Global Village Teens and Technology

Slide 1: Global Village Teens and technology Susan Abbott Abbott Research & Consulting For MRIA Conference Winnipeg, Manitoba May 2008 1

Slide 2: What do creative qualitative people do with their free time? They cook up a global pro-bono project and involve their buddies from all over the world to help 2 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 3: What this presentation will cover Some of 3 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 4: 4 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 5: To learn about teens and communication technologies Current behaviors and habits ? Choice of phone, e-mail, IM, text, etc? Social networks? Hopes, fears, dreams for future communications? Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 6: Focus Forums bulletin board 6 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 7: Revista da ABA Setembro/2007 QRCA Views Spring/2008 Q-Cast June 5 Online (free) Graphics courtesy of Diva Oliveira, Brazil 7 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 8: The method section I didn’t mention 8 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 9: Home page with daily messaging from moderator 9 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 10: The Chinese discussion. Respondents could easily upload their own images. 10 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 11: Method, continued Lots of projective exercises, such as this picture sort for “me and my cell-phone”, and “me and my cell-phone company” 11 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 12: Detailed responses common to this format. 12 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 13: We learned a lot about teens 13 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 14: Similarities outweigh differences 14 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 15: Frustrated if doesn’t work My cell-phone is It gives problems Like I’m making love sleek and sexy Safe and protected Someone to help me Exciting A friend that keeps my secrets Window left open for you Circle of friends Linked with the crowd Connect with friends Tied together How fingers feel Unites me with family and friends Fun! from texting 15 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 16: Satisfied Stay connected to friends, most of the time people I know Dissatisfied sometimes (slow, dropped calls, can't hear, forget to charge) Functions/features: Clock, camera, wallpaper, old/minimal features Connects me to anyone in the world Fun to have/use My cell phone means the world to me. I LOVE MY CELLPHONE!!! 16 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 17: Cell-phone is at the centre of the communications universe – it’s the “myself phone”, and has a big emotional and functional role in daily life 17 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 18: “I was in the 5th grade when I got my own phone - the first call I ever made was to my dad and it worked and my phone was very good to me like I took real good care of it I didn’t let no one hold it - I felt like I was grown up and felt like I was cool” 18 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 19: The cell-phone is easily personified. A loyal and powerful servant, working hard while a teen has fun, but also in need of protection from many physical risks (such as being dropped in the toilet) 19 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 20: “10:52 am-Opens it and checks for any new messages 11:00am to 2:00pm-Receives txt messages from friends and family. Replies back to msgs using phone or telecom home website. 3:00pm to 6:00pm-scrolls through contacts.. 6:00pm till 3:00am-talking to friends After 3:00-sleep” 20 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 21: Teens select the right communication method … to meet the needs of the moment. Speed / immediacy, convenience, reliability, socializing characteristics, emotional distance and control Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 22: “I've learned to text without having to look at the keyboard, so it's really easy to talk during class” “Expressing your feelings by sms is easier, I feel more in control” 22 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 23: Mobile phone channel choices () = if not at computer, and speed/cost via phone is acceptable 23 23 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 24: Teens make savvy practical choices about devices, service providers 24 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 25: Computers are not as reliable a servant as the cell phone 25 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 26: Teens often do not have credit cards, which makes online shopping more cumbersome 26 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 27: Teens wishes for computers more speed, greater affordability, easier interconnectivity between devices, no need to synch, smaller computers 27 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 28: What about … social networking? Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 29: Some major differences in social networking sites by country 29 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 32: On the benefits of instant messaging… “Nobody can listen like when you talk at school with a friend“ 32 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 33: What to do when your school bans a site … “Last year I only got tdotwire because that's the only networking site my school hadn't banned! So i used it to network with my friends while I was in class.” 33 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 34: Why virtual reality isn’t all that compelling… “I don't tend to go on virtual communities because I don't feel really safe going on them." “I‘ve been on Neopets and Habbohotel, they are just a waste of time, there's only 'one' thing most the members [of Habbohotel] want do and in my opinion just another predator site.” "[Second Life] is only for the elder generation from 25 upwards... you need a lot of time and that is for people who do not have a real life and need to build up a second" 34 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 35: What the future holds … 35 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 36: Mobile internet applications will be a critical delivery channel for the Millenials  The phone is much more central than the computer as an access device. Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 37: Focus on fun  Teens are acutely aware of this phase of their life as a time they can have fun and evade responsibilities. They are not in any rush to “grow up.” Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 38: Canadian teens value tolerance and diversity and they are very open to new ideas. The world may be dangerous, but it is also exciting, and technology holds incredible promise for the future. A future they are looking forward to. Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 39: What we learned about research – moderator styles, coordinating, and multi-lingual projects 39 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 40: Individual moderator styles are very different, even on a bulletin board … length of intro … approach to follow-up questions … use of emoticons … use of probes Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 41: Blinded questions really dampen interaction … use sparingly, when really needed Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 42: Teens enjoyed the format  They thought they opened up MORE than they would have in person Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 43: Recruiting specs needed to be flexible “Heavy internet user” “New computer” “Your own cell phone” Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 44: 11 bulletin board projects over 3 days generates a lot of data Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 45: If you try this at home… 45 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 46: Having some multi-lingual people helps  especially for project coordination 46 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 47: But…. Local idioms, Short-forms, Slang, Different service providers Cultural norms A local moderator is essential 47 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 48: Set up a debrief guide in advance of each project Set up a reporting format in advance of each project Use online tools to collaborate throughout 48 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 49: A bulletin board is not a survey  Leverage the unique strengths of the format 49 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 50: You will have a lot of data. Make a plan. Allow enough time Figure out how you will condense it in advance, based on project goals 50 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 51: Awesome Global Village Moderator Team Brazil: Diva Oliveira, Recherche, São Paulo diva@recherche.com.br Canada: Susan Abbott, Abbott Research & Consulting, Toronto susan@abbottresearch.com China: DavidYing Hon Ho, Doxus, Hong Kong david.ho@doxus.com France: Colette Chambon, Resonance, Paris cc.resonance@wanadoo.fr Germany: Ilka Kuhagen, IKM, Munich ilka.kuhagen@ikmarketing.de Italy: Raf Manna, RM Research Milan info@rm-research.com India: Piyul Mukherjee, Proact Research & Consultancy Pvt Ltd, Mumbai proact@vsnl.com South Africa: Corette Haf, Masithethe, Malmesbury hafcrc@mweb.co.za United Kingdom: Julia Gartside-Spink, Lumina Business Solutions Ltd. juliag@lumina-solns.com USA: Betsy Leichliter, Leichliter Associates LLC, New York, NY betsy@leichliter.com USA-Latino: Otto Rodriguez, Hispanic Research Inc. Miami, Florida otto@hispanic-research.com 51 v031108 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

Slide 52: Questions? 52 Abbott Research & Consulting 2008 www.abbottresearch.com 1-888-244-0285

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