TST P1 team designed and distributed a survey on social media use and conducted academic research to understand digital natives and digital immigrants and how to design for both. Affinity map was created and theme analysis was done. [Survey link was pulled from research report]

Survey Overview

Sample of 102 responses of ppl >18 yrs old (70% females/28% males) on social media use

• Instagram, facebook & twitter are top 3 - also top 3 that are taken a break from
• Top 3 reasons for social media use:
  • to keep in touch with friends
  • entertainment
  • learn new skills/get inspired (connecting with others with similar interests was 70% - rounds up top 4)
• Top 3 negative aspects of social media:
  • causes distraction or addiction
  • bullying/meanness
  • unrealistic view of others' lives
• Positive aspects:
  • Communication
  • Learning
  • Staying up-to-date on news

Academic Research Summary

Team conducted academic research to understand digital natives and digital immigrants and how to design for both. Affinity map was created and theme analysis was done. Research done to inform design heuristics [Link pulled from Research handoff docs - Week 3]

Interesting learnings:

• How do digital natives learn and digest content? [May be relevant in informing how to increase adoption/use]
  • Digital natives are more likely to learn and digest content that is personal to them
  • Digital natives do most of their learning online
  • Digital natives spend less time digesting content, and more time confirming content. [question for Evan: confirming content?]
  • Digital natives spend a majority of their time-consuming content v.s posting content.
  • In addition to just consuming content and information; digital natives interact with it via digital expressions, such as updates, shares, re-tweets, etc.
• How do digital natives interact with the world around them? (e.g. volunteering, social groups) [Relevant to the off-line community goal of TST]
  • Digital natives engage offline to seek or gain experiences outside of social media
  • Digital natives feel it's socially acceptable (normalized) to be on social media when they are with a group of people(social gatherings).
  • Often thinking of ways to incorporate what they’re doing into content for their social media (sometimes through embellishing or fabricating reality)

Client Meeting

Question about the serious type from Nikki (RE the indifference/neutrality reflected in answers about feelings over not being able to use social media for a week): “What if it was targeted to help you in some way?” What if social media brought more value to people, maybe they wouldn’t feel as neutral about losing it”