Keys to mobile user behavior

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Explains differences in mobile user behavior on different mobile platforms and how that impacts feature choice and design.

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Keys to mobile user behavior

  1. 1. Keys to Mobile User Behavior Neicole M. Crepeau Online Strategist Web, mobile & social media specialists
  2. 2. Today’s consumer has a choice of three types of devices to use for
  3. 3. <ul><li>Today’s consumer has a choice of three types of devices to use for </li></ul><ul><ul><li>shopping, </li></ul></ul>
  4. 4. <ul><li>Today’s consumer has a choice of three types of devices to use for </li></ul><ul><ul><li>shopping, </li></ul></ul><ul><ul><ul><ul><li>entertainment, </li></ul></ul></ul></ul>
  5. 9. Mobile Phone
  6. 10. Mobile Phone Tablet (iPad)
  7. 11. Mobile Phone Tablet (iPad) Laptop
  8. 12. Each platform offers varying degrees of mobility and usability. Mobile Phone Tablet (iPad) Laptop
  9. 13. Each platform offers varying degrees of mobility and usability. Businesses and designers must understand the differences, to optimize the user-experience for each touch point. Mobile Phone Tablet (iPad) Laptop
  10. 14. When and where do people use each device? Mobile Phone Tablet (iPad) Laptop
  11. 15. Mobile Phone Tablet (iPad) Laptop
  12. 16. Mobile phones are in the pocket or purse. They start up immediately. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing
  13. 17. Mobile phones are in the pocket or purse. They start up immediately. Users pull them out when they have any spare moment, even standing in line. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing
  14. 18. Tablets are larger, so they aren’t carried everywhere. When they are available, they are more unwieldy and take two hands to use. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting
  15. 19. Tablets are larger, so they aren’t carried everywhere. When they are on hand, they are more unwieldy and take two hands to use. People will invest the effort when they have 10 or 15 minutes, or more. They are used mostly while sitting. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting
  16. 20. Laptops are cumbersome. People take them out only when they know they will have considerable time to sit and work. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting
  17. 21. Mobile phone apps and websites need to be designed for the limited sets of tasks that users are likely to do on-the-go. Designers should assume interruptions and require as few steps as possible. Minimize the number of elements on the small screen. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting
  18. 22. Apps and websites optimized for tablets should design for a more immersive experience. The larger screen can accommodate more detail. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting
  19. 23. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting
  20. 24. While there are exceptions, each device performs best under certain scenarios. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting
  21. 25. Mobile phones are mostly used by one person for reading and consuming content. Best for: Single-user Content Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting
  22. 26. Users will type brief entries. Designers optimize for thumb or single-finger use and minimize the amount of typing required. Best for: Single-user Content Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing
  23. 27. Tablets can easily be viewed by two people and may be passed between them. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing
  24. 28. Tablets are better for consuming content than creating it. Users can type longer messages, but won’t want to work on large documents or long emails. Designers assume people are using the whole hand, while holding the tablet with the other. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing
  25. 29. Though they can be viewed by more than one person, laptops are still primarily used by a single individual. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing
  26. 30. Laptops work for both content creation and consumption. Users frequently switch between uses. Long messages and tasks that require a lot of data entry are reserved for the laptop. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing
  27. 31. Though all three devices are used for both personal and professional purposes, the laptop is used for work more than the other devices. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing
  28. 32. Though all three devices are used for both personal and professional purposes, the laptop is used for work more than the other devices. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional
  29. 33. Though all three devices are used for both personal and professional purposes, the laptop is used for work more than the other devices. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional
  30. 34. Though all three devices are used for both personal and professional purposes, the laptop is used for work more than the other devices. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional
  31. 35. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption How do people use these devices while traveling? Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional
  32. 36. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Because it’s ubiquitous, people will pull out their phones as needed on local trips. They use the GPS and search for local services, including deals and coupons for restaurants, etc. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services
  33. 37. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption On long trips, consumers have their tablet handy. They may have planned the trip on it, and use it on the road to navigate, make reservations, or for entertainment. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment
  34. 38. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption The laptop is the last resort during travel because of its size and lack of access. However, it may be used by passengers who want to work while riding, and in the hotel room. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort
  35. 39. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Some devices are better than others for music or video. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort
  36. 40. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption The mobile phone is ideal for music, because it’s so portable. People often listen to music while doing other activities. Well-designed apps will also be widely used. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective
  37. 41. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption The mobile phone is ideal for music, because it’s so portable. People often listen to music while doing other activities. Well-designed apps and mobile-optimized websites are also effective. While consumers will watch videos on their phones, it’s not the best form factor. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective
  38. 42. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption The tablet is ideal for using well-designed apps and for surfing the web. It’s also excellent for single-user video viewing. It’s less ideal for music, because of its size. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective
  39. 43. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption The laptop is excellent for the web and for the larger applications designed for it. It’s good for viewing videos, but too large to be an ideal music device. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective
  40. 44. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Lastly, each device has a role in retail sales. We’ll see continued growth in mobile use by consumers for shopping. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective
  41. 45. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Consumers use their phones to check prices and reviews, get coupons, and even consult with friends and family while shopping. Since they always have their phones, they may use them for impulse as well as planned purchases. Timely coupons and offers are ideal for phone delivery. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use
  42. 46. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption They may use the phone for online purchases, but most sites aren’t optimized for a mobile purchase and the phone isn’t ideal for extended viewing and comparison shopping. Ecommerce is less of a factor. Design for the kinds of on-line purchases users are likely to want to make while on-the-go. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use
  43. 47. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption People will increasingly bring tablets with them when shopping, particularly for larger purchases, such as automobiles or appliances. They may do research on the tablet ahead of time and bring it to reference their notes, as well as do online checks at the store. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use
  44. 48. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption They may also bring the tablet when doing extended shopping, such as back-to-school or Christmas shopping. Users may want to reference lists on the iPad, as well as use them for price-checking. Coupons and offers should be available on the tablet, especially for these scenarios. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use
  45. 49. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Tablets are also ideal for online shopping. They are likely to become the preferred platform, with their magazine-like feel but larger screen size. Designers need to create tablet shopping experiences that minimize typing and are optimized for one-hand use. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use
  46. 50. Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption The laptop is too unwieldy for in-store shopping. It is used for research prior to shopping. Retailers should think about ways to make it easy for users to transition information from the laptop to their other mobile devices. Laptops will continue to be used for online shopping. Mobile Phone Tablet (iPad) Laptop Free moments Even Standing 15 min + Mostly Sitting 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use
  47. 51. Tablet (iPad) Laptop Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Mobile Phone Free moments Even Standing 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use 15 min + Mostly Sitting
  48. 52. Tablet (iPad) Laptop Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Businesses who understand their customers and their needs in each mobile scenario can… Mobile Phone Free moments Even Standing 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use 15 min + Mostly Sitting
  49. 53. Tablet (iPad) Laptop Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Businesses who understand their customers and their needs in each mobile scenario can pick the right features Mobile Phone Free moments Even Standing 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use 15 min + Mostly Sitting
  50. 54. Tablet (iPad) Laptop Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Businesses who understand their customers and their needs in each mobile scenario can pick the right features and design the optimal experience Mobile Phone Free moments Even Standing 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use 15 min + Mostly Sitting
  51. 55. Tablet (iPad) Laptop Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Businesses who understand their customers and their needs in each mobile scenario can pick the right features and design the optimal experience for each device… Mobile Phone Free moments Even Standing 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use 15 min + Mostly Sitting
  52. 56. Tablet (iPad) Laptop Best for: Single-user Content Consumption Best for: Single-user or Multi-user Content Consumption Best for: Single-user Content Creation or Consumption Businesses who understand their customers and their needs in each mobile scenario can pick the right features and design the optimal experience for each device…making the most out of these multiple mobile touch points. Mobile Phone Free moments Even Standing 30 min + Always Sitting Thumb or single finger Minimal typing Whole hand Limited typing Both hands Unrestricted typing Primary Use: Personal Professional Primary Use: Personal Professional Primary Use: Personal Professional Local trips : GPS, nearby services Road trips : GPS, nearby services, online booking, road entertainment Little used, last resort Music Apps Web Video Most Effective Less Effective Apps Web Video Music Most Effective Less Effective Apps Web Video Music Most Effective Less Effective In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use In-store: Pre-arrival research; may be taken in-store for large purchases, extended trips Online shopping: Extensive use In-store: Pre-arrival research only Online shopping: Extensive use 15 min + Mostly Sitting
  53. 57. Sources <ul><li>http://econsultancy.com/us/blog/7046-mobile-investments-will-pay-off-for-retailers-in-2011-report (mobile phone use) </li></ul><ul><li>http://technorati.com/technology/article/mobile-phone-use-exploding-in-e/ </li></ul><ul><li>http://www.breakingtravelnews.com/news/article/new-study-reveals-impact-of-smart-phones-on-the-travel-market/ </li></ul><ul><li>http://www.eyefortravel.com/news/search-engines/%E2%80%9Cgoogle-seeing-mobile-hotel-queries-have-grown-almost-3000-three-short-years%E2%80%9D </li></ul><ul><li>http://www.internetretailer.com/2010/06/24/keeping-eye-ipad </li></ul><ul><li>http://www.rimmkaufman.com/rkgblog/2010/06/08/ipad-users-shopping-like-traditional-computer-users/ </li></ul><ul><li>iPad photo credit Milind Alvares </li></ul>
  54. 58. http://www.coherentia.com Blog: http://nmc.itdevworks.com Twitter: http://twitter.com/neicolec Web, mobile & social media specialists For a print-friendly PDF of the infographic, go to http://bit.ly/mobileuser

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