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Positioning the User in Mobile Locative Apps
Glen FarrellyDigital Media Consultant
& PhD Candidate
University of Toronto
June
Canadian Wireless Trade Show
October 29, 2015
About Me 15+ years working in digital media Blogger for Backbone Magazine PhD candidate iSchool, University of
Toronto Research mobile media, geoinformatics, &
place Consult & teach on digital media
integration & optimizing user experience
Methods used: survey, interviews, social media monitoring, content analysis
Introduction
The locative function of mobile devices is enabling more people to connect to spaces where we live and work.
I will discuss how people are using location-based services to access geographically relevant content for commerce and pleasure.
As this technology evolves, it is helpful to consider the interplay of technology, people, and place and how this may apply to your organization.
Technical Requirements
Five components necessary: Geo-positioning technology
Internet connectivity
Mobile communications and computing
Geocoded content
Graphical interface and interaction
Locative Media Devices
Found on various types of mobile devices: Smartphones
Tablets
Smartwatches
GPS Devices
Technical Infrastructure
Locative Mobile is Here
94% of millennials using location-based services
Main drivers of use are: Geotargetted directions Maps Social navigation
Although some pure-play LBS apps are popular; geolocation features embedded in many apps
Apps Where Location Features
Art
Commerce & Marketing
Health & Fitness
Games
Personal Efficiency
Social Recommendation
Coordination & Safety
Geosocial Networking
Local Discovery
Navigation
Transportation
Travel
Examples
Examples of Locative Media Foursquare & Swarm
Ingress
Findery
Google Maps
Trip Advisor
Yik Yak
Geocaching & Waymarking
Invisible Pink Unicorn @ The Vatican
5
Findery @ Pearson Airport
4
Foursquare @ Tahrir Square
Map My Walk @ Vancouver
User Feedback
Concerns limit usage: Data used Roaming charges Battery drain Privacy (but generational to a degree)
Micro apps – people aren't keen to download so era of mobile websites may soon arrive
Usability and proximity issues frustrate users
People like receiving relevant geotargetted ads
Where Are We Now?
They Don’t Want to Lose Out
September 2015 survey by Retale of US millennials: 84% say they act on push notifications received
Types of push info preferred: 61% like “coupons or deals for immediate use” & “customer
rewards" 35% like new product info and sale availability" & "nearby
store locations and hours"
Don’t like about push notifications: 39% say "notifications aren't relevant enough” 34% say "notifications feel intrusive" 25% say "they send me too many"
Locative Media Uses
0
10
20
30
40
50
60
Find nearbybusinesses
Find nearbyevents
Find nearbysites
Viewpictures orvideos oflocation
Readcurrent infoof location
Read historyof location
Read localnews
Readreviews of
nearbybusinesses
% o
f res
pond
ents
Source: Survey conducted by Glen Farrelly, 2013
Improves Relationship to Place
0
10
20
30
40
50
60
Improves knowledge ofplace
Aids social connection Improves appreciationof place
Fosters sense ofbelonging to place
% o
f res
pond
ents
Source: Survey conducted by Glen Farrelly, 2013
My Findings
Locative fosters relationship to place:
1) Encourages and prolongs interaction
with
and in place
2) Facilitates social navigation
3) Improves awareness and recall of
place
4) Foster autobiographical insideness to
places
Where To Go From Here
Allow content to private or shared publicly
Offer personalization features
Draw upon various multimedia formats
Offer different types of information
Devise ways to interact with your content & place
Ensure breadth of content is available across many locations
DIY Locative Media
