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I phone user survey case study on smart couples’ use of smart phones
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I phone user survey case study on smart couples’ use of smart phones

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I phone user survey case study on smart couples’ use of smart phones Presentation Transcript

  • 1. CEO Information
    iPhone user survey –
    Case study on smart couples’ use of smart phones
    EXECUTIVE SUMMARY
    Ⅰ. Research overview
    Ⅱ. User experience analysis
    Ⅲ. Changes from the use of iPhone
    Attachment
    <Like husband, like wife [Joongang Newspaper], '07.09.20>
    2010. June.
    Yun-jeonKo, Eun-mi Lee and Hyung-ilLee
  • 2. EXECUTIVE SUMMARY
    ?
    What smart phone means to couples?
    How does the family use IT/media services?
    In-Depth Interview
    iPhone is husband's present for
    his wife!
    The husband installed applications
    for housework and baby care
    iPhone is a medium for communication
    among the family members!
    Important means for the parents to talk
    with their children in adolescence
    Change in the usage pattern of cable TV /
    broadcasting services!
    Increase in the use of media/contents
    among the family members
    Tool which helps husbands to share housework and baby care with their wives!
    A catalyst in changing family relationship and life!
    !
    !
    Home Visiting
    .
    1
  • 3. Research overview Ⅰ. Research overview
    Purpose
    To find out core values by analyzing households’ IT/media-related experiences and usage patterns. To suggest various ways to use smart phones and mobile services
    Method
    Observation of husband and wife’s IT/media usage environment and analysis of their relevant experience through home visiting
    • 5 family types based on the age and educational status of their first child (refer to family life cycle model)
    • Home visiting of 10 families
    Target /
    Contents
    2
  • 4. Young couple with no child: “Couple phone, Surprising event”
    Ⅱ. User experience analysis
    • Purchased couple phones together as a surprise gift. Share contents and get to know each other better
    • 5. Often share pictures and use entertainment applications such as 2-player games and movies
    Wireless AP in the living room. Managing iTunes after work.
    Dual battery charger to charge the batteries together
    Custom-built couple phone case
    Booooly
    (popping the balloon)
    MoreLemo
    Whatsapp
    Frequently take pictures and send them to each other
    Play multi-player games together using iPhone
    Conversation with wife who is often on the road
  • 6. 4
    Ⅱ. User experience analysis
    Young couple with no child: what iPhone means to couples
    • Wife first thought iPhone would be similar to feature phones, but gradually changed into an iPhoneinfluencer
    • 7. Wife started playing games and sharing entertainment activities with her husband
    “iPhone is ooo to me”
    (husband) life, (wife) convenience
    (family) toy for grown-ups
    Elegant image
    Time /cost saving
    Fun
    Convenient Internet
    Touch Sense
    Electronic dictionary
    Restau-rant
    Game/video
    Picture
    e-mail check
  • 8. 5
    Family with child in elementary school: "child care/housework helper”
    Ⅱ. User experience analysis
    • Husband is responsible for iPhonemanagement. Improved family relationship through conversation on contents
    • 9. iPhone is actively used for child care and housework, such as cooking (baby food), learning (English fairly tale), music (lullaby) and keeping household ledger
    Usage environment
    "Searching recipes with Oh-My-Chef app. Bye-bye recipe book!"
    "When putting the baby to bed, I use the lullaby application"
    “Wireless AP in the living room is always on"
    Main activities
    Oh-My-Chef
    My account book
    iCam
    "We keep the household ledger together through PC connection"
    "Baby can see dad whenever he/she wants"
    “I do not need to look for recipes on the internet"
  • 10. 6
    Family with child in elementary school: what iPhone means for couples
    Ⅱ. User experience analysis
    • Improvement of relationship with the wife by installing/managing applications which are useful for housework, child care and stress management
    • 11. A solution for the time and place constraints caused by the baby. Uses iPhone to watch movies and enjoy artworks
    iPhone is...
    Key message
    "iPhone has a lot of applications for babies. For now, our baby is too young to use these applications. I hope him to grow up fast so he can use them"
    "iPhone is ooo to me“
     (husband) part of every day life (wife) a friend (family) means for communication
    Fun
    Convenience in life
    Always connected
    Baby care (hospital search)
    FindingDirections
    Comm. via messenger
    Game / Video
    Gallery Information
    iCam
    Cooking (recipe)
  • 12. 7
    Family with child in middle school: "conversation topic with their child”
    Ⅱ. User experience analysis
    • To recover the relationship with their child who uses iPod Touch, the couple is using interesting applications as the topic for conversation
    • 13. Search and share new contents related to learning (English), restaurant search, music (real-time listening and recording) with their child
    Usage environment
    "Before going to bed, we watch video on the PC screen through Air Video"
    "We listen to the radio with iPhone during dinner, charging at the same time"
    "We have 2 PCs. So we bought wireless AP to use the wireless network"
    Main activities
    Wingbus
    Fourtrack
    Best jokes
    "Do not need to search restaurants on the internet and take memo any more"
    "We record a song whenever we feel like while on a family trip"
    "We share funny jokes with our son"
  • 14. 8
    Family with child in middle school: what iPhone means for couples
    Ⅱ. User experience analysis
    • Searching and using various applications in Appstore that the couple and their child can use together
    • 15. The couple use applications as the topic for conversation with their child who uses iPod Touch
    iPhone is...
    "I feel like entering the new world when using various contents iPhone offers. My child in adolescence also like to hear about interesting applications during dinner”
    Key message
    "iPhone is ooo to me".
    (husband) cultural shock, (wife) snack
    (family) part of every day life
    Sharing among family members
    New experience
    Convenience in life
    Real-time music broadcast
    Share jokes
    Music Search (Sound Hound)
    Restaurant Search
    Banking
    All in one
    Video (Air Video)
  • 16. 9
    Family with child in high school: "Change of family relationship. Means for self-development"
    • Purchased smart phones, which seemed difficult, as a refreshment, challenge, and couple phones
    • 17. iPhone is gradually consolidating various medias such as camera, books (Chinese and English) and mp3 players
    Usage environment
    "I keep my earphone in an easily visible place because I use it only when I am out"
    "I feel iPhone's internet speed is not fast enough. I wish it were faster"
    "We charge batteries on the table for easy access to iPhone"
    Main activities
    Chinese characters
    Taking pictures
    Baseball schedule
    "I use iPhone when studying Chinese characters. I do not need a textbook"
    "I am a baseball fan, and it is convenient to check the baseball schedule with iPhone"
    "We often take pictures to remember the moments"
  • 18. 10
    Family with child in high school: what iPhone means for couples
    Ⅱ. User experience analysis
    • Using iPhone together provides topic for conversation by sharing each other's interests
    • 19. iPhone is a new challenge (need for self-development) and symbol of self-confidence, which is relatively easily approachable
    iPhone is...
    "We moved recently and bought it as a new start. Time flies when playing with iPhone with my wife. We feel much closer with each other"
    Key message
    "iPhone is ooo to me" 
    (husband) pride, (wife) a good friend
    (family) messenger
    Sharing between the couple
    Hobbies
    Keeping up with the trend
    Whatsapp photo sharing
    Couple phone
    Pride
    Self development
    Soccer
    Restaurant search
    Refresh
  • 20. 11
    Family with child in university: "messenger to recover relationship with children"
    Ⅱ. User experience analysis
    • Share information about applications with the children who use iPhone/iPod Touch
    • 21. Family members become closer by watching family photos or sharing images and videos
    Usage environment
    "3 iPhones under a roof - we talk about applications after work"
    "We use speakers when listening to music at home"
    We decide to buy iPhones to share DB established at home"
    Main activities
    Whatsapp
    Flickr + AirVideo
    Skype
    +
    "My wife could not join our family trip because of her business trip, so we talked using Skype without worrying about the fee"
    “Our youngest son uses iPod Touch. All the 4 family members share pictures and videos"
    "We often watch our family photos through Flickrand videos on the PC through AirVideo"
  • 22. 12
    Family with child in university: what iPhone means for couples
    Ⅱ. User experience analysis
    • Family members get closer with each other through multi-player games, and understand each other by sharing the contents
    • 23. The husband manages iTunes for the wife, and she thanks him for the convenience in everyday life
    iPhone is...
    “iPhone is easy to use, so my wife does not have much difficulty using it. I download my children' s favorite songs to understand them"
    Key message
    "iPhone is ooo to me". 
    (husband) an assistant(supporter), (wife) a binder
    (family) feeling connected
    Sharing / PC connection
    Convenience in life
    Assistant
    Family photo DB
    Multi-player games
    Self-realization
    Bible / English Dictionary
    Schedule management
    Cooking
    Video (Air video)
  • 24. 13
    Key Findings 1: Change of family relationship by family cycle
    Ⅲ. Changes from the use of iPhone
    • Marital relationship can be damaged as the family life becomes child-centric
    • 25. iPhone offers the ground to establish common interests for couples and communicate with each other
    Finding conversation topics
    Vs
    No conversation between couple
    Maintaining good relationship
    Vs
    Unrecoverable relationship
    Common interests/applications
    Vs
    No conversation with children
    Family with child in high school (self-development)
    Child-centric
    Watching movies/dramas
    Vs
    No entertainment
    Family with child in middle school (conversation)
    Not enough communication with their children
    Couple-centric communication and self-development becomes important
    Family with child in university (harmony)
    Family with child in elementary school (babycare/ housework)
    Relationship with children becomes difficult
    How to get closer to children in adolescence…
    Newly-wedded (establishing relationship)
    Start to focus again on relationship between the couple
    Difficult to recover relationship with children because of their college life / military service
    Couple-centric
    How to raise a child…
    How to deal with the limitation on cultural life…
    Acknowledging each other’s differences
    How should we live together…
  • 26. 14
    Key Findings 2: Changes in maritalrelationship
    Ⅲ. Changes from the use of iPhone
    • Husband shares housework through iPhone so that his wife can achieve self-realization by finding her role as a mom and wife
    • 27. Husband manages his wife’s stress by sharing interests using iPhone
    Air Video (contents sharing)
    Baby book/pharmacy search
    <Husband’s role>
    Search/install/ manage applications
    Movie/music applications
    Children’s song/lullaby
    Museum/famous paintings
    Food delivery/Oh-My-Recipe
    Book & Dic (classics) /beauty/yoga
    Stock trading / home banking application
    Division of labor
    Sharing
    Baby care
    Culture
    Love
    Housework
    Self
    Financial manage -ment
    realization
    Stress
    relief
    Balance (Stress)
  • 28. 15
    Key Findings 3: Change of family relationship
    Ⅲ. Changes from the use of iPhone
    • iPhone helps satisfying the needs for financial management, revitalizing family relationship and life, sharing interest, and communication among the family members
    • 29. Revitalization of the communication between family members and sharing of housework/baby care are expected
    Financial management for post-retirement
    Needs to reduce communication expenses
    Financial Management
    Re-establishment of family (couple) relationship
    Life innovation / replacement
    Revitalization
    iPhone is a tool for maintaining relationship with children by acquiring knowledge on the latest technologies and through communication
    Couple & Family
    Internal/External communication between couple / family
    Sharing applications
    Sharing contents/interests
    Husbands can share housework and baby care & wives can achieve self-realization and improve marital relationship
    Sharing
    Communication
  • 30. 16
    Attachment: An iPhone user’s (housewife) favorite application - Face Fighter
    • Face Fighter: A fighting game using a facial picture of a person
    • 31. It is often used by wives who want to relieve stress after fighting with their husbands
    3
    1
    2
    Choosing picture
    Face outline adjustment
    Start fighting
    4
    6
    5
    Keep punching
    Groggy
    KO!