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Transcript of Damásio et al, 'Mobile Devices as drivers of Social Capital' at Communities in Digital Age...
Manuel José Damásio ([email protected]) Patrícia Dias, Sara Henriques, Inês Teixeira-BotelhoUniversidade Lusófona [ULHT]Center for Research in Applied Communication, Culture and New Technologies [CICANT] http://cicant.ulusofona.pt
Mobile Devices as Strenghteners of Social Interaction: Apps and changes in mobile
communication
“COMMUNITIES IN THE DIGITAL AGE” INTERNATIONAL SYMPOSIUMCANTERBURY CHRIST CHURCH UNIVERSITY12TH JUNE 2013, CANTERBURY, UK
Context:- Research on mobile use
and difusion in Southern Europe- Development and deployment of mobile apps
taillored for face-to-face based communities (i.e HE institutions)
- On going research project (2010/2015)
- To characterize mobile internet usage and the most popular activities undertaken via this technology;
- To identify the relevance of mobility in specific social settings;
- Comparing fixed and mobile access to the internet and the consequences thereof (particularly for social capital);
- Understanding how different players – stakeholders and users – face a changing technological environment.
Objectives
Are stakeholders’ and users’ perceptions about the use of mobile technologies far apart? [YES]
Is mobile internet access a key factor in determining changes in patterns of internet use? [YES]
Does the mediation of mobile technologies impact online communities and social capital? [YES]
Research Questions and Hypothesis
State of the Art
Mobile Internet Concept?
On the move?
3G, 4G ?
Wireless?
Mobile Internet Adoption – Key adoption driversWhat’s in it for me?
State of the Art
StakeholdersTAM/ UTAUT
UsersActivity Theory
“direct effects from access” – direct network effects
“direct effects from activities” – indirect network effects
Network Theory
1st Stage
Method
Stakeholders Users
Qualitative Methods Quantitative Methods
Interviews about m-internet adoption and use
Longitudinal Inquiries about m-internet use (2 surveys so far of
population representative samples)
Results: Qualitative study
Mobile Phones Manufacturing Companies: Sony Ericsson Nokia LG
Market Research Companies: Marktest Netsonda GFK
Mobile Marketing Companies: Timwe
Mobile Network Operators: Vodafone ZON
Stakeholders
Age ¼ of youngsters (<25) uses m-internet via smartphone; adults (25-34) are the
majority using m-internet, mostly to access social networks, email, weather forecast and m-banking; seniors (>64) use m-internet less
Gender Most m-internet users are men; the same amount of men and women
accesses social networks via m-internet Education
M-internet users have a good social and economic status, live in urban centers and have good education levels
Usage time M-internet is frequently used but for short periods, often for utilitarian
purposes; peak usage is at lunch time, at the end of the afternoon, and there is a “prime-time” between 22h and 24h; Friday is the day with more traffic
Users’ Profiles
Results: Qualitative study
Smartphones still have some limitations regarding Quality of screens, storage capacities, edition tasks and collaboration
tools. Non-optimized websites
Price plans High prices and limited traffic
Lack of information and, or knowledge The lack of information and low levels of media literacy regarding the
existent services and their ability to absorb technology are still obstacles to the spread of mobile internet
Limitations and Obstacles to Adoption
Results: Qualitative study
Social networks Social networks and email access are the main reasons to have mobile internet and the
main banners in attracting customers to this service; 70% of teenagers access social networks on mobile phones
Mobility of the connection Mobility gives access to new services and possibilities e.g. geolocation and new types of
consuming, sharing and communicating Fun and entertainment
e.g. games, movies and music contribute for a better use of “dead time”. Work
Using mobile internet for work related matters is associated to senior users and young adults
Filling “dead time” Internet users are increasingly spending more time surfing on the internet, turning ‘dead
time’ into useful time; on these periods of time, people are more likely to be available to try new services and analyze new products. “Dead time” is becoming “Mobile Economic Time”
Motivations and Drivers to Adoption
Results – Qualitative study
SAMPLE: N= 1107 Age= ]14; 64[ ; (X=38,69; SD=13,93)Genre= 49% male , 51% female
Results: Quantitative study
Socio-economic levelEducation
Less then primary education
Primary Education
High School
Bachelor
Degree
Master
PhD
0 5 10 15 20 25 30 35 40 45
7.1
42.7
38
1.4
9
1.4
0.3
High
Medium-High
Medium
Medium-low
Low
0 5 10 15 20 25 30 35 40 45
0.9
4.4
42.6
29.6
22.4
Q1.1. Do you have a mobile phone? 97% of respondents anwered affirnativelly
Q.1.2. Is your mobile phone a smartphone? Q.1.3. Do you use mobile internet?
Não
Sim
0 10 20 30 40 50 60 70 80 90
77.5
19.1Yes
No
Telemóvel
Tablet
iPodTouch
iPad
Psp
0 2 4 6 8 10 12 14 16
14.5
1.5
3.3
1.4
2.1
84,3% do not use (n=933) – 201143,5% do not use = 2013
Results: Quantitative study
Mobile Phone
Q.1.7. In what time of day is more common for you to use mobile internet? (similar 2011/2013)
0h-4h
4h-8h
8h-12h
12h-16h
16h-20h
20h-24h
Ns/Nr
0 5 10 15 20 25 30 35 40 45 50
2.9
3.4
21.3
43.1
33.9
41.4
10.3
Q.3.1. Why don’t you use mobile internet?(similar 2011/2013)
Results: Quantitative study
Very expensive
Very complex
Don't feel the need
mobile phone doesn't allow it
Don't have time
Don't like
Don't have interest
Uses other ways of access
Don't know how to do it
Other reasons
Don't know/answer
0 10 20 30 40 50 60
33.3
10.2
50.8
12.6
1.2
1.6
1.1
1.5
3.1
2.5
0.5
Online Activities
Mobile Internet
Vs
Fixed Internet
Setle a doubt x net fixa
Setle a doubt x net móvel
See who's online x net fixa
See who's online x net móvel
Profissional searches x net fixa
Profissional searches x net móvel
Music download x net fixa
Music download x net móvel
Watch videos x net fixa
Watch videos x net móvel
Consult wearther info x net fixa
Consult wearther info x net móvel
Read e-mails x net fixa
Read e-mails x net móvel
SNS x net fixa
SNS x net fixa
Info about paths, roads x net fixa
Info about paths, roads x net móvel
Read news x net fixa
Read news x net móvel
Chats x net fixa
Chats x net móvel
Play online x net fixa
Play online x net móvel
Online services x net fixa
Online services x net móvel
Surf the web x net fixa
Surf the web x net móvel
Messenger x net fixa
Messenger x net móvel
Geolocalization x net fixa
Geolocalization x net móvel
0 1 2 3 4 5 6 7
(similar 2011/2013)
Read e-mails
social networking
info about maps, paths, roads
online services
messenger
chats
geo-location apps
4.54
4.92
4.42
4.42
4.46
4.27
4.19
Activities carried out mainly via mobile internet
Results: Quantitative study
- Analyse proximity (similarity/dissimilarity) between activities- Examine groups or types of activities more frequently performed via mobile
Multidimentional scaling analysis
-E-mail -SNS-Surfing web -Geo-location -Online services-Info about maps -Chats
Higher values on mobile access
-Download music, -Settle doubt-Looking who’s online-Work/prof searches-Watch videos
Higher values on fixed access
-Communication-Participation-On the go activities
-Take more time-Higher levels of attention
Results: Quantitative study
- users’ present a perspective more concerned with the activities they perform online, arguing that the differences in the nature of the social interaction and activities are relevant key adoption drivers.
- Users seek to disrupt traditional access models that the industry is replicating for mobile internet access.
- According to stakeholders, m-internet is growing and its adoption is increasing due to the advantages users can achieved for accessing it. Stakeholders seem more concerned with technological determinants and forms of access as key drivers to promote m-internet adoption.
- To some extent, stakeholders fail to internalize the impact that social interactions and social capital generation have in the adoption process.
Results: Quantitative study
Individual level (users’ view) Macro level (industry’s view)
M-internet is becoming the dominant mode to access interne.
2nd Stage
Method
Development of a mobile community
application prototype
Survey on relationships
and social capital
Testing of the prototype
Focus groups on user experience
Survey on relationships
and social capital (SNA)
Present Stage
Quantitative Methods
Quantitative Methods
Qualitative Methods
User centred design
Mobile Community App Prototype
IMG_0614_.mp4
Methods Previous research shows that in EI few bridge the community
The role of social capital
Discussion
- Technological mediated social interactions are reinforced by mobility;
- M-internet reinforces non face-to-face social interactions;
- Social interactions are perceived by users as relevant but it is the indirect network effects that sustain adoption;
- Greater levels of social interaction can promote greater levels of bonding social capital.
- M-internet will not directly contribute both to bridging and linking social capital.
Thank you!
ComuniMedia ProjectCICANT | ULHT
Funded by the Portuguese Science Foundation [FCT]