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Propensity to Use Smartphone Applications

Authors:
Hannu Verkasalo

Keywords: handset-based usage tracking; user experience research; context analysis; mobile audience measurements

Abstract:
This article studies the impact of contextual variables on smartphone usage with a dataset collected from 256 people with mobile audience measurements. Real-life smartphone usage was tracked over a period of 1-2 months, and contextual information of the usage was collected to complement behavioral data. This article seeks for statistical understanding regarding how context affects usage patterns and likelihood to use smartphone features and applications. Results of the analyses suggest that, odds of using voice and mobile browsing are approximately 100% and 240% higher in home country than abroad, respectively. On the other hand, messaging is found to be used more while out of home country. Voice service is preferred when handset battery status is low, than any other service. Odds of using calendar on weekdays are 42% higher and for maps 20% lower, than on weekdays. Music service is found to be used more during night hours (00:00-07:59) and higher battery status (2.6% higher odds with every single unit increase on a seven-bar battery scale).

Pages: 223 to 229

Copyright: Copyright (c) IARIA, 2011

Publication date: November 20, 2011

Published in: conference

ISSN: 2308-4278

ISBN: 978-1-61208-171-7

Location: Lisbon, Portugal

Dates: from November 20, 2011 to November 25, 2011