On-demand mobile workforce applications match physical world tasks and willing workers. These systems offer to help conserve resources, streamline courses of action, and increase market efficiency for micro- and mid-level tasks, from verifying the existence of a pothole to walking a neighbor's dog. This study reports on the motivations and experiences of individuals who regularly complete physical world tasks posted in on-demand mobile workforce marketplaces. Data collection included semi-structured interviews with members (workers) of two different services. The analysis revealed the main drivers for participating in an on-demand mobile workforce, including desires for monetary compensation and control over schedules and task selection. We also reveal main reasons for task selection, which involve situational factors, convenient physical locations, and task requester profile information. Finally, we discuss the key characteristics of the most worthwhile tasks and offer implications for novel crowdsourcing systems for physical world tasks.

Cooperation in repeated games has been widely studied in experimental settings; however, the duration over which players participate in such experiments is typically confined to at most hours, and often to a single game. Given that in real world settings people may have years of experience, it is natural to ask how behavior in cooperative games evolves over the long run. Here we analyze behavioral data from three distinct games involving 571 individual experiments conducted over a two-year interval. First, in the case of a standard linear public goods game we show that as players gain experience, they become less generous both on average and in particular towards the end of each game. Second, we analyze a multiplayer prisoner's dilemma where players are also allowed to make and break ties with their neighbors, finding that experienced players show an increase in cooperativeness early on in the game, but exhibit sharper "endgame" effects. Third, and finally, we analyze a collaborative search game in which players can choose to act selfishly or cooperatively, finding again that experienced players exhibit more cooperative behavior as well as sharper endgame effects. Together these results show consistent evidence of long-run learning, but also highlight directions for future theoretical work that may account for the observed direction and magnitude of the effects.

Crowds can generate ideas by searching for new designs. A model for such crowd-based search is proposed consisting of three major forces: the problem domain, the actors, and the process. One particular process that can perform such search is that described by human based genetic algorithms, in which crowds are responsible for creating, modifying, and combining designs. This study looks at one aspect of the process: the alternative generation algorithm. Three systems were built that performed greenfield, modification and combination-based alternative generation. These were compared in an experiment involving 2220 participants who played different roles in creating and evaluating advertisements. The results favor the modification system. This suggests for domains like advertising, crowd-based design systems should encourage a series of modifications of initial ideas. For designers of other crowd-based systems in other problem domains, this study suggests that both modification and combination processes should be tested and their ratio of use adjusted according to the results obtained, much as the ratio of mutation and crossover are adjusted in genetic algorithms.

How important are friendships in determining success by individuals and teams in complex collaborative environments? By combining a novel data set containing the dynamics of millions of ad hoc teams from the popular multiplayer online first person shooter Halo: Reach with survey data on player demographics, play style, psychometrics and friendships derived from an anonymous online survey, we investigate the impact of friendship on collaborative and competitive performance. In addition to finding significant differences in player behavior across these variables, we find that friendships exert a strong influence, leading to both improved individual and team performance - even after controlling for the overall expertise of the team - and increased pro-social behaviors. Players also structure their in-game activities around social opportunities, and as a result hidden friendship ties can be accurately inferred directly from behavioral time series. Virtual environments that enable such friendship effects will thus likely see improved collaboration and competition.

The way in which social conventions emerge in communities has been of interest to social scientists for decades. Here we report on the emergence of a particular social convention on Twitter---the way to indicate a tweet is being reposted and attributing the content to its source. Despite being invented at different times and having different adoption rates, only two variations became widely adopted. In this paper we describe this process in detail, highlighting the factors that come into play in deciding which variation individuals will adopt. Our classification analysis demonstrates that the date of adoption and the number of exposures are particularly important in the adoption process, while personal features (such as the number of followers and join date) and the number of adopter friends have less discriminative power in predicting adoptions. We discuss implications of these findings in the design of future Web applications and services.

In this paper we investigate the attributes and relative influence of 1.6M Twitter users by tracking 74 million diffusion events that took place on the Twitter follower graph over a two month interval in 2009. Unsurprisingly, we find that the largest cascades tend to be generated by users who have been influential in the past and who have a large number of followers. We also find that URLs that were rated more interesting and/or elicited more positive feelings by workers on Mechanical Turk were more likely to spread. In spite of these intuitive results, however, we find that predictions of which particular user or URL will generate large cascades are relatively unreliable. We conclude, therefore, that word-of-mouth diffusion can only be harnessed reliably by targeting large numbers of potential influencers, thereby capturing average effects. Finally, we consider a family of hypothetical marketing strategies, defined by the relative cost of identifying versus compensating potential "influencers." We find that although under some circumstances, the most influential users are also the most cost-effective, under a wide range of plausible assumptions the most cost-effective performance can be realized using "ordinary influencers"---individuals who exert average or even less-than-average influence.

We study several longstanding questions in media communications research, in the context of the microblogging service Twitter, regarding the production, flow, and consumption of information. To do so, we exploit a recently introduced feature of Twitter known as "lists" to distinguish between elite users - by which we mean celebrities, bloggers, and representatives of media outlets and other formal organizations - and ordinary users. Based on this classification, we find a striking concentration of attention on Twitter, in that roughly 50% of URLs consumed are generated by just 20K elite users, where the media produces the most information, but celebrities are the most followed. We also find significant homophily within categories: celebrities listen to celebrities, while bloggers listen to bloggers etc; however, bloggers in general rebroadcast more information than the other categories. Next we re-examine the classical "two-step flow" theory of communications, finding considerable support for it on Twitter. Third, we find that URLs broadcast by different categories of users or containing different types of content exhibit systematically different lifespans. And finally, we examine the attention paid by the different user categories to different news topics.

Researchers increasingly use electronic communication data to construct and study large social networks, effectively inferring unobserved ties (e.g. i is connected to j) from observed communication events (e.g. i emails j). Often overlooked, however, is the impact of tie definition on the corresponding network, and in turn the relevance of the inferred network to the research question of interest. Here we study the problem of network inference and relevance for two email data sets of different size and origin. In each case, we generate a family of networks parameterized by a threshold condition on the frequency of emails exchanged between pairs of individuals. After demonstrating that different choices of the threshold correspond to dramatically different network structures, we then formulate the relevance of these networks in terms of a series of prediction tasks that depend on various network features. In general, we find: a) that prediction accuracy is maximized over a non-trivial range of thresholds corresponding to 5-10 reciprocated emails per year; b) that for any prediction task, choosing the optimal value of the threshold yields a sizable (~30%) boost in accuracy over naive choices; and c) that the optimal threshold value appears to be (somewhat surprisingly) consistent across data sets and prediction tasks. We emphasize the practical utility in defining ties via their relevance to the prediction task(s) at hand and discuss implications of our empirical results.