1. MUT and the Mobile Internet:Applying the approach to other
domains Petter Bae BrandtzgTrial Lecture, 10th of August, 2012
University of OsloIMK
2. Outline of this presentation MUT The research questions The
Mobile Internet Usage patterns of the Mobile Internet versususage
patterns on PC Mobile Internet Trends Media-user types in the
Mobile Internet Findings and conclusions Future research
3. MUT What? MUT = Media-User Typology How? To classify diverse
users of new mediainto user types based on their typical
usagepattern Why? In order to achieve a betterunderstanding of the
users and how they differin their participation in new media
4. Its therefore harder than ever tounderstand how users differ
in their participation in new media.
5. MUT - user types classifiedHow often is itaccording to four
factors used?Frequencyof useIs it being usedfor many different
purposes?Media Variety ofUser type platformuse Which media platform
areused (i.e.,SNSs, blogs orthe Internet in Contentgeneral)?
preferencesWhat is thecore activity ?
6. MUT a user typology approach An initial unified Media-User
Typology MUT and the four criteria defining type by media behaviour
User typeFrequency Variety of Content preferences (core Media
Platformof useuseactivity) (1) Non-usersNoNo NoAll (2) SporadicsLow
LowNo particular activity, irregular All (3)
LurkersMediumLowPassive consumption, lurking, SNSs and new
time-killingmedia in general (4) Entertainment usersMediumMedium
Gaming, watching videos All (5) SocializersMediumMedium Socializing
with friends, familySNSs and acquaintances (6) Instrumental users
MediumMedium Utility oriented, work related, All egov services (7)
Debaters MediumMedium Discussion and informationBlogs and SNSs
exchange (8) Advanced users HighHighAll (gaming, shopping,
Allprogramming, socializing, egovservices)Source: Brandtzg, P. B.
(2010). Towards a unified Media-User Typology (MUT): A
meta-analysis and review of the researchliterature on media-user
typologies. Computers in Human Behavior, 26(5), 940956.
7. A review and analysis of existing user typologies (22)
related to newmedia usage, in order to reach a unified user
typology An empirical investigation of SNS user in Norway (N =
5,233) to reach a social networking sites typology A validation of
SNS-user types and by using a longitudinal survey of online user
over time (N = 2,001/age range: 15-75 years, in three annual waves
(2008, 2009, and 2010) NorwayA validation of Internet user types
across countries by using aempirical investigation among citizens
in Europe (Austria, Norway,Spain, Sweden and U.K.) (N = 12,666/age
range: 1674 years).
8. How can the MUT be used To understand users To understand
the digital divide, in terms of user typesrather than access versus
no access/non-use versus use To measure the social implications of
different mediausages (e.g. social capital) To allow media
developers to decide upon target groups(and to develop personas) in
research and developmentat projects To improve the user experience
for specific user groups,by providing targeted services to users
according to theirspecific user type.
9. RQs What types of Mobile Internet users exist andhow are
they connected to the MUT? Is it useful to apply the MUT on new
domainssuch as the Mobile Internet? Sporadic Instrumental
Socializer Advanced user useruser
10. What is the Mobile Internet -The rise of web 3.0 (?) Web
1.0: The staticwebsites (one-way) Web 2.0: The social
layer(participation andinteractivity) Web 3.0: The mobile
era(mobility and on the go)The MUT has so far been applied to
WebSource: Rowinski (2012) ReadWriteWeb/Mobile 1.0 and Web.2.0, but
not on the Web. 3.0as explained by Rowinski.
11. With the Mobile Internet Internet is "everywhere"
12. The always-on is the classic assumption in the mobile
computing. The mobile handsets are workable at any- time, any-place
(Yamakami, 2008, p.571)Source: Yamakami, T. (2008). A
User-Perceived Freshness Clustering Method to IdentifyThree
Subgroups in Mobile Internet Users. International Conference on
Multimedia andUbiquitous Engineering
13. The Mobile Internet The Mobile Internet isabout accessing
theweb over a mobiledevice (tablet, mobilephone) Is the Internet
useddifferently fromaccessing it on PC?
14. PC vs.Mobile Stationary location (e.g. On the go in
diversework or at home) contexts Directed and shorter (e.g. Less
directed and longer finding facts)(e.g. browsing) Shorter
emails/messages Longer emails/messages Extend and complement
PC-usageData from Google search logs reveald that users iPhone
searching behaviour are moresimilar to PCs compared to
previouse-generation mobile phones (Kamvar et al., 2009).Source:
Tossel, Rahmati & Lin (2012) Characterizing Web use on
Smartphones, CHI2012
15. One in four smartphone owners prefer accessing the Internet
trough their smartphone instead of PCSource: Pew Internet Research
Center (2010)
16. Context mobility Travelling - movement between places
Wandering - movement within a place Visiting - the act of being in
one placefor a limited amount of time Context driven user
engagement?Source: Kristoffersen S, Ljungberg F (1999),Mobile use
of IT. Twenty-second informationsystems research seminar in
Scandinavia
17. Google project glass
18. The Mobile Internet is about: Real-time, context-driven
interactiveengagement (e.g., context sensitiveservices) "Always on"
where the boundariesbetween the real and the digitalare
blurred
19. To day the real world and information are more orless
seperated
20. In the near future the mobile Internet will connect things
and peopleTracking, monitoring and controlling
21. But who and how many are using the Mobile Internet?
22. 10 percent Worldwide, the mobile Internet accounts for 10%
of totalInternet usage in 2012 (increased from 4% in 2010, because
of the growing adoption of smartphones and tablet devices)Source:
Pingdom using data from
StatCounterhttp://royal.pingdom.com/2012/05/08/mobile-web-traffic-asia-tripled/The
data for 2012 covers the first seven days of May, 2012
http://gs.statcounter.com
24. Weekely usage of content on mobile devices60 r + 7More
younger people access content on mobile weekely 40 - 59 r34 20 - 39
r 63 12 - 19 r64Kvinne3644% males and 36% females access content on
mobile at Mann 44 least weekelyTotal40%0 10 20 3040 50 60 70
Source: Forbruker & Media. Q1 2012. www.tns-gallup.no/medier
2012 TNS Gallup
25. What kind of apps do people access? 543 million people
logged in to Facebook by using a mobile device in June 2012
(Facebook stats, 2012)Source: The figure are taken from a Nielsen
Company white paper from the AppNation conferenceCalifornia 2010.
based on survey data from August 2010. US mobile subscribers.
26. RQ 1 What types of Mobile Internet users exist andhow are
they connected to the MUT? Sporadic Instrumental Socializer
Advanced user useruser
27. User types in The Mobile Internet Pew Internet (2009) MRM
Worldwide /TU Darmstadt (2011)Yamakami (2008) Digital Always on
usersCollaborators Restless users Prime time users Ambivalent
Networkers Everyday users Irregular users Media Movers Rationalist
users Rovding Nodes Rookie users Mobile NewbisMobile click stream
of Japanese Survey of Mobile InternetSurvey of US adult users (N
=users (N = 60,311), commercial users , 16-70 years, (N =3,116),
with mobile phones andnews service in the mobile 1,717) Germany and
thethe Internet. Nov-Dec US 2007Internet. 2001-2003UK, 2010
28. Yamakami (2008)Pew Internet (2009) 38% MRM/TU (2011)MUT of
the user motivated by mobilityAlways on usersDigital collaborators
(8%). Restless users (10%):Advanced usersActively engaged inMostly
males, late 30s, Younger users, always on,High use and high variety
ofmobile web all day,always on, create and share uses a range of
differentuse, all media platformsbroad usagecontent services
(smallest group) Ambivalent networkers (7%), Everyday users
(25%):Socializers Late 20s, social networking,Younger adults, uses
mobileMedium use, medium information etc.social media everyday
andvariety, socializing with added features friends, family etc.
(SNSs) Media movers (7%), MaleEntertainment users mid 30, gaming
and sharing Medium use, medium photos variety, mainly gaming
andvideo consumptionPrime time users Rovding nodes (9%), women The
Rationalist (50%): UsesInstrumental usersParticular user specific
late 30s, using email and mobile Internet regular, Utility
oriented, often workbehaviour patterns inbasic appsselective usage,
few added related. Organized andday-scalefeatures purposeful
useIrregular usersMobile newbis (8%), 50s,The Rookie (15%): Low
usageSporadicsRandomly visits mobile novice users, safety, keep in
intensity, few basic services. Low use and low variety ofwebs touch
(rarely mobile internet)45 years +, Nokiause. No particular
activity,irregular.
29. RQ 2 Is it useful to apply the MUT on new domainssuch as
the Mobile Internet?YES: Five (six) of the user types in the MUT
correspondedwith user types identified in the Mobile
Internet.Debaters, Lurkers are not identified. There was either not
identified any specific Mobile Internet user type
SporadicInstrumentalSocializer Advanced useruser user
30. Finding and conclusions (1) MUT: Its useful to apply the
MUT on new domains such as the MobileInternet NON-USERs: is to be
found in the Pew Study which accounts for 62% ofthe US. population.
The majority of users are lagging behind. ALWAYS ON: Few users are
"always on" even if this is the classic assumptionof the mobile
Internet DIGITAL DIVIDE AND SOCIAL CAPITAL: The user types reflects
large variations in userparticipation (inequalities) in the Mobile
Internet and as a results describedifferences in how people enrich
their social networks and information access.
31. Finding and conclusions (2) DESIGN: The user types
represent not only different behaviorpatterns, but also differences
in preferences and user needs, whichshould be used as input to the
design of new mobile Internet servicestargeting different user
types MUT: The existing user typologies in the Mobile Internet have
beenshown to connect well to the MUT, but rapid evolution in the
MobileInternet could make it difficult to develop long-term stable
user types inthis domain
32. Future research There is a need for more detailed analysis
of the different user types in theMobile Internet. This is a
relatively unexplored in the literature, due to thefact that this
is a fairly new domain and the development is fast (e.g. nouser
type research in Africa and Asia) Future research should
investigate if there is a faster migration to moreadvanced user
types in the Mobile Internet compared to other domains(e.g. PC
usage) There is a need, also, in the domain of the Mobile Internet
for a unifiedtypology. All the user typologies used different
methods and labels.Applying the MUT-approach in future research
could be a useful solution. Finally, - how will the Mobile Internet
of things affect usage patterns of theMobile Internet in the
future?