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Mobile Communication and Big Data by Prof. Richard Ling
- 1. 1 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Mobile communication and big data: Leveraging results for social benefit Professor Rich Ling IT University of Copenhagen
- 2. 2 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Overview • Mobile communication and mobile communication research • Findings from mobile analysis of adoption • Application of findings to lifestyle diseases • The future of mobile research
- 3. 3 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Overview • Mobile communication and mobile communication research • Findings from mobile analysis of adoption • Application of findings to lifestyle diseases • The future of mobile research
- 4. 4 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Mobile communication is the most widely diffused mediation technology in the world Mobile subscriptions 6.8 billion Internet users 2.7 billion Mobile internet users 2.1 billion Source ITU
- 5. 5 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Future trajectory of mobile communication • Provision of healthcare around the globe • Mobile payment • Interpersonal coordination • Systemic coordination of mobility • The internet of things (including wearable computing) • Marketing and entrepreneurship
- 6. Overview • Mobile communication and mobile communication research • Findings from mobile analysis of adoption • Application of findings to lifestyle diseases • The future of mobile research Mobile communication research center
- 7. 7 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities What influences behavior?
- 8. 8 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Personal utility What influences behavior?
- 9. 9 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Personal utility What influences behavior? Social embeddedness
- 10. 10 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Personal utility What influences behavior? Social embeddedness Homophily Influence
- 11. 11 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities $$ $ $ $ 0 1 2 3 4 5 6 7 8 9 Single, (non-segment) Single (Segment) Dyad, one offer Dyad, two offers Percentdirecthitrate
- 12. 12 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities $$ $ $ $ 0 1 2 3 4 5 6 7 8 9 Single, (non-segment) Single (Segment) Dyad, one offer Dyad, two offers Percentdirecthitrate Homophily
- 13. 13 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities $$ $ $ $ 0 1 2 3 4 5 6 7 8 9 Single, (non-segment) Single (Segment) Dyad, one offer Dyad, two offers Percentdirecthitrateperoffer Homophily Influence
- 14. 14 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Overview • Mobile communication and mobile communication research • Findings from mobile analysis of adoption • Application of findings to lifestyle diseases • The future of mobile research
- 15. 15 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities How is this finding useful in other contexts?
- 16. 16 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Source: Hossain et al. NEJM 2007 (million people) • Type 2 diabetes is an epidemic • Type 2 diabetes is a life-style disease • Social influence can change lifestyles • Strong-tie partners can have an influential role • Changes in diet and exercise can be beneficial
- 17. 17 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Personal utility What influences behavior? Social embeddedness Homophily Influence Focus on treating the individual
- 18. 18 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Effect of mobile intervention on glycosylated haemoglobin in Yoon and Kim 2008
- 19. 19 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Personal utility What influences behavior? Social embeddedness Homophily Influence Focus on treating the individual
- 20. 20 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Type 2 Diabetics and their partners Type 2 Diabetics and their partners (That are in supportive relationships) Control Individual communication Dyadic communication Random assignment Pre-test SMS Test SMS Test
- 21. 21 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Possible outcome 5 5.5 6 6.5 7 7.5 T1 T2 T3 T4 T5 T6 T7 HbA1c Control Individual Dyadic
- 22. 22 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities Overview • Mobile communication and mobile communication research • Findings from mobile analysis of adoption • Application of findings to lifestyle diseases • The future of mobile research
- 23. 23 WKWSCI SYMPOSIUM 2014 Big Data, Big Ideas for Smarter Communities The future of mobile research Mobile communication research (in the broadest sense) can have global impact • Policy • Health • Social dynamics of mobile communication • International development • Entrepreneurship and payment • Technical possibilities • Interpersonal coordination • Coordination at the personal and social level • The internet of things (including wearable computing)