Transcript VCD 357 Marketing Communication

JRN 440
Adv. Online Journalism
Internet Growth
Wednesday, 4/4/12
Class Objectives
 Lecture

Internet Growth
 Homework

Project 3 due by 2:05pm on Wednesday, April
25th
2011 Global Use of the Internet
 What country has the most daily Internet users?

China (population of 1.3 billion)


U.S. (population of ~313 million)


Internet users = 485 million (36% of their pop)
Internet users = 245 million (78% of our pop)
World population is ~ 6.9 billion
Side note: China’s land
mass is slightly smaller
than U.S.
Of the Internet users…
notice the difference in
ages
Global Internet Usage (based on
March 2011)
% of Americans who were on-line (2009)
Break it down…who was on-line?
 By rural and urban
 By high-speed (mainly broadband) & dial-up
 2009, U.S. broadband usage = 64%


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66% in urban locations
54% in rural
Not everyone wants it.
 And ~40% of all Americans do not have
access to high-speed Internet

Remember, we are a LARGE country!
2010 global internet users
 Per 100 inhabitants


U.S. is 79 out of 100
23 other countries are higher
 Broadband subscription per 100 inhabitant


U.S. is 26 out of 100
26 other countries are higher
 http://www.itu.int/ITU-
D/icteye/Reporting/ShowReportFrame.aspx?Rep
ortName=/WTI/CellularSubscribersPublic&RP_int
Year=2008&RP_intLanguageID=1
Mobile Phones in the U.S.
 Using mobile technology in the U.S. is not the
same as other parts of the world


We are a large country and coverage is not
100%
In 2010, there were 113 other countries that
rank higher than the USA in terms of
percentage of cellular subscribers*


http://www.itu.int/ITUD/icteye/Reporting/ShowReportFrame.aspx?ReportName=/WTI
/CellularSubscribersPublic&ReportFormat=HTML4.0&RP_intYe
ar=2010&RP_intLanguageID=1&RP_bitLiveData=False (look at
per 100 inhabitants column)
In 97 of these countries, people owned more than
1 mobile phone
Mobile and Wireless Devices
include
 Cell and smart phones
 Blackberries
 Laptop computer
 Netbooks
 Tablets (iPad)
 e-Reader (Kindle)
 Can also include On-Star/in-car technologies,
medical devices, in-home theaters, kitchen
appliances, radar detectors…
Future of the Internet
 According to a Pew 2008 study, experts expect the mobile phone
will become the primary device for online access
There are more
mobile phone owners
in the world than there
are pc or laptop
owners:
•In U.S. 85% have cell
phones versus 65%
have computers
Why the explosion of owning a
mobile phone?
• Cell phone ownership in countries w/o landline
infrastructure leapfrogs those with
infrastructure
•
~ 80% of Japanese land is mountainous
• Calls are cheaper;
phones more
expensive
•
Pay as you go
plans are more
popular (more
about this later)
Why the explosion of owning a
mobile phone?
• In other countries (China), mobile phone is
seen more as a status symbol
•
Instead of buying a car, or home
The Internet Goes Mobile
 By 2013, the number of Internet-ready mobile
phones will surpass the number of computers
in the world for the first time
 Impact and Issues


Web pages should be designed for mobile
viewing first
Should Skype and Google Voice be
concerned?

Differences in minutes used on your cellular
phone (voice vs data)
Mobile Phones in the U.S.
 In the U.S., there a larger number of
companies needed to bring this technology to
the masses

Our government doesn’t allow for monopolies
 We also have competing mobile standards

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CDMA = Verizon, Sprint
GSM = used by most carriers in the world, TMobile, AT&T
Mobile Phones in the U.S.
 Using mobile technology in the U.S. is not the
same as other parts of the world

Some features are more popular in U.S.


Some features are not available

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We exported push-to-talk
In Japan, they use cell phones as credit cards
We now expect to not pay retail prices for
phones

Because we are predominantly on contracts
 Where the carrier discounts the phones (but makes
up the difference over the long term)
Mobile Phones in the U.S.
 Cultural differences

We’re the melting pot of cultures compared to
other more homogeneous countries

Where everyone uses the phone in the same way
 Texting instead of talking

Ex. of differences within U.S., Hispanics use
the data features of smart phones more than
Caucasians
Why is using a mobile phone
unique?
 Your environment is constantly changing

Lighting


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Natural (bright day – overcast day – night time),
artificial (fluorescent makes colors greenish)
Affects how you see the screen, features on the
phone
Sound


Loud – none
Affects how well you hear others, or sounds
coming from the phone
Why is using a mobile phone
unique?
 Your environment is constantly changing

Precipitation


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Is it raining? Most U.S. mobile phones are not
water-proof
Other water damage = high humidity, body sweat
can damage screens.
Connections

YOU may be roaming around
 Dropped calls
 Switches between network and Wi-Fi
 Changes in terrain
Why is using a mobile phone
unique?
 Using a phone involves thumbs and fingers


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Keyboard/buttons can be touch, flipped out
(with varying sizes)
Wheels (in Blackberries)
What if you have large fingers, long
fingernails, or slight tremors?
Why is using a mobile phone
unique?
 Can also involve speech recognition (“Call Bob”)
 Can also involve biometric technologies


Fingerprint scan, voice verification (“Bob Jones”),
face recognition, iris scan
All for purposes of security

Deter theft of cell phones
 This is a big deal in Japan where
credit card information is stored on
your phone

Enable higher protection when
making purchases on mobile phones
Why is using a mobile phone
unique?
 Screen sizes are not standard

Clam shell phones have small screens
 Orientation (vertical versus horizontal)
changes

Some phones can flip between
 Distance between your arm and your eyes
 All things to keep in mind when
designing/creating content for these devices
Standards in the cell phone market
 Most mobile software works on only one type
of device or the phones of one carrier.


iPhone app will not work on a Nokia phone,
Neither would work on Google’s Android
system or MS’s new Windows Phone.
 Incompatible software threatens to slow the
growth of the mobile Internet.

Competition is similar to what happened in the
earliest days of the PC industry

A program bought for a Commodore 64 would not
work on a TI PC.
What does using a mobile phone
mean?
 “Use” varies


Talking vs. Data (texting, photos, connecting
to Internet)
Having the phone turned on (always,
sometimes, never)

Social etiquette issues
 Notice differences between generations

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When we’re driving, on a plane, etc.
Where we carry the phone (on us, someone
carries, we leave in the car)
What is using mobile technology
doing to us?
 Expectations of being accessible 24/7


What if someone does NOT answer their
phone or IM?
Because of availability, should we be allowed
to contact people?

Is it appropriate to text your boss at 2am and
expect an immediate answer?
 Related to above… are we “on the job” 24/7
now?
What is using mobile technology
doing to us?
 Changes to our physical bodies?

Thumb generation (oya yubi sedai)

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Young Japanese people, accustomed to using their
thumbs to send messages, are now using them to
do other tasks (pointing, ringing door bells)
Text thumb in younger generation, Blackberry neck
in older
Carpal tunnel of the fingers?
Neck pain from use of laptops held too low.
Use of cell phones and video game consoles
has developed skills in both hands

Now are ambidextrous.
What is using mobile technology
doing to us?
 Changes to the raising of children / parenting

Past involved a way for children to NOT be
within reach of parents

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Was this a way to get them to think on their own?
Do children know they can be tracked by GPS?
Within past 10 years, “helicopter parenting”

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Parents who hover, like helicopters, above their
children.
Opinion is that these parents are over-involved
and cater too much to their children.