How People Really Use the Mobile Web - Human-Computer Interaction and Innovation in Handheld, Mobile and Wearable Technologies - page 204

the Part-Three PC-based Web survey, 45 iPhone
and 122 non-iPhone mobile Web users identified
their primary motivation, context of use, and be-
havior for mobile Web use. Non-iPhone users had
a broad range of both feature and smart phones
from multiple U.S. operators and handset manu-
facturers including Samsung, Motorola, Sanyo,
Sony, Nokia, Kyocera, LG, HTC, Palm/Treo,
and RIM/Blackberry. The responses they could
select from corresponded to our coding scheme
items using shortened descriptions. They also
could choose “other” as a response and specify
additional details.

no significant difference in reported behaviors
between groups (x 2 (5, n=167) = 6.6, p=0.25).

Context and Frequency

While non-iPhone users were twice as likely to
report the context of Home (23% versus 11%),
and iPhone users somewhat more likely to report
Transit (24% versus 20%) there was no significant
difference in reported context between groups
(x 2 (5, n=167) = 6.7, p=0.76).
iPhone users reported accessing the mobile
Web more often than non-iPhone users (56%
versus 37% > 6 times daily; 19% versus 28% 4-6
times daily; 20% versus 32% 2-3 times daily).
Overall there was not a significant difference in
reported frequency between groups (x 2 (5, n=167)
= 4.7, p=0.95).
Although in this part of the study we looked
only at the primary motivation, behavior, and
location, and at frequency of use, on these points
the differences between the two groups did not
prove to be significant.

Motivations

In terms of top motivations, iPhone users were
more likely to report Diversion (27% versus 11%)
and non-iPhone users were somewhat more likely
to report Time Management (18% versus 11%) or
Social Connection (11% versus 4%) (as shown in
Table 4). However, we found no significant dif-
ference in reported motivations between groups
(x 2 (5, n=167) = 8.3, p=0.14).

Behaviors DISCUSSION OF

OVERALL FINDINGS

In terms of top behaviors, iPhone users were
somewhat more likely to report Action Support/
In-the-Moment (24% versus 11%) and non-iPhone
users were more likely to report Communicate
(11% versus 4%) (see Table 5). However, we found

We found a number of relationships between mo-
tivations and behaviors and between motivations
and context. We also observed patterns of use that
can be characterized more broadly: the “ritual” of

Table 5. iPhone vs. non-iPhone behaviors

Table 4. iPhone vs. non-iPhone motivations

iPhone % Non-iPhone %

iPhone % Non-iPhone %

Browsing 47% 48%

Awareness 47% 48%

Status Checking 13% 18%

Diversion 27% 11%

AS/In-the-Moment 24% 11%

Time Management 11% 18%

Communicate 4% 11%

Social Connection 4% 11%

Info Gathering 7% 6%

Curiosity 7% 6%

Fact Checking, AS/Planning,
Transactions, Other Social Avoidance, Other 4% 7% 4% 6%