m-consumers: ethnographic research with uk mobile consumers
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M-Consumers.Ethnographic research with UK mobile consumers
Tim Loo, User Experience Strategist, Foolproof
@foolproof_ux© 2012 Foolproof Limited
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Experience Design Group@foolproof_ux
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@foolproof_ux
Mobile loads of data
limited insights
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insight
fuelsdesign
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Getting the right idea
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Getting the idea right
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Diary study AnalysisQuant
validation
Insights & design
tools
Industry research
A combination of industry views,
qualitative insights and
quantitative analysis covering a
six month period from Sept
2011 – March 2012
• Client & SME Interviews• 2 week diary study• 40 participants (‘Super Connected’) • Rich data collection & analysis• Quant validation (500 survey) • Vision & design principles• Persona & scenarios
GoingMobile 2012 – Methodology
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Introducing theM-Consumer
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Personas help us think aboutdifferent types of
consumers and their attitudes, behaviours
and priorities
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Confidence with mobile
Frequency of mobile use
Relationship with mobile
Attitude towards mobile
Experience & relationship with mobile drives attitudes & behaviours
Low High
Low High
Functional Emotional
Closed OpenUnsure
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Chris: the social animal.
Mobilke
Confidence with mobile
Low High
Frequency of mobile use
Low High
Relationship with mobile
Functional Emotional
Attitude towards mobile
Closed OpenUnsure
Marketing Assistant, lives with friends, 26
Mobile is: Defining app:
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Lucy: the escapist.
#mobileinsight
Confidence with mobile
Low High
Frequency of mobile use
Low High
Relationship with mobile
Functional Emotional
Attitude towards mobile
Closed OpenUnsure
Accountant, lives with partner, 32
Mobile is: Defining app:
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Laura: the organiser.
#mobileinsight
Confidence with mobile
Low High
Frequency of mobile use
Low High
Relationship with mobile
Functional Emotional
Attitude towards mobile
Closed OpenUnsure
Sales Manager, married with kids, 44
Mobile is: Defining app:
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James: the cautious explorer.
Confidence with mobile
Low High
Frequency of mobile use
Low High
Relationship with mobile
Functional Emotional
Attitude towards mobile
Closed OpenUnsure
Lawyer, empty nester, 55
Mobile is: Defining app:
@foolproof_ux
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Do you know who your customers are?
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So what are M-Consumers
actually doing?
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Emerging behaviour #1.
Planning &researching
Getting quick things done
Managing on the move
Taking remote control
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Planning on the go.
Of mobile bankers now look into new financial
products more frequently
Of mobile shoppers do more planning before they
hit the high street
33%
38%More likely to compare prices and look for deals overall
58%
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Emerging behaviour #2.
Consuming media
Browsing for
inspiration
Playing games
Creatingfun-time
out ofdown-time
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Inspiration and impulsion.
48% Of mobile gamblers
now place more impulse bets
38% Of mobile shoppers
now make more impulse purchases
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Emerging behaviour #3.
Instant sharing
Gettingreal-time
information
Crowdsourcing answers
Keepingconnected
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Does my bum look big in this?Go Try It On app
Allows consumers to take a photo of themselves in an outfit, upload it and then receive feedback. They can also vote on others outfits as well as creating a network of expert stylists, friends and family.
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Spreading the word.
Find out about new apps via word of
mouth
76%Have downloaded an app just because someone recommended it to them
49%
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Emerging behaviour #4
Enhanced physical spaces
New private spaces
New tech (NFC, AR)
Merging thephysical
and digital
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Image sources: Apple, Pocket-lint, Foolproof
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New spaces.
29% Of mobile bankers have used mobile banking to avoid going overdrawn
32% Of mobile gamblers place bets at work
55% Have used mobile to look for a better deal
while already out shopping
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New opportunities.
50% Of mobile gamblers
now place bets more frequently
38% Of mobile
shoppers now shop more
overall
33% Of mobile bankers now look into new financial products more frequently
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M-consumers’ expectations are high and rising
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The need for action.
47%
73%Claim an app /
site doesn’t deserve their loyalty if fails to meet their
needs
Have stopped dealing with a brand altogether because the app / mobile service wasn’t good enough
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First impressions count.
81%
Claim an app / site needs to make a good first impression if they are to continue using it
56%
Have not signed-up to an app or mobile
service because the registration process was
too long or confusing
49%
Have stopped using an app / mobile
service because the login process was too
time consuming
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Mobile moments of truth matter
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“So where is your store and when do you open/close?”
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“Do you have the product I’m after in stock?”
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© 2012 Foolproof Limited
“Can I easily find a specific bit of product information?”
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Do you exceed expectations at your moments of truth?
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Winning requires long- term vision & commitment
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Mobile experience vision.
Great mobile sites and apps change how
consumers think and behave.
They understand that they need to earn the
right to become part of a customer's device
and life by making it better, faster and smarter.
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74%Feel excited about what
mobile could do for them in
future
What’s your vision for making your customers lives better, faster and smarter and inspiring them to do things differently?
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Many thanks.Any
questions?
@foolproof_ux
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Contact Foolproof.
020 7539 3840
@foolproof_ux
Tim LooUX Strategist
@timothyloo
Abby Brook-
CarterHead of Client
Experience
@Abbybc
www.foolproof.co.ukVisit our insight section for more about Going Mobile