Me, My Mobile and I
 ‘Me,
My Mobile and I’ is our continuing longitudinal
study of mobile device user behaviour and the resultant
effect on content media. Already performed in 2000
and 2001, the study differs significantly from most
contemporary research by offering profound behavioural
insight and trend information in addition to individual
study findings. Furthermore, there is significant
emphasis placed upon commenting on existing and future
evolving behaviours based on detailed analysis of
current and past observations.
‘Me, My Mobile and I’ forms part of our
‘Aspects of Mobility’ Research Programme,
which examines the increasing tendency towards more
mobile social and physical organisations and related
supporting and enabling technologies. This mobility
is also examined in its wider media context, examining
its influence on PC, iTV, radio and even physical
relationships as consumer behaviours are modified
by enhanced mobile technologies.
 Objectives:
The study aims to discover trends and patterns in
users behaviour as mediated by mobile devices. It
draws conclusions regarding future trends and adoption
based on a combination of highly specific case studies
and more traditional quantitative research techniques.
The work explores how existing and future services
or devices are used, in what context, early experiences,
functional use, barriers and opportunities to adoption.
It also seeks to understand influences upon adoption/usage,
current myths and expectations.
Method:
The study is based on continuing case studies of over
50 individual users. Many of these users have featured
in previous phases and therefore present particularly
valuable insights in to the evolution of mobile use
and its socialisation. The users represent a cross-section
of society, across age, gender, socio-economic, connectivity,
home/office use, networks and devices. All users are
‘real’; there is no placement of service
or device. Each study places the use of mobile devices
within the personal and social context of the users.
Case studies provide rich insights into the most important
‘how’ of device usage in addition to the
‘what’ and ‘why’. Observation
and interview data are carried out in ‘natural’
environments of the subjects’ choice and are
supported by video evidence and experiential diaries.
These detailed case studies are combined with a quantitative
survey of 1,000 users providing statistical trend
data, which is both backward comparative and features
new products and services. The survey is conducted
by telephone from our CATI enabled call centre.
The team of analysts for this project includes sociologists,
applied psychologists and applied anthropologists
in addition to qualified statisticians. Experienced
consultants conduct all ethnographic interviews; they
hold formal qualifications in the social sciences
and have significant research experience in the field
of mobile behavioural studies.
This project is directly supervised by Michael Hulme,
Chairman of Teleconomy, Director of Applied Research
at Henley Management College and Senior Research Fellow
at Lancaster University. He has presented insights
into Consumer Behaviour and Mobile devices in the
UK, Europe and the USA, and consults to leading communication
companies. He will be speaking on issues of Mobile
Consumer Behaviour at the World GSM Conference in
France 2003.
Research
Outputs:
A full written report, delivered by presentation,
given by the analysts and researchers who were directly
involved in the study and provides vital insight for:
· Service providers,
· Device manufacturers,
· Marketers/advertisers
Contact
details:
enquiry@teleconomy.com
or call: 01524 382000
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