Lozada+K+focus+group+report

Lozada K

TO: Mobile Team FROM: Kevin Lozada SUBJECT: Mobile Focus Group Report DATE: March 30, 2010

Here is my focus group report I ran with five college students, two males and three females on exactly the members in Gen-Y use mobile phones and to what extent. I was able to get a respond on all five of the questions the mobile team put together. All participants claimed that they used their mobile devices for other activities besides making voice calls, and a grand majority of them said they text or take advantage of other features more than actually talking on them.


 * Focus Group Rationale **

Mobile advertising has expanded tremendously within the past few years. Not only can big time corporations target Gen-Y on television and internet aids, they have now found ways to advertise and target Gen-Y on their mobile devices. Our focus groups have been able to figure out exactly how Gen-Y uses these devices and to what extent companies are willing to go to their attention thru mobile ads and the promotion of free applications. This information will allow us to advise Proximity clients on how to develop a mobile strategy to target Gen-Y.


 * Setting and Participants **

The 45 minutes session was held in a dorm room on Sunday, March 21, 2010. The participants were: · Sam, 20, a Towson Univ. Sophomore Bio Major, Male, iPhone 3GS · Laura, 21, a Towson Univ. Junior, Nursing Major, Female, iPhone 3G · Koren, 18, a Towson Univ. Freshmen, Finance Major, Female, Blackberry Bold · Krystal, 21, a Towson Univ. Sophomore, Music Education Major, Blackberry Curve · Autrezz, 20, a Towson Univ. Senior, Communications Major, Blackberry Storm


 * Session Topics **

we covered the following topics during the session:

__Main Uses of Mobile Devices__ Four out of the five participants stated the main use of their mobile devices was texting. While Koren, said her main usage was talking with texting a close second. Both Krystal and Laura stated that she prefers to text because "it's more convenient and saves minutes". It seemed like all participants surfed the web on a regular basis from their phones.

__Use of Applications__ while all participants cited to all use basic applications like Twitter, Facebook, and Weather Watcher, iPhone users seemed more prone to have more apps. Sam cited many applications that he downloaded including games, ESPN, Pandora, Movie Finder, Translators, and Google Maps.

__Replacing Computers__

all five participants claimed that the amount of time they spent on a computer has declined since the purchase of their mobile devices.


 * Findings **

the session revealed that iPhone users: · Use their mobile devices for leisure more than Blackberry users. · Are more likely to download/use applications. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt;"> It was also revealed that Blackberry users: · <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt;">do not download as much as applications · <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt;">Use their phone for business, and communication, not really leisure. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt;"> These findings should be compared with the results from our other sessions with participants who own either iPhones or Blackberry's. It seems that iPhone users are more likely to use the internet and spend leisurely time on their mobile devices. This means that our clients should consider targeting iPhone users specifically.