The document summarizes findings from a study of illiterate users in Beijing, China. It identified three segments of illiterate users: 1) young users with exposure to technology who were familiar with basic phone features but had trouble with text, 2) young users with less exposure who struggled to use even basic functions, and 3) older users with less exposure who had almost no experience with mobile phones. Across segments, users generally had low literacy, were unwilling to explore phones, were highly cost-conscious, lacked brand awareness, and struggled to understand icons. The study found illiterate users would benefit from simplified designs and assistance using advanced features.

1. Illiterates Exploration Study in Beijing May, 2008 Beijing Experience Lab

5. General Findings Half-illiterates

14. 3 Segments Identified

15. 1.Young illiterates with exposure to technology Most males

16. 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

20. 2.Young illiterate with less exposure to technology Most females

21. 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

25. 3.middle-aged (40+) illiterates with less exposure to technology Mixed gender

26. 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

31. Thanks