Psychster Inc.

Psychographic Segmentationof Facebook Users

Psychster Labs October 19, 2012David C. Evans Ph.D.

Links

The paper:

Evans, D.C., Robertson, N., Lively, T., & Jacobson, L., Llamas-Cendon, M., Isaza, H., Rosenbalm, S., & Voigt, J. (2012). Facebook’s 8 fundamental hooks and 6 basic user types: A psychographic segmentation. The Four Peaks Review, 2, 36-54. http://journals.lib.washington.edu/index.php/FPR/article/view/13914

The authors would like to thank Eden Epstein, Nicholas Mattos, Bibianna Cha, Christina Seong, Parinaz Ejlali, and Sara Degruttola for their assistance with earlier versions of this study.

Find out your segment:

http://psychsterdata.com/fbsign/quiz.php

Our recent scientific study

Surrounded by funny parodies with which we

compare our results in this slideshow

Psychographic Segmentation

News

1. Collect data. A continuous (1-5) ratings of how much people need or use ~100 value-propositions for your media or software.

2. Perform a Factor Analysis. Sorts needs from the survey into fundamental hooks, where if you need one in a group you tend to need them all.

3. Perform a Cluster Analysis. Sorts people into groups who have similar needs for the fundamental hooks.

AppsFeeds Biz18%

16%

16%

50%

4. Perform Logistic Regression. Makes a short diagnostic quiz to identify anyone’s segment for targeting or more research. See http://psychsterdata.com/fbsign/quiz.php

Facebook’s Fundamental Hooks (1-4 of 8)1. Media & News

Referrals2. Social Updates 3. Games 4. Groups &

LinkingR2 = 12.2% R2 = 9.9% R2 = 5.5% R2 = 5.3%

Frequently learn about books .78

Frequently learn about movies .76

Frequently learn about local places .74

Frequently learn about music .73

Frequently learn about clothing/fashion .72

Frequently learn about blogs/news .71

Frequently get updates about int'l news .71

Frequently learn about travel .71

Frequently get updates about entertainment news .68

Frequently get updates about local news .67

Frequently get updates about industry news .64

Importance of status updates .77

Importance of status updates that are friends only .77

Likely to like/comment on friends' status .77

Likely to like/comment on photos .71

Likely to share status updates .68

Likely to share photos .67

Want photos that are viewable by friends only .66

Importance of photos .64

Use FB to connect with friends .63

Frequently get updates about friends & family .59

Rely on FB to connect w/ friends .59

Use FB to share my life .59

Use FB to play games .73

Likely to share content applications .70

Importance of app content .69

Use apps to play games .64

Likely to like games .61

Likely to like/comment on app content .61

Use apps to give virtual gifts .50

Likely to like politics .74

Join groups based on politics .68

Likely to link account to news site .60

Likely to link account to info site .57

5. Public Networking

6. Sharing 7. Invitations 8. Private Networking

R2 = 5.2% R2 = 3.9% R2 = 3.6% R2 = 3.3% Want photos that are

viewable by everyone .67

Important to status updates that are public .65

Rely on FB to connect w/ coworkers .59

Use FB for business .52

Use FB to expand my network .49

Member only for business .46

Likely to like celeb .43

Likely to share videos .59

Importance of videos .55

Likely to like/comment on videos .52

Likely to share links .44

Importance of links .43

Important to receive invitations to events .68

Important to send invitations to events .67

Importance of privacy change notices .53

Importance of status updates that are private .59

Want photos that are viewable by only me .58

Want photos that are viewable by a specific group .46

Likely to link account to music site .41

Likely to link account to shopping site .40

Facebook’s Fundamental Hooks (5-8 of 8)

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Facebook’s User Types (FBSIGN)

Fans

Influencers

Gamers

Social-Searchers

Neutrals

Branders

Facebook’s User Types (FBSIGN)• Fans join interest groups based on politics, art, and

music, and they often link their Facebook account to other websites.

• Branders prefer public to private networking, and they often use Facebook as a tool for business, building a personal brand, or accumulating social capital.

• Social-Searchers employ Facebook to learn about news, media, and entertainment, but they show little interest in apps and games.

• Influencers share videos, links, and good deals with others, and they rarely use the private forms of messaging or sharing available on Facebook.

• Gamers are motivated by games, apps, and coupons; they interact with strangers as often as acquaintances, and though fewer in number they log the most time on Facebook.

• Neutrals are unmotivated by most of Facebook’s features including status updates, and they report being members only to keep connected to the events of family and friends.

Most Men: Fans, Branders, NeutralsMost Women: Influencers, Social-Searchers, Gamers

Youngest: Branders, Influencers, FansOldest: Neutrals, Gamers, Social-Searchers

Most Active: GamersModerate: Social-Searchers, Branders, InfluencersLeast Active: Neutrals, Fans

Facebook’s User Types (FBSIGN)

Fans

FansHigher Than All Other Segments On:

• likelihood to link account to News site

• interest in groups based on politics

• likely to like brands I like

• likely to like arts

• likelihood to link account to info site

• interest in groups based on media

• I want photos that are viewable by a specific group

• interest in groups based on offline interest

• likelihood to link account to sports site

Lowest On:

• Nothing

Branders

BrandersHigher Than All Other Segments On:

• I want photos that are viewable by everyone

• importance of status updates that are public

• I Use FB for Business

• I Use FB to Date

• I Use FB to Share My Life

• early adopter importance

• frequently write blog

• freq learn about clothing/fashion

• likely to like sports page

Lowest On:

• I Use FB to Play Games

Social-Searchers

Social-SearchersHigher Than All Other Segments On:

• frequently learn about books

• frequently learn about blogs/news

• get updates about national news

• get updates about entertainment news

• frequently learn about travel

• frequently learn about local places

• frequently write blog

• frequently learn about clothing/fashion

• likely to like sports page

Lowest On:

• give virtual gifts

Influencers

InfluencersHigher Than All Other Segments On:

• likelihood to share videos

• likelihood to like/comment on videos

• use apps to get deals

• frequently purchase online

• share links

• frequently upload pictures

• use apps to take quizzes

• use apps to analyze my profile

Lowest On:• I want photos that are only

viewable by me or a specific group

• I am a member only for business

Gamers

GamersHigher Than All Other Segments

On:

• I use FB to play games

• likelihood to share apps

• likelihood to Like games

• Like Zynga

• importance of app content

• freqency play online games

• daily time on FB

• give virtual gifts

Lowest On:• be fine without FB for a

week/day

• use FB to date• use apps to listen to music• use LinkedIn

Neutrals

Neutrals

Lower On:

• likelihood to share links

• likelihood to comment on links

• likelihood to share status updates

• likelihood to share photos

and 100 other features

Higher Than All Other Segments On:

• a member only for family/friends’ events

• be fine without FB for a week/day

• feed preferences

Maslow’s NeedsH

iera

rchy

of N

eeds

(Mas

low

, 195

4)

5. Opportunities for learning and creativity,

mastery.

4. Status, recognition from others, importance of

work

3. Acceptance, part of a group, identification with a

successful team

2. Physical safety, economic security,

freedom from threats

1. Physical survival. Water, food, sleep, homeostasis

Allrecipes T-Mobile Facebook

Foodies Professional Balance GamersSocial Searchers

Entertainers Workaholics Tech-heads

InfluencersBranders

Networkers Socializer FansNeutrals

Learners Family On-Call

Providers 911 Minimalist

Future research

• Collect quiz data to find out how proportions differ among different samples.

• Learn lifestyles, media consumption and consumer behavior to know what ads to target them.

• Merge with behavioral data to develop algorithms to target people who haven’t taken a quiz.

• Study network properties to learn which segments bridge hubs, and which are most influential.

• Get FB to add the segments to their ad targeting.

About us

• Our mission is to align digital media with human nature.

• Our-philosophy is that end-users have taken control and the more you understand them the better.

• Our people are Ph.D. trained social scientists with extensive business and publishing experience in social software and social media.

• Our clients are enterprises, publishers, advertisers, designers, academics and entrepreneurs with online investments.

Psychster Inc.4500 9th Ave NESuite 300Seattle, WA 98105ph: 206.715.7218fx: 888.265.0989info@psychster.com