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Slide 1: Handheld Learning 2007 Moving Forward Beyond Pilots Research Preview Learner Voice Research Children and Their Mobile Phones October 2007 Robert Hart Strategic Director Intuitive Media robert.hart@intuitivemedia.com Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 1 1 Saturday, 20 October 2007
Slide 2: The journey observe research develop refine repeat Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 2 2 Saturday, 20 October 2007
Slide 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. Research to assess the need: My Mobile 06 - Children’s use of mobile phones. Community in my Pocket pilot launch Research update to assess trends Community In My Pocket full service launch with new generation devices and airtime partners. Oct 2006 Learner Voice Research Jan 2007 Oct 2007 Jan 2008 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 3 3 Saturday, 20 October 2007
Slide 4: The children Learner Voice Research Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 4 4 Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 5 5 Saturday, 20 October 2007
Slide 6: Children and Their Mobile Phones Research sample location Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 6 6 Saturday, 20 October 2007
Slide 7: Children and Their Mobile Phones Research sample gender Learner Voice Research 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 7 7 Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 8 8 Saturday, 20 October 2007
Slide 9: Children and Their Mobile Phones Learner Voice Research SuperClubsPLUS.com – social learning network for primary Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 9 9 Saturday, 20 October 2007
Slide 10: Children and Their Mobile Phones Learner Voice Research GoldStarCafe.net– social learning network for secondary Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 10 10 Saturday, 20 October 2007
Slide 11: Research preview Learner Voice Research Mobile phone ownership Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 11 11 Saturday, 20 October 2007
Slide 12: Children and Their Mobile Phones Mobile phone ownership 72% Learner Voice Research 75% 54% June 2006 Oct 2006 Oct 2007 Intuitive Media Research Services 12 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 12
Slide 13: Children and Their Mobile Phones Age of adoption 90.0% 85% 76% 75% 2006 2007 67.5% Learner Voice Research 63% 45.0% 71% 72% 53% 22.5% 0% Y4 Y5 Y6 Y7 Y8 Intuitive Media Research Services 13 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 13
Slide 14: Children and Their Mobile Phones Gender take up Intuitive Media Research Services Learner Voice Research 14 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 14
Slide 15: Autonomy & safety Learner Voice Research Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 15 15 Saturday, 20 October 2007
Slide 16: Children and Their Mobile Phones Who pays the bill? Parents Parents Learner Voice Research We share I pay I pay Intuitive Media Research Services 16 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 16
Slide 17: Children and Their Mobile Phones Private & public use Mobile phone use in private 47% Learner Voice Research 33% 2006 2007 Intuitive Media Research Services 17 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 17
Slide 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” “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 Services Learner Voice Research 18 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 18
Slide 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” Learner Voice Research “some stanger sent me porn once never 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 Services 19 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 19
Slide 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 Services 20 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 20
Slide 21: Intuitive Media Research Services Learner Voice Research What other technology do children have at home? © Copyright 2007 Intuitive Media Research Services 21 21 Saturday, 20 October 2007
Slide 22: Children and Their Mobile Phones Technology at home 61% P m co C p ter u 32% Learner Voice Research 9% 2006 Mac computer 13% 2007 Intuitive Media Research Services 22 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 22
Slide 23: Children and Their Mobile Phones Technology at home* 30% Ninten do DS 24% 16% Learner Voice Research 17% * Handheld computers - Adrian Hall Sony PSP Pa PD m/ l A 9% 0% 2006 2007 Intuitive Media Research Services 23 © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007 23
Slide 24: Intuitive Media Research Services Learner Voice Research Who and when do children phone? © Copyright 2007 Intuitive Media Research Services 24 24 Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 25 25 Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 26 26 Saturday, 20 October 2007
Slide 27: What do children do with their phones? Learner Voice Research Text communication Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 27 27 Saturday, 20 October 2007
Slide 28: Children and Their Mobile Phones Text communication Send texts 69% 73% Learner Voice Research 33% Send emails Visit forums 22% 13% 22% 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 28 28 Saturday, 20 October 2007
Slide 29: What do children do with their phones? Learner Voice Research Audio/visual Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 29 29 Saturday, 20 October 2007
Slide 30: Children and Their Mobile Phones Ring tones 37% Download ring tones Learner Voice Research 25% 17% 25% Buy ring tones 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 30 30 Saturday, 20 October 2007
Slide 31: Children and Their Mobile Phones Music 45% 39% 38% Send music messages Share by bluetooth Learner Voice Research Download music Play out loud in public 32% 29% 25% 21% 31% 2006 2007 © Copyright 2007 Intuitive Media Research Services Intuitive Media Research Services 31 31 Saturday, 20 October 2007
Slide 32: Children and Their Mobile Phones Pictures 58% Take pictures 68% 48% 42% 34% 30% 22% 19% 13% 20% Send picture messages Learner Voice Research Download pictures Email phone pictures Buy pictures 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 32 32 Saturday, 20 October 2007
Slide 33: Children and Their Mobile Phones Video 43% 55% Take video 35% Learner Voice Research Send video messages Email videos Download video Buy video 26% 17% 16% 12% 27% 26% 19% 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 33 33 Saturday, 20 October 2007
Slide 34: Children and Their Mobile Phones Games 39% Play games with friends 43% 30% Download games Buy phone games 24% 18% Learner Voice Research 22% 12% Play games with strangers 6% 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 34 34 Saturday, 20 October 2007
Slide 35: Intuitive Media Research Services Learner Voice Research What do children spend on phone services? © Copyright 2007 Intuitive Media Research Services 35 35 Saturday, 20 October 2007
Slide 36: Children and Their Mobile Phones What do children spend on phone services? 19% 20% £1 to £5 /mth Learner Voice Research £5-£10 /mth £10+ /mth 4% 3% 2006 5% 5% 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 36 36 Saturday, 20 October 2007
Slide 37: Intuitive Media Research Services Learner Voice Research How do children see the future of mobile phones? © Copyright 2007 Intuitive Media Research Services 37 37 Saturday, 20 October 2007
Slide 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!” “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 Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 38 38 Saturday, 20 October 2007
Slide 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.” Learner Voice Research “I wish you could see the person your talking/ 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 Services © Copyright 2007 Intuitive Media Research Services 39 39 Saturday, 20 October 2007
Slide 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” Learner Voice Research “take money out of ur credit to spend as real 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 Services © Copyright 2007 Intuitive Media Research Services 40 40 Saturday, 20 October 2007
Slide 41: Intuitive Media Research Services Learner Voice Research The pilot optimizing social learning networks for mobile © Copyright 2007 Intuitive Media Research Services 41 41 Saturday, 20 October 2007
Slide 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 Learner Voice Research Display optimization Effective data entry Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 42 42 Saturday, 20 October 2007
Slide 43: Children and Their Mobile Phones Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 43 43 Saturday, 20 October 2007
Slide 44: Children and Their Mobile Phones Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 44 44 Saturday, 20 October 2007
Slide 45: Children and Their Mobile Phones Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 45 45 Saturday, 20 October 2007
Slide 46: Children and Their Mobile Phones Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 46 46 Saturday, 20 October 2007
Slide 47: Children and Their Mobile Phones Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 47 47 Saturday, 20 October 2007
Slide 48: Children and Their Mobile Phones Intuitive Media Research Services Learner Voice Research © Copyright 2007 Intuitive Media Research Services 48 48 Saturday, 20 October 2007
Slide 49: Intuitive Media Research Services Learner Voice Research One year on... Do children really want a mobile social learning network? © Copyright 2007 Intuitive Media Research Services 49 49 Saturday, 20 October 2007
Slide 50: Children and Their Mobile Phones Did children access the Internet more on their mobiles? 36% 30%  YES! Yes Learner Voice Research 19% 12% 10% 8% 12% Sometimes Quite often Very often 6% 2006 2007 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 50 50 Saturday, 20 October 2007
Slide 51: Children and Their Mobile Phones Did the children want to visit SuperClubsPLUS & GoldStarCafe?  YES! Favourite websites for mobile phone access Learner Voice Research SuperClubsPLUS GoldStarCafe Bebo Google Youtube MSN 42% 13% 8% 6% 6% 3% Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 51 51 Saturday, 20 October 2007
Slide 52: Children and Their Mobile Phones Were teachers and parents happy?  YES! Learner Voice Research - Survey Digital for LTScotland Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 52 52 Saturday, 20 October 2007
Slide 53: Children and Their Mobile Phones Were teachers and parents happy?  YES! Intuitive Media Research Services Learner Voice Research 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 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 © Copyright 2007 Intuitive Media Research Services 53 53 Saturday, 20 October 2007
Slide 54: What needs to improve? Learner Voice Research Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 54 54 Saturday, 20 October 2007
Slide 55: Children and Their Mobile Phones What inhibits mobile Internet use? Learner Voice Research Don’t want to Too expensive Parents stop me No browser No wifi on phone Too difficult No wifi at home 27% 24% 12% 12% 11% 6% 2% Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 55 55 Saturday, 20 October 2007
Slide 56: Children and Their Mobile Phones What inhibits mobile Internet use? Inhibitor Cost Safety Learner Voice Research Browser Wifi access Solution Affordable access Safe destinations, validation, mediation Full function browser Wifi and 3G access We need RAPID!TM Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 56 56 Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 57 57 Saturday, 20 October 2007
Slide 58: Beyond the pilot Learner Voice Research Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services 58 58 Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 59 59 Saturday, 20 October 2007
Slide 60: Children and Their Mobile Phones The final word Emily Sanderson, 10 Homo Sapiens continuus Learner Voice Research “I do SuperClbsPLUS++!!! on My Tendo DSLite and My PSP and My Mobil cos I Want to 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!!++” - Emmmm  YES! 60 60 Intuitive Media Research Services © Copyright 2007 Intuitive Media Research Services Saturday, 20 October 2007
Slide 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 Services © Copyright 2007 Intuitive Media Research Services 61 61 Saturday, 20 October 2007