Yoseph+M+focus+Group+Report

Yoseph M

TO: Mobile Team FROM: Mahlet Yoseph SUBJECT: Mobile Focus Group Report DATE: March 31, 2010

Here is my report on a focus group I ran with five college age females about their usage on their cell phone. I was able to cover three of the five questions developed by our team. Most participants reported they were more comfortable using their phones for texting more than making voice calls.


 * Focus Group Rationale **

Mobile advertising is expanding because companies can easily target mobile device and gain brand identity by providing free applications. Our focus groups will determine exactly how Gen-Y uses mobile devices and to what extent they can be reached via mobile ads and 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 minute session was held in the school cafeteria on Wednesday, March 23, 2010. The female participants were: · Mary, 22, a Towson Univ. junior accounting major; · Carol, 24, an IRS employee. · Anne, 21, at Towson Univ. Freshman, Business administration major. · Karen, 20, at Montgomery College, in Rockville area · Jessica, 25, at Towson Univ. senior year accounting


 * Session Topics **

We covered the following three topics during the session: __ Internet Access __

All of the participants regularly use their cell phones to access the internet. Even the students with the most basic phones used their mobile phones for tasks such as updating their face book status. Those with more advanced mobile phones spent more time browsing the web. Karen stated she uses her cell phone's internet to "get newsfeeds throughout the day rather than reading the newspaper or reading news websites."

__ Mobile Phone Communication __

When questioned, all of the participants stated they communicated via text or voice using the mobile phones. Carol, who has a blackberry, said with the email feature available on her phone, she has been able to send emails whenever she needed. Those with cell phones without QWERTY keyboards were less likely to email using their mobile phones.

__ Computer Use __

The panelists stated their mobile phones have reduced their computer usage. Jessica noted that often rather than powering up her computer to check email or to check her facebook page she would rather use her cell phone. As long as the task is simple it is often more convenient to use a mobile phone rather than a computer. This sentiment was shared by the other panelists. Since most of their cell phones have features similar to computers, they prefer using their mobile phones.


 * Findings **

The session revealed that the female participants · Use their cell phones regularly to access the internet. · Use their cell phones to talk, text and email. · Have reduced their computer use due to their cell phone usage.

As mobile phones become more complex, the results of this focus group should not be surprising. Mobile phone users are using their phones for more than making voice calls. Especially for college age individuals, internet access and email via mobile phone is reducing the amount of time spent on a computer.