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Illiterates Exploration Study in Beijing May, 2008 Beijing Experience Lab
What’s illiterate? ,[object Object],[object Object],[object Object]
The first step ,[object Object],[object Object],[object Object]
Content ,[object Object],[object Object],[object Object],[object Object],[object Object]
General Findings Half-illiterates
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Low Literacy Level ,[object Object],[object Object],[object Object]
[object Object]
2. Less willingness to explore ,[object Object],[object Object],[object Object]
3. High Cost Awareness ,[object Object],[object Object],[object Object]
4. Low Branding Awareness ,[object Object],[object Object]
5. Poor understanding of icons ,[object Object],[object Object]
6. Strong need of help ,[object Object],[object Object],[object Object],[object Object]
3 Segments Identified
1.Young illiterates with exposure to technology Most males
杨彦涛 22 years old, Henan 4 years of schooling Underground garage maintainer 谢道高 37 years old, Anhui 3 years of schooling Vegetable market
Specific findings for this Segment ,[object Object],[object Object]
[object Object],Specific findings for this Segment ,[object Object],[object Object]
[object Object],Specific findings for this Segment Photo ID About 40 songs in storage card Gif wallpaper
2.Young illiterate with less exposure to technology Most females
刘静娟 30 years old, Hebei 5 years of schooling Farmer, housekeeper 张忠霞 34 years old, Henan 5 years of schooling Lifter operator
Specific findings for this Segment ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specific findings for this Segment
[object Object],[object Object],Specific findings for this Segment
3.middle-aged (40+) illiterates with less exposure to technology Mixed gender
高矿宝 49 years old, Gansu 4 years of schooling Construction worker 梁瑞芬 45 years old, Henan 5 years of schooling Lifter operator 闫来良 39 years old, Henan 5 years of schooling Construction worker
Specific findings for this Segment ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Specific findings for this Segment
Recap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
More needed ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thanks

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Chinese illiterates or half illiterates field study about mobile phone usage