Children and Their Mobile Phones - The Truth

1. Handheld Learning 2007
Moving Forward Beyond Pilots
Research Preview
Children and Their
Mobile Phones
Learner Voice Research
October 2007
Robert Hart
Strategic Director
Intuitive Media
robert.hart@intuitivemedia.com
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 1
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Saturday, 20 October 2007 1

2. The journey
observe
research
develop
Learner Voice Research
refine
repeat
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Saturday, 20 October 2007 2

3. Children and Their Mobile Phones
The journey to Community in my Pocket
observe, research, develop, refine, repeat...
July 2006 We notice children accessing
SuperClubsPLUS & GoldStarCafe social
learning networks on mobile devices.
Oct 2006 Research to assess the need: My Mobile 06
- Children’s use of mobile phones.
Learner Voice Research
Jan 2007 Community in my Pocket pilot launch
Oct 2007 Research update to assess trends
Jan 2008 Community In My Pocket full service
launch with new generation devices and
airtime partners.
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Media
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Saturday, 20 October 2007 3

4. The children
Learner Voice Research
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5. Children and Their Mobile Phones
Research base
Rigorously authenticated children sampled from
a population of over 120,000 taken from 13,000+
UK classrooms
Members of SuperClubsPLUS (6-12) and
GoldStarCafe (11-14)
Learner Voice Research
October 2006, sample of 1477 children
October 2007, sample of 2114 children
Demographics: broadly representative of UK
population in location, gender, ethnicity, religion,
social background. – Ipsos Mori
Online survey + community usage analysis
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Saturday, 20 October 2007 5

6. Children and Their Mobile Phones
Research
sample
location
Learner Voice Research
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7. Children and Their Mobile Phones
Research sample gender
Learner Voice Research
2006 2007
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8. Children and Their Mobile Phones
Research sample age range
40% 2007
2006
30%
Learner Voice Research
20%
10%
Y4 Y5 Y6 Y7 Y8
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9. Learner Voice Research Children and Their Mobile Phones
SuperClubsPLUS.com – social learning network for primary
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10. Learner Voice Research Children and Their Mobile Phones
GoldStarCafe.net– social learning network for secondary
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11. Research
preview
Mobile phone
Learner Voice Research
ownership
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Saturday, 20 October 2007 11

12. Children and Their Mobile Phones
Mobile phone ownership
72% 75%
54%
Learner Voice Research
June 2006 Oct 2006 Oct 2007
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Media
Research 12
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13. Children and Their Mobile Phones
Age of adoption
85%
90.0% 2006
76% 75%
2007
67.5%
71% 72%
63%
Learner Voice Research
53%
45.0%
22.5%
0%
Y4 Y5 Y6 Y7 Y8
Intuitive
Media
Research 13
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14. Children and Their Mobile Phones
Gender take up
Learner Voice Research
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Media
Research 14
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15. Autonomy &
safety
Learner Voice Research
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16. Children and Their Mobile Phones
Who pays the bill?
Parents Parents
Learner Voice Research
We share
I pay
I pay
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Media
Research 16
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17. Children and Their Mobile Phones
Private & public use
Mobile phone use in private
47%
Learner Voice Research
33%
2006 2007
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Media
Research 17
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Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 17

18. Children and Their Mobile Phones
Parental rules
“im not allowed to text people everyday
im not allowed to bring my phone to
school and i have to bring my phone
where ever i go out of school incase of an
emergency or an accident”
Learner Voice Research
“only allowed to spend £1 a week so i
dont have to waist creadet or if some
think happens i dont have enoth creadet
to phone my parents”
Intuitive
Media
Research 18
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Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 18

19. Children and Their Mobile Phones
Abusive messages
“i got a message on a emergency phone
once saying di you want a coffee i am just
around the corner but i dont know who it
is from”
“some stanger sent me porn once never
Learner Voice Research
found out who”
“i got rude messages and videos but i told
my mum”
“i got told someone was going to kill me if
i dident give them 10 000 so i went to my
parents and track the people down my
calling the police”
Intuitive
Media
Research 19
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Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 19

20. Children and Their Mobile Phones
Bad messages
Learner Voice Research
“I prefer her to use SCP
email instead of texting, so I
know she’s talking to real
kids and the mediators are
checking what’s said”
- Parent
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21. What other
technology do
children have
at home?
Learner Voice Research
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Saturday, 20 October 2007 21

22. Children and Their Mobile Phones
Technology at home
61%
u ter
mp
C co
P
32%
Learner Voice Research
Mac computer
13%
9%
2006 2007
Intuitive
Media
Research 22
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23. Children and Their Mobile Phones
Technology at home*
30% Ninten
do DS
24%
17% Sony PSP 16%
Learner Voice Research
* Handheld
computers 9%
- Adrian Hall PDA
Pal m/
0%
2006 2007
Intuitive
Media
Research 23
Services
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24. Who and when
do children
phone?
Learner Voice Research
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Saturday, 20 October 2007 24

25. Children and Their Mobile Phones
Who you do you call?
Friends Friends
Learner Voice Research
Parents
Parents
“ People call me. I can’t
call them” - 4% / 5%
2006
2007
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26. Children and Their Mobile Phones
When you do you call?
Weekend
Weekend
Learner Voice Research
Evening
Evening
At school, at playtimes -
5%- 7%
2006
2007
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27. What do
children do
with their
phones?
Learner Voice Research
Text
communication
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28. Children and Their Mobile Phones
Text communication
73%
69%
Send texts
Learner Voice Research
33%
22% 22%
Send emails
13%
Visit forums
2006 2007
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29. What do
children do
with their
phones?
Learner Voice Research
Audio/visual
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30. Children and Their Mobile Phones
Ring tones
37%
25% 25%
Download ring tones
Learner Voice Research
17%
Buy ring tones
2006 2007
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31. Children and Their Mobile Phones
45%
Music
39%
38%
32% 31%
Send music messages 29%
Share by bluetooth
25%
Download music 21%
Learner Voice Research
Play out loud in public
2006 2007
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32. Children and Their Mobile Phones
68%
Pictures
58%
Take pictures
48%
42%
Send picture messages
34%
30%
Learner Voice Research
22% 20%
19%
Download pictures
Email phone pictures
13%
Buy pictures
2006 2007
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Media
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Services
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33. Children and Their Mobile Phones
Video 55%
43%
Take video
35%
26% 27%
26%
Learner Voice Research
Send video messages
19%
17%
16%
Email videos
Download video 12%
Buy video
2006 2007
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34. Children and Their Mobile Phones
Games 43%
39%
Play games with friends
30%
24%
Download games 22%
Learner Voice Research
18%
Buy phone games
12%
6%
Play games with strangers
2006 2007
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35. What do
children spend
on phone
services?
Learner Voice Research
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Saturday, 20 October 2007 35

36. Children and Their Mobile Phones
What do children spend on phone services?
20%
19%
£1 to £5 /mth
Learner Voice Research
5%
5%
4%
£5-£10 /mth 3%
£10+ /mth
2006 2007
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37. How do
children see
the future of
mobile
Learner Voice Research
phones?
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Saturday, 20 October 2007 37

38. Children and Their Mobile Phones
What do children want from their
mobiles in future?
“I think I'd wish the Internet was
free on your phones and you could
play NintendoDS games on them I
would LOVE that!”
Learner Voice Research
“Be able to have like a Skype.”
“go on proper internet that you have
on computer. So that you could go
on superclubsplus.”
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39. Children and Their Mobile Phones
What do children want from their
mobiles in future?
“I wish I could watch television and I wish you
had a telescope so you can see the stars and
planets.”
“I wish you could see the person your talking/
Learner Voice Research
texting. That would make it safer.”
“I wish you could write your Solo Talk on it
because sometimes you have to do a Solo Talk
over the weekend, but you are sometimes away.
That would make it easy because you could do it
in your car. etc.”
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40. Children and Their Mobile Phones
What do children want from their
mobiles in future?
“switch the t.v channels on demand and top up
your phone by sliding notes in the back of your
handset”
“take money out of ur credit to spend as real
Learner Voice Research
money.”
“Put it to your ear as is you are talking to
someone, then say something you want and it
will appear! For example: say chocolate and it
will appear right in front of you! :) yum... put
more money on”
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Saturday, 20 October 2007 40

41. The pilot -
optimizing
social learning
networks for
Learner Voice Research
mobile
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Saturday, 20 October 2007 41

42. Children and Their Mobile Phones
Optimizing for mobile devices
Started with devices children had + EDA
Not just shrinking
Mobile-relevant functions
Mobile-friendly navigation
Display optimization
Learner Voice Research
Effective data entry
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43. Learner Voice Research Children and Their Mobile Phones
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Saturday, 20 October 2007 43

44. Learner Voice Research Children and Their Mobile Phones
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Saturday, 20 October 2007 44

45. Learner Voice Research Children and Their Mobile Phones
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46. Learner Voice Research Children and Their Mobile Phones
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47. Learner Voice Research Children and Their Mobile Phones
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48. Learner Voice Research Children and Their Mobile Phones
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49. One year on...
Do children
really want a
mobile social
learning
Learner Voice Research
network?
Intuitive
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50. Children and Their Mobile Phones
Did children access the Internet
more on their mobiles?
 YES!
36%
Yes
30%
19%
Learner Voice Research
Sometimes
12% 12%
10% Quite often
8%
6%
Very often
2006 2007
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51. Children and Their Mobile Phones
Did the children want to visit
SuperClubsPLUS & GoldStarCafe?
 YES!
Favourite websites for mobile phone access
SuperClubsPLUS 42%
Learner Voice Research
GoldStarCafe 13%
Bebo 8%
Google 6%
Youtube 6%
MSN 3%
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52. Children and Their Mobile Phones
Were teachers and parents happy?  YES!
Learner Voice Research
- Survey Digital
for LTScotland
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53. Children and Their Mobile Phones
Were teachers and parents happy?  YES!
Most teachers felt SuperClubsPLUS had raised
attainment, added a new dimension to classroom
practice
Most teachers felt it helped them to engage more with
their pupils and encouraged their pupils to address
Learner Voice Research
school work
Nearly all parents believed that use of the service had
improved their child’s interest in learning
84% of parents said that SuperClubsPLUS raised their
child’s attainment and encouraged parents to
collaborate with their children on school work
- Survey Digital for LTScotland
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54. What needs to
improve?
Learner Voice Research
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55. Children and Their Mobile Phones
What inhibits mobile Internet use?
Don’t want to 27%
Learner Voice Research
Too expensive 24%
Parents stop me 12%
No browser 12%
No wifi on phone 11%
Too difficult 6%
No wifi at home 2%
Intuitive
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56. Children and Their Mobile Phones
What inhibits mobile Internet use?
Inhibitor Solution
Cost Affordable access
Safety Safe destinations,
validation, mediation
Learner Voice Research
Browser
Wifi access Full function browser
Wifi and 3G access
We need RAPID! TM
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57. Children and Their Mobile Phones
We need RAPID! TM
Really Affordable Personal Internet Device
Cost £99 (a consumable)
Touch screen, big enough to use all day
Wifi and affordable 3G access
Full browser
Learner Voice Research
Child-safe creative destinations, validation, mediation
Simple tools: photo crop, gif animator, text editor
Card memory for transfers
Online portfolio
For indoor use
Simple protective wallet
Insurance
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58. Beyond the
pilot
Learner Voice Research
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59. Children and Their Mobile Phones
Beyond the pilot
Full mobile service launch of SuperClubsPLUS
& GoldStarCafe, BETT January 08
Steljes new generation hardware with browser
+ affordable 3G airtime + wifi access + safe
destinations
Learner Voice Research
Supported by EM-Media
 YES!
Intuitive
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60. Children and Their Mobile Phones
The final word
Emily Sanderson, 10
Homo Sapiens continuus
“I do SuperClbsPLUS++!!! on
My Tendo DSLite and My PSP
and My Mobil cos I Want to
Learner Voice Research
Txt and Email My Friends do
da Forums and Get Active
Club and NOT Miss eny Hot
Sts and do My Home Pgs
evry day weareva I AM!!++”
 YES!
- Emmmm
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61. Handheld Learning 2007
- Moving Forward Beyond Pilots
Research Preview
Children and Their
Mobile Phones
October 2007
Learner Voice Research
Robert Hart
Strategic Director
Intuitive Media
robert.hart@intuitivemedia.com
www.SuperClubsPLUS.com
www.GoldStarCafe.net
www.intuitivemedia.com
Intuitive
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Research © Copyright 2007 Intuitive Media Research Services 61
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