Keys to mobile user behavior

Keys to Mobile User Keys to Mobile User BehaviorBehavior

Neicole M. CrepeauOnline Strategist Web, mobile & social media specialists

Today’s consumer has a choice of three types of devices to use for Today’s consumer has a choice of three types of devices to use for

Today’s consumer has a choice of three types of devices to use for

shopping,


shopping,


shopping, entertainment,


shopping, entertainment,

Mobile Phone

Mobile Phone Tablet (iPad)

Mobile Phone Tablet (iPad) Laptop


Each platform offers varying degrees of mobility and usability. Each platform offers varying degrees of mobility and usability.


Each platform offers varying degrees of mobility and usability.

Businesses and designers must understand the differences, to optimize the user-experience for each touch point.

Each platform offers varying degrees of mobility and usability.

Businesses and designers must understand the differences, to optimize the user-experience for each touch point.


When and where do people use each device?When and where do people use each device?


Free moments

Even Standing

Mobile phones are in the pocket or purse. They start up immediately. Mobile phones are in the pocket or purse. They start up immediately.


Free moments

Even Standing

Mobile phones are in the pocket or purse. They start up immediately.

Users pull them out when they have any spare moment, even standing in line.

Mobile phones are in the pocket or purse. They start up immediately.

Users pull them out when they have any spare moment, even standing in line.


Free moments

Even Standing

15 min +

Mostly Sitting

Tablets are larger, so they aren’t carried everywhere. When they are available, they are more unwieldy and take two hands to use.

Tablets are larger, so they aren’t carried everywhere. When they are available, they are more unwieldy and take two hands to use.


Free moments

Even Standing

15 min +

Mostly Sitting

Tablets are larger, so they aren’t carried everywhere. When they are on hand, they are more unwieldy and take two hands to use.

People will invest the effort when they have 10 or 15 minutes, or more. They are used mostly while sitting.

Tablets are larger, so they aren’t carried everywhere. When they are on hand, they are more unwieldy and take two hands to use.

People will invest the effort when they have 10 or 15 minutes, or more. They are used mostly while sitting.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Laptops are cumbersome. People take them out only when they know they will have considerable time to sit and work.

Laptops are cumbersome. People take them out only when they know they will have considerable time to sit and work.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Mobile phone apps and websites need to be designed for the limited sets of tasks that users are likely to do on-the-go.

Designers should assume interruptions and require as few steps as possible. Minimize the number of elements on the small screen.

Mobile phone apps and websites need to be designed for the limited sets of tasks that users are likely to do on-the-go.

Designers should assume interruptions and require as few steps as possible. Minimize the number of elements on the small screen.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Apps and websites optimized for tablets should design for a more immersive experience. The larger screen can accommodate more detail.

Apps and websites optimized for tablets should design for a more immersive experience. The larger screen can accommodate more detail.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

While there are exceptions, each device performs best under certain scenarios. While there are exceptions, each device performs best under certain scenarios.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Mobile phones are mostly used by one person for reading and consuming content. Mobile phones are mostly used by one person for reading and consuming content.

Best for: Single-user Content Consumption


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Users will type brief entries. Designers optimize for thumb or single-finger use and minimize the amount of typing required.

Users will type brief entries. Designers optimize for thumb or single-finger use and minimize the amount of typing required.


Thumb or single fingerMinimal typing


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Tablets can easily be viewed by two people and may be passed between them. Tablets can easily be viewed by two people and may be passed between them.



Best for: Single-user or Multi-user Content Consumption


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Tablets are better for consuming content than creating it. Users can type longer messages, but won’t want to work on large documents or long emails. Designers assume people are using the whole hand, while holding the tablet with the other.

Tablets are better for consuming content than creating it. Users can type longer messages, but won’t want to work on large documents or long emails. Designers assume people are using the whole hand, while holding the tablet with the other.




Whole handLimited typing


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Though they can be viewed by more than one person, laptops are still primarily used by a single individual.

Though they can be viewed by more than one person, laptops are still primarily used by a single individual.





Best for: Single-user Content Creation or Consumption


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Laptops work for both content creation and consumption. Users frequently switch between uses.

Long messages and tasks that require a lot of data entry are reserved for the laptop.

Laptops work for both content creation and consumption. Users frequently switch between uses.

Long messages and tasks that require a lot of data entry are reserved for the laptop.






Both handsUnrestricted typing


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting

Though all three devices are used for both personal and professional purposes, the laptop is used for work more than the other devices.









Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting









Primary Use:

Personal Professional


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting









Primary Use:


Primary Use:



Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting









Primary Use:


Primary Use:


Primary Use:



Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


How do people use these devices while traveling?How do people use these devices while traveling?


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


Because it’s ubiquitous, people will pull out their phones as needed on local trips. They use the GPS and search for local services, including deals and coupons for restaurants, etc.

Because it’s ubiquitous, people will pull out their phones as needed on local trips. They use the GPS and search for local services, including deals and coupons for restaurants, etc.

Local trips: GPS, nearby services


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


Local trips: GPS, nearby services Road trips: GPS, nearby services, online booking, road entertainment

On long trips, consumers have their tablet handy. They may have planned the trip on it, and use it on the road to navigate, make reservations, or for entertainment.

On long trips, consumers have their tablet handy. They may have planned the trip on it, and use it on the road to navigate, make reservations, or for entertainment.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


The laptop is the last resort during travel because of its size and lack of access. However, it may be used by passengers who want to work while riding, and in the hotel room.

The laptop is the last resort during travel because of its size and lack of access. However, it may be used by passengers who want to work while riding, and in the hotel room.

Local trips: GPS, nearby services Road trips: GPS, nearby services, online booking, road entertainment Little used, last resort


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


Some devices are better than others for music or video.Some devices are better than others for music or video.



Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


The mobile phone is ideal for music, because it’s so portable. People often listen to music while doing other activities. Well-designed apps will also be widely used.

The mobile phone is ideal for music, because it’s so portable. People often listen to music while doing other activities. Well-designed apps will also be widely used.


MusicAppsWebVideo

Most Effective

Less Effective


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

The mobile phone is ideal for music, because it’s so portable. People often listen to music while doing other activities. Well-designed apps and mobile-optimized websites are also effective.

While consumers will watch videos on their phones, it’s not the best form factor.

The mobile phone is ideal for music, because it’s so portable. People often listen to music while doing other activities. Well-designed apps and mobile-optimized websites are also effective.

While consumers will watch videos on their phones, it’s not the best form factor.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


The tablet is ideal for using well-designed apps and for surfing the web. It’s also excellent for single-user video viewing. It’s less ideal for music, because of its size.

The tablet is ideal for using well-designed apps and for surfing the web. It’s also excellent for single-user video viewing. It’s less ideal for music, because of its size.


MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


The laptop is excellent for the web and for the larger applications designed for it. It’s good for viewing videos, but too large to be an ideal music device.

The laptop is excellent for the web and for the larger applications designed for it. It’s good for viewing videos, but too large to be an ideal music device.


MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:


Lastly, each device has a role in retail sales.

We’ll see continued growth in mobile use by consumers for shopping.

Lastly, each device has a role in retail sales.

We’ll see continued growth in mobile use by consumers for shopping.


MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

In-store: Quick price checks & reviews for small items; coupons Online shopping: Limited use

Consumers use their phones to check prices and reviews, get coupons, and even consult with friends and family while shopping. Since they always have their phones, they may use them for impulse as well as planned purchases.

Timely coupons and offers are ideal for phone delivery.

Consumers use their phones to check prices and reviews, get coupons, and even consult with friends and family while shopping. Since they always have their phones, they may use them for impulse as well as planned purchases.

Timely coupons and offers are ideal for phone delivery.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective


They may use the phone for online purchases, but most sites aren’t optimized for a mobile purchase and the phone isn’t ideal for extended viewing and comparison shopping.

Ecommerce is less of a factor. Design for the kinds of on-line purchases users are likely to want to make while on-the-go.

They may use the phone for online purchases, but most sites aren’t optimized for a mobile purchase and the phone isn’t ideal for extended viewing and comparison shopping.

Ecommerce is less of a factor. Design for the kinds of on-line purchases users are likely to want to make while on-the-go.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective


In-store: Pre-arrival research; may be taken in-store for large purchases, extended tripsOnline shopping: Extensive use

People will increasingly bring tablets with them when shopping, particularly for larger purchases, such as automobiles or appliances.

They may do research on the tablet ahead of time and bring it to reference their notes, as well as do online checks at the store.

People will increasingly bring tablets with them when shopping, particularly for larger purchases, such as automobiles or appliances.

They may do research on the tablet ahead of time and bring it to reference their notes, as well as do online checks at the store.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective



They may also bring the tablet when doing extended shopping, such as back-to-school or Christmas shopping. Users may want to reference lists on the iPad, as well as use them for price-checking.

Coupons and offers should be available on the tablet, especially for these scenarios.

They may also bring the tablet when doing extended shopping, such as back-to-school or Christmas shopping. Users may want to reference lists on the iPad, as well as use them for price-checking.

Coupons and offers should be available on the tablet, especially for these scenarios.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective



Tablets are also ideal for online shopping. They are likely to become the preferred platform, with their magazine-like feel but larger screen size.

Designers need to create tablet shopping experiences that minimize typing and are optimized for one-hand use.

Tablets are also ideal for online shopping. They are likely to become the preferred platform, with their magazine-like feel but larger screen size.

Designers need to create tablet shopping experiences that minimize typing and are optimized for one-hand use.


Free moments

Even Standing

15 min +

Mostly Sitting

30 min +

Always Sitting







Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective



In-store: Pre-arrival researchonlyOnline shopping: Extensive use

The laptop is too unwieldy for in-store shopping. It is used for research prior to shopping. Retailers should think about ways to make it easy for users to transition information from the laptop to their other mobile devices.

Laptops will continue to be used for online shopping.

The laptop is too unwieldy for in-store shopping. It is used for research prior to shopping. Retailers should think about ways to make it easy for users to transition information from the laptop to their other mobile devices.

Laptops will continue to be used for online shopping.


Free moments

Even Standing

30 min +

Always Sitting




Thumb or single fingerMinimal typing Whole hand

Limited typingBoth handsUnrestricted typing

Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective




15 min +

Mostly Sitting


Free moments

Even Standing

30 min +

Always Sitting






Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective




15 min +

Mostly Sitting

Businesses who understand their customers and their needs in each mobile scenario can…Businesses who understand their customers and their needs in each mobile scenario can…


Free moments

Even Standing

30 min +

Always Sitting






Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective




15 min +

Mostly Sitting

Businesses who understand their customers and their needs in each mobile scenario can

pick the right features


pick the right features


Free moments

Even Standing

30 min +

Always Sitting






Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective




15 min +

Mostly Sitting


pick the right featuresand design the optimal experience




Free moments

Even Standing

30 min +

Always Sitting






Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective




15 min +

Mostly Sitting



for each device…



for each device…


Free moments

Even Standing

30 min +

Always Sitting






Primary Use:


Primary Use:


Primary Use:



MusicAppsWebVideo

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective

AppsWebVideoMusic

Most Effective

Less Effective




15 min +

Mostly Sitting



for each device…making the most out of these multiple mobile touch points.



for each device…making the most out of these multiple mobile touch points.

Sources

• http://econsultancy.com/us/blog/7046-mobile-investments-will-pay-off-for-retailers-in-2011-report (mobile phone use)

• http://technorati.com/technology/article/mobile-phone-use-exploding-in-e/

• http://www.breakingtravelnews.com/news/article/new-study-reveals-impact-of-smart-phones-on-the-travel-market/

• http://www.eyefortravel.com/news/search-engines/%E2%80%9Cgoogle-seeing-mobile-hotel-queries-have-grown-almost-3000-three-short-years%E2%80%9D

• http://www.internetretailer.com/2010/06/24/keeping-eye-ipad• http://www.rimmkaufman.com/rkgblog/2010/06/08/ipad-users-

shopping-like-traditional-computer-users/• iPad photo credit Milind Alvares

http://www.coherentia.com

Blog: http://nmc.itdevworks.com Twitter: http://twitter.com/neicolec

Web, mobile & social media specialists

For a print-friendly PDF of the infographic, go to http://bit.ly/mobileuser

Keys to mobile user behavior

Technology

Transcript of Keys to mobile user behavior