Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it...

Frankly, Green + WebbCreated for: Presented by: Date issued:GEM Yorkshire - Social Media and Learning Lindsey Green 10th December 2010


Smartphones And Their Potential To Support Family Learning in the Cultural Sector

Frankly, Green + WebbFrankly, Green + Webb

Frankly, Green + Webb

Mobile is Ubiquitous


Smartphone 101 - What is a smartphone?

A smartphone is a mobile phone that offers more

advanced computing ability and connectivity than a

basic feature phone

Wikipedia


Smartphone 101 - What is a smartphone?

Feature phone Smartphone


Size and growth of smartphone market

Note: these are US figures but closely match UK


Smartphone 101 - What is an operating system?

8 main Operating systems


Smartphone 101 – What’s an app?


Different phones, different operating systems, apps or web:

1. Define your audience carefully

2. Understand their needs

3. Consider what’s out there already


Phones have always been social


Now social in different ways


Social Mobile – Smartphones – even more social?


The traditional view of mobile in museums


Perception of audioguides

30%

71%

54%

45%

26%

45%

Under 26 26 to 45 46+

Don't Know

Less/Much less

Neutral

Somewhat MoreEnjoyable

Much MoreEnjoyable


Social Mobile – Now using mobile in different social ways

Acknowledge it, encourage it


An opportunity to engage with visitors:

1. Encourage them to share experiences while at your site

2. Create an experience for them to share


Mission

Technology

Audience



We wanted to understand if we could use smartphones too:

1. Improve the quality of family visits to museums by improving the experience of parents

2. Enable parents to facilitate the family visit?


Digital in general…

• Digital mums account for 40% of all women online

• Digital mums engage with social networks (65%) and SMS (56%) more than with news sites (51%),

• Just as many can be found gaming online or via a gaming console (52%)

• Digital moms surveyed said the most valuable sources of information were from friends (62.4%), other consumers (50.1%) and industry experts (35.8%)

*1 Child U18 and uses 2 pieces of social media per quarter


We noticed a behavioral opportunity

1. 59% of mothers are letting their kids use their phone

2. 20% are downloading apps for their families to use

3. Phenomenon called ‘The Pass-Back effect’


Erm… what do they NEED in a MUSEUM?

We had a hunch but weren’t sure

Did it matter the age of the kids?

What was important to them?


What do the audience need?

Do they have access to smartphones?


Our Data

• Online survey

• Distributed via online networks and private email

• 254 Respondents

• Mainly female

• Mainly UK and US

• High level of technical use

• Possibly skewed towards very museum literate

But

• 185 family experience related comments

Tips of online questionnaire

• Plan for success

• Ask if involved in the cultural/heritage sector


How high rated

experience

Elements of expereince

commented on

Our Qualitative Data


Maslow’s Pyramid of Needs for Museum Family Experiences


What stood out for us…

• The value in the shared/social experience

• Support visits with knowledge and conversation

• The need for basic practicalities


Could mobile really help address these needs

If so, how


How can we help?

• Make sure any info is easily accessible via mobile web

• Encourage feedback of needs

Basic Needs

Are the facilities available? What are the logistics?


How can we help?

• Apps regularly used for ‘Reference’ and ‘Tips’

• Offering on the spot advice of quiet galleries

Safety Needs

What if it’s too busy? What if there’s not enough space


How can we help?

• Common starting point when developing new technology

• Convert non-child friendly objects/areas

Belonging Needs

Is it designed for children? Is it interactive?


Thoughts:

• Embrace behaviour – “Passback effect”

• Support parents to lead activity rather than technology

• Encourage sharing of experiences amongst parents

Esteem Needs

Perceived ‘good museum’ behaviour

* It’s worth noting we asked parents about ‘family experience’


How can we help?

• Enable sharing

• Create mobile content engage all ages

• VERY important

Self-Actualisation Needs

Good times for the all ages


Social and gaming


Creative

Whiteboard Lite Instagram Audioboo


Located

Hidden Park SCVNGR Vouchercloud


Our next steps:

• Test our ideas these lo/no cost tools already available

• Support organisations to ‘cover the basics’

Download the report here: http://bit.ly/9khV92


Lindsey Green

Twitter: @lindsey_green

http://www.slideshare.net/franklygreenwebb

http://www.franklygreenwebb.com

Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it...

Technology

Transcript of Smartphones and their Potential to support family learning in the Cultural Sector - Keeping it...