroup were over 30.
They felt a general lack of confidence with computers and preferredtraditional means of communication. Most of the people in this group had manual jobs andwere time-poor, with little access to, or experience of, the internet.The type of guy I am and the guys I’m friends with – builders and plumbers – all tend torather go to the pub than be on a computer - Male 34, urban/suburbanPersonally I prefer to go down the pub meet a few guys, have a drink and socialise that wayand pretty much I don’t understand [social networking sites] so maybe future times to come32Social Networkingpossibly…. But also the security side of things I don’t really trust them, it’s all a bit worryingreally – Male 32, urban/suburbanThere were also some in this group who wanted to use social networking sites but just didnot know where to start. They were often embarrassed to ask for help from their friends.Intellectual rejectersThis was the smallest group in our sample and was mostly older teens and young adults.Most people in this group thought that social networking sites were a waste of time,something for people who were preoccupied with self-promotion, and something that wasbeneath them.
Many in this group were confident individualistic teenagers who spent muchof their free time outside the home, rather than inside with technology. Their mobile phone,rather than their computer, was crucial to maintaining their social life.Several of this group had heard about or witnessed problems with using social networkingsites, such as bullying, that they did not want to involve themselves with.I don’t feel that I need social networking sites to maintain friendships and keep in contactwith my circle of friends, because I do that through other means…it doesn’t add that socialconnectivity to my group - Male 23, rural/semi-ruralBut this is reaching out to try to impress strangers, which I don’t see the point of - Male 30+,urban/suburbanI don’t see the point – why go on [social networking sites] and write about what you’re doing,instead of just going out and doing it? - Girl 17, urban/suburban33Social NetworkingSection 66 How people use social networking sitesThis section introduces social networking sites, covers the process of setting up one’s ownprofile and explores how social networking sites are used.
It looks at the tangible andintangible benefits of participating in social networking sites, as well as the concerns thathave been raised, both by users and non-users and in recent media coverage. Whereappropriate, it includes third-party research.6.1Setting up a profileThe building blocks of social networking sites are the individual members’ profiles. No twoprofiles are identical, but they typically contain basic information about the user such asname, sex, home town/country and contact details as well as other information such as race,religion and politics.
Alongside this basic information, most social networking sites also allowusers to write potted biographies about themselves and to go into great detail about theirlikes and dislikes. For example, on MySpace these are termed ‘blurbs’.Very few of these categories, with the exception of the user’s name, are compulsory todisplay on one’s profile. However, many users do fill in their profiles in great detail, not leastbecause they enjoy doing so.I just filled them in because I thought I had to - Boy 11, rural/semi-ruralIt is sort of fun filling all the sections out, you feel important – Female 42, rural/semi-ruralOther users reasoned that if they entered all their personal details then this could help themto get in touch with others and project their identity.
This was common across all of the usertypologies that emerged (see Section 5), the only exception being Functionals.Users can also personalise the appearance of their profiles. This can take the form ofchanging the background or ‘skin’ by adding glitter, pictures or different wallpaper. Someusers, usually the younger ones, put a lot of effort into customising their profiles in this way,as it is another way for them to express themselves. Some sites, including MySpace andPiczo, allow a high degree of profile customisation.For many users, a site profile is like a blank canvas. It allows its owner, within certainconstraints, to create a unique profile which reveals aspects of his or her character.Fun and engaging leisure activityIt is clear that for the majority of people we spoke to, using social networking sites was muchmore than just a functional activity.
Many users gained significant emotional rewards fromcontacting their friends and taking part in various online activities and games.For younger people an important feature of social networking sites is the ability to contactothers in a playful way, using ‘pokes’ or similar gestures. These gestures are a feature ofmost social networking sites and, depending on the site are called names like Pokes, Fives,Love or something similar. They are a way of gesturing to other users and getting theirattention.34Social NetworkingThere is always something to do…like Poking each other or sending them a fish or Zombieing them! – Male 17, rural/semi-ruralThese gestures, or symbolic cues, are fun for many users and provide a level of excitementas people log on to see what messages they have.
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