Mobile phone feature preferences research digital divide of gender in Chinese youth Ge Chao Management Science Business School Renmin University of China E-mail: [email protected]
Mar 31, 2015
Mobile phone feature preferences research
digital divide of gender in Chinese youth
Ge ChaoManagement Science
Business SchoolRenmin University of ChinaE-mail: [email protected]
Agenda
Background
• Increasing Mobile Device Usage– Most people are using at least one mobile
phone, one laptop and one PDA at the same time. (Economides and Grousopoulou, 2009)
• Emerging Feature Fatigue – Feature Fatigue(Roland, Debora, and
Rebecca, 2005) as a result emerge in mobile usage
• Sweet Spot- the youth market– Eager to try new functions and preferences
in adult period will be affected by their choices when young (Leslie, 2007)
Background
• Fast-growing Chinese market– In 2010, China's mobile phone users
increased by 110 million, reaching a total of 859 million (Data from Ministry of Industry and Information Technology)
– Gained rare attention from relevant academy field
• Digital Divide– It is proved that feature preferences exist
and defer from demographic characteristics such as age, gender and nationality, which is called Digital Divide in many studies.
Research Question
Mobile phone feature preferences of Chinese young people;
Digital divide: If the preference exists, whether it is different between genders
Literature Review
• Feature preferences: Digital Divide– late 20th century when IT applications
initially emerges, some scholars found the existence of Digital Divide, which means people divided by some standards use IT applications quite differently.
e.g. Linda (2007)
Literature Review
• Digital Divide of gender– Technology
e.g. Canada Bell Telephone (Leslie, 2007)
– Internet
e.g. early 1990s, women used Internet less than men; disappeared (Linda et al., 2007; Jackson et al., 2001)
– Mobile phone
e.g. feature differences and the cognitive structure (Economides and Grousopoulou, 2009).; "gender scripts”(Van Oost,2004); (Leslie, 2007)
Hypotheses
• Feature Preference: a phenomenon that people demonstrate different using time and using frequency for specific mobile phone features
• Digital divide: different groups of people show different feature preferences.
• Gender differences: one aspect of digital divide. Different genders show different preferences in features of Internet, mobile phones and other communication technology products.
Hypotheses
• H1: Young people have feature preferences in using mobile phone.
• H2: Feature preferences of young people receive the impact of gender, which is digital divide of gender.
• H3: Behind digital divide of gender in young people is different genders’ distinguished conceptualization of the phone features.
Research Methodology
• Empirical research • Data
– Develop a questionnaire based on literature analysis, especially on one research of Haverila (2011)
– 98 common mobile phone features surveyed– Using Likert 7 point scale
• Analysis– Use descriptive statistics, ANOVA, and
Exploratory Factor Analysis for basic data processing
– Using Data Mining method to discover anomalies
Conclusion & Discussion
46 features for male and 57 ones for female are used to do EFA next.
Conclusion & Discussion
Factor name Definition Battery and additional features
Battery includes the lifetime of a battery and talk time it supports.
Additional features include calendar and dictionary.
Communication
Communication features of SMS and calling.
Basic product characters
The most basic features such as Bluetooth, operation key, weight, background theme, screen size, etc.
Video and display Mobile phone camera, video playback, and screen display effect
Definition of common factor
Conclusion & DiscussionFactor name Definition Battery and additional features
Battery includes the lifetime of a battery and talk time it supports.
Additional features include calendar, dictionary, document viewer, Internet browser, application download, contact information, and so on.
Touch screen and call
Touch screen includes touch screen and operation.; Call features include hands free and speed dialing, etc
Basic product characters
The most basic features such as Bluetooth, operation key, weight, background theme, screen size, etc.
Video Mobile phone camera, video playback
Limitation
• Sample is limited: other districts; larger group
• Disturbing factors: the current mobile phone market; economic environment ;fortress mobile phone
• Other division direction, other digital divide type
Summer Camp teaches me…
What people say is not like what people do…
Try to follow their daily routine…
College student behave
differently when stepping into
job.
Christer Carlsson
Use case study; use Down Up Meter and other software for actual using data;
Add young who already work into sample, may do comparison;
Summer Camp teaches me…
When, why and how to use Case
Study…
Marko Nieminen
Pay attention to perception or
reality…
Disturbing factors
(mobile change quickly).
Combine questionnaire with case study
Consider change of market, and system factors( Symbian? IOS? Android? Window?)
Harry Bouwman