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Chinese illiterates or half illiterates field study about mobile phone usage
 

Chinese illiterates or half illiterates field study about mobile phone usage

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a pilot field study tries to understand the half/illiterates in China about their mobile phone usage and insights from field interviews included.

a pilot field study tries to understand the half/illiterates in China about their mobile phone usage and insights from field interviews included.

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    Chinese illiterates or half illiterates field study about mobile phone usage Chinese illiterates or half illiterates field study about mobile phone usage Presentation Transcript

    • Illiterates Exploration Study in Beijing May, 2008 Beijing Experience Lab
    • What’s illiterate?
      • Definition?
        • Less than 1500 Chinese characters
        • About 100 million
    • The first step
      • Went to talk to them
        • 7 interviews
      • Get to know how they used mobile phone
    • Content
      • General findings
      • 3 segments identified
        • Segment profile
        • Specific findings for this segment
        • Insight for design
    • General Findings Half-illiterates
      • 1. Low Literacy Level
      • 2. Less willingness to explore
      • 3. High Cost Awareness
      • 4. Low Branding Awareness
      • 5. Poor understanding of icons
      • 6. Strong need of help
    • 1. Low Literacy Level
      • Less schooling education (3-5 years schooling in this study)
      • More difficulties in writing than reading
      • Slow reading speed
      • Basically they can read a lot of texts in the mobile phone, but they can write a little.
    • 2. Less willingness to explore
      • Less willingness to explore the phone
      • Strong need of help from others
      • Never change the default settings
    • 3. High Cost Awareness
      • 10-20RMB per month
      • Add prefix e.g.12593 for cost saving
      • More calls than messaging
    • 4. Low Branding Awareness
      • Basically they didn’t know Sony Ericsson
      • Nokia was heard to be the best brand.
    • 5. Poor understanding of icons
      • Only the icons similar with real artifacts make sense.
      • A lot of icons in the mobile phone were meaningless to them
    • 6. Strong need of help
      • Help on creating contacts
      • Help on advanced features
        • change some settings, E.g. adjust the backlight duration
        • Transfer mp3, video, pictures etc.
    • 3 Segments Identified
    • 1.Young illiterates with exposure to technology Most males
    • 杨彦涛 22 years old, Henan 4 years of schooling Underground garage maintainer 谢道高 37 years old, Anhui 3 years of schooling Vegetable market
    • Specific findings for this Segment
      • More experiences in using mobile phone
        • The 3rd mobile phone they have owned
      • Familiar with Navigation, soft key etc.
      Specific findings for this Segment
      • Basically they understood the soft keys and red/green keys well, just not very sure.
      • Try and error was an important way of learning for them.
      • Willing to explore more non-text-based features, e.g. MMS, MP3, photo capture etc.
      Specific findings for this Segment Photo ID About 40 songs in storage card Gif wallpaper
    • 2.Young illiterate with less exposure to technology Most females
    • 刘静娟 30 years old, Hebei 5 years of schooling Farmer, housekeeper 张忠霞 34 years old, Henan 5 years of schooling Lifter operator
    • Specific findings for this Segment
      • They have some basic phone experience
      • Local brand: CECT
      • Worn-out second phone inherited from her husband
      • Ring tone broken
      • Samsung colorful screen
      • An old phone inherited from her friend
      • Alarm didn’t work
      Specific findings for this Segment
      • Managed to send text message is possible
        • Although sometimes it takes half an hour to compose a text message
      Specific findings for this Segment
    • 3.middle-aged (40+) illiterates with less exposure to technology Mixed gender
    • 高矿宝 49 years old, Gansu 4 years of schooling Construction worker 梁瑞芬 45 years old, Henan 5 years of schooling Lifter operator 闫来良 39 years old, Henan 5 years of schooling Construction worker
    • Specific findings for this Segment
      • Basically no experience of mobile phone
        • 5-way Navigation model didn’t work
          • Up and down key tended to be pressed more often
        • Separation of highlight and select didn’t work
        • Soft key didn’t work
      • More rote learning
      Specific findings for this Segment
    • Recap
      • Common findings
        • 1. Low Literacy Level
        • 2. Less willingness to explore
        • 3. High Cost Awareness
        • 4. Low Branding Awareness
        • 5. Poor understanding of icons
      • 3 segments
        • Young illiterates with exposure to technology
        • Young illiterates with less exposure to technology
        • Middle aged illiterates with less exposure to technology
    • More needed
      • Go to the rural area
        • Intermittent power
        • Intermittent connectivity
        • Variable population density
      • Do more interviews
    • Thanks