From March to May 2011 we collected data about visitors’ use of their smartphones. A simple four-page survey asked questions about type of phone, features used, number of apps downloaded/used and their perceptions of value of mobile apps. Here's what we found.
A total of 200 respondents across two different samples of 100 each were surveyed – those who were attending Jurassic Lounge, with respondents primarily aged 25-34 years, and our ‘regular’ family visitors to search and discover and Kidspace, with majority of these aged 35-49 years. This allowed us to compare across different visitor types, as well as by age and gender.
One immediate finding from both samples was they did not know what the term “smartphone” meant and many did not know whether their phone even had internet capability. Once explained, we found that the majority of those surveyed (72%) had iPhones; 10% Android HTC; 7% Blackberry; 5% Nokia and 4% Samsung.
The most used features were:
How many apps had they downloaded?
Of the types of apps downloaded the most popular were social networking, primarily Facebook with 79% of respondents having this on their phone, closely followed by games at 73%. Other apps included:
On average 54% said that they downloaded an app a few times each month, 17% once a week and 15% a few times a week.
Respondents were asked to rate on a scale of 1-5 what they considered was important when deciding to download an app. The two most important aspects were being free and practical/useful (53% rated each as very important); closely followed by good value for money and being easy to use (51% rated very important). Other very important ratings were containing up-to-date information (44%), reliability of information (38%), fun (37%), recommended by friends 34%; comments/ratings 28%; and intellectual stimulation (21%). Interestingly, and by far the lowest ratings, were the ‘buzz’ or ‘hype’ around the app (10%) and the ‘cool factor’ (8%).
Given these overall results however, there were differences between samples as follows:
Thanks to our intern, Marloes Schepers, for collecting the majority of data.
We will be doing further surveys around value during the current season of Jurassic Lounge so watch this space...