M-consumers: Ethnographic research with UK mobile consumers

M-Consumers.Ethnographic research with UK mobile consumers

Tim Loo, User Experience Strategist, Foolproof

@foolproof_ux© 2012 Foolproof Limited

Experience Design Group@foolproof_ux

@foolproof_ux

Mobile loads of data

limited insights

insight

fuelsdesign

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Getting the right idea

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Getting the idea right

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

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:

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:

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:

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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.

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

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?

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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