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Robert Hart, Intuitive Media
- 1. Handheld Learning 2007
Moving Forward Beyond Pilots
Research Preview
Children and Their
Mobile Phones
Learner Voice Research
October 2007
Robert Hart
Strategic Director
Intuitive Media
robert.hart@intuitivemedia.com
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 1
Services
Saturday, 20 October 2007 1
- 2. The journey
observe
research
develop
Learner Voice Research
refine
repeat
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 2
Services
Saturday, 20 October 2007 2
- 3. Children and Their Mobile Phones
The journey to Community in my Pocket
observe, research, develop, refine, repeat...
July 2006 We notice children accessing
SuperClubsPLUS & GoldStarCafe social
learning networks on mobile devices.
Oct 2006 Research to assess the need: My Mobile 06
- Children’s use of mobile phones.
Learner Voice Research
Jan 2007 Community in my Pocket pilot launch
Oct 2007 Research update to assess trends
Jan 2008 Community In My Pocket full service
launch with new generation devices and
airtime partners.
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 3
Services
Saturday, 20 October 2007 3
- 4. The children
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 4
Services
Saturday, 20 October 2007 4
- 5. Children and Their Mobile Phones
Research base
Rigorously authenticated children sampled from
a population of over 120,000 taken from 13,000+
UK classrooms
Members of SuperClubsPLUS (6-12) and
GoldStarCafe (11-14)
Learner Voice Research
October 2006, sample of 1477 children
October 2007, sample of 2114 children
Demographics: broadly representative of UK
population in location, gender, ethnicity, religion,
social background. – Ipsos Mori
Online survey + community usage analysis
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 5
Services
Saturday, 20 October 2007 5
- 6. Children and Their Mobile Phones
Research
sample
location
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 6
Services
Saturday, 20 October 2007 6
- 7. Children and Their Mobile Phones
Research sample gender
Learner Voice Research
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 7
Services
Saturday, 20 October 2007 7
- 8. Children and Their Mobile Phones
Research sample age range
40% 2007
2006
30%
Learner Voice Research
20%
10%
Y4 Y5 Y6 Y7 Y8
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 8
Services
Saturday, 20 October 2007 8
- 9. Learner Voice Research Children and Their Mobile Phones
SuperClubsPLUS.com – social learning network for primary
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 9
Services
Saturday, 20 October 2007 9
- 10. Learner Voice Research Children and Their Mobile Phones
GoldStarCafe.net– social learning network for secondary
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 10
Services
Saturday, 20 October 2007 10
- 11. Research
preview
Mobile phone
Learner Voice Research
ownership
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 11
Services
Saturday, 20 October 2007 11
- 12. Children and Their Mobile Phones
Mobile phone ownership
72% 75%
54%
Learner Voice Research
June 2006 Oct 2006 Oct 2007
Intuitive
Media
Research 12
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 12
- 13. Children and Their Mobile Phones
Age of adoption
85%
90.0% 2006
76% 75%
2007
67.5%
71% 72%
63%
Learner Voice Research
53%
45.0%
22.5%
0%
Y4 Y5 Y6 Y7 Y8
Intuitive
Media
Research 13
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 13
- 14. Children and Their Mobile Phones
Gender take up
Learner Voice Research
Intuitive
Media
Research 14
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 14
- 15. Autonomy &
safety
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 15
Services
Saturday, 20 October 2007 15
- 16. Children and Their Mobile Phones
Who pays the bill?
Parents Parents
Learner Voice Research
We share
I pay
I pay
Intuitive
Media
Research 16
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 16
- 17. Children and Their Mobile Phones
Private & public use
Mobile phone use in private
47%
Learner Voice Research
33%
2006 2007
Intuitive
Media
Research 17
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 17
- 18. Children and Their Mobile Phones
Parental rules
“im not allowed to text people everyday
im not allowed to bring my phone to
school and i have to bring my phone
where ever i go out of school incase of an
emergency or an accident”
Learner Voice Research
“only allowed to spend £1 a week so i
dont have to waist creadet or if some
think happens i dont have enoth creadet
to phone my parents”
Intuitive
Media
Research 18
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 18
- 19. Children and Their Mobile Phones
Abusive messages
“i got a message on a emergency phone
once saying di you want a coffee i am just
around the corner but i dont know who it
is from”
“some stanger sent me porn once never
Learner Voice Research
found out who”
“i got rude messages and videos but i told
my mum”
“i got told someone was going to kill me if
i dident give them 10 000 so i went to my
parents and track the people down my
calling the police”
Intuitive
Media
Research 19
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 19
- 20. Children and Their Mobile Phones
Bad messages
Learner Voice Research
“I prefer her to use SCP
email instead of texting, so I
know she’s talking to real
kids and the mediators are
checking what’s said”
- Parent
Intuitive
Media
Research 20
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 20
- 21. What other
technology do
children have
at home?
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 21
Services
Saturday, 20 October 2007 21
- 22. Children and Their Mobile Phones
Technology at home
61%
u ter
mp
C co
P
32%
Learner Voice Research
Mac computer
13%
9%
2006 2007
Intuitive
Media
Research 22
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 22
- 23. Children and Their Mobile Phones
Technology at home*
30% Ninten
do DS
24%
17% Sony PSP 16%
Learner Voice Research
* Handheld
computers 9%
- Adrian Hall PDA
Pal m/
0%
2006 2007
Intuitive
Media
Research 23
Services
Saturday, 20 October 2007 © Copyright 2007 Intuitive Media Research Services 23
- 24. Who and when
do children
phone?
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 24
Services
Saturday, 20 October 2007 24
- 25. Children and Their Mobile Phones
Who you do you call?
Friends Friends
Learner Voice Research
Parents
Parents
“ People call me. I can’t
call them” - 4% / 5%
2006
2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 25
Services
Saturday, 20 October 2007 25
- 26. Children and Their Mobile Phones
When you do you call?
Weekend
Weekend
Learner Voice Research
Evening
Evening
At school, at playtimes -
5%- 7%
2006
2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 26
Services
Saturday, 20 October 2007 26
- 27. What do
children do
with their
phones?
Learner Voice Research
Text
communication
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 27
Services
Saturday, 20 October 2007 27
- 28. Children and Their Mobile Phones
Text communication
73%
69%
Send texts
Learner Voice Research
33%
22% 22%
Send emails
13%
Visit forums
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 28
Services
Saturday, 20 October 2007 28
- 29. What do
children do
with their
phones?
Learner Voice Research
Audio/visual
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 29
Services
Saturday, 20 October 2007 29
- 30. Children and Their Mobile Phones
Ring tones
37%
25% 25%
Download ring tones
Learner Voice Research
17%
Buy ring tones
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 30
Services
Saturday, 20 October 2007 30
- 31. Children and Their Mobile Phones
45%
Music
39%
38%
32% 31%
Send music messages 29%
Share by bluetooth
25%
Download music 21%
Learner Voice Research
Play out loud in public
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 31
Services
Saturday, 20 October 2007 31
- 32. Children and Their Mobile Phones
68%
Pictures
58%
Take pictures
48%
42%
Send picture messages
34%
30%
Learner Voice Research
22% 20%
19%
Download pictures
Email phone pictures
13%
Buy pictures
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 32
Services
Saturday, 20 October 2007 32
- 33. Children and Their Mobile Phones
Video 55%
43%
Take video
35%
26% 27%
26%
Learner Voice Research
Send video messages
19%
17%
16%
Email videos
Download video 12%
Buy video
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 33
Services
Saturday, 20 October 2007 33
- 34. Children and Their Mobile Phones
Games 43%
39%
Play games with friends
30%
24%
Download games 22%
Learner Voice Research
18%
Buy phone games
12%
6%
Play games with strangers
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 34
Services
Saturday, 20 October 2007 34
- 35. What do
children spend
on phone
services?
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 35
Services
Saturday, 20 October 2007 35
- 36. Children and Their Mobile Phones
What do children spend on phone services?
20%
19%
£1 to £5 /mth
Learner Voice Research
5%
5%
4%
£5-£10 /mth 3%
£10+ /mth
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 36
Services
Saturday, 20 October 2007 36
- 37. How do
children see
the future of
mobile
Learner Voice Research
phones?
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 37
Services
Saturday, 20 October 2007 37
- 38. Children and Their Mobile Phones
What do children want from their
mobiles in future?
“I think I'd wish the Internet was
free on your phones and you could
play NintendoDS games on them I
would LOVE that!”
Learner Voice Research
“Be able to have like a Skype.”
“go on proper internet that you have
on computer. So that you could go
on superclubsplus.”
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 38
Services
Saturday, 20 October 2007 38
- 39. Children and Their Mobile Phones
What do children want from their
mobiles in future?
“I wish I could watch television and I wish you
had a telescope so you can see the stars and
planets.”
“I wish you could see the person your talking/
Learner Voice Research
texting. That would make it safer.”
“I wish you could write your Solo Talk on it
because sometimes you have to do a Solo Talk
over the weekend, but you are sometimes away.
That would make it easy because you could do it
in your car. etc.”
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 39
Services
Saturday, 20 October 2007 39
- 40. Children and Their Mobile Phones
What do children want from their
mobiles in future?
“switch the t.v channels on demand and top up
your phone by sliding notes in the back of your
handset”
“take money out of ur credit to spend as real
Learner Voice Research
money.”
“Put it to your ear as is you are talking to
someone, then say something you want and it
will appear! For example: say chocolate and it
will appear right in front of you! :) yum... put
more money on”
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 40
Services
Saturday, 20 October 2007 40
- 41. The pilot -
optimizing
social learning
networks for
Learner Voice Research
mobile
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 41
Services
Saturday, 20 October 2007 41
- 42. Children and Their Mobile Phones
Optimizing for mobile devices
Started with devices children had + EDA
Not just shrinking
Mobile-relevant functions
Mobile-friendly navigation
Display optimization
Learner Voice Research
Effective data entry
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 42
Services
Saturday, 20 October 2007 42
- 43. Learner Voice Research Children and Their Mobile Phones
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 43
Services
Saturday, 20 October 2007 43
- 44. Learner Voice Research Children and Their Mobile Phones
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 44
Services
Saturday, 20 October 2007 44
- 45. Learner Voice Research Children and Their Mobile Phones
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 45
Services
Saturday, 20 October 2007 45
- 46. Learner Voice Research Children and Their Mobile Phones
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 46
Services
Saturday, 20 October 2007 46
- 47. Learner Voice Research Children and Their Mobile Phones
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 47
Services
Saturday, 20 October 2007 47
- 48. Learner Voice Research Children and Their Mobile Phones
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 48
Services
Saturday, 20 October 2007 48
- 49. One year on...
Do children
really want a
mobile social
learning
Learner Voice Research
network?
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 49
Services
Saturday, 20 October 2007 49
- 50. Children and Their Mobile Phones
Did children access the Internet
more on their mobiles?
YES!
36%
Yes
30%
19%
Learner Voice Research
Sometimes
12% 12%
10% Quite often
8%
6%
Very often
2006 2007
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 50
Services
Saturday, 20 October 2007 50
- 51. Children and Their Mobile Phones
Did the children want to visit
SuperClubsPLUS & GoldStarCafe?
YES!
Favourite websites for mobile phone access
SuperClubsPLUS 42%
Learner Voice Research
GoldStarCafe 13%
Bebo 8%
Google 6%
Youtube 6%
MSN 3%
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 51
Services
Saturday, 20 October 2007 51
- 52. Children and Their Mobile Phones
Were teachers and parents happy? YES!
Learner Voice Research
- Survey Digital
for LTScotland
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 52
Services
Saturday, 20 October 2007 52
- 53. Children and Their Mobile Phones
Were teachers and parents happy? YES!
Most teachers felt SuperClubsPLUS had raised
attainment, added a new dimension to classroom
practice
Most teachers felt it helped them to engage more with
their pupils and encouraged their pupils to address
Learner Voice Research
school work
Nearly all parents believed that use of the service had
improved their child’s interest in learning
84% of parents said that SuperClubsPLUS raised their
child’s attainment and encouraged parents to
collaborate with their children on school work
- Survey Digital for LTScotland
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 53
Services
Saturday, 20 October 2007 53
- 54. What needs to
improve?
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 54
Services
Saturday, 20 October 2007 54
- 55. Children and Their Mobile Phones
What inhibits mobile Internet use?
Don’t want to 27%
Learner Voice Research
Too expensive 24%
Parents stop me 12%
No browser 12%
No wifi on phone 11%
Too difficult 6%
No wifi at home 2%
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 55
Services
Saturday, 20 October 2007 55
- 56. Children and Their Mobile Phones
What inhibits mobile Internet use?
Inhibitor Solution
Cost Affordable access
Safety Safe destinations,
validation, mediation
Learner Voice Research
Browser
Wifi access Full function browser
Wifi and 3G access
We need RAPID! TM
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 56
Services
Saturday, 20 October 2007 56
- 57. Children and Their Mobile Phones
We need RAPID! TM
Really Affordable Personal Internet Device
Cost £99 (a consumable)
Touch screen, big enough to use all day
Wifi and affordable 3G access
Full browser
Learner Voice Research
Child-safe creative destinations, validation, mediation
Simple tools: photo crop, gif animator, text editor
Card memory for transfers
Online portfolio
For indoor use
Simple protective wallet
Insurance
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 57
Services
Saturday, 20 October 2007 57
- 58. Beyond the
pilot
Learner Voice Research
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 58
Services
Saturday, 20 October 2007 58
- 59. Children and Their Mobile Phones
Beyond the pilot
Full mobile service launch of SuperClubsPLUS
& GoldStarCafe, BETT January 08
Steljes new generation hardware with browser
+ affordable 3G airtime + wifi access + safe
destinations
Learner Voice Research
Supported by EM-Media
YES!
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 59
Services
Saturday, 20 October 2007 59
- 60. Children and Their Mobile Phones
The final word
Emily Sanderson, 10
Homo Sapiens continuus
“I do SuperClbsPLUS++!!! on
My Tendo DSLite and My PSP
and My Mobil cos I Want to
Learner Voice Research
Txt and Email My Friends do
da Forums and Get Active
Club and NOT Miss eny Hot
Sts and do My Home Pgs
evry day weareva I AM!!++”
YES!
- Emmmm
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 60
Services
Saturday, 20 October 2007 60
- 61. Handheld Learning 2007
- Moving Forward Beyond Pilots
Research Preview
Children and Their
Mobile Phones
October 2007
Learner Voice Research
Robert Hart
Strategic Director
Intuitive Media
robert.hart@intuitivemedia.com
www.SuperClubsPLUS.com
www.GoldStarCafe.net
www.intuitivemedia.com
Intuitive
Media
Research © Copyright 2007 Intuitive Media Research Services 61
Services
Saturday, 20 October 2007 61