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Social Networking Sites As Platforms to Persuade Behaviour Change in Domestic Energy Consumption

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Social Networking Sites As Platforms to Persuade Behaviour Change in Domestic Energy Consumption Social Networking Sites as Platforms to Persuade Behaviour Change in Domestic Energy Consumption Derek Foster An MSc project submitted in partial fulfilment of the requirements for the degree of MSc in Human-Centred Interactive Technologies Department Of Computer Science University of York September 2009 Word Count: 41907 ACKNOWLEDGMENTS The author wishes to express their sincere appreciation to the project participants and their families for their invaluable assistance in the research and development of this project’s Facebook applications. Particular thanks also go to Crispin Proctor for giving permission and assistance in accessing energy data online from the myenergyusage.org web service. Thanks also goes to the staff of the Lincoln Social Computing Research centre for offering their valuable opinions on various aspect of the project’s work. 1 ABSTRACT Social Networking Sites as Platforms to Persuade Behaviour Change in Domestic Energy Consumption This MSc project addresses the following research question – “Can online social networks such as Facebook facilitate the motivation and behaviour change to reduce energy consumption in the home?” An investigation into the role of social interaction in social networks provides evidence to support the research question. The project undertook an extensive literature review and identified a gap in current knowledge regarding energy monitoring systems that are socially enabled. A participatory design workshop was then held to generate initial concept ideas and prototype interfaces. A final system using the Facebook application platform was designed and implemented by the author called Wattsup. An experimental design was then developed to evaluate the system which involved recruiting eight households for an eighteen day trial. This was supplemented with a qualitative study of comments generated by users and also in semi structured interviews. The results indicate that the users of the Wattsup energy application integrated in Facebook assisted the participants in reducing their energy consumption. Types of energy information displayed in the application were both live and historical measurements as well as Co2 emissions, publicly viewable to participants and others on their personal Facebook friends list. Public viewing was implemented for comparison purposes as well as introducing peer pressure and competition amongst like-minded friends. Further analysis of the participant’s social interaction activity with the energy application revealed higher awareness of their energy usage behaviour was present. Positive effects of the results were lower energy costs and fewer Co2 emissions released upon the environment from the participants by using the socially enabled energy application. To test the theory of a positive effect of social interaction on domestic energy consumption, two Facebook energy applications were developed by the author. One of the applications contained socially enabled features, while the other displayed only the participant’s personal energy usage with no social features or capability to view other participant’s energy information. 2 TABLE OF CONTENTS Acknowledgments ..................................................................................................................................................... 1 Abstract ........................................................................................................................................................................ 2 Table of Contents ...................................................................................................................................................... 3 List of Figures and Tables ........................................................................................................................................ 5 1 Introduction ........................................................................................................................................................ 7 1.1 Motivation ............................................................................................................................................ 8 1.2 Aims .................................................................................................................................................... 10 1.3 Objectives .......................................................................................................................................... 10 1.4 Ethics .................................................................................................................................................. 11 1.5 Project Report Guide ...................................................................................................................... 11 2 Reasearch ........................................................................................................................................................... 13 2.1 Introduction ...................................................................................................................................... 13 2.2 Structure of this Chapter ................................................................................................................ 13 2.3 Domestic Energy Consumption and its Importance................................................................ 14 2.4 Energy Feedback & Monitoring ................................................................................................... 16 2.5 Technology-Enabled Feedback ..................................................................................................... 23 2.6 Summary ............................................................................................................................................ 29 3 Method ............................................................................................................................................................... 30 3.1 Participatory Design ........................................................................................................................ 30 3.2 Facebook Application Development ........................................................................................... 31 3.3 Experimental Design ....................................................................................................................... 31 3.3.1 Design ......................................................................................................................................... 31 3.3.2 Participants ................................................................................................................................ 32 3.3.3 Apparatus ................................................................................................................................... 32 3.3.4 Procedure ................................................................................................................................... 32 3.3.5 Data Collection ......................................................................................................................... 33 3.4 Wilcoxon Statistical Test ................................................................................................................. 33 3.5 Grounded Theory ............................................................................................................................ 34 4 Design ................................................................................................................................................................. 35 4.1 Projects Concept .............................................................................................................................. 35 4.2 Project Technical Design Overview ............................................................................................. 37 4.3 Participatory Design ........................................................................................................................ 38 4.3.1 Focus Group Introduction ..................................................................................................... 38 4.3.2 Introduction Handouts ........................................................................................................... 38 4.3.3 Introductory Novel Video ...................................................................................................... 40 4.3.4 Energy Videos on YouTube .................................................................................................. 41 4.3.5 Prototyping Interface Designs ............................................................................................... 41 4.4 Conceptual Design ........................................................................................................................... 49 5 Technical Development .................................................................................................................................. 56 5.1 WFA Architecture ............................................................................................................................ 56 5.2 Software Development Methodology .......................................................................................... 58 5.3 Toolsets .............................................................................................................................................. 59 5.4 My Energy Interface Technical Design ......................................................................................
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