Investigating the
Halfalogue
The Psychology of Mobile Phone Etiquette: Why it’s annoying
to overhear a mobile phone conver...
92% believe other
people practise bad
mobile phone
etiquette
Intel (2012)

daniel.Bennett@ogilvy.com
48% admit using their
mobile phone in public
toilets
CNN (2013)

daniel.Bennett@ogilvy.com
75% admit using their
mobile phone on their
home toilet
Wtop.com (2012)

daniel.Bennett@ogilvy.com
?

?

?

Make and
take calls

Play with
Apps

Both

daniel.Bennett@ogilvy.com

Wtop.com (2012)
Make and
take calls
daniel.Bennett@ogilvy.com

Play with
Apps

Both
Wtop.com (2012)
Make and
take calls
daniel.Bennett@ogilvy.com

Play with
Apps

Both
Wtop.com (2012)
Make and
take calls
daniel.Bennett@ogilvy.com

Play with
Apps

Both
Wtop.com (2012)
6.8 million mobile phone
subscriptions globally
International Telecommunications Union (2013)

daniel.Bennett@ogilvy.com
x

daniel.Bennett@ogilvy.com
Half as much noise … but
is twice as annoying?

daniel.Bennett@ogilvy.com
1) Limited
attention
2) Make
sense of
the world

daniel.Bennett@ogilvy.com
x

daniel.Bennett@ogilvy.com
1) Limited
attention
2) Make
sense of
the world

daniel.Bennett@ogilvy.com
Need-to-listen Effect
Speaker 1: what would you like from the
supermarket?

Speaker 2: erm I dunno, maybe something
with h...
Need-to-listen Effect
Speaker 1: what would you like from the
supermarket?
Speaker 2: ??????????????????
Speaker 1: Shall ...
‘Isn’t it just noise?’

daniel.Bennett@ogilvy.com
Noise vs. Meaning

daniel.Bennett@ogilvy.com
daniel.Bennett@ogilvy.com
The Results

Theory
supported

daniel.Bennett@ogilvy.com
Mundane vs. Salacious

daniel.Bennett@ogilvy.com
The Results
Decrease
Annoyance
High Interest
Ratings

daniel.Bennett@ogilvy.com
daniel.Bennett@ogilvy.com
daniel.Bennett@ogilvy.com
The Results
Decrease
Annoyance
High Interest
Ratings

daniel.Bennett@ogilvy.com
Dan Bennett
Choice Architect
#ogilvychange

@danbenyork
daniel.bennett@ogilvy.com
Read the paper here
daniel.Bennett@ogilv...
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  • ‘Boggers’Sat down + conference calls
  • ‘Boggers’Sat down + conference calls
  • ‘Boggers’Sat down + conference calls
  • ‘Boggers’Sat down + conference calls
  • ‘Boggers’Sat down + conference calls
  • Almost as many phones as there are peopleRyan Air, Emirates, other transatlantic providersJapanese trains have banned, we have quiet coaches,
  • Virgin trains to Manchester have installed signal boosters actually
  • Curious to note
  • Split attention
  • Split attention
  • Split attention
  • Curious to note
  • These are Halfalogues, not dialogues or monologuesMentally anticipate the side of the conversation you don’t hear
  • English and Chinese
  • We were refused permission from every single train operator in the countryAcross 2 floors of an NHS waiting room in Bury, ManchesterWe avoided anybody who was notably ill, and only found out after if patients were deaf.100’s of patients were subjected to overhearing a 1 minute call, and were then approached by a research assistant
  • At the time of fifty shades of grey, some might say we were primed to think about what we did nextWe thought that all we’d tried so far was mundane conversations, talking about tesco’s, whereas actually not all conversations are as dullCould we actually turn this around?We tried conversations mobile and face to face which were more intriguing
  • At the time of fifty shades of grey, some might say we were primed to think about what we did nextWe thought that all we’d tried so far was mundane conversations, talking about tesco’s, whereas actually not all conversations are as dullCould we actually turn this around?We tried conversations mobile and face to face which were more intriguing
  • At the time of fifty shades of grey, some might say we were primed to think about what we did nextWe thought that all we’d tried so far was mundane conversations, talking about tesco’s, whereas actually not all conversations are as dullCould we actually turn this around?We tried conversations mobile and face to face which were more intriguing
  • Dan bennett presentation

    1. 1. Investigating the Halfalogue The Psychology of Mobile Phone Etiquette: Why it’s annoying to overhear a mobile phone conversation daniel.Bennett@ogilvy.com
    2. 2. 92% believe other people practise bad mobile phone etiquette Intel (2012) daniel.Bennett@ogilvy.com
    3. 3. 48% admit using their mobile phone in public toilets CNN (2013) daniel.Bennett@ogilvy.com
    4. 4. 75% admit using their mobile phone on their home toilet Wtop.com (2012) daniel.Bennett@ogilvy.com
    5. 5. ? ? ? Make and take calls Play with Apps Both daniel.Bennett@ogilvy.com Wtop.com (2012)
    6. 6. Make and take calls daniel.Bennett@ogilvy.com Play with Apps Both Wtop.com (2012)
    7. 7. Make and take calls daniel.Bennett@ogilvy.com Play with Apps Both Wtop.com (2012)
    8. 8. Make and take calls daniel.Bennett@ogilvy.com Play with Apps Both Wtop.com (2012)
    9. 9. 6.8 million mobile phone subscriptions globally International Telecommunications Union (2013) daniel.Bennett@ogilvy.com
    10. 10. x daniel.Bennett@ogilvy.com
    11. 11. Half as much noise … but is twice as annoying? daniel.Bennett@ogilvy.com
    12. 12. 1) Limited attention 2) Make sense of the world daniel.Bennett@ogilvy.com
    13. 13. x daniel.Bennett@ogilvy.com
    14. 14. 1) Limited attention 2) Make sense of the world daniel.Bennett@ogilvy.com
    15. 15. Need-to-listen Effect Speaker 1: what would you like from the supermarket? Speaker 2: erm I dunno, maybe something with ham and cheese? Speaker 1: Shall we make sandwiches? daniel.Bennett@ogilvy.com
    16. 16. Need-to-listen Effect Speaker 1: what would you like from the supermarket? Speaker 2: ?????????????????? Speaker 1: Shall we make sandwiches? daniel.Bennett@ogilvy.com
    17. 17. ‘Isn’t it just noise?’ daniel.Bennett@ogilvy.com
    18. 18. Noise vs. Meaning daniel.Bennett@ogilvy.com
    19. 19. daniel.Bennett@ogilvy.com
    20. 20. The Results Theory supported daniel.Bennett@ogilvy.com
    21. 21. Mundane vs. Salacious daniel.Bennett@ogilvy.com
    22. 22. The Results Decrease Annoyance High Interest Ratings daniel.Bennett@ogilvy.com
    23. 23. daniel.Bennett@ogilvy.com
    24. 24. daniel.Bennett@ogilvy.com
    25. 25. The Results Decrease Annoyance High Interest Ratings daniel.Bennett@ogilvy.com
    26. 26. Dan Bennett Choice Architect #ogilvychange @danbenyork daniel.bennett@ogilvy.com Read the paper here daniel.Bennett@ogilvy.com

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