Thomas+K+focus+group+report

Thomas K

To: Mobile Team From: Kieara Thomas Subject: Mobile Focus Group Report Date: April 1, 2010

Here is my report on a focus group I ran with five college females on why they chosen their particular handset. I was able to cover all five questions developed by our team. Most participants reported they purchased their handset because everyone else has one and the handset is the newest device of technology. Focus Group Rationale **

U.S. users of smart phones typically buy a subsidized handset from a particular cell phone provider. Consequently they must consider trade-offs between handset features and the price and quality of the cell network. The purpose of our focus groups is to determine what factors influence these decisions, and whether they are driven primarily by the choice of handset or the provider network. We also want to determine the extent to which Gen-Y uses apps. This information will let us better advise Proximity clients about which handsets and networks are most attractive to Gen-Y users.


 * Setting and Participants**

The 45 minute session was held in my house on Sunday March 28, 2010. The female participants were: · Jasmine Simms, 21, a Arundel community college senior business major, iPhone, AT&T; · Morgan Dennis, 22, a Howard Univ. senior Pre-Pharmacy major, Blackberry Storm, Verizon; · Chautae Williamson, 22, a Towson Univ. senior child development major, Blackberry curve, Sprint; · Tamika Mason, 23, a Towson Univ. senior business major, iPhone, AT&T; · Danyette Ashley, 21, a Towson Univ. senior communication major, G1, T-mobile;


 * Sessions Topics **

__Reason for purchase__

Majority of the participants expressed that they have purchased their handset because it is the newest device on the market. All of the participants had either a Blackberry or iPhone, except for Danyette. Danyette explain that she purchased her handset because she was already a T-mobile customer and that the device is a touch-screen, which she always wanted. __ Influence decisions by cell phone provider __

As for Jasmine and Tamika, they were both customers of T-mobile with the Sidekick mobile device and just recently switched over to AT&T to obtain the iPhone. “AT&T is the only cell phone provider who offers plans for the iPhone, so I had crosses over because I wanted the new iPhone”, says Jasmine. “I had got tired of T-mobile and wanted something different. Like a new start, but fashionable”. __ Usage of features and applications __

Blackberry and iPhone has a lot more applications and can hold more applications on their mobile devices. Comparison to Danyette handset, HTC G1, she doesn’t use applications on her phone because she has an older model of the phone. Chautae, “I use my Blackberry for everything, even for school purposes. I tend to use the task manager, memo pad, calendars, and for applications I use Bank of America to check my account”. Other participants express that they use applications such as Pandora and navigation. __ Satisfaction of device __

The only participants that were satisfied with their handset were the iPhone users, Jasmine & Tamika. The rest of the participants were satisfied but they also had their complaints too. Morgan who has the Blackberry Strom was complaining that the touch-screen is hard to use when texting because it’s a certain way to touch the screen in order for the numbers and letters to appear.

Chautae, “I love my Blackberry but sometimes the phone freeze up on me when I’m using it. If I was to improve this phone then I would add enough memory to the phone so that the phone won’t freeze.” At this point I had agreed with Chautae because I have the same phone, Blackberry Curve, and my phone does the same thing. Danyette just wants a new phone because all of her friends have either an iPhone or Blackberry, but she is not eligible for an up-grade. Danyette is stuck with the G1 and is not happy about it. __ Satisfaction with provider __

Although Sprint sometime gives Chautae a hard time, she likes Sprint because they have the cheapest plan for the blackberry handset. “My cell phone bill is only $60.00 a month” says Chautae. Everyone looked in grief as she explain, “Sprint has the best plan for blackberry, I have unlimited data plan which includes minutes, texting, messages, and web. The plan is for $69.99 but I have a 20% discount through my job. This statement had the other participants thinking about switching over to Sprint. Findings **

The session revealed that the female participants · Are generally happy with their handset and cell phone providers; · Are influence by their peers choices in handsets; · Uses their handset devices for organization and school purposes;

These findings should be compared with the results from another session with all female participants. Although the females are generally happy with their mobile devices and cell phone providers, their peers can influence the participant decision to chance devices or cell phone providers if a new handset would to hit the market. It seems that people tend to go after the next-best-thing or the hottest technology on the market.

In addition, the participants tend to use these devices in their everyday productive life. Some of the participants stated that they use to carry a planner around with them, but now they just put everything in their phone because it makes things much easier. These Smartphone handsets keep students organized and information at their fingertips, when it comes to web access and emailing.