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The Social Mobile User

By Nick Lomax

In recent newsletter articles, Fiona Mathieson has discussed how the ‘Me, My Mobile and I’ research helped to explore the question ‘Who is the mobile phone user’, and also how context affects mobile phone usage. And now, the recent Urban Behaviours methodology allows us to examine the underlying reasons of how and why people use their mobile phones differently, and provides vital insight to mobile pone companies trying to target tariffs and mobile services at specific groups.
‘Me, my mobile and I’, recognised that unsolicited text messages are disliked as they take power away from the individual. The Urban Behaviours methodology suggests that the a group of users known as Sociodynamic would be the most receptive to SMS marketing as they use their mobile phones at all times and are less likely to mind being interrupted at work.

Almost the entire Urban Behaviours sample own a mobile phone, but there were differences between the groups in terms of use, and the importance placed on mobile media. In particular there are interesting contrasts between the Sociodynamic group and the Workdynamic group.

A Sociodynamic will use their mobile throughout the day to maintain contact with their social network; in essence they are importing their social space into their work space - they are physically at work but mentally they are occupying their social space. This reinforces the idea of using a mobile device as a ‘portal’ that offers ‘personal transportation to other emotional spaces’ (Me, My Mobile and I).

Furthermore, three quarters of Sociodynamics use their mobile at work for personal use, whereas only half of the remaining groups admit to the same thing. So, while their boss thinks they are hard at work, a typical Sociodynamic is more likely to be texting his mates discussing the events of the night before! A Workdynamic individual on the other hand is less likely to use their personal mobile at work, even though they spend more time there. The reason for this is workdynamic people import their work-life into their social life, but very rarely the other way round.

28% of Sociodynamics use their mobiles on the commute from work, compared with 18% of the rest of the groups. A typical Sociodynamic will use their mobile during this time to call friends and plan their activities for the night. Workdynamic people are more likely to spend nights at home, and as such are more likely to have a routine, this reduces their need to use the mobile phone for organisation.

The level of importance attributed to the mobile phone by Sociodynamics and Workdynamics is strikingly different. 76% of Sociodynamics say their mobile is very important compared with 34% of Workdynamics. The mobility aspect is very important to the Sociodynamic group, as they spend least amount of time at home. The mobile phone allows them to contact and to be contacted whether they are at work or out with friends. Mobility is less important to the Workdynamic group as they spend the vast majority of their time either at work or at home. They also spend less time transiting between spaces.

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