Smart Phone Satisfaction

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Information about Smart Phone Satisfaction
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Published on April 26, 2014

Author: scadogan

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PowerPoint Presentation: With worldwide poverty rising, it is apparent that the smartphone industry has been showing some decrease in sales. Smartphone manufacturer, Apple, has been undoubtedly affected by economic regression. The growth of iPhones sales is slowing down, because people are beginning to switch to cheaper smartphones. Android phones have a more affordable price, which could be the reason why there are more Android phone users in the United States. However, amidst Android’s larger market share, the rest of the industry is “taking nowhere near the hit that Apple is” (Van Camp, 2014). With this stated there is still evidence that the iPhone could be the most popular and provide the supreme satisfaction. Method Discussion Smartphone Satisfaction Samara Cadogan, Shaina Cua, Kandice Dean Azusa Pacific University References Literature Review Results Thirty-five people, between the ages of 18 to 30 years of age, who owns a smartphone. They are a combination of students and working professionals who are friends and relatives of the researchers. Survey Monkey was used to create an online questionnaire and collect data. Electronic mail through Facebook, Yahoo, and Gmail was a way to invite prospective participants and to provide an informed consent. A survey of 10 survey questions consisting of eight quantitative items and two qualitative items and were based on the initial findings that the researchers gathered from twelve literatures. A likert-type scale was used to rate the quantitative items. A between-subjects comparison was conducted through the Surveymonkey to study if iPhone users were more satisfied with their device than Android users. Data analysis indicated there were more android users who participated in the survey than iPhone users. The researchers hypothesized that iPhone users that are between the ages of 18 and 30 years old are more satisfied with their devices than android users. The researcher conducted this study using 35 Smartphone users between the ages of 18 and older. The participants consisted of a sample size of Azusa Pacific University Psychology graduate program students and working professionals who were friends and relatives of the researchers. AOL Inc. (2013). The seven shades of mobile: The hidden motivations of mobile users. Retrieved from http://advertising.aol.com/sites/advertising.aol.com/files/insights/research-reports/downloads/aol-bbdo-7-shades-mobile-abstract-final.pdf. PowerPoint Presentation: Literature Review With worldwide poverty rising, it is apparent that the smartphone industry has been showing some decrease in sales. Smartphone manufacturer, Apple, has been undoubtedly affected by economic regression. The growth of iPhones sales is slowing down, because people are beginning to switch to cheaper smartphones. Android phones have a more affordable price, which could be the reason why there are more Android phone users in the United States. However, amidst Android’s larger market share, the rest of the industry is “taking nowhere near the hit that Apple is” (Van Camp, 2014). With this stated there is still evidence that the iPhone could be the most popular and provide the supreme satisfaction. Smartphones could be the most important gadget today. They considered the “Swiss army knife of gadgets”, because of the various features and functions it provide. With just a single device, users are able to transmit data—be it for business, fitness and wellness, or entertainment. Smartphones enable users to conveniently connect and communicate (Bajarin, 2013). Because of its high functionality, more and more people are switching to smartphones. Studies show that 56% of American adults are smartphone owners (Smith, 2013). The number of people choosing smartphones over the traditional mobile phones has been consistently increasing since 2011. Majority of smartphone users are younger adults and individuals who primarily belong to the upper social class (Smith, 2013). In the United States, it was reported that 52.3% of all smartphone subscribers own Android phones, 37.8% have iPhones, and 9.9% use other mobile phones (McCracken, 2013). Android phones and iPhones are the two most popular smartphones in the market worldwide. There is no denying that there is a close competition between the Android phones and iPhones. They possess similar physical design, and comparable operating systems. The operating system of Android phones and iPhones has “never felt more equal” when it comes to quick settings, app switching, notifications, camera, sharing and social, music and media, hands free control, security, and making mobile payments (Coldewey, 2013). However, despite their resemblance, the Wireless Smartphone Satisfaction Study shows that people who use iPhones are still the most satisfied smartphone consumers (J.D Power, 2013). As J.D Power and Associates (2013) concluded from their Wireless Smartphone Satisfaction Study, “Apple ranks highest among manufacturers of smartphones in customer satisfaction”. Apple is “the most powerful brand in the world” (Koprowski, 2012). In fact, in the last quarter of 2013, Apple sold 51 million iPhones (Van Camp, 2014). Satisfaction with Life Scale (SWLS) indicated that Apple products could indeed increase consumers’ overall life satisfaction (Cockrill, 2012). PowerPoint Presentation: Literature Review Many other factors affect smartphone-user satisfaction. One of these is the reason why individuals purchase and use smartphones. According to AOL-BBDO Mobile Research (2012), people have seven primary motivations in using a smartphone namely Self-expression, Discovery, Preparation, Accomplishing, Shopping, Socializing, and Me Time. Among these, Me Time ranked the highest (AOL Inc., 2012). This means that the user’s satisfaction greatly depends on how the smartphone carries out the task of providing relaxation and entertainment. This explains why smartphone’s performance is the most important factor that affects user satisfaction. The iPhone’s performance received five stars rating as “Scoring Legend” in J.D Power and Associates’ survey (J.D Power, 2013). On the other hand, a report from the International Data Corporation (IDC) stated that 39.9% of Android devices are made out of “junk phones” (Bradley, 2013). This certainly decreases smartphone performance. It is also important to note the smartphone’s ease of operation as it affects how consumers use their devices. iPhones run iOS, an operating system that is “tightly controlled” where only approved applications and software can be used. Since the device is standardized, the processor is able to run faster, improving smartphone-user experience (Shih, Lakhani, & Nagy, 2010). Android phones’ operating system, on the other hand, is “open source” where developers don’t need approval to create and distribute software or applications (Shaughnessy, 2013). While this could mean broader opportunities for innovation, it could also signify a more complicated process (McCracken, 2014). With iPhones’ usability and functionality, iPhone users spend 53% more time with their devices than Android users (“iPhone Users”, 2013). iPhone-user satisfaction wasn’t only measured through consumer surveys, but also through functional magnetic resonance imaging (fMRI) tests. Lindstrom (2011) indicates that the human brain responds to iPhones differently. The use of iPhones can be so satisfying that it is, in fact, addictive. Through an fMRI experiment, Martin Lindstrom (2011) found out that the sight and sound of an iPhone caused “activation in the insular cortex of the brain, which is associated with feelings of love and compassion”. The way the brain responded to the iPhone was the same way it reacted to the presence of loved ones or a significant other (Lindstrom, 2011). PowerPoint Presentation: Method Materials Sakai Course web page provided access to directions for this research study. Through a group section in Sakai Forum, the researchers were able to work together in discussing the different aspects of the survey. A web survey called Survey Monkey was used to create an online questionnaire and collect data. Electronic mail through Facebook, Yahoo, and Gmail was a way to invite prospective participants and to provide an informed consent. Procedure For three weeks, the researchers worked on creating and conducting a general attitude survey about smartphone-user satisfaction. Constructed were 10 survey questions consisting of eight quantitative items and two qualitative items and were based on the initial findings that the researchers gathered from twelve literatures. A likert-type scale was used to rate the quantitative items. Once the questionnaire was finalized, it was sent to Azusa Pacific University’s Office of Institutional Research and Assessment (OIRA) for approval. Research Methodology professor, Dr. Scott Bledsoe, also received a copy. After receiving an approval header from OIRA representative, Reyna Guzman, one of the researchers then proceeded to setting up the questionnaire on Survey Monkey. PowerPoint Presentation: Method Procedure (continued) Each researcher sent out invitations to friends and relatives who are smartphone-users. Individuals were asked if they were willing to participate in a survey conducted by graduate students as part of their Research Methodology Online Course. Those who agreed were presented with a written informed consent, along with the link to the online survey. The survey was conducted from March 10 through March 16, 2014. After the deadline for the survey, the researchers obtained all the results from the participants on Surveymonkey. Then, a numeric scoring system for the Likert answers were administered. The numbers 1-5 were placed on all answers from strongly disagree being one to strongly agree being five. The results were recorded for each question into an excel worksheet and calculated the percentage in a pie chart. The data were entered into a web based standard deviation calculator to obtain the mean, variance, and standard deviation for each question. The results were then placed in the same excel sheet and in a table format for easy viewing PowerPoint Presentation: Results Based on chart A out of the 35 participants 17 were android users, 13 were iPhone users, three had neither devices, and two had both devices. By reflecting on this information, the study could indicate there was a lack of iPhone users participating in the study. In comparing the two brands, the hypothesis was unable to determine that iPhone users were more satisfied with their device than Android users. Since there were more Android users than iPhone users this could indicate that more people have Android devices and that they are more satisfied with their device based on the results. From the participants perspective the most important factor when choosing a smart phone device 17 participants determined that the quality was number one. The second highest ranking factor was the ease of use of the device by 7 participants. The other remaining factors ranges from cost, screen size, and functionality of the device. 25 Participants either agreed or strongly agreed that the functionality and performance of their device was not stressful (M=3.83, SD= 1.22). There were no participants that skipped this question. Of the remaining participants they either strongly disagreed (3 participants), disagreed (2 participants) or were neutral (5 participants). Out of the 35 participants 34% strongly agree and 46% agreed that their phone was helpful in managing their life (M=4.09, SD=0.89). 32 participants either strongly agreed (54%) or agreed (37%) that their devices applications were easy to use (M=4.37 , SD=0.91). Only 3% of the participants either strongly disagreed, disagreed, or were neutral with the ease of use of their device. 31 participants either strongly agreed (48%) or agreed (40%) that their devices were user-friendly (M=4.26 , SD=1.01 ). Two participants strongly disagreed with this statement. The GPS feature was found to work well by 24 participants where 40% agreed, 28% strongly agreed but 26% were neutral on this question (M=3.91 , SD=0.89). The participants agreed by 51% that they were satisfied with the quality of the picture their device produces (M=3.94 , SD=0.97 ). Based on some of the open-ended questions there were participants that chose their device due to how the pictures came out. I would have assumed that more participants would strongly agree but obviously this was not the case. 37% agree their device is more popular than other devices (M=3.83 , SD=1.04 ). 28% strongly agree that they don’t have difficulties updating new software on their devices (M=3.83 , SD=1.01). PowerPoint Presentation: Results Based on the qualitative question “What kind of smartphone are you using (iphone or android phone), and what do you think is its best feature?” the participants that did have either device commented that the best qualities of their phones were the keyboard, large screens and photo taking abilities. There were eight participants that did not respond to the additional question of “what do you think is the device’s best feature?” With this lack of information, we are unable to determine if iPhone users are more satisfied with their phone. There was only one participant who commented, “I’m using android phone but I like iPhone.” Even though the majority of the participants had Android devices the data gathered indicated that the participants enjoyed their devices without favoritism towards any one particular brand. PowerPoint Presentation: Popularity PowerPoint Presentation: Functionality & Performance PowerPoint Presentation: Helpful Features PowerPoint Presentation: Table PowerPoint Presentation: Discussion The researchers hypothesized that iPhone users that are between the ages of 18 and 30 years old are more satisfied with their devices than android users. The researcher conducted this study using 35 Smartphone users between the ages of 18 and older. The participants consisted of a sample size of Azusa Pacific University Psychology graduate program students and working professionals who were friends and relatives of the researchers. Participants were given a survey, consisting of ten survey questions, consisting of eight quantitative items and two qualitative items, regarding the satisfaction with their Smartphone. A likert-type scale was used to analyze the quantitative items. Survey was approved by the Professor of Research Methodology and University Office of Institutional Research and Assessment (OIRA) for approval. The survey was administered through surverymonkey.com and the participants were asked to enter the site to complete the survey. The study asked the participants several questions in different forms regarding their satisfaction with their devices. The survey was conducted from March 10, 2014 through March 16, 2014. The results and responses from our participants did not support our hypothesis. Based on the data gathered the majority of the participants enjoyed their devices without favoritism towards any one particular brand. This information could be generalized to a bigger population; however, a larger sample size is needed, more specific questions in regards to how the participants enjoyed their device, and what they like about their device. PowerPoint Presentation: References 1. AOL Inc. (2013). The seven shades of mobile: The hidden motivations of mobile users. Retrieved from http://advertising.aol.com/sites/advertising.aol.com/files/insights/research-reports/downloads/aol-bbdo-7-shades-mobile-abstract-final.pdf. 2. Cockrill, A. (2012). Does an iPod make you happy? An exploration of the effects of iPod ownership on life satisfaction. Retrieved from http://onlinelibrary.wiley.com/doi/10.1002/cb.1385/abstract. 3. Coldewey, D. (2013). Android vs. iOS: The race has never been closer. Retrieved from http://www.nbcnews.com/tech/mobile/android-vs-ios-race-has-never-been-closer-f4B11174658. 4. Bajarin, T. (2013). The smartphone is the Swiss Army knife of gadgets. Retrieved from http://techland.time.com/2013/11/18/the-smartphone-is-the-swiss-army-knife-of-gadgets/. 5. Bradley, T. (2013). Android dominates market share, but Apple makes all the money. Retrieved from http://www.forbes.com/sites/tonybradley/2013/11/15/android-dominates-market-share-but-apple-makes-all-the-money/. PowerPoint Presentation: References 6. iPhone users spend 53% more time with their device every day than android users. (2013). Retrieved from http://www.marketingcharts.com/wp/interactive/iphone-users-spend-53-more-time-with-their-devices-every-day-than-android-users-29883/. 7. J.D. Power. (2013). Customer satisfaction with feature-rich smartphones increases as the segment’s popularity continues to rise. Retrieved fromhttp://www.jdpower.com/content/press-release/5TAb5Uk/2013-u-s-wireless-smartphone-satisfaction-study-volume-1-and-2013-u-s-wireless-traditional-mobile-phone-satisfaction-study-volume-1.htm. 8. Koprowski, E. (2012). Apple is the most powerful brand in the world, according to new Forbes study. http://storyism.net/apple-is-the-most-powerful-brand-in-the-world-according-to-new-forbes-study/ 9. Lindstrom, M. (2011). You love your iPhone. Literally. Retrieved from http://www.nytimes.com/2011/10/01/opinion/you-love-your-iphone-literally.html?_r=1&. 10. McCracken, H. (2013). Who’s winning, iOS or android? All the numbers, all in one place. Retrieved from http://techland.time.com/2013/04/16/ios-vs-android/#ixzz2ulX4xWyq. PowerPoint Presentation: References 11. McCracken, H. (2014). The Smartphone app wars are over, and Apple won. Retrieved from http://time.com/9205/ios-vs-android-2/. 12. Shaughnessy, H. (2013). Is iOS 7 a better innovation platform than android. Retrieved from http://www.forbes.com/sites/haydnshaughnessy/2013/06/19/is-ios-7-a-better-innovation-platform-than-android/. 13. Shih, G., Lakhani P., & Nagy, P. (2009). Is android or iPhone the platform for innovation in imaging informatics. Retrieved from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2809941/. 14. Smith, A. (2013). Smartphone ownership 2013. Retrieved from http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/.

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