01 Nov

Dear Phone – It’s Not Me, It’s You

By Greg Wester, EVP Marketing and Business Development

 

As you know, we do a lot of research here at Mobile Posse to help everyone better understand mobile users. If this research could write – here’s the sort of letter it might send to its smartphone love interest.

 

Dear Phone,

 We need to talk. I engage with you over 70 times a day. But almost half of those times, I don’t know what I’m looking for – I’m just looking for something interesting. Sure, I can hunt through a sea of icons – but it sure would be great if you could make it easier for me.

 Everybody else seems to understand me. There’s a lot of things that I find interesting and I interact with them through you every day. Google puts interesting things on their search bar. Facebook, the so-called social network, fills itself with interesting content so much so that I use it more for content than social interaction. Content feeds and websites are also sources of interesting stories – anticipating I might be bored in one story and presenting other stories I might like. Can’t you help me out? Something needs to change.

 If you can’t do it, I guess I’ll just have to continue dating Facebook. :-(.

 Sincerely,

Mr. Research

 P.S. I DO appreciate some of the efforts you have made. But, push notifications can get annoying and they interrupt me. And the swipe right screen is super helpful – but it’s a little too timid for my taste since I’m still the one making most of the effort.

 

Mr. Research led us to ask even more questions:

  • Do and should people expect more of their devices?
  • Would a more bold enhancement to our phones be desired?
  • And if so, by whom?

We partnered with the Market Research Firm Phoenix Marketing International to survey 900 mobile phone users. We analyzed smartphone usage, attitudes, why and when people unlock their devices, and tested their interest in a bolder smartphone experience we called “Proactive Content Discovery”.

Unlike today where unlocking a device always presents the last app used, with Proactive Content Delivery, personalized content might be presented instead if the system anticipates that you might not need your last app.

 

Here’s what we found:

  • Proactive Content Discovery is a big opportunity. More people are strongly interested in Proactive Content Discovery (50.4%) than people that say they use Facebook primarily for social (50.3%).
  • Proactive Content Discovery is especially appealing to “News Feeders”– mobile users that frequently use their phones to consume local/national/world news, entertainment news and gossip. News Feeders are 56% more likely to be interested in Proactive Content Discovery. Mobile users that don’t use their phones to consume local/national/world news, entertainment news and gossip are 73% less likely to be interested in Proactive Content Discovery.
  • Proactive Content Discovery has an even stronger appeal to Facebook News Feeders – those mobile users that say they use Facebook primarily for access to interesting/entertaining stories. Facebook News Feeders are 68% more likely to be interested in Proactive Content Discovery. Non Facebook News Feeders are 67% less likely to be interested in Proactive Content Discovery.
  • Proactive Content Discovery is Mobile users that use their phones to “kill time” (think of when you are standing in line or waiting to cross a street) are 27% more likely to be interested in Proactive Content Discovery. Mobile users that don’t use their phones to “kill time” are 66% less likely to be interested in Proactive Content Discovery.
  • All of the factors mentioned above were predictive of a person’s interesting in a phone with “Proactive Content Discovery”. A consumer’s age, income, political party and wireless carrier had no predictive value, although:
    • Mobile users over 55 are 20% less likely to be highly interested in Proactive Content Discovery;
    • Consumers who make over $100,000 are 33% more likely to be highly interested in Proactive Content Discovery; and,
    • Mobile users who did not vote in last year’s presidential election are 45% less likely to be strongly interested in Proactive Content Discovery

Our new research reveals a significant amount of people desire a different unlock experience on their smartphones. There certainly appears to be a big opportunity available for someone to take advantage of this and innovate a Proactive Content Discovery solution for “News Feeders”.