Publications

Publications with IMDEA Networks

Journal Articles [2]

  1. Yonas Mitike Kassa, Rubén Cuevas, Ángel Cuevas (December 2018)
    A Large-Scale Analysis of Facebook’s User-Base and User Engagement Growth [PDF Download PDF in new window]
    IEEE Access, 6. pp. 78881-78891. ISSN 2169-3536
  2. David García, Yonas Mitike Kassa, Ángel Cuevas, Manuel Cebrian, Esteban Moro, Rahwan Iyad, Rubén Cuevas (June 2018)
    Analyzing gender inequality through large-scale Facebook advertising data [PDF Download PDF in new window]
    Proceedings of the National Academy of Sciences (PNAS), ISSN 0027-8424

Conference and Workshop Papers [2]

  1. Miriam Marciel, Jose Gonzalez, Yonas Mitike Kassa, Roberto González, Mohamed Ahmed (August 2016)
    The Value of Online Users: Empirical Evaluation of the Price of Personalized Ads [PDF Download PDF in new window]
    In: The 11th International Conference on Availability, Reliability and Security (ARES 2016), 31 Aug – 2 Sep 2016, Salzburg, Austria
  2. Yonas Mitike Kassa, Jose Gonzalez, Ángel Cuevas, Rubén Cuevas, Miriam Marciel, Roberto González (August 2016)
    Your Data in the Eyes of the Beholders: Design of a Unified Data Valuation Portal to Estimate Value of Personal Information from Market Perspective [PDF Download PDF in new window]
    In: The 11th International Conference on Availability, Reliability and Security (ARES 2016), 31 Aug – 2 Sep 2016, Salzburg, Austria

Technical Reports [1]

  1. Yonas Mitike Kassa, Rubén Cuevas, Ángel Cuevas (October 2018)
    A large-scale analysis of Facebook’s user-base and user engagement growth ( TR-IMDEA-Networks-2018-2 ) [PDF Download PDF in new window]
    Understanding the evolution of the user-base as well as user engagement of online services is critical not only for the service operators but also for customers, investors, and users. While we can find research works addressing this issue in online services such as Twitter, MySpace or Google+, such detailed analysis is missing for Facebook, which is currently the largest online social network. This paper presents the first detailed study on the demographic and geographic composition and evolution of the user-base and user engagement in Facebook over a period of three years. To this end, we have implemented a measurement methodology that leverages the marketing API of Facebook to retrieve actual information about the number of total users and the number of daily active users across 230 countries and age groups ranging between 13 and 65+. The conducted analysis reveals that Facebook is still growing and geographically expanding. Moreover, the growth pattern is heterogeneous across age groups, genders, and geographical regions. In particular, from a demography perspective, Facebook shows the lowest growth pattern among adolescents. Gender based analysis showed that growth among men is still higher than growth in women. Our geographical analysis reveals that while Facebook growth is slower in western countries, it presents fastest growth in developing countries mainly located in Africa and Central Asia, analyzing the penetration of these countries also shows that these countries are at earlier stages of Facebook penetration. Leveraging external socioeconomic datasets we also showed that this heterogeneous growth can be characterized by indicators such as availability and access to internet, Facebook popularity, and factors related with population growth and gender inequality.

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