Mobile User Experience Sentiment: Preferences ...

Mobile User Experience Sentiment: Preferences across age demographics Purpose This research aims to identify how users across different age demographics differ in how they measure mobile user experience, both positively and negatively. This research will investigate how different age groups value current/trending design patterns, and will compare current trends in mobile design patterns with previous successful models. It will also generate mobile user interface (UI) marketing strategies based off of insights gained. Literary Search To support these research findings, a secondary data analysis has revealed the following trends in mobile user experience and consumer sentiment among different age demographics. Mobile Market A 2013 Pew report on Smartphone ownership found that 56% of American adults own some type of smartphone with leading numbers among higher income adults under 35. At the same time, Android and iPhone operation systems account for half of the market (Smith, 2013). The mobile market has moved forward from just having access to the Internet on your phone, to being available to add functionality by installing additional software. By doing this, a new market was created (app stores), improving user experience as new multi-function devices are created (Hulkower, 2014). As of today, the mobile Internet market is the main driver of growth in how much time users spend online. With such fast growth, companies can create opportunities to engage consumers directly and satisfy their demands (Google, 2011). Mobile User Experience Companies are in constant search for a depth of insight into consumers' usage patterns as a starting point to developing new technologies and services. In the case of Mobile User Experience, North American companies have an advantage, as they are at the center of this new digital age of mobile ecosystems, leading in innovation and development of new services, applications and devices that, at its core, have the internet as the engine. By incorporating social networking, digital content, and online commerce among other markets to provide the best user experience possible, North American companies are effectively impacting almost every aspect of consumer life (GSMA, 2014). As hardware and software companies move beyond solely providing a medium to communicate with other parties, they are starting to rely more on high speed mobile broadband networks and hardware upgrades to keep up with user demand for better and faster services. From applications that help users communicate via text message to mobile banking, now more than ever, users have access at the tip of their fingers to an array of services. This access wasn't available before. Today, the operation system market is dominated by two

companies: Android and iOS, leaving behind other companies like Blackberry, which was once considered a pioneer in this market. As these companies establish their dominant role, they have to look beyond just growth and innovation, as their operation systems have impacted American society in areas like health, education, commerce, transportation, and others, changing the way that these industries do business, and the way that consumers experience them through their phones (GSMA, 2014). Methodology Based on the available data and reports about mobile technologies, a discovery-oriented research opportunity arises to further understand the dynamic mobile user interface environment and what affect consumer age has on user experience. This research provides a valuable resource for companies seeking the most appealing mobile user experience across a wide age demographic. In analyzing data about mobile/cellular technologies among different Gfk MRI reports categories from 2005 until 2013, a better understanding of how consumers' demographics and behaviors evolved in relation to mobile technologies during the last couple of years can be measured. Comparing these findings with current patterns and behaviors can lead to better mobile user interface development. To achieve these goals, the most convenient research method is an exploratory type; this research will use a cross-sectional regression analysis of the secondary data (MRI reporter), descriptive surveys, depth interviews, and unstructured field observations. The representing target population for this survey will be users that own a mobile phone, and the sampling frame will include users from urban areas, divided by age demographic, gender, race, income, household composition, type of phone that they own, brand and carrier. This research will follow a probability sample of participants meeting the predetermined criteria to obtain users' opinions regarding their experiences with different mobile user interfaces. Survey Design Using Qualtrics, an online survey tool that has proven to be a leading software among online survey tools, a survey will be built to capture participants' mobile user experience sentiment (MUES). MUES is defined as a participant's feelings toward the most significant mobile features across different mobile operation systems. MUES is measured in a number of ways, which will be explained further below. The survey will be visual and will primarily consist of heat maps, which will offer a more user-friendly, less intensive survey-taking experience. Further, the use of the heat maps will provide insight supporting the research in and of itself, as participants will naturally be drawn to selecting the images of features they prefer, rather than reading descriptions of the features, and then reflecting past their first instinct. MUES can be measured nominally, ordinally, in intervals, and in ratios. Features that will be addressed and measured include but are not limited to: button size, sound, vibration, intensity of vibration, intensity of sound, variation of sounds, variation of vibrations, screen brightness, flashing lights, method of gaining consent to share information, location tracking, and notifications, among others. There is no quota for how many features will be incorporated into the initial survey. This depends upon available resources.

Questions will appear visually - for example, a screenshot of the log-in page of two competing applications will appear. A nominal question could say: Select the Preferred Screenshot - Tinder or Hinge. The following question could be an ordinal question. The participant would see their chosen screen shot. The question would say: Rank the following features of this log-in screen in order of importance - font, color, button size, and background image. There will be numerous similar nominal and follow-up ordinal questions that delve into various applications with different features. Interval follow-up questions could include: On a scale of 1 to 10, 10 being extremely likely, how likely are you to utilize the application in the previous question for a fee over the competing application, which would be free - for example, if a participant chose Tinder based off of log-in aesthetics, would those aesthetics be important enough to merit paying a fee rather than using the competitor, Hinge, for free? It is this survey's hope to illuminate different behaviors and preferences across different age brackets. Finally, to incorporate ratio questions, examples could include: When choosing the level of sound in your application, you must slide a button along a scale from zero sound to loud sound, similar to the scale that exists in the setup section of operation systems. Please use the sound scale provided, and slide the scale to your preferred noise level. A similar question can be made for brightness and vibration intensity. Participants who complete the survey will be offered entry into a sweepstakes. This will increase interest in the survey, and will mitigate the potential for participants to exit. The design of the survey is visual and interactive with minimal reading required - this way, the survey is different from the average survey, and will appeal to today's technology-engaged consumers. It will be accessible via smart phone, tablet, and computer, in order to capture participants where they are most comfortable and likely to sit and complete a survey. The survey will be between 35 and 40 questions long, but because the questions will be interactive, participants will be engaged. Industries will vary throughout the survey so as to capture the interest of different consumers. Implications To attract consumers, companies need to know and understand consumers' needs, desires, and preferences in relation to mobile usage across applications. Companies need to look for features that will give them an edge in attracting specific, targeted audiences. Mobile User Experience Sentiment is fluid - companies, rather than focusing on creating a number one application, should be constantly in flux, as they gather information and change to match the ebb and flow of their users. By keeping in mind age demographics and subsequent preferences, they can alter their applications to match their targeted consumer age base or they can utilize this research to incorporate as many favored preferences as possible for as many age ranges as possible. For example, youthful dating applications need not cater to the preferences of older adults; however, applications such as Livestrong's MyPlate (a calorie/exercise tracking application offering a community space to share support around health and weight management) must take into account as many favored features as possible to target every age range. This research will provide companies, designers, and technology developers insight into users' sentiment toward mobile applications and features among a range of operation systems, and will allow for more effective creation in the future. Further research can also be done globally to uncover trends in MUES across cultural barriers.

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