Intel PaPR Project Findings

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

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Intel PaPR Project Findings

  1. 1. Social Networking on Smartphones With an emphasis on Facebook Daniel Connolly & Rashmi Kakde | 22 March 2010
  2. 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. 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. 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. 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. 6. Smartphones
  7. 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. 8. Facebook
  9. 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. 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. 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
  12. 12. Our Plan
  13. 13. Online Survey - Geographical Response
  14. 14. Survey Results
  15. 15. Survey Results
  16. 16. Survey Results
  17. 17. Survey Results
  18. 18. Mobile Facebook Usage
  19. 19. Who we studied Students Working Professionals 2nd Picture taken from: http://www.flickr.com/photos/totalaldo/2400635097/
  20. 20. “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
  21. 21. 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.
  22. 22. 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.
  23. 23. Comparable Results from Interviews
  24. 24. 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.
  25. 25. 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.
  26. 26. 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.
  27. 27. 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.
  28. 28. 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.
  29. 29. 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.
  30. 30. Created Characters NOMADS DODOS GRAZERS Types of People Using Facebook on Smartphones SPIES MEERKATS SLOTHS
  31. 31. 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.”
  32. 32. 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.
  33. 33. 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.”
  34. 34. 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.
  35. 35. 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.”
  36. 36. 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
  37. 37. 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.”
  38. 38. 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.
  39. 39. 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.”
  40. 40. 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.
  41. 41. 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.”
  42. 42. 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
  43. 43. 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.”
  44. 44. 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.”
  45. 45. People use Facebook on their smartphones to escape their everyday activities.
  46. 46. However, as a means of escaping it is also a means of engaging with others through the use of technology.
  47. 47. 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.
  48. 48. 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/

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