AN EXPLANATORY STUDY ON DIFFUSION OF MOBILE APPLICATIONS

FOR LOCAL CONTENT CREATION IN INDIA Presenter: Priyanka Chauhan, India

Index 1. Purpose of Study

►  Research Question

►  Hypothesis

2. Instrument

3. The Research Site

►  Population

►  Sample

►  Data Collection

4. Research Approach

►  The Deductive versus the Inductive Approach?

►  The Qualitative versus the Quantitative Approach

5. Data analysis

►  Findings

Purpose of Study Research Question

1.  What are the benefits that India can reap from local content generation?

2.  What are the key determinants of successful mobile interface design and promotion for local content creation in India?

Hypothesis

H1: India can be benefited by the availability of reliable local content, thereby promoting contextual and inclusive development.

H2: The key determinants for successful diffusion of mobile interface meant for local content creation are context-awareness, personalisation, speed, local language, text-free interface, real life metaphors, entertainment, rewards, multilayered menu design, easy navigation and multimedia help option and the promotion of preloaded free application suite can be achieved with trainings, community discussions, folk media and social recognition.

Research Instrument for Primary Research Close ended questionnaire used because it allows us to collect

maximum information in limited resources and time.

Questionnaires

Research Sample

It was not possible to apply a

systematic type of sampling method.

Therefore, convenience random

sampling is used.

The final user sample population

consisted of users of local content

creation through mobile application

and they belonged to different age

groups, gender and socio-cultural

context.

Research site

Mobile App Designers/developers and managers of NGO A

Village head, principal, Health worker, youth,

Director of NGO A

VILLAGE

Users of mobile application

CITY

Data Collection

Books, Research Papers, Journals, Articles for

reliable and valid secondary data.

Connected with people for primary

data through Questionnaire.

The data was collected using Google

Survey Tool while analyzed with

Microsoft Excel.

Research Approach The difference between the deductive and the inductive approaches is that, one follows a top-down and the other a bottom-up approach. This study follows the deductive approach for two reasons. 1.  In the first place, it demands expertise and

academic knowledge to propose a theory and then test it through observation.

2.  In the second place, the deductive approach appears more appropriate to the purpose of this study, which is to gather the key determinants of successful diffusion of mobile application from the literature and then determine how they translate into practice, in an effort to evaluate current practices and propose strategies for improvement.

The Deductive versus the Inductive Approach?

Research Approach (cont.) The Qualitative versus the Quantitative Approach

There are two reasons why this research has decided to use quantitative, instead of qualitative data analysis.

The first is that, there is no chance to conduct interviews and gather the material needed for qualitative data analysis due to resource and time constraint.

The second is that, the importance of content creation in India and key determinants of diffusion success has already identified and has been tested through quantitative measure of designers, management and users opinions. 1 2

Data analysis

There is a gap in understanding of

designers and users for the mobile application

to be used for content generation.

Findings On the basis of the findings for the research questions, it is clear that the hypotheses are valid:

►  Local content creation holds a potential for contextualised social, economical and political development with inclusive participation.

►  The key determinants of successful diffusion of mobile applications meant for local content creation in India are context-awareness, personalisation, speed, local language, text-free interface, real life metaphors, entertainment, rewards, multi-layered menu design, easy navigation and multimedia help option and the design promotion of preloaded free application suite can be achieved with trainings, community discussion, folk media and social recognition.