iresearch mobile

8/12/2019 iResearch Mobile

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Running Head: IRESEARCH MOBILE 1

iResearch Mobile

Douglas A. Sewell

Queens University of Charlotte


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Abstract

Smartphones have become a significant large part of peoples lives. Phones are

used for work, games, communication, reference, and more. As a device that people use

daily, consumers must choose which device they purchase carefully. Smartphones evolve

through new hardware components and software features. The purpose of this study is to

understand whether or not consumers care for software enhancements when purchasing a

smartphone. Students at Queens University of Charlotte were recruited to participate in

focus groups that questioned them about their thoughts on their own smartphone,

competing smartphones, and their smartphone usage. Seven focus groups were

conducted, and each focus group contained between four and seven participants.


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Introduction

Smartphones have become a large part of peoples daily lives. Whether it is to

text a friend or send an important e-mail to a coworker, smartphones can be used for a

variety of purposes. In addition to the variety of purposes a smartphone can serve, there

are also many different smartphones available to purchase. They run different software,

and companies create different user experiences for consumers through their devices.

This study seeks to understand the extent to which a smartphones pre-installed software

affects consumers purchase choices. This study is not only helpful in determining

whether or not the software plays a significant role in the purchase process, but also

shows the thought process a consumer goes through to choose a specific smartphone over

another. The open nature of the focus groups allowed participants to speak freely as

opposed to being constrained through quantitative questionnaires. Information arose that

may not have been possible through quantitative research, and more topics for future

research have been made apparent because of it.

The following question is the research question in which this study seeks to

examine:

To what extent does pre-installed software on smartphones influence consumers choices

when purchasing them?


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Literature Review

Theoretical Framework :: Uses and Gratifications Theory

The Uses and Gratifications Theory, while not always specifically defined, has

been used since studies of mass communication research began (Katz, Blumler &

Gurevitch, 1974). Examining mediums such as comic books, operas, newspapers, etc.,

researchers sought to learn what gratifications consumers gained from these forms of

information. Whether it is specific content or an entire medium of information, the

different research was all about forms of media. Instead of connecting this research into a

unified theory, the research stayed separate (Katz et al., 1974). Eventually, studies

became more uniform:

These more recent studies have a number or differing points, but each

attempts to press toward a greater systematization of what is involved in

conducting research in this field. Taken together, they make operational

many of the logical steps there were only implicit in the earlier work. They

are concerned with: (1) the social and psychological origins of (2) needs,

which generate (3) expectations of (4) the mass media or other sources,

which lead to (5) differential patterns of media exposure (or engagement

in other activities), resulting in (6) need gratifications and (7) other

consequences, perhaps mostly unintended ones. Some of these

investigations begin by specifying needs and then attempt to trace the

extent to which they are gratified by the media or other sources (Katz,

Blumler & Gurevitch, 1974, p.509-510).


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Researchers take different approaches within Uses and Gratifications Theory

(Katz et al., 1974). Some research seeks to understand the gratifications which different

mediums solve, while other research observes the gratifications acquired through

mediums, and seeks to understand the need (Katz et al., 1974). Either way, both are

similar in nature as they relate to both uses and gratifications.

Gratifications Through Belonging

In 2008, researcher Isabel Pedersen explored the idea that new electronics change

social interactions (Pedersen, 2008). In 2007, the first iPhone was released in the United

States. Despite its release, Canada did not initially have the iPhone for sale. While iPods

were available, the iPhone was absent from Apples product line in Canada. The press

was reporting on the lack of iPhones in the country, and the press expressed

disappointment to not be included in the launch. Pedersen argued that to report on

products not being released would mean that there is a line of inclusion (Pedersen, 2008).

It is possible that consumers may want a product because others have it, or the marketing

is good enough to drive new social interactions.

This analysis also supports the Uses and Gratifications Theory because it is about

consumers wanting a device to consume media in a way that was new at the time. When

the population of Canada could not have the gratification they wanted, it caused many

people to become upset with Apple.Other research shows consumers also want what others have due to envy.

Through envy, consumers will purchase products they are envious of (Van De Ven,

Zeelenberg & Pieters, 2011). For example, if someone envies another person with a

certain smartphone, then that person is likely to pay a premium price to close the gap


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Not About Having A Smart Phone

In 2012, a study conducted with Chinese youths revealed their top four uses of

mobile devices:

1. Text Messaging2. Voice Calling3. Camera4. Alarm Clock (Zhen, Honglei & Sen, 2012)Also within the study, 50.5% of mobile device owners said they would not

upgrade their phones within the next one to two years for advanced functionality (Zhen et

al., 2012). 33.7% of the participants wrote that they would upgrade within the next two

years (Zhen et al., 2012). 15.8% of all respondents felt unsure about whether or not to

upgrade (Zhen et al., 2012). The functionality used the most by participants within this

study are features that have been in smartphones for years. The purchase choices among

consumers may not be about the software installed based off of this study.

A study conducted in 2009 had similar results to the study previously mentioned.

Instead of being conducted on Chinese youths though, this study was conducted on young

Latinos in different countries. The following list is applications that are used the most

among young Latinos across several countries:

1. Text messaging2. Clock/Alarm3. Calendar4. Games5. Note/Memo Pad (Albarran, 2009)


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Unlike the previously mentioned study with Chinese youths, these results show

some differences in their mobile device usage. However, text messaging was the most

used feature in both studies. It may support that despite geographical and social

differences, there could be underlying similarities between cultures regarding mobile use.

Personality

A study conducted in 2011 sought to learn about personality types and

smartphone ownership. However, the results showed that personality traits were not the

best way to predict smartphone ownership (Lane & Manner, 2011). Despite this, the

study did find that males are more likely to own a smartphone than females (Lane &

Manner, 2011). Smartphone ownership is also correlated with age and education (Lane &

Manner, 2011). Younger and higher educated people are more likely to own smartphones

than older and less educated people (Lane & Manner, 2011).

Smartphone Owner Statistics

In 2013, the Pew Research Center found that over half of all American adults own

smartphones (Smith, 2013). During his study, researcher Aaron Smith found that 56% of

all adults in the United States own a smartphone (Smith, 2013). It shows that there are

more smartphone adopters than before, and the industry is still growing.

Despite there being several smartphone operating systems, Android and iOS are

the two largest mobile operating systems (Paul, 2013). Nokia, a company that releases

Windows Phone devices is not in the top five smartphone vendors (Paul, 2013).

Blackberry, another large phone maker, is also not in the top five smartphone vendors

(Paul, 2013). The top five smartphone vendors are Apple and four companies that release

mostly Android devices (Paul, 2013).


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Literature Conclusion

Based on the literature, it seems that most reasoning behind consumer purchase

choices for smartphones is socially driven. Software has little effect on swaying

consumers to purchase other smartphones. This is reflected in the hypothesis below.

Hypothesis: Pre-installed software on smartphones has little influence on consumers

choices when purchasing them.

Sub Research Question

Does the manufacturers software (or lack of software) put on top of Android affect

which Android smartphones consumers purchase?

Hypothesis: Software put on top of Android has little effect on what Android

smartphones consumers purchase.

Methodology

Objective

Smartphones have become a large part of peoples lives. Phones can be used for

work, games, communication, reference, and more. As a device that people use daily,

consumers must choose what device they purchase carefully. Smartphones evolve

through new hardware components and software features. However, the purpose of this

study is to understand whether or not consumers care for software enhancements when

purchasing a smartphone. This study will analyze the way in which consumers make the

decision of what device they will knowingly carry with them everyday until they make

another smartphone purchase in the future. The purpose of this study is to analyze the

extent to which the software that comes with a device affects the decision-making

process.


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Participants

Due to the study being focused on smartphones, the participants were current

owners of a smartphone device. They are at least eighteen years of age, and are current

students of Queens University of Charlotte. Each focus group had between four and

seven participants, and there were seven focus groups.

Focus Group Questions

To help address the objective of the study, participants were asked to discuss the

following questions:

1. What attracted you to your phone?

2. What made you pick that phone over another phone?

3. What do you feel was unattractive about competing smartphones?

4. How do you feel the experience can be improved in your phone?

5. If the features you enjoy most on your smartphone were present in other smartphones,

would that have possibly changed your opinion of which phone to purchase?

6. Do you see yourself ever switching phones that run different software, such as going

from an iPhone to an Android device or vice versa?

7. What features within your phone do you use the most?

8. What features within your phone do you use the least, or not at all?

9. Is it difficult to switch from one smartphone to another?

10. How would an ideal smartphone work?

Results and Analysis

Rather than have an exhaustive list of all responses from each focus group for

each question, results are recorded based on merit. Within the results of each question, all


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used Windows Phone for her mobile operating system. See Appendix A, Table 2 for a

visual representation of this data.

Platform by Male Gender

Out of all male participants, nine male participants (75% of all male participants)

used Android for their mobile platform. Three male participants (25% of all male

participants) used iOS as their mobile platform. See Appendix A, Table 3 for a visual

representation of this data.

Participants with iOS

Of all participants with iOS as their mobile platform, 85.7% (18 participants)

were female. 14.3% (3 participants) were male with iOS as their mobile platform. See

Appendix A, Table 4 for a visual representation of this data.

Participants with Android

There was an even split for males and females with Android. Of all participants

using Android as their mobile platform, nine participants were male and nine participants

were female. Each gender made up 50% of all Android participants. See Appendix A,

Table 5 for a visual representation of this data.

Question 1: What attracted you to your phone?

Windows1. Dislikes Apple.

2. Good customization

iPhone

1. Everyone had one.

2. Mac compatibility

Android

1.Cost (either cheap, could not afford an iPhone, store had good deal)

2. PersonalizationMore customizable than iPhone3. Physical keyboards


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Overlap

1. Convenience for information2. Social media

3. E-mail

Question 2: What made you pick that phone over another phone?

Windows1. Dont like Apple.

2. Wanted to be different.

iPhone1. Simplicity

2. Easily syncs with MacBook/other devices

3. To fit in with others4. Android had lots of glitches.

5. Loyalty to Apple

6. Android is too complicated.

Android

1. Too many people had iPhones. Wanted something new.

2. Better for driving. Great navigation3. Physical Keyboard

4. Android has more functionality

Overlap (iOS/Android)Good Pricing

Question 3: What do you feel was unattractive about competing smartphones?

Android (self dislike)

1. Preloaded apps

iPhone (self dislike)

1. Square shape

2. Cant delete certain apps such as stocks, newsstand, compass3. Expensive. Bought an older iPhone to keep it cheap

iPhone

1. Android too big2. Android phones crack easier.

3. Dont know anything about competitors

Android


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1. iPhones crack easier

2. Price (iPhones too expensive)

3. Size (iPhones are too small)4. Doesnt like Apple as a company

5. More features than the iPhone

6. Likes Samsung Android over HTC Android phones

Question 4: How do you feel the experience can be improved in your phone?

Overlap1. Better battery life

2. Stronger screen

3. Pre-loaded apps you cant deleteshould be able to be deleted

Android

1. Wants speakers like the front facing ones on the HTC One

2. More storage3. More user friendly

4. Better phone service

iPhone1. Verizon wont unlock phone. Needs different phone when abroad

2. Too many firmware updates

3. Cursor is annoying to control when typing4. Better speakers

5. Better camera

6. Ability to use FaceTime with everyone (included non-iPhone owners)

Question 5: If the features you enjoy the most on your smartphone were present in other

smartphones, would that have possibly changed your opinion of which phone to

purchase?

Android

1. Yes, because most Android owners are getting iPhones

2. Will get whatever is cheapest3. No, because of certain hardware features that Apple doesnt do (such as expandable

memory)

4. Only if it doesnt contain software additions from the manufacturer

5. No, loyal to Samsung6. No, because everyone has an iPhone

7. No, because iPhones are too expensive

8. No, because Nexus 4 looks prettier than other phones


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iPhone

1. No because used to Apples layouts2. No because of loyalty to Apple

3. No because of look of iPhone

4. No because iPhones are user friendly5. No because owns other Apple products.6. No because of great customer service from Apple

Windows

1. Maybe. Just needs to function well

Question 6: Do you see yourself ever switching phones that run different software, such

as going from an iPhone to an Android device or vice versa?

iPhone

1. No. Loves it too much

2. Maybe, if devices/services can still integrate with each other in an easy way3. Yes, but only if there is some familiarity to iOS.

4. Unsure

5. Depends on price6.No, Apples products are reliable and easy to use.

7.No, too used to Apples system.

8.No, doesnt want to complicate life by switching to something new.

Android

1. No, too big of a switch

2. Yes b/c all Android users are getting iPhones3. Would like to try Ubuntu in the future, but wants to stick with Android

4. No, iPhones are overrated.

5. No, first smartphone was Android. Android is easier to use than iOS 7.

6. Yes, just switched from an iPhone to Android. Enjoying it more.

Windows

1. Will try Android, but will probably still use Windows2. Wont use the iPhone b/c of dislike of design

Question 7: What features within your phone do you use the most?

Android

1. Google Now2. Touchless screen controls (exclusive to their Android devices)


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iPhone

1. Music2. Camera

Windows

Nothing that doesnt overlap with iOS/Android

Overlap

1. Navigation

2. Alarm (with Windows)3. Email (with windows)

4. Texting

5. Voice to text

6. Calendar7. Notes

8. Internet browsing

9. Phone calls

Question 8: What features within your phone do you use the least, or not at all?

iPhone

1.Passbook

2. Stocks3. Compass

4. Siri

5. Game Center

6. Face Time7. News Stand

Android1. Voice recorder

2. Google Shopper

3. Hangouts

4. Play Magazine5. Google Plus

6. Carrier apps

7. Music8. Radio

9. NFC

10. Talk

11. ChatOn (Samsung software)12. Game Hub (Samsung)

13. QR Code reader

Windows


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1. Wallet

Overlap1. Almost every pre-installed apps the user cant get rid of

Question 9: Is it difficult to switch from one smartphone to another?

Android

1.Yes, still uses iPhone for music

2. Yes. Enjoys Android more than iOS, but took time to adjust3. No, all smartphones are similar

4. Its only difficult to switch brands

5. Yes, it feels weird.

iPhone

1.No, its easy.

2. Yes, still learning iPhone stuff.3. Switching from iOS 6 to iOS 7 was difficult

Windows

1. Took some getting used to, but caught on.

Question 10: How would an ideal smartphone work?

Android

1. All phones should look the same. A standard look for all.

2. More storage3. Good signal

4. Never have to manually close an app

iPhone

1. Better camera

2. Interface of an iPhone with functionality of an Android

3. Touchless controls

Windows

Didnt mention anything that wasnt already mentioned

Overlap

1. Delete pre-installed apps

2. Indestructible3. Better battery life (crossover with Windows)

Analysis


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Question 1 Analysis

Android and iOS users in almost every focus group started with similar answers

for Question 1 before giving explanations that are exclusive to their own operating

system. It was essentially about information. Users were attracted to their phones because

of what they could do without having to be at a computer.

What was mentioned the most by iPhone users as to what attracted them to their

phones was that everyone else had one. Purchasing an iPhone was more about fitting in

with others than the device itself. Social reasons led to users purchasing their devices.

However, many of the iPhone owners also own a MacBook. Another reason many users

wanted an iPhone was because it would allow for different data to sync across devices

with ease. Without specifically asking about mobile software, the ability to sync data

cross devices was the first software-related reasoning for purchasing an iPhone amongst

participants.

Some Android users felt similar to those purchasing an iPhone to fit in, but could

not get one due to different circumstances. Some Android users could not afford one

while other Android users purchased their device because it was the cheapest they could

find, or it was free with a contract. Aside from cost, personalization was a large reason

for Android users to prefer the mobile platform over iOS. Participants felt that users

could make their devices stand out from iOS users. Without specifically asking about

mobile software, personalization was the first reason that was software-related which

pleased Android consumers.

The participant with Windows Phone disliked Apple. The participant also wished

to be different from others. Windows Phone was also attractive to the participant because


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press physical keys. Participants also felt that Android had more functionality than other

mobile platforms. Navigation was also well liked by Android participants as they used

the GPS functionality when driving. Software was a large factor in purchasing an

Android device, but social reasons and hardware (such as the physical keyboard) was

emphasized more than the appreciation of software.

Question 3 Analysis

When asked about what participants disliked about competing phones, many

participants also included reasons as to why they disliked certain aspects of their own

devices.

iOS users disliked that certain apps such as Stocks, News Stand, and Compass

could not be deleted. They also felt that iPhones were expensive. One participant

explained that she bought an older iPhone model because the newest model was too

expensive. iOS participants disliked Android though because they felt that Android

devices were too big when compared to the size of the iPhone. They also felt that

Android phones crack easier. Another common response was that they purchased an

iPhone because they didnt know anything about competing phones. By not knowing

anything about competitors, it was not that they were disliked, but it was because they

only knew positive aspects about the iPhone. With keeping software in focus, it was

apparent that nothing within the software was a contributing factor to purchasing an

iPhone over an Android device.

While iPhone users felt that Android devices crack too easily, many Android

participants felt that iPhones crack too easily. Android users also, like earlier, felt that

iPhones are too expensive. Participants felt iPhones are also too small. Some Android


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participants do not like Apple as a company. They also felt that Android devices have

more features than the iPhone. Some Android users like specific brands over others. One

user likes Samsung devices over HTC devices because of the overall user interface.

Software was not a large factor in these responses either. However, some Android users

like specific Android phones over other Android phones. No iPhone users mentioned

enjoying a specific iPhone over another iPhone model. In regard to software, Android

users mentioned that their devices had more functionality over an iPhone.

Android users, like iPhone users, also disliked a lot of pre-installed software on

their phones. According to participants, carrier software (such as Sprint or Verizon

applications) could not be uninstalled. Both iPhone and Android users disliked that they

did not have control over some of the applications installed on their devices. The

applications were different, but the reasoning was the same. When asked if any

participants use the carriers software that comes pre-installed on Android devices, no

participants said they did. With iOS, some participants used apps such as News Stand.

However, most did not and wanted to remove them. An application that all iOS

participants did not use was the Stocks application. All iOS users within the focus groups

wished they could uninstall the Stocks application.

Question 4 Analysis

Android users did not have any suggestions for software improvements on their

devices with the exception of wanting the system to be more user friendly. While it was

not emphasized, it was mentioned in several focus groups. Better phone service, better

speakers, and more storage on Android devices were also common responses.


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Participants with iPhones also did not have too many improvements they wanted

to see within their phones in regard to software. Some users complained of too many

firmware updates, and many users wanted to have the ability to utilize Apples video

calling service (Face Time) with non-iPhone owners. Participants also wanted a better

camera, speakers, and even complained about Verizon not allowing their phones to be

used abroad.

Both Android and iOS participants wanted better battery life. This was the most-

discussed improvement from both iOS and Android in all focus groups. Battery life was

highly emphasized. Having a stronger screen was also heavily emphasized. In terms of

software though, both iOS and Android participants want the ability to delete pre-

installed applications. According to participants, neither mobile platform allows for this.

Question 5 Analysis

Almost every iPhone user within the study would not be willing to switch to

another mobile platform. Familiarity, brand loyalty, and customer service were the

reasoning. Some participants said that they would consider looking into some Android

phones, but would most likely not switch. Software was not a major factor as to why

users would not switch. However, familiarity to Apples system was a contributing factor

to the small possibility of a switch to another platform.

Most Android users would not switch either. One participant felt too loyal to

Samsung to switch to another brand. Another user felt that the cost of Apples iPhone

would also prevent them from switching. In one focus group, three Android users were

planning to switch to the iOS platform because they felt that everybody was getting an

iPhone. Similar to previous questions, software was not a major component as to why


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consumers purchase certain phones. It is more about social factors that push consumers

into purchasing a certain phone. Price is also another factor. Some Android users said that

they would purchase the cheapest phone they could, regardless of the platform.

The participant with Windows Phone was open to any platform other than iOS.

She said that as long as the phone functioned well, it could be a potential device. As long

as the software worked well, then she would be open to it.

Question 6 Analysis

Question 6 was meant to be similar to Question 5. Both ask if participants would

be willing to switch mobile platforms. Many responses were similar. However, some iOS

users discussed the possibility of switching if their services could easily sync with each

other like their iPhone and MacBook. Another factor into switching is familiarity. The

iOS participants did not want to have a completely different system, and they would

switch if there were some familiarity to iOS on Android.

Most Android users also would not be willing to switch. However, some were

open to the idea. One participant wanted to try Ubuntu, another operating system, in the

future. Similar to iOS users though, most Android participants felt that switching to

another platform would be too much of a change.

The participant with a Windows Phone said she would try Android, but most

likely stay with Windows Phone. She also dislikes the design of the iPhone.

With software as the focus, services and familiarity are the two largest factors for

users to switch platforms. iOS participants want the ability to have their devices sync

easily. Both Android and iOS would want a sense of familiarity when changing platforms

too.


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Question 7 Analysis

The responses to this question had a lot of overlap across mobile platforms. iOS,

Android, and Windows users all use the software within their phones to accomplish

similar tasks. Despite complaints of how the differently the operating system works, they

are all used by the participants for similar purposes. Not every participant uses all of the

features mentioned in the results, but multiple participants from differing mobile

platforms suggested they use the same tasks. This shows that regardless of the mobile

platform being used, most users are going to do the same tasks with their devices through

different software.

Question 8 Analysis

Participants all mentioned features on their specific mobile platform that they

dont use, but its also all similarbetween responses. It is about pre-installed applications.

Whether it is Passbook on the iPhone or any of the carrier applications on Android, users

are frustrated that they cannot remove different features from their phones that they do

not use. The Windows Phone participant did not mention many features she did not use,

but she said there was an app called Wallet that she did not use. She also could not

uninstall it.

Question 9 Analysis

Many opinions varied. Some Android users felt it would be easy to switch

platforms while others felt it would be difficult. Participants using iOS also had varying

opinions. There were no large themes within this question that appeared. Each participant

either felt it was easy or that it was difficult. The participant with Windows Phone


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explained that it took some time to adjust to Windows Phone, but she managed to learn

how to use it over a few days.

Question 10

While all three mobile platforms have their differences, there were three items

that were discussed for an ideal platform. Participants on Android and iOS want the

ability to delete pre-installed applications, want a phone that wont break, and want better

battery life. The Windows Phone user agreed with wanting better battery life. With the

exception of having the ability to delete software, there were no shared views among

platforms as to how an ideal smartphone should work. However, neither iOS or Android

participants emphasized changes to their mobile operating system. Having a better

camera, more storage, better signal, and other enhancements were discussed. However,

the operating system itself was fine for everyone. One iPhone participant felt that having

better control over a phone by speaking to it, such as the Moto X phone that it was

compared to, would be a great feature for iOS. However, iOS users, Android users, and

the Windows Phone user seemed satisfied with how the phones already operate within

their systems. One iOS participant mentioned that she wished she could have the

functionality of an Android device with the user experience of an iPhone, but the other

iPhone owners in that focus group disagreed.

Conclusion

Pre-installed software has does not have a large effect on consumer smartphone

purchases. Android and iOS participants in this study used their phones for mostly the

same tasks. Android users generally enjoyed having more personalization than iOS users,

and they purchased their phones to be different from consumers purchasing iPhones. The


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iOS participants were loyal to Apple, enjoyed having their Apple products sync together,

liked Apples simplistic operating system, and purchased iPhones to fit in with others. It

was interesting that both iOS and Android participants responses supported each other in

terms of social differences. The results support themselves because Android users

purchased their phones to be different, and iOS users purchased their phones to be like

others. Rather than software, it was the social aspects of smartphone ownership that

pushed many participants to purchase the phones they did.

The users feel a sense of belonging, depending on which smartphone they

purchased. They are also treated as intimate items. In one of the early focus groups, two

participants had a Samsung Galaxy S IV smartphone. When they both realized they

shared the same phone, they talked to each other a lot throughout the focus group.

Together, they worked as a team to make their phones appear better than everyone elses

through Samsungs Android features. In several other focus groups, it was almost a battle

to make the other mobile platform appear worse than their own. In one of the focus

groups, an iOS user explained that Android phones break too easily when dropped.

Immediately after that, an Android user said the same thing about iPhones as a counter

point. In some focus groups, participants occasionally apologized before saying a

negative statement about the other platform to make sure no one would be offended. One

participant said to me at the start of one of the focus groups that they were going to only

say positive things about Apple. It was as though this participant came to my focus group

to win a battle for Apple as opposed to helping the legitimate research this study seeks to

gain.


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Unfortunately, the sub research question was not answered in this study. Android

users did not discuss much of the features specific to their Android device. That could

imply it does not matter what features each Android device has because Android users

just want an Android phone. However, that inference does not have much support, and

more research is required to support that possibility. The sub research question was not

answered.

Limitations

Demographics were not ideal for this study. They were included within the results

because they are worth taking them into consideration for gender roles and which

platforms males and females are each more likely to use, but the demographics left a lot

of questions unanswered. Different topics and points of interest may have been brought

up if more users of other mobile operating systems were present. That is why

demographics were not discussed in the analysis of this study. With only one Windows

Phone user, most of the study was centered around Android and iOS. If there was more

variation in the mobile platforms, the results may have been very different.

Due to the social issues that arose during the focus groups, the outcome of the

results may have changed. Focus groups with only Android users and only iOS users may

have given different results than having focus groups with mixed platforms. Due to the

nature of how users were being careful not to offend others or to make their phone seem

better than others, different focus groups with various platform configurations may have

not only better answered the research question, but open the opportunity for more

research.


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If the focus groups were varied, such as having a focus group of all Android

users, then the sub research question could have been supported. Due to the focus groups

having both iOS and Android (and one focus group having a Windows Phone user),

focusing on the Android users to answer the sub research question would have made the

researcher appear to be biased towards Android devices. To avoid the appearance of

personal bias, all participants needed to have equality in regards to what questions were

asked.

In some focus groups, participants were friends. They felt comfortable talking to

each other. This may have alienated other participants that were not friends with the other

participants. The social issues may have also affected what participants were saying or

how they did it based on their comfort level. While no discomfort was visually apparent,

it is possible that certain individuals did not speak out of fear of a group of other

participants attacking them.

Suggestions for Future Research

The limitations of this study held the results back, and its correctable through

future research. Focus groups should be conducted with various methods. A focus group

of all iOS users, a focus group of all Android users, and a focus group with both Android

an iOS users could have very different results than the results of this study.

Having focus groups with specific platform demographics opens the opportunity

to have research conducted for individual platforms. Research could be conducted on all

Android users for one purpose, and a study on all iOS users could allow researchers and

mobile companies to recognize the ways consumers think on a platform-by-platform

basis.


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Having more mobile platforms is crucial. It does not matter if the platforms are

not considered to be as big compared to platforms like iOS and Android. Having more

mobile platforms could show why some participants choose a platform that most people

do not have, and it also allows for more points of interest to be raised in focus groups

with large amounts of platforms as opposed to having two or three mobile platforms.

Social complications were not expected to be a big problem with this study, but

they may have been. Research on the way people interact with their phones, why they

interact the way they do, how they interact with others using the same mobile platform,

and how they interact with others using different mobile platforms are all areas of

interest. Despite having possible negative effects in this study, future research may

benefit from researching into these topics.


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Table 3

Table 4


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Table 5


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