intel papr project findings

Social Networking on SmartphonesWith an emphasis on Facebook

Daniel Connolly & Rashmi Kakde | 22 March 2010

Executive Summary

Brief

To look into how people are using their smartphones to access social net working sites, with an emphasis on Facebook. Carrying out ethnographic methods (such as Desk Research, Interviews and Observation) Key Outcomes will surface and show current trends and effects of Facebook on smart phones. Main areas of focus will be usage, location, resulting behaviours and other relating areas.

Executive Summary

Background

The target users are defined as Students and Working Professionals. This is due to the fact that increasingly smartphones are being purchased by younger persons (especially college/university students and younger working professionals). The area of smartphones was chosen due to the increase in purchase and use of smartphones, as well as the increase inWi-Fi potential in the UK. As an ‘on-the-go’ New Media device, with wireless capabilities, it is important to research into.

Facebook is currently the most popular social networking site, including a mass array of user demographics.

Executive Summary

Research Methods

Using Online Surveys, Interviews (a range of face-to-face, skype, email, phone), Observation and Desk Research, many areas of focus and insight are discovered. Using synthesis and analysis to view, group and link recurring themes (across the spectrum of information obtained) data will be critically broken down. These methods allow different forms of research and possible insights and opportunities to appear and help define how Facebook is used, in the context of smartphones.

Executive Summary

Key Outcomes

Through the research gained, and the process of synthesizing and analysing, important and interesting outcomes are defined and displayed - textually, visually and metaphorically. Using a range of ways to communicate the data, different outcomes will be covere, both quantitatively and qualitatively.

Smartphones

Why Smartphones?

• Originally designed for business people, now younger people are purchasing them more.

• On-the-Go New Media devices.

• Wireless Enabled.

• Smartphones allow 24/7 usage of media.

• Social Networking Applications and Syncing.

• *Smartphone Developments - ‘Location Aware‘.

* Taken from: http://www.m-trends.org/2010/01/mobile-trends-2020.html

Facebook

Why Facebook?• 400 million+ active users.

• 50% of active users log on everyday.

• 100 million+ active users currently accessing through mobile devices.

• Mobile users are twice as active than non-mobile users.

• 70+ translations available on the site.

• About 70% of Facebook users are outside the United States

Taken from: http://www.facebook.com/press/info.php?statistics

•81%ofadultsbetweenageof18-29arewirelessinternetusers,63%of30-49yearoldsand34%of50+.

•Roughlyhalfof18-29yearoldshaveaccessinternet wirelessly on a cell phone (55%).

•75%ofteensand93%ofadultsages18-29nowhavea cell phone.

•Cellphoneownershiphasbecomemainstream,58% of 12-year olds now own a cell phone.

• In one day 27% of adult internet users visit a social networking site.

• 50% of online adults with at least some college ex-perience use these sites, compared with 43% of such adults with a high school degree or less.

Taken from: http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

Wireless/Mobile Use

• Posting comments, either to a pic-ture, page or wall remains popular with teens who use social networks.

• 86%ofteensocialnetworkuserspost comments to a friend’s page or wall.

• 83%haveaddedcommentstoafriend’s picture.

• 58%sendinstantmessagesortextmessages to friends through a social network site.

Taken from: http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

Wireless/Mobile Use

Our Plan

Online Survey - Geographical Response

Survey Results

Mobile Facebook Usage

Who we studied

Students Working Professionals

2ndPicturetakenfrom:http://www.flickr.com/photos/totalaldo/2400635097/

“Once reserved for busy business executives, smartphonesare now being incorporated into the mobile lifestyle of college students, says new research from Ball State University”

"College students are increasingly adopting cell phones particularly the smart phone as the core communication and entertainment device for their hectic lifestyles“

Takenfrom:http://www.cellular‐news.com/story/36898.php

Analysis

Sorting through Interviews• We wrote down important main points

from our 5 interviews each.

• We then split them into Smartphone Users vs Non-Smartphone Users.

• We also grouped the results into Phone and Facebook information, to see direct links.

• Lastly we divided the notes into sec-tions: Community, Emotion, Preference and Usage.

Smartphone Usage Groups

• We categorised the interviews with Smartphone users into further groups.

• These were location/online usage/getting used to phone/weekday use/weekend use/day use/night use/downsides and manner of communication.

Comparable Results from Interviews

Highlights from Interviews

• All users seems to have their own etiquette when using their smartphones, also when using Facebook.

• Syncing phone plays a large part in sharing information/media with others, allays fear of losing data - but what if they stop using facebook?

• Increasing need to connect anywhere/anytime, increase in Wi-Fi spots helping this need.

• Views and use of Facebook (especially certain aspects and attitude) changes over time - poke/throw sheep to only ‘liking’, posting about parties to posting about funerals...

• Reputation need - trying to keep up-to-date by using smartphone/Facebook.

• Smartphone and Facebook has helped to organise life better.

This man was listening to head-phones and observing music events on a stand and he used his Iphone to copy information from the stand. He was

noting and sharing the information with others. He had stopped in an area that most people walk past and only glance at the stand.

This is an example of using an Iphone on the go, to note/pass on information important to him.

Observations

Example of man with headphones looking at music stand, then using his Iphone to note down information and send to friends. Was in a location where no-one usually stops.

A group of friends sitting in a busy bar, all with phones on table. Secretly texting each other, gossiping about people next to them. Very uncomfortable and strange, as they are all friends.

Observations

Observations

A lecturer with her Iphone walking to University exit, was so engrossed she nearly walked into door and then never thanked a girl for opening itfor her.

Observations

Students in class listening to lecturer talking, one person is using smartphone with pen under table and is craning their neck to see the screen.

Facebook Screenshots

Some Insights

• Facebook users don’t like change (such as Facebook Layout changing).

• Profiles can be seen by anyone.

• Users seem to post about anything now, especially from smartphones (things they have just seen/information about events such as funerals) even if they make no sense to anyone else.

• Reputation is key, people add/delete people they don’t know to limit number.

NOMADS

GRAZERSDODOS

MEERKATS

SLOTHS

SPIES

Types of People Using Facebook on Smartphones

Created Characters

NOMAD “I use Facebook in bed while waking up. It lets me wake up

slowly.”

Mobile facebook Profiles

“I check Facebook while sitting with my lunch at office.”

“I use my phone a lot when I’m connected to wi-fi.”

NOMAD

Characteristics

• Frequent users, likely to use their smartphone to access Facebook 3-4 times a day.

• Use in morning, throughout breaks and at night.

• Station themselves in a location and spend at least 20 minutes on Facebook.

• More likely to send email and larger comments over Facebook, as well as chatting.

• Syncs their phone 2-3 times a week, usually at night and uploads content frequently.


“I check Facebook while watching TV, while cooking....”


“My updates are about my thoughts and activities...to inform

my friends.”

“I use Facebook when I have a little bit of spare time.”

GRAZER

GRAZER

Characteristics

• Very frequent users of Facebook, through use of smartphones.

• Uses a lot throughout the day and night.

• Uses smartphone to access Facebook whenever they have free-time.

• Spends around a minute or two on Facebook each time.

• Syncs phone nearly every night and uploads content whenever they have something they want to share.


“I’m never offline, so when I get a Facebook message on my

phone, I instantly glance at it.”


“I check Facebook in the morning while waking up, in between

activities throughout the day and at night before sleeping.”

“I upload photos from my phone to Facebook

whenever I want, before I forget.”

MEERKAT

Facebook Growth

MEERKAT

Characteristics

• Very frequent users of Facebook through smartphones.

• Uses whenever they get a text or update through phone.

• Also constantly checks when gets free-time, so to keep up-to-date.

• Feel the need to check what friends are saying, be involved and ultimately be kept in the loop about

everything.


“If I’m ever bored, I check my Facebook account first.”


“I’d rather message/chat on Facebook, than leave comments.

That way, it is less public, more private.”

“I just click on ‘like’, instead of commenting...just to let

them know that I’ve seen it.”

SLOTH

SLOTH

Characteristics

• Occasional user of Facebook through Smartphone.

• ‘Lazy’ user, only checking Facebook when they are bored/waiting.

• Tend not to comment on things, more commonly ‘like’ status up-dates/comments/etc.

• Doesn’t upload content very often, if at all.

• Would rather use Facebook chat to speak about things/content rather than leave comments.


“Facebook is a piece of junk to me.”


“Facebook is more advanced than my other social networking sites. I still have my old ones, but I hardly check them. Neither have I deleted

my accounts.”

“I ignore most messages unless they’re important to

me.”

DODO

DODO

Characteristics

• Extinct or out-of-date users, using Facebook through smartphones.

• Hardly ever checks Facebook from mobile, either prefer to use computer or doesn’t like Facebook at all.

• Only ever comments when they are directly communicated with and it is important.

• May have old Social Networking Profiles on other sites that they never use, never delete them.

• Doesn’t upload content or sync phone.


“I trace through feeds for an occassional laugh.”


“In my friends list on Facebook, I have people whom I don’t talk

to, but I have them just to keep in touch.”

“Oh, I wonder if something new has been posted!”

SPY

SPY

Characteristics

• Quite frequent users of Facebook through their smartphone.

• Hardly ever update or comment on anything.

• Tend to look through others information/pictures and comments.

• Like to keep up-to-date, but secretly.

• Don’t like not knowing what is happening around them.


Research Findings

Perception of Value• “My smart phone was part of my communication package for home. I just

got it. Had no choice.”

• “Public wi-fi costs. I wouldn’t pay unless it is important to do something nec-essary.”

• “I would never pay to use Facebook!”

• “I got my smart phone as a birthday gift. I asked for it.”

• “Using Facebook cuts cost of calling and staying in touch with remote friends.”

• “My smart phone was part of my communication package for home. I just got it. Had no choice.”

Research Findings

Reputation and Embarrassments

• “I mostly have only friends on Facebook. No family there except brothers and sisters. Mom had added me, but I deleted her after a few months.”

• “I tend to hide my phone because it is not the latest.”

• “I clean-up my friends list every 3-6 months. I don’t like to have more than 80-100friends.Ideletepeoplewhouploadcrapcontent.”

People use Facebook on their smartphones to escape their everyday activities.

However, as a means of escaping it is also a means of engaging with others through the use of technology.

Reflection and Conclusion

• Response to Online Surveys was vast and rapid, allowing results to be compared and contrasted efficiently. These also supported desk research that had been discovered and analysed.

• Creating user profiles and their characteristics enabled a way of understanding current use among users. Non-user input was also helpful.

• Tracking mobile users’ usage (possibly with mobile spyware) would have been an ideal route to take, but due to ethical implications and the given time-frame this was not possible.

• A larger quantity of more in-depth and diverse interviews would have helped to create better insights and information.

• Shadowing users would have enabled greater observational insights and opportunities for further research.

Thank You!

Daniel [email protected]

Rashmi [email protected]

Design Ethnography, University of [email protected]

Design Ethnography Bloghttp://www2.idl.dundee.ac.uk/desethno/

intel papr project findings

Documents

doesnt upload content

desk research

cell phone

online surveys

frequent users

leave comments

communication package

smart phone