1. 1. MUT and the Mobile Internet:Applying the approach to other domains Petter Bae BrandtzgTrial Lecture, 10th of August, 2012 University of OsloIMK
2. 2. Outline of this presentation MUT The research questions The Mobile Internet Usage patterns of the Mobile Internet versususage patterns on PC Mobile Internet Trends Media-user types in the Mobile Internet Findings and conclusions Future research
3. 3. MUT What? MUT = Media-User Typology How? To classify diverse users of new mediainto user types based on their typical usagepattern Why? In order to achieve a betterunderstanding of the users and how they differin their participation in new media
4. 4. Its therefore harder than ever tounderstand how users differ in their participation in new media.
5. 5. MUT - user types classifiedHow often is itaccording to four factors used?Frequencyof useIs it being usedfor many different purposes?Media Variety ofUser type platformuse Which media platform areused (i.e.,SNSs, blogs orthe Internet in Contentgeneral)? preferencesWhat is thecore activity ?
6. 6. MUT a user typology approach An initial unified Media-User Typology MUT and the four criteria defining type by media behaviour User typeFrequency Variety of Content preferences (core Media Platformof useuseactivity) (1) Non-usersNoNo NoAll (2) SporadicsLow LowNo particular activity, irregular All (3) LurkersMediumLowPassive consumption, lurking, SNSs and new time-killingmedia in general (4) Entertainment usersMediumMedium Gaming, watching videos All (5) SocializersMediumMedium Socializing with friends, familySNSs and acquaintances (6) Instrumental users MediumMedium Utility oriented, work related, All egov services (7) Debaters MediumMedium Discussion and informationBlogs and SNSs exchange (8) Advanced users HighHighAll (gaming, shopping, Allprogramming, socializing, egovservices)Source: Brandtzg, P. B. (2010). Towards a unified Media-User Typology (MUT): A meta-analysis and review of the researchliterature on media-user typologies. Computers in Human Behavior, 26(5), 940956.
7. 7. A review and analysis of existing user typologies (22) related to newmedia usage, in order to reach a unified user typology An empirical investigation of SNS user in Norway (N = 5,233) to reach a social networking sites typology A validation of SNS-user types and by using a longitudinal survey of online user over time (N = 2,001/age range: 15-75 years, in three annual waves (2008, 2009, and 2010) NorwayA validation of Internet user types across countries by using aempirical investigation among citizens in Europe (Austria, Norway,Spain, Sweden and U.K.) (N = 12,666/age range: 1674 years).
8. 8. How can the MUT be used To understand users To understand the digital divide, in terms of user typesrather than access versus no access/non-use versus use To measure the social implications of different mediausages (e.g. social capital) To allow media developers to decide upon target groups(and to develop personas) in research and developmentat projects To improve the user experience for specific user groups,by providing targeted services to users according to theirspecific user type.
9. 9. RQs What types of Mobile Internet users exist andhow are they connected to the MUT? Is it useful to apply the MUT on new domainssuch as the Mobile Internet? Sporadic Instrumental Socializer Advanced user useruser
10. 10. What is the Mobile Internet -The rise of web 3.0 (?) Web 1.0: The staticwebsites (one-way) Web 2.0: The social layer(participation andinteractivity) Web 3.0: The mobile era(mobility and on the go)The MUT has so far been applied to WebSource: Rowinski (2012) ReadWriteWeb/Mobile 1.0 and Web.2.0, but not on the Web. 3.0as explained by Rowinski.
11. 11. With the Mobile Internet Internet is "everywhere"
12. 12. The always-on is the classic assumption in the mobile computing. The mobile handsets are workable at any- time, any-place (Yamakami, 2008, p.571)Source: Yamakami, T. (2008). A User-Perceived Freshness Clustering Method to IdentifyThree Subgroups in Mobile Internet Users. International Conference on Multimedia andUbiquitous Engineering
13. 13. The Mobile Internet The Mobile Internet isabout accessing theweb over a mobiledevice (tablet, mobilephone) Is the Internet useddifferently fromaccessing it on PC?
14. 14. PC vs.Mobile Stationary location (e.g. On the go in diversework or at home) contexts Directed and shorter (e.g. Less directed and longer finding facts)(e.g. browsing) Shorter emails/messages Longer emails/messages Extend and complement PC-usageData from Google search logs reveald that users iPhone searching behaviour are moresimilar to PCs compared to previouse-generation mobile phones (Kamvar et al., 2009).Source: Tossel, Rahmati & Lin (2012) Characterizing Web use on Smartphones, CHI2012
15. 15. One in four smartphone owners prefer accessing the Internet trough their smartphone instead of PCSource: Pew Internet Research Center (2010)
16. 16. Context mobility Travelling - movement between places Wandering - movement within a place Visiting - the act of being in one placefor a limited amount of time Context driven user engagement?Source: Kristoffersen S, Ljungberg F (1999),Mobile use of IT. Twenty-second informationsystems research seminar in Scandinavia
17. 17. Google project glass
18. 18. The Mobile Internet is about: Real-time, context-driven interactiveengagement (e.g., context sensitiveservices) "Always on" where the boundariesbetween the real and the digitalare blurred
19. 19. To day the real world and information are more orless seperated
20. 20. In the near future the mobile Internet will connect things and peopleTracking, monitoring and controlling
21. 21. But who and how many are using the Mobile Internet?
22. 22. 10 percent Worldwide, the mobile Internet accounts for 10% of totalInternet usage in 2012 (increased from 4% in 2010, because of the growing adoption of smartphones and tablet devices)Source: Pingdom using data from StatCounterhttp://royal.pingdom.com/2012/05/08/mobile-web-traffic-asia-tripled/The data for 2012 covers the first seven days of May, 2012 http://gs.statcounter.com
23. 23. Norway: %50Usage of mobile media content 2005-2012 EveryUkentlig week40 2012: 40.0 40 % use the mobileDaglig day EveryInternet weekely, 31% 34.130 daily 31.731.528.9 26.6 26.5 24.823.7 22.6 222019.1 19.3 17.4 16.8 15.07 14.9 14 11.5311.87 12.2 12.7612.1 10.5 10.6 10.5 10.8 10.2 10.4410.4110.3111.0511.0710 9.22 9.11 9.468.67 10.5 7.86.29 5.14 4.79 4.55.27 5.56 3.5 3.8 4.1 3.8 3.4 3.18 3.63.87 4.54 4.32 4.370 Metodejustering fom Q4/06 Source: Forbruker & Media 2012 TNS Gallup
24. 24. Weekely usage of content on mobile devices60 r + 7More younger people access content on mobile weekely 40 - 59 r34 20 - 39 r 63 12 - 19 r64Kvinne3644% males and 36% females access content on mobile at Mann 44 least weekelyTotal40%0 10 20 3040 50 60 70 Source: Forbruker & Media. Q1 2012. www.tns-gallup.no/medier 2012 TNS Gallup
25. 25. What kind of apps do people access? 543 million people logged in to Facebook by using a mobile device in June 2012 (Facebook stats, 2012)Source: The figure are taken from a Nielsen Company white paper from the AppNation conferenceCalifornia 2010. based on survey data from August 2010. US mobile subscribers.
26. 26. RQ 1 What types of Mobile Internet users exist andhow are they connected to the MUT? Sporadic Instrumental Socializer Advanced user useruser
27. 27. User types in The Mobile Internet Pew Internet (2009) MRM Worldwide /TU Darmstadt (2011)Yamakami (2008) Digital Always on usersCollaborators Restless users Prime time users Ambivalent Networkers Everyday users Irregular users Media Movers Rationalist users Rovding Nodes Rookie users Mobile NewbisMobile click stream of Japanese Survey of Mobile InternetSurvey of US adult users (N =users (N = 60,311), commercial users , 16-70 years, (N =3,116), with mobile phones andnews service in the mobile 1,717) Germany and thethe Internet. Nov-Dec US 2007Internet. 2001-2003UK, 2010
28. 28. Yamakami (2008)Pew Internet (2009) 38% MRM/TU (2011)MUT of the user motivated by mobilityAlways on usersDigital collaborators (8%). Restless users (10%):Advanced usersActively engaged inMostly males, late 30s, Younger users, always on,High use and high variety ofmobile web all day,always on, create and share uses a range of differentuse, all media platformsbroad usagecontent services (smallest group) Ambivalent networkers (7%), Everyday users (25%):Socializers Late 20s, social networking,Younger adults, uses mobileMedium use, medium information etc.social media everyday andvariety, socializing with added features friends, family etc. (SNSs) Media movers (7%), MaleEntertainment users mid 30, gaming and sharing Medium use, medium photos variety, mainly gaming andvideo consumptionPrime time users Rovding nodes (9%), women The Rationalist (50%): UsesInstrumental usersParticular user specific late 30s, using email and mobile Internet regular, Utility oriented, often workbehaviour patterns inbasic appsselective usage, few added related. Organized andday-scalefeatures purposeful useIrregular usersMobile newbis (8%), 50s,The Rookie (15%): Low usageSporadicsRandomly visits mobile novice users, safety, keep in intensity, few basic services. Low use and low variety ofwebs touch (rarely mobile internet)45 years +, Nokiause. No particular activity,irregular.
29. 29. RQ 2 Is it useful to apply the MUT on new domainssuch as the Mobile Internet?YES: Five (six) of the user types in the MUT correspondedwith user types identified in the Mobile Internet.Debaters, Lurkers are not identified. There was either not identified any specific Mobile Internet user type SporadicInstrumentalSocializer Advanced useruser user
30. 30. Finding and conclusions (1) MUT: Its useful to apply the MUT on new domains such as the MobileInternet NON-USERs: is to be found in the Pew Study which accounts for 62% ofthe US. population. The majority of users are lagging behind. ALWAYS ON: Few users are "always on" even if this is the classic assumptionof the mobile Internet DIGITAL DIVIDE AND SOCIAL CAPITAL: The user types reflects large variations in userparticipation (inequalities) in the Mobile Internet and as a results describedifferences in how people enrich their social networks and information access.
31. 31. Finding and conclusions (2) DESIGN: The user types represent not only different behaviorpatterns, but also differences in preferences and user needs, whichshould be used as input to the design of new mobile Internet servicestargeting different user types MUT: The existing user typologies in the Mobile Internet have beenshown to connect well to the MUT, but rapid evolution in the MobileInternet could make it difficult to develop long-term stable user types inthis domain
32. 32. Future research There is a need for more detailed analysis of the different user types in theMobile Internet. This is a relatively unexplored in the literature, due to thefact that this is a fairly new domain and the development is fast (e.g. nouser type research in Africa and Asia) Future research should investigate if there is a faster migration to moreadvanced user types in the Mobile Internet compared to other domains(e.g. PC usage) There is a need, also, in the domain of the Mobile Internet for a unifiedtypology. All the user typologies used different methods and labels.Applying the MUT-approach in future research could be a useful solution. Finally, - how will the Mobile Internet of things affect usage patterns of theMobile Internet in the future?