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Is There an App for That?
Qualitative Research Presentation
Justin AllenRandall Burke
Brooke McCarterMara Meadows
Taylor Wolfhahrt
Research Question
Why do Tech Students use mobile application as opposed to traditional internet usage of the same types of activity? What are the most
common types of mobile applications that are replacing these activities?
Sample Participants
• Ages: 18-23• Lifestyles
– Students• Business
– Marketing– Accounting
• Biology• Education
– Elementary
• General Education• Nursing• Dental Hygiene• Psychology
– Busy Lifestyles• Always on the go• Multiple jobs• A lot extracurricular
activities– Sororities/ Fraternities– Sports– Arts and crafts– Odd school hours
Findings• Common Usage
Categories– Social Networking/
Communication• Facebook• Twitter• Four Square• Facetime• eBuddy• Instagram• Pinterest
– Games• Temple Run• Words With Friends• Scramble• Angry Birds
Findings
• Common Usage Categories (continued)– Organization
• Banking Apps• Weave (to do list)• Evernote• Sugarsync
– Media• Pandora• YouTube• Shazaam• ESPN Scorecenter
Findings
• Common Usage Categories (continued)– Shopping• Amazon• eBay• ShopSavvy
Findings
• Diverse Application Usage– Health Related• iTreage • iPharmacy• Walgreens
– Political• Reddit
– Navigation• Google Maps
Findings
• Innovations– Garage Door Opener App– Grocery/ Shopping App– Credit Card App – Clothing Coordination
App
– Food Nutritional/ Recipe App
– Weekly Meal Preparation App
– Remote Control App– Business Management
App
Discussion
• Interpretation–Most college students want apps that
aid in areas of communication and social networking• i.e. Facebook, Twitter, etc.
– Factors like convenience and usability also came into play
–Many students also used apps to pass the time• i.e. Angry Birds, Temple Run, Facebook, etc.
*Customer Value Hierarchy
Social Networking
Media
Organization
Gaming
* Customers’ values according to category of app used
*Customer Value Hierarchy
* Customers’ values from using mobile applications
Communication
Convenience
Passing the Time
Easy to Use
Social Networking
TwitterLive Feed
Four SquareEasier way to find out where friends are
FacebookEasy to way to share and communicate with friends
Top App Categories and Reasons Why They Are Used
Limitations
• Validity of statements• It’s only limited to people who
actually own a smartphone• Region– Not all places have access to
internet/apps on their phone
• Finances– Not everyone can afford a smartphone
Limitations
• Sources of Error– Misunderstanding of what some people
meant in what they “said”– People’s attitudes towards smartphones
• Some people are more excited about it than others
• Precautions– Recording of interviews– Try to interview people that “wanted” to be
interviewed• Enthusiastic people
The Next Step
• Currently– Word of mouth advertising
• Advertisements– Commercials, text messages, advertising
through applications
• Differentiation – Something totally new rather than building
onto something that already exists• Instagram is something built from other photo
editing apps