#user-behaviour

[mobile-matters]

PaperTab: The future of tablet?

Obviously these aren't going to outdo the iPad or Nexus range any time soon, but could this be a glimpse of the future for tablets?

Technology traditionally gets smaller and thinner, so with a little refinement, why not? The most interesting thing for me is the new gestures afforded by the interface. Actions like 'bend' and 'dog ear' could transform the way we interact with certain screen-types.

The extendability mentioned (and demonstrated in the video) could also lead to new user behaviours. Combining several PaperTabs to make a larger interface provides much more freedom in how someone might want to view and use apps (cost-dependant, of course).

Interactive paper prototypes have been seen before, but as a complete touch screen device, PaperTab could be something to get excited about.

[mobile-matters]

A Brave New Digital World

This brief article from comScore relates to a lot of the content we publish here on MM.

As multiple devices become more prominent in society, the ways of connecting with our users is rapidly expanding - and it's a very exciting time!

Targeting and interacting with audiences effectively on different devices, in different contexts - sequentially over time, or maybe even on multiple devices simultaneously - requires a strong strategy and understanding of how people will behave in these different scenarios.

I recommend downloading and reading comScore's manifesto on the subject. It's very enlightening and provides plenty of things to think about for 2013.

[mobile-matters]

Mercedes use hashtags to control TV ad

In a time of second screening, Mercedez Benz have created a TV ad that allows the viewer to vote for what happens next.

At the end of each section of the ad, users are asked tweet, which decides how the ad progresses.

It's a reasonably simple idea, but what makes it great is that such a big brand has decided to experiment with second screen behaviour.

Hopefully there'll be more to come from other brands too!

[mobile-matters]

Thinking about the 'on-the-go' user

A nice little piece that demonstrates popular situations where mobile is playing an important role in reaching the consumer.

As focus shifts to the 'on-the-go' user, we need to understand how to take advantage of the user's needs - how this intensely personal channel of digital communication can be maximised to build strong relationships between brand and consumer.

If we can achieve that, then mobile could be a massive revenue stream for businesses of all sizes.

[mobile-matters]

Design tips for the iPad Mini

Having been unveiled last week, Graham Charlton gives his opinion on design challenges and how to beat them on the 7.9 inch display.

Charlton bases his thoughts on legitimate issues, as well as audience insight and behaviour, so it's well worth a read.

[mobile-matters]

Is alcohol trendy?

It seems like the alcohol industry isn't afraid to embrace new ways of marketing, and in African countries there have been some key insights into surrounding consumer behaviour.

By embracing rich media and gamifying the interactive marketing experience, InMobi have derived audience trends for the incentives consumers are most likely to respond to.

It's a nice glimpse into the behaviour of different social cultures, and with the different regulations on alcohol marketing across the World, it will be exciting to see the mix of strategies emerge to maximise audience engagement.

[mobile-matters]

Ignore the mobile mother at your peril

A fantastic article emphasising the importance of household mothers when it comes to mobile marketing.

As a consumer, they are generally well-connected digitally. They are strong second-screeners who are keen on social media. Using technology to help them organise, buy, relax and improve their productivity, there are clearly engaging with their mobile devices heavily.

With an estimated $2.4 trillion US household spend at their fingertips, and key a influencer for general everyday family purchases, the mobile mother is well-connected and well-worth considering as a key demographic for any future mobile marketing campaigns.

[mobile-matters]

The SMART approach for mobile

So many businesses have started thinking about their mobile offering - which is great - however in some cases there seems to be more of a desperation to get something live, rather than thinking about the more fundamental reason for having a mobile presence.

Greg Downing has created the SMART Mobile Program. It focuses on the Whys and Hows of creating a mobile product, to make it work for your business.

The approach emphasises the importance of understanding your audience, their behaviours and identifying what their goals are. This information not only helps a business understand how a mobile product should be built (Web? Native? iOS? Android?), but also what features and functionality the user may find most suitable.

It's definitely the time to focus on what the audience wants, and a strategic approach like this can help ensure your business goals align with the user's - not only when a product launches, but when it is refined and improved over time as well.