This is the methods and results of my project alongside Intel PaPR, looking at how people use Facebook through the use of smartphones.

1. Social Networking on Smartphones
With an emphasis on Facebook
Daniel Connolly & Rashmi Kakde | 22 March 2010

2. 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.

3. 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 in
Wi-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.

4. 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.

5. 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.

6. Smartphones

7. 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

8. Facebook

9. 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

10. Wireless/Mobile Use
• 81% of adults between age of 18-29 are wireless inter
net users, 63% of 30-49 year olds and 34% of 50+.
• Roughly half of 18-29 year olds have access internet
wirelessly on a cell phone (55%).
• 75% of teens and 93% of adults ages 18-29 now have a
cell phone.
• Cell phone ownership has become mainstream, 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

11. Wireless/Mobile Use
• Posting comments, either to a pic-
ture, page or wall remains popular
with teens who use social networks.
• 86% of teen social network users
post comments to a friend’s page or
wall.
• 83% have added comments to a
friend’s picture.
• 58 % send instant messages or text
messages to friends through a social
network site.
Taken from: http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

13. Our Plan

15. Online Survey - Geographical Response

16. Survey Results

17. Survey Results

18. Survey Results

19. Survey Results

20. Mobile Facebook Usage

21. Who we studied
Students Working Professionals
2nd Picture taken from: http://www.flickr.com/photos/totalaldo/2400635097/

23. “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“
Taken from: http://www.cellular‐news.com/story/36898.php

24. 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.

25. 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.

26. Comparable Results from Interviews

27. 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.

28. Observations
This man was listening to head-phones and observing music events on a
Examplesharing the information with others. He had stopped Hean
stand and he used his Iphone to copyheadphones looking
noting and
of man with information from the stand. in was
at music stand, then using his Iphone
area that most people walk past and only glance at the stand.
to notean exampleinformation importanton and send toon
This is down of using an Iphone
informationtothe go, to note/pass
him.
friends. Was in a location where no-one
usually stops.

29. Observations
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.

30. 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 it
for her.

31. 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.

32. 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.

33. Created Characters
NOMADS
DODOS GRAZERS
Types of People
Using Facebook
on Smartphones
SPIES MEERKATS
SLOTHS

34. Mobile facebook Profiles
NOMAD
“I use Facebook in bed while “I use my phone a lot when I’m “I check Facebook while sitting
waking up. It lets me wake up connected to wi-fi.” with my lunch at office.”
slowly.”

35. Mobile facebook Profiles
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
NOMAD
well as chatting.
• Syncs their phone 2-3 times a week, usually at night and uploads
content frequently.

36. Mobile facebook Profiles
GRAZER
“I check Facebook while watching “My updates are about my “I use Facebook when I have a
TV, while cooking....” thoughts and activities...to inform little bit of spare time.”
my friends.”

37. Mobile facebook Profiles
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.
GRAZER
• Syncs phone nearly every night and uploads content whenever
they have something they want to share.

38. Mobile facebook Profiles
MEERKAT
“I upload photos from “I check Facebook in the morning “I’m never offline, so when I get
my phone to Facebook while waking up, in between a Facebook message on my
whenever I want, before I activities throughout the day and phone, I instantly glance at it.”
forget.” at night before sleeping.”

39. Mobile facebook Profiles
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.
Facebook Growth
• Feel the need to check what friends are saying, be involved and
ultimately be kept in the loop about
everything.
MEERKAT

40. Mobile facebook Profiles
SLOTH
“If I’m ever bored, I check my “I’d rather message/chat on “I just click on ‘like’, instead
Facebook, than leave comments. of commenting...just to let
Facebook account first.”
That way, it is less public, more
them know that I’ve seen it.”
private.”

41. Mobile facebook Profiles
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.
SLOTH
• Would rather use Facebook chat to speak about things/content
rather than leave comments.

42. Mobile facebook Profiles
DODO
“Facebook is a piece of junk to “Facebook is more advanced than “I ignore most messages
me.” my other social networking sites. I unless they’re important to
still have my old ones, but I hardly me.”
check them. Neither have I deleted
my accounts.”

43. Mobile facebook Profiles
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
DODO
never use, never delete them.
• Doesn’t upload content or sync phone.

44. Mobile facebook Profiles
SPY
“I trace through feeds for an “In my friends list on Facebook, “Oh, I wonder if something
occassional laugh.” I have people whom I don’t talk new has been posted!”
to, but I have them just to keep in
touch.”

45. Mobile facebook Profiles
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.
SPY

46. 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.”

47. 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
80-100 friends. I delete people who upload crap content.”

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

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

50. 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.

51. Thank You!
Daniel Connolly
danielconnolly10@googlemail.com
Rashmi Kakde
shmitheme@gmail.com
Design Ethnography, University of Dundee
catriona@computing.dundee.ac.uk
Design Ethnography Blog
http://www2.idl.dundee.ac.uk/desethno/