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Many of today's most widely used computing applications utilize socialnetworking features and allow users to connect, follow each other, sharecontent, and comment on others' posts. However, despite the widespread adoptionof these features, there is little understanding of the consequences thatsocial networking has on user retention, engagement, and online as well asoffline behavior. Here, we study how social networks influence user behavior ina physical activity tracking application. We analyze 791 million online andoffline actions of 6 million users over the course of 5 years, and show thatsocial networking leads to a significant increase in users' online as well asoffline activities. Specifically, we establish a causal effect of how socialnetworks influence user behavior. We show that the creation of new socialconnections increases user online in-application activity by 30%, userretention by 17%, and user offline real-world physical activity by 7% (about400 steps per day). By exploiting a natural experiment we distinguish theeffect of social influence of new social connections from the simultaneousincrease in user's motivation to use the app and take more steps. We show thatsocial influence accounts for 55% of the observed changes in user behavior,while the remaining 45% can be explained by the user's increased motivation touse the app. Further, we show that subsequent, individual edge formations inthe social network lead to significant increases in daily steps. These effectsdiminish with each additional edge and vary based on edge attributes and userdemographics. Finally, we utilize these insights to develop a model thataccurately predicts which users will be most influenced by the creation of newsocial network connections.

Online Actions with Offline Impact: How Online Social Networks Influence Online and Offline User Behavior