Use of Mobile Devices to interact on social media: University of Oslo vs. University of Malawi Lamisi Gurah Blackman Tiwonge Davis Manda Social Mobile INF5261: Spring 2011
Study Focus • use of social media by university students – social media solutions in use – device choices – market contexts – Mobile devices Vs. Desktop access to social media Social Media INF5261: Spring 2011
Study Context • Norway – Mature mobile telephony market – Developed economy – Population: 4.8 million people • Malawi – Emerging mobile telephony market – Developing economy – Population: 13.1 million people Social Mobile INF5261: Spring 2011
Study Context • University of Oslo – founded in 1811 – Norway’s largest university. • University of Malawi – Founded in 1964 – Malawi’s largest university – Has 5 constituent colleges spread across 2 cities. Social Mobile INF5261: Spring 2011
ICT Trends Trends in fixed-line and mobile cellular subscriptions and Trends in fixed-line and mobile cellular subscriptions and Internet use in Malawi (Data source -(ITU 2011)) Internet use in Norway (Data source -(ITU 2011)) Social Mobile INF5261: Spring 2011
Methodology • Questionnaire with closed & open ended questions – Collected quantitative and qualitative data • Literature review • Personal experience Social Mobile INF5261: Spring 2011
Limitations • Lower number of respondents: – Reduced scope of generalization • Quite hard to initially reach out to respondents in Malawi – Two main university campuses were shut down just before we started collecting data Social Mobile INF5261: Spring 2011
Theoretical Framework of Interest An Integrated framework for the use and adoption of mobile handheld devices (Source:(Sarker and Wells 2003)) Social Mobile INF5261: Spring 2011
Social Media “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content” (Kaplan and Haenlein 2010: pp 61). Social Mobile INF5261: Spring 2011
FINDINGS & DISCUSSION Social Mobile INF5261: Spring 2011
Social Media Solutions in Use – the following social media solutions are being used: • Facebook, Twitter, MySpace, YouTube, among others – Most respondents use more than 1 solution – Facebook is the most popular solution Social Mobile INF5261: Spring 2011
Frequency of Access • Patterns of Access – 21 people (81% ) - “everyday, several times a day” – 2 people (8%) - “everyday, once a day” – 1 person (4%) - “2-3 times per week” – 1 person (4%) - “once a week” – 1 person (4%) - “once a month Social Mobile INF5261: Spring 2011
Duration of Daily Access • Quite varied Social Mobile INF5261: Spring 2011
Market Context • Most respondents use pre-paid subscriptions • Devices Acquisition Plans: – Norway: Contract & Cash – Malawi: Cash • Most Norwegian respondents have higher end phones compared to the Malawian respondents – We feel device acquisition prices influence this • Norwegian respondents mostly content with their devices than Malawian counterparts Social Mobile INF5261: Spring 2011
Mobile Devices Vs. Desktops • Varied experiences Social Mobile INF5261: Spring 2011
Paradoxes of Mobile device use • They (Dis)Connect people: – Bridge time and space to allow increased collaboration, negatively impact relations with people who are physically present – Increased mobility, but somewhat reduced interactivity due to small screen sizes – Allow use of context sensitive services, but the quality and availability of service varies Social Mobile INF5261: Spring 2011
User Experiences • “using mobile devices makes people ant - social for example see most people or friends using these sites (facebook, twitter and mixt) for example while physically(charting, parting etc) on a group of friends i feel it is stealing much of the quality time that people need to have when in a conversation or doing things together. - A Respondent from Norway Social Mobile INF5261: Spring 2011
User Experiences • “mobile devices are so easy to use no need for training can also be used when one is walking or charting with friends but the screen size can lead to eye problem. Laptops & PC are so cool to use, the screen size its wow but its not a benefit to some one who doesn’t know a computer.” - Respondent from Malawi Social Mobile INF5261: Spring 2011
User Experiences • “Its convenient, u can access the internet anywhere as long as there’s a network..one challenge is charging the battery frequently” – Respondent from Malawi Social Mobile INF5261: Spring 2011
User Experiences • "Benefits : Easy access, Always updated, ... Challenges : Small screen, lack of a full keyboard(touch keyboards are not the best), mass of information flowing to the brain, ..." – Respondent from Norway Social Mobile INF5261: Spring 2011
References Sarker, S. and J. D. Wells (2003). "Understanding mobile handheld device • use and adoption." Commun. ACM 46(12): 35-40 . ITU (2011). World Telecommunication/ICT Indicators Database: Key 2000- • 2009 Country Data International Telecommunications Union . Kaplan, A. M. and M. Haenlein (2010). "Users of the world, unite! The • challenges and opportunities of Social Media." Business Horizons 53(1): 59-68. Social Mobile INF5261: Spring 2011
The End Thank you Social Mobile INF5261: Spring 2011
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