Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Touching Isn't It? Consumer Response to Touch and Gesture Technology for IHS Touch Gesture Motion 2014

2,061 views

Published on

Ever since the iPhone was launched in 2007, consumers have increasingly become accustomed to touchscreen technology. Microsoft's touch centric Windows 8 release across tablets, laptops, phones and kitchen countertop computers was met with a mix of delight and dismay. Nintendo, Sony and Microsoft have rolled out gestures as the main way to play an increasing number of games on their platforms. Samsung's Galaxy S series phones allow hand waving gestures to silence calls, pause movies and more, but frustrate users with the lower battery life.
So how are we doing as an interface industry? As touch and gestures rollout to more and more devices and the enabling technology of controller chips and sensors improves, we should see any consumer discussion of touch fade from view as the use of the touchscreen becomes as natural as breathing. The reality is, as cost pressures increase, performance is dropping, and what should be a seamless user experience is becoming pitted with potholes of poor performance, manufacturing quality issues, and nonintuitive integration.
This presentation to the attendees of the IHS 2014 Touch, Gesture, Motion conference discussions the latest consumer experience research of Argus Insights. Covering market segments ranging from Wearables, Tablets, Laptops, Smartphones and more, Dr. Feland details what is working and what isn't with touch technologies.

Published in: Devices & Hardware
  • Be the first to comment

  • Be the first to like this

Touching Isn't It? Consumer Response to Touch and Gesture Technology for IHS Touch Gesture Motion 2014

  1. 1. Touching, Isn’t It? No, it isn’t! Consumer Reaction to “advances” in touch technology across devices Dr. John Feland, CEO
  2. 2. We Analyze the Internet of Humans COLLECT ANALYZ REPORT E TAKE ACTION 60 50 40 30 20 10 0 Argus Insights Apple’s Actual Q2 Estimate Based on iPhone Unit Volume Morgan Stanley Consensus © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 2 7000 6000 5000 4000 3000 2000 1000 0 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 Millions of iPhones; Billions of dollars in Revenue Buzz Volume for iPhone Models Argus Insights Beat Wall Street Estimates for Q2 2013 iPhone Sales Copyright© 2013 Argus Insights, Inc. • Mobile Phones • Home Automation (IoT) • Consumer Electronics • Wearables • Appliances, Large and Small • Consumer Services • CPG and more!
  3. 3. Does Listening to Consumers Actually Work? 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% US, UK, CA iPhone Consumer Buzz © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 3 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Qtr3 Qtr4 Qtr1 2013 2014 Indexed Buzz Volume Chinese iPhone Consumer Buzz iPhone 4 iPhone 4S iPhone 5 iPhone 5C iPhone 5s 0.00% Qtr3 Qtr4 Qtr1 2013 2014 iPhone 4 iPhone 4S iPhone 5 iPhone 5C iPhone 5S Apple Guides Towards Lower Revenue for Q1 Apple’s Q1 Breaks Sales Argus Insights Records Globally knew Q1 was going to be huge APPL jumps 14% within days
  4. 4. See the Consumer Demand Shift in Real Time © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 4 Galaxy S3 Launch Challenges iPhone Dominance Galaxy S4 fizzles, boosts demand for S3 and iPhone 5 Galaxy S5 final exceeds prior two launches and beats iPhones
  5. 5. Case Study: Amazon Fire Phone July 25 Fire Phone Launched July 28 Argus Insights Blog Predicts Failure Amazon only sells 35k in first 25 days Sep 8 Aug 26 Amazon Drops Price to 99 cents, GreenPeace strikes © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
  6. 6. What about Green Peace Take Down? © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 6 1 0.8 0.6 0.4 0.2 0 -0.2 -0.4 -0.6 -0.8 -1 7/10/2014 7/30/2014 8/19/2014 9/8/2014 9/28/2014 10/18/2014 Delight (-1 to 1) Green Peace Dog Piles on Amazon Fire Phone Weeks After Consumers Already Register Their Disappointment Impact of Green Peace Spam Storm Already Settling Down Original Assessment of Product Launch Failure Still Valid
  7. 7. New Technologies Disrupt People’s Lives © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 7 Copyright © 2009 Argus Insights, Inc.
  8. 8. Photo from www.flickr.com/photos/ joaomiguelsilva/ © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
  9. 9. © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
  10. 10. © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
  11. 11. © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
  12. 12. Touch? Gesture? Motion?
  13. 13. Overall, Consumer Interest Is Higher Than 2013, Driven By Smartphones And Wearables Wearables Tablets Smartphone Laptops - Post Win 8 All In On2ein1 Chromebook 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 2013 2014 © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 13 Consumer Interest by Segment
  14. 14. Mindshare for Tablets is Shrinking, as is PC’s Wearables Tablets Smartphone Laptops - Post Win 8 All In OneChromebook 2in1 © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 14 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 2013 2014 Consumer Interest by Segment
  15. 15. Discussion of Touch and Gesture Is Amazingly Stable 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014 Touchscreen Touchscreen Responsiveness Gesture Recognition © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 15
  16. 16. Perception of Gesture Performance is Dropping © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 16 60% 50% 40% 30% 20% 10% 0% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014 Net Sentiment (%pos - % neg) Touchscreen Touchscreen Responsiveness Gesture Recognition
  17. 17. 2in1 Laptops, Smartphones, Chromebooks And Wearables All Gaining Touch Related Mindshare Wearables Tablets Smartphone Laptops - Post Win 8 Chromebook 2in1 All In One © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 17 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014
  18. 18. Touchscreen Mentions Dropping Across Tablets And Notebooks 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014 All In One 2in1 Chromebook Laptops - Post Win 8 Smartphone Tablets Wearables © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 18
  19. 19. Touchscreen Net Sentiment Dropping in Smartphones and Wearables © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 19 80% 60% 40% 20% 0% -20% -40% -60% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014 Net Sentiment (%pos - % neg) All In One 2in1 Chromebook Laptops - Post Win 8 Smartphone Tablets Wearables
  20. 20. Wearables and Smartphones Drive Gesture Discussions Wearables Tablets Smartphone Laptops - Post Win 8 Chromebook 2in1 All In One © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 20 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014
  21. 21. Tablet Gestures Falling Off Dramatically While Win 8 Remains Flat © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 21 200 180 160 140 120 100 80 60 40 20 0 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014 All In One 2in1 Chromebook Laptops - Post Win 8 Smartphone Tablets Wearables
  22. 22. Perception of Gestures Incredibly Volatile; More Negative than Touchscreens on Average © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 22 100% 80% 60% 40% 20% 0% -20% -40% -60% -80% -100% 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 2013 2014 Net Sentiment (%pos - % neg) All In One 2in1 Chromebook Laptops - Post Win 8 Smartphone Tablets Wearables
  23. 23. Touchscreens On 2 In 1’s Frustrate More Than Mainstream Laptops 2in1 Touch/Gesture Related -5% 0% 5% 10% 15% 20% Win 8 Laptop Touch/Gesture Related © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 23 Touchscreen Touchpad Touchscreen Usability Touchscreen Quality/Reliability Gesture Recognition Disable Touchpad Touchscreen Functionality Touchscreen Responsiveness Touchscreen Touch/Feel Touchscreen Size/Weight Neg % Pos % Neut % -5% 0% 5% 10% 15% Touchscreen Touchpad Touchscreen Usability Disable Touchpad Touchscreen Quality/Reliability Touchscreen Size/Weight Touchscreen Touch/Feel Gesture Recognition Touchscreen Functionality Touchscreen Responsiveness Neg % Pos % Neut %
  24. 24. Larger Screen Touch on AIO Delights More Than Expected All In One Touch/Gesture Related -5% 0% 5% 10% 15% 20% 25% Chromebook Touch/Gesture Related © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 24 Touchscreen Touchscreen Usability Touchscreen Size/Weight Touchscreen Quality/Reliability Touchscreen Functionality Touchscreen Responsiveness Gesture Recognition Touchpad Touchscreen Touch/Feel Disable Touchpad Neg % Pos % Neut % -2% 0% 2% 4% 6% 8% 10% Touchpad Touchscreen Gesture Recognition Touchscreen Usability Disable Touchpad Touchscreen Touch/Feel Touchscreen Size/Weight Touchscreen Functionality Touchscreen Quality/Reliability Touchscreen Responsiveness Neg % Pos % Neut %
  25. 25. Touchscreen Mentions Begin To Fade In Handheld Devices Smartphone Touch/Gesture Related -1% -1% 0% 1% 1% 2% 2% 3% Tablet Touch/Gesture Related © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 25 Touchscreen Touchscreen Touch/Feel Gesture Recognition Touchscreen Usability Touchscreen Quality/Reliability Touchscreen Size/Weight Touchscreen Responsiveness Touchscreen Functionality Neg % Pos % Neut % -1% -1% 0% 1% 1% 2% 2% 3% 3% Touchscreen Gesture Recognition Touchscreen Usability Touchscreen Quality/Reliability Touchscreen Responsiveness Touchscreen Touch/Feel Touchpad Touchscreen Size/Weight Touchscreen Functionality Disable Touchpad Neg % Pos % Neut %
  26. 26. The Few Touchscreen Enabled Wearables Disappoint Users • Most wearables (fitness monitors, smart watches) do not have extensive touch or gesture integration yet • Those that do (Galaxy Gear line, Basis B1, and others) deliver disappointing touch performance • Significant opportunity in growing market Wearables Touch/Gesture Related 0% 0% 0% 0% 1% 1% © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 26 Touchscreen Gesture Recognition Touchscreen Usability Touchscreen Touch/Feel Touchscreen Quality/Reliability Touchscreen Functionality Touchscreen Size/Weight Touchscreen Responsiveness Neg % Pos % Neut %
  27. 27. Smartphone Touchscreen Perception By Brand © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 27 Samsung LG Apple Motorola HTC BlackBerry Nokia Sony Kyocera Pantech ZTE Huawei Blu Amazon Casio Alcatel Sharp OnePlus Sanyo Asus Dell Lenovo NEC Smartphone Touchscreen Perceptions by Brand Touchscreen Neg % Touchscreen Pos % Touchscreen Neut %
  28. 28. Touchscreen Keyboards Continue To Frustrate Users • “ I unlock the phone even without opening anything the battery goes down one percent each time And the touch screen keyboard has been AWFUL Sometimes when I'm typing it won't even type half of the letters the keyboard closes when I try to fix the words” • “The battery life of this device is horrid, the touch screen goes out constantly, the keyboard will freeze up not even appear when trying to type, the phone will randomly turn itself off when trying to do anything on it thats even slightly intensive like angry birds” • “I didn't have the tablet for 24 hours when I was already on the phone with Sony about the keyboard touchscreen The touchscreen was a NIGHTMARE!! I would hit one of my apps it would open close other apps at its own discretion The keyboard was doing the same thing When I talked to Sony they told me to factory reset it I did less than 24 hour later the same issue arose Another phone call another reset” • “I've come to REALLY dislike this phone The touch screen us unresponsive a lot of times To press a button on the screen sometimes I need to press it multiple times for it to register that can be mildly annoying I can deal with it The keyboard is the worst part When I'm texting, a lot of times my messages turn out like this: Hhheelllo tthhiss iss a ttexxt mmessageeee...” • “I will take great pleasure in spending my money to purchase a phone I like then taking a hammer, shoe, foot, etc to this phone TERRIBLE PHONE the swipe keyboard on this phone is the worst keyboard Android stands behind I have had many Android phones none of the swipe keyboards worked so pathetically.” © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 28
  29. 29. Swipe Gestures, Both In Air And On Screen Frustrate • “I wish I could figure out how to use the motion / gesture function I followed all of the instructions, even see the 'eye' on the top bar, indicating it is working But when I swipe the phone, nothing happens.” • “The swipe up shortcut menu for wifi Bluetooth is insanely hard to pull up I have to swipe upwards on the phone 5 or 6 times before I can get the menu to display I am honestly disappointed with this phone” • “ As for answering calls, the screen says to swipe from the outside and well I seem to end up always having to return calls Plan on stopping by store to check out what I'm suppose to do.” • “ And when the coverage isn't very good, it does weird things For example, when I try to swipe right for an incoming call, the phone just keeps ringing won't let me answer Ultimately I end up having to completely reboot the device to get it to stop” • “The low point came when I was showing off my new phone at work to extol the virtues of my new Amazon Fire Flick fail Swipe fail Firefly fail I could at least show the dynamic perspective with my lock screen, they gazed politely They tried the swipes flicks, sometimes they worked Overall though, I think I solidified their loyalty to their current iPhone or Android I had my Fire Phone two more demoralizing days” © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 29
  30. 30. Touch Responsiveness Across Multiple Builds And Consumer Environments Continues To Be An Issue • “ The biggest issue that keeps coming up on my phone is how unresponsive the touchscreen gets I have tried turning it off on multiple times with no luck I have also tried re-calibrating it again again This is a very big issue for a $500 phone The unresponsiveness of the touchscreen makes it so that basic things like calling texting/typing UNBEARABLE” • “The phone loses data connection constantly I have to shut off the phone always be vigilant in watching to see if the phone has lost connection The touch screen has terrible responsiveness freezes quite a bit The problem I have is that every time I call sprint to complain they say it is a phone issue I take the phone to a dealer they say to do a master reset I am sick of rearranging my phone apps because Sprint can't get their act together...” • “It works pretty well With the touch screen, I find that I have to touch the screen several times on many occasions to get a response Also, it would be nice to have it in a case as it is a little small for me to hold in my hand for any lengths of time.” • “My family I enjoyed this product initially after three weeks the touch screen became increasingly unresponsive Amazon's site says that if the screen doesn't respond, try turning the device off It got to the point where we couldn't even unlock our Kindle when we turned it back on because the screen couldn't detect our touch One month after our purchase, we stopped trying to use it because it never functioned properly” • “The touch screen was unresponsive in the upper left corner Windows 8 Is a total disaster I will not buy another windows computer unless it is xp.” © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 30
  31. 31. From the mouths of babes, and their parents: Next Steps for Touch © 2014 Argus Insights, Inc. Confidential: Do Not Distribute Page 31
  32. 32. Please contact us if you’d like to know more! http://www.argusinsights.com Twitter: @argusinsights 1-877-992-7487 sales@argusinsights.com

×