This document summarizes key findings from a case study on how smart couples use smartphones. It finds that smartphones help strengthen relationships by enabling shared activities and communication. Younger couples without children use smartphones to share entertainment and get to know each other better. Families with children find smartphones helpful for childcare tasks and household management, which allows husbands and wives to share domestic responsibilities. As children age, smartphones provide a way for parents to reconnect with them by finding shared interests. The study concludes that smartphones can help revitalize family relationships and enable new forms of communication.

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

5. Often share pictures and use entertainment applications such as 2-player games and moviesWireless 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

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

9. iPhone is actively used for child care and housework, such as cooking (baby food), learning (English fairly tale), music (lullaby) and keeping household ledgerUsage 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"

11. A solution for the time and place constraints caused by the baby. Uses iPhone to watch movies and enjoy artworksiPhone 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)

13. Search and share new contents related to learning (English), restaurant search, music (real-time listening and recording) with their childUsage 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"

15. The couple use applications as the topic for conversation with their child who uses iPod TouchiPhone 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)

17. iPhone is gradually consolidating various medias such as camera, books (Chinese and English) and mp3 playersUsage 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"

19. iPhone is a new challenge (need for self-development) and symbol of self-confidence, which is relatively easily approachableiPhone 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

21. Family members become closer by watching family photos or sharing images and videosUsage 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"

23. The husband manages iTunes for the wife, and she thanks him for the convenience in everyday lifeiPhone 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)

25. iPhone offers the ground to establish common interests for couples and communicate with each otherFinding 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…

27. Husband manages his wife’s stress by sharing interests using iPhoneAir 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)

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

31. It is often used by wives who want to relieve stress after fighting with their husbands3 1 2 Choosing picture Face outline adjustment Start fighting 4 6 5 Keep punching Groggy KO!