There's no room for my hat
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1) Mobile apps are facing challenges as many users delete apps after one use and see most apps as just marketing tools rather than engaging experiences. 2) Both baby boomers and millennials have attitudes that can inform better mobile app design, such as baby boomers valuing simplicity and millennials prioritizing immediacy. 3) New interactions like brain control, as well as addressing user needs for assurance, stress reduction, and respect for their data privacy and context will be important to engage users.
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There's no room for my hat
- 1. “There’s no room for my hat.” @AmpersandMobile @jooteoh
- 2. So why did hats go out of fashion?
- 3. Is the mobile app dead?
- 4. of 25-34 year olds believe that touch input is on the way out and will be replaced by more intuitive interactions such as voice, motion or other new innovation of customers generally avoid/are suspicious about big brand apps as they see them as just a one-way marketing tool of customers believe that the majority of apps today do not engage they merely market and push content and ads of customers believe that mobile apps have reached market saturation and something new is needed The Key Stats: 2 in 3 1 in 2 3 in 4 4 in 5 delete apps after just using them once
- 5. Where is it all going wrong?
- 6. Demographics: Baby-Boomers & Millennials Psychosomatic: assurance, stress reduction, new interactions Attitudes & Behaviours: Quantified self, Trust as currency, War of context
- 7. Demographics: Baby-Boomers & Millennials
- 8. Over 30 per cent of the UK population are above the age of 50. They hold 80 per cent of the wealth in the country. By 2020 they will make up 50% of the UK population. Globally, by 2050, the UN estimates there will be over 2bn people aged over 60. Households headed by someone aged 65+ contribute about £121 billion of spending power every year. For the 50 plus group as a whole, it is over £300 billion a year (Age UK, 2013)
- 9. “We want to use mainstream products.” “We identify one generation younger.” “We are very active (and not necessarily lonely!)” “We are not afraid to use technology if it is an enabler to something else.”
- 10. The birth of new products and services
- 11. Millennials: By 2030, 75% of the working population. Always had the internet or a mobile phone. Shaped by social media, not MTV. Still living with their parents. Most access to education. Most access to travel. Online shopping is the norm. Speak many languages. Daily victims of cyber attack. Won’t have to drive.
- 12. Millennials want 1) immediacy : 77% believe that companies will only offer what they want, when they want it. 2) their opinions to be worth money: 67% believe that their data will be worth more than their possessions. 3) to share with people like them : 71% of our respondents believe the sharing economy will be the norm in the future.
- 13. Attitudes & Behaviours: Quantified self, Trust as currency, Conflict of context
- 14. Quantifiable self I own my own data. I’ve researched online. Are you sure this is correct?
- 15. Make it simple and clear It’s so confusing, help me make the right decisions When things go wrong, be by my side Trust as currency
- 16. Mobile search needs Casual Look Up Learn Investigate Informational Window Shopping Trivia Information gathering Research Geographic Friend Check-ins Directions Local points of interest Travel planning Personal Information Management Check notifications Check Calendar Situation analysis Lifestyle planning Transactional Acting on notifications Price comparison Online shopping Product monitoring Russell-Rose & Tate 2013
- 17. Show me you know me, and show me how much you care, but only when I want you to. I will pay extra to hide my data, but you should know me from what I reveal about myself. The Conflict of Context
- 18. “Big Data is like Teenage Sex: Everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it…” Dan Ariely Big Data:
- 19. Psychosomatic: assurance, stress reduction, new interactions
- 20. Assurance : haptic feedback
- 21. Stress reduction : train your mind
- 22. New interactions : brain control
- 23. Demographics: Baby-Boomers & Millennials Psychosomatic: assurance, stress reduction, new interactions Attitudes & Behaviours: Quantified self, Trust as currency, War of context
- 24. Be timeless, yet current 1. It is a state of mind 2. Be careful with context 3. The simpler, the better 4. Trust is key
- 25. What’s your hat going to look like?