Mobile Experience: A Normative-Empirical Gap

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This presentation is about the gap between what mobile users want and what news apps actually present.

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  • Mobile Experience: A Normative-Empirical Gap

    1. 1. Mobile Experience:A Normative-Empirical Gap
    2. 2. Mobile Experience A user’s interaction with a product orConceptualization service that encompasses his or her General awareness, adoption, learning, and use (Alben, 1996; IBM, 2007; Norman, 1999; Norman, 2004).
    3. 3. Mobile Experience “safety, functionality, usability, andConceptualization pleasure experience” Quantitative Jordan (2000)
    4. 4. Mobile Experience “usefulness, ease of use, hedonics,Conceptualization aesthetics and pleasure/fun” Quantitative Mahlke (2005)
    5. 5. Mobile Experience “ease of use, helpfulness, affectiveConceptualization aspect, minimal memory load, and Quantitative efficiency” Ryu and Smith-Jackson (2006)
    6. 6. Mobile Experience Experience must be understood in a holistic and constructionist approachConceptualization by listening to users’ stories of Qualitative experience with technology (McCarthy & Wright, 2005)
    7. 7. Mobile Experience Experience must be understood in a holistic and constructionist approachConceptualization by listening to users’ stories of Qualitative experience with technology (McCarthy & Wright, 2005)
    8. 8. Mobile Experience a process ofConceptualization Quantitative using content and services (Xu, 2012) in an integrative, interactive and immersive mobile environment
    9. 9. Studies on Mobile Experience
    10. 10. Studies on Mobile Experience
    11. 11. Studies on Mobile Experience
    12. 12. Studies on Mobile Experience
    13. 13. Studies on Mobile Experience
    14. 14. Studies on Mobile Experience
    15. 15. Studies on Mobile Experience
    16. 16. Studies on User Experience • Technology-based • Design-oriented • Little research on content-based mobile experience
    17. 17. Mobile Experience Integrated CustomizationCategories Interactive Empowerment Immersive Services
    18. 18. Mobile ExperienceComponents Homepage (25) Storypage (36)
    19. 19. Research QuestionsRQ1:How important is mobile experience to mobileusers?
    20. 20. Research QuestionsRQ2:To what extent has mobile experience been reflectedin news apps?
    21. 21. Research QuestionsRQ3:How big is the gap between normative mobileexperience and empirical mobile experience?
    22. 22. A Web SurveySurvey Period: Dec. 17-31, 2011Completes: 254/319 (80%)How Important: Web experience in news apps
    23. 23. Demographics Location China (256) Singapore (60) Others (3) Gender Female (216) Male (103) Education University (273) Others (46) Occupation Students (176) Others (143) Web News 84% Mobile Web 77% News Apps 26%
    24. 24. News App AnalysisSample: 20 news appsCategories: News agencies, radio station, TV stations,newspapers, Online only
    25. 25. Results (homepage) Importance Usage Web Experience (N=254) % (N=20) %Hyperlinked other media outlets 65 5 Hyperlinked other apps 46.4 15 Selecting different media 66.6 75
    26. 26. Results (homepage) Importance Usage Web Experience (N=254) % (N=20) % Follow via microblog 72.5 10 Follow via blog 63.4 0 Follow via other social media 66.9 20
    27. 27. Results (homepage) Importance Usage Web Experience (N=254) % (N=20) % Follow via blog 72.5 10 Follow via microblog 63.4 0 Follow via other social media 64.2 5 Publish news 66.9 20
    28. 28. Results (homepage) Importance Usage Web Experience (N=254) % (N=20) % Select editions 68.5 10 Select regions 81.1 10 Select languages 78 0 Select news 81.5 15 Select media 69.3 15 Save news 64.5 70 Font size 55.5 25
    29. 29. Results (homepage) Importance Usage Web Experience (N=254) % (N=20) % IM 50.7 0 Email 61.4 15 SMS 52.4 5 Phone 48.8 5 Feedback 66.9 45
    30. 30. Results (homepage) Importance Usage Web Experience (N=254) % (N=20) % Navigation Bar 83 95 News Search 81.5 15 Help Info 59.5 30 News Categorization 88.2 90 News Archives 69.3 0 Usage Log 72.9 15
    31. 31. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Audio/Video/Slides + Text 74.2 0 Text + Audio 71.4 15 Text + Video 81 45 Text + Photo and Graghics 81.4 85
    32. 32. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Text + Slides 56.8 40 Text + Narrated Slides 58.4 0 Text + Timeline 74.1 0 Text + Graphics 73.8 5 Text + Animations 61.2 0
    33. 33. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Backgrounder 76.2 5 Explanation 74.4 0 Data 69.1 0 Quotes 61.5 0 Ohter related content 69.2 20
    34. 34. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Audio Presentation 53.5 5 Text Presentation 61 0 Slide Presentation 40.4 0 Narrated Slide Presentation 46.1 0 Animation Presentation 49.4 0 Games Presentation 31.7 0 Website Presentation 66.2 5
    35. 35. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Commenting news 78.5 20 Rating news 70 5 Sharing news 80.7 85
    36. 36. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % IM 60.2 0 Email 64.3 0 Feedback 75.9 5
    37. 37. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Follow via microblog 68.8 5 Follow via blog 62.9 0 Follow via other social media 62.2 0
    38. 38. Results (storypage) Importance Usage Web Experience (N=254) % (N=20) % Online Translation 78.2 0 Online Dictionary 79.9 0 List of Audio/Video 62.8 5 List of Readings 71.6 0 Saving News 76.2 70 Downloading News 75.7 15
    39. 39. FindingsImportance of Web ExperienceOn average, 67.1% attach importance to ME onhomepage while 66.64% on storypage
    40. 40. FindingsUsage of Web ExperienceOn average, only used in 25% news apps (homepage)only used in 15% news apps (storypage)
    41. 41. FindingsImportance and Usage Gap47.12 percentage points on homepage51.64 percentage points on storypage
    42. 42. DiscussionApps remain largely limited in fully utilizing mobileexperience features due to overemphasis on design-oriented experience
    43. 43. DiscussionContent providers remain dominated by “content isking” mindset
    44. 44. DiscussionMore mobile users pay more importance to Webexperience beyond content
    45. 45. DiscussionThere remains a big gap between normative andempirical Web experience.
    46. 46. RecommendationsNews apps developers/content providers shouldleverage Web experience to enhance mobile newscommunication.
    47. 47. RecommendationsContent remains important but to experiencecontent has become more important.Experience is king!
    48. 48. Further StudiesExperiments/Focus Groups/Content Analysis/SurveyEffectiveness/ImpactExperiment a WE fully utilized app

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