Orange research analysis

ORANGEResearch & Data Analysis

ORANGE | Research & Data Analysis

GOALS

ORANGE | Research Goals

1. How people currrently feel about their usage of SNS. • Current satisfaction • Benefits/problems • Main purpose

2. What do people feel about the new SNS. • Their expectations • Their opinions on our project idea.

TO FIND OUT:


PARTICIPANTS

ORANGE | Participants

1. Probability sampling/non-probability sampling • Random sampling(survey) • Convenience sampling(interview/observation)

2. Age • 10-50 (mostly 10-20)

3. Have experience of SNS


TRIANGULATION

ORANGE | Triangulation

0. Preliminary Research • To understand the subject matter of the research. • To get an idea of how to conduct the survey and the interview.

1. Survey • To see people’s involvement and opinions about SNS. • Consist of closed & open ended questions.

ORANGE | Triangulation

2. Interview • 5 participants • Semi-structured interview • Get more in-depth, face to face honest opinions on SNS. • Receive feedbacks about our project idea.

3. Observation • A day in life of one person • Stay in close proximity with performer. • Gather information by observing their daily routine with SNS.


DATA RECORDING

ORANGE | Data Recording

1. Notes

2. Photograph

3. Audio

4. Video


0. PRELIMINARY RESEARCH

ORANGE | Preliminary Research

Keyword Search Relative Value by Google trend


Perception Regarding Using SNS (Measure of Agreement)


SNS 사용행태 조사, 응답자 절반 SNS 사용 시 스트레스 느껴

NBT파트너스(대표 박수근, www.cashslide.co.kr)의 모바일 잠금화면 플랫폼 캐시슬라이드가 서비스 사용자 10-40세대 남녀 1,271명을 대상으로 SNS 사용행태에 대해 설문조사를 진행한 결과, 남성보다 여성이 SNS로 인한 스트레스를 더 많이 받는 것으로 나타났다. 응답자 중 절반에 이르는 49.4%는 SNS 사용 시 스트레스를 받는다고 답했다. 응답자의 남녀 성비는 여성 53.9% 남성 41.2%로, 여성이 남성보다 12%가량 더 많았다. 스트레스를 받는 이유는 ‘원하지 않는 글이 나에게 노출돼서’가 21.1%로 가장 높게 나타났으며. ‘시간이 많이 소모되는 것 같아서’가 17.9%, ‘나의 사생활이 많이 노출돼서’가 15.5%로 뒤를 이었다. 이외에 ‘자랑성 글이나 사진을 보고 타인이 부러워서(13.3%)’ ‘댓글이나 반응을 해줘야 한다는 부담감 때문에(12%)’ 등 SNS 이용 시 열등감이나 피로도를 느낀다는 답변도 있었다. 응답자들이 가장 많이 사용하는 SNS는 페이스북으로 전체 응답자의 절반가량인 50.4%를 차지했고, 카카오스토리가 30.1%, 블로그가 8.6%로 뒤를 이었다. 인스타그램과 트위터는 각각 5.4%와 3.9%에 그쳤다. 연령별로는 1020 세대가 페이스북(63.8%)을, 3040 세대는 카카오스토리(59.9%)가 주로 사용하는 것으로 나타났다. SNS를 이용하는 주목적은 남녀 모두 ‘다양한 지식과 정보의 습득’이 63.7%로 가장 높았으며, ‘다른 사람과의 교류를 위해(56.6%)’, ‘비슷한 관심사의 소통을 위해(47.7%)’가 그 뒤를 이었다. SNS를 여가나 취미 활동이 아닌 정보 습득이나 자기 계발을 위한 생산성 향상의 도구로 이용하는 비율이 더 높았던 것. 이 외에도 ‘일상을 기록 및 공유하기 위해(41.5%), ‘인맥형성 및 관리를 위해(32.5%) 등 답변도 있었다.

http://app.chosun.com/site/data/html_dir/2015/03/23/2015032301113.html


Degradation of Genuine Personal Relationship

Problem of decreasing genuine human relationships: The reason that there cannot be genuine relationships on SNS is mainly because individuals wish to disclose only the good and acceptable parts of themselves that they feel comfortable to show on SNS. However, it becomes a problem of privacy if we were to encourage people to disclose some true aspects of them that they do not wish to show. This leaves us to a dilemma regarding the inevitable trade-off between genuine relations and privacy.

https://www.youtube.com/watch?v=rt_SKeGPRcE

https://www.youtube.com/watch?v=rt_SKeGPRcE


1. SURVEY

ORANGE | Survey

• Performed via Google Forms

• Online distribution (facebook, kakaotalk, twitter)

• 2 Pilot studies

• 85 participants

ORANGE | Survey

1. Demographics • Gender • Age

2. Reality of using SNS • Which SNS do you mainly use? • How long do you spend your time on SNS per day? • What's your main purpose for using SNS? • Which kind of device do you use for SNS?

SURVEY QUESTIONS:

ORANGE | Survey

3. Satisfaction • How much are you satisfied with your current use of SNS?

4. Opinions about SNS • What do you think is the positive side of SNS? • What do you think is the drawback of SNS? • What do you expect from the future SNS or what could be enhanced about the current SNS?

SURVEY QUESTIONS:

ORANGE | Survey Analysis

Twice more responses came from females than males.


Users are mostly in their 10-20s.

20s10s

1.2%

30s 40s 50s


Facebook and twitter are the most mainly used form of SNS.

8.2%

8.2%

2.4%

1.2%


Around 70% of respondents spend at least 1 hour using SNS


Around 45% of respondents use SNS for social activity (check friends’ updates-25.9% & interact with friends or acquaintances -20%), around 22% use it merely for entertainment)


Respondents are mostly neutral, but the rest are generally satisfied with SNS.

8.2% 10.6%0%


Vast majority (88.2%) access SNS via smartphones

7.1% 1.2% other 3.5%


General opinions: Positive side (mainly 2 reasons) Information – 43.5% & Social Interaction – 38.8%

9.4%

7.1%

1.2%other


General opinions: Negative side (main 2 reasons) 45% : Exposure to too much information. 17.6% concern of privacy. Positive side (mainly 2 reasons)

14.1%

7.1%

27Privacy

Unwanted privacy exposure Too opened Cracking Scamming

29Information

Unuseful Information Lack of credibility of the information Unwanted overlapping information Too much advertisement

18Other Ideas

Mentality of using SNS Functions Web Policy Other functions to be added


SUGGESTIONS:

Design Insight

1Mentality

Online bullying and harassment (which is getting bigger and bigger among the students) should be stopped in the future SNS.

5Functions

We need different ways of interaction. Right to be forgotten Replacement of offline meetings Copyright Law enforcement in SNS


SUGGESTIONS (CONTINUED):

ORANGE | Survey

1. Active SNS users are mostly in their 10-20s.

2. Facebook and twitter are the most mainly used types of SNS.

3. Most people use SNS at least 1 hour a day.

4. Main use of SNS is found to be for social activities.

5. Most people are generally satisfied with SNS.

6. Vast majority of users access SNS via smartphones.

CONCLUSION:

7. Many users find SNS useful for viewing various information and for social interaction.

8. A lot of users find it unpleasant to receive too much information.

9. Many users wanted privacy and information issue to be improved.

CONCLUSION (CONTINUED):

ORANGE | Survey


2. INTERVIEW

ORANGE | Interview

• 5 participants

• Semi-structured interview

• Get more in-depth, face to face honest opinions on SNS.

• Receive feedbacks about our project idea.

ORANGE | Interview

CODING PROCESS:

ORANGE | Interview

CODING PROCESS:

ORANGE | Interview

CODING PROCESS:

ORANGE | Interview

CODING CATEGORIES:

• SNS

• Satisfaction

• Function

• VR/AR

• Wearable Device

• Future combined SNS

• Future SNS (New SNS)

ORANGE | Interview

CODING COLLECTIVE CATEGORISATION:

SNS Facebook

Twitter

Kakaostory Pinterest Instagram

Upload Posting Interaction w/ acquaintances

Space for sharing opinions Viewing various updates Spreading info.

• Photos uploading • Writing • Mention • Retweet

Function

ORANGE | Interview


Satisfaction • Interaction / Communication • Entertainment Sources • Fast Info. Sharing • Easier socializing • Useful Info. • Photo or Text Recorder / -Organizer / Reminder

• Leak of Info. • Get too much info about other ppl's business • Too much info • Fake relationship • Advertisement • Cyber Bullying • Credibility of Info. • Wasting Time • Addiction

Positive

Negative

Positive

ORANGE | Interview


Wearable Device

Negative

• Photos uploading • Writing • Mention • Retweet • Fashion / Design • Close Future • Convenience

• Un-Comfortable • Burdensome • Allergies

• Trend (New Tech.) • Experience New Things • New Comm. Methods. • Live TV • Convenience

ORANGE | Interview


VR/AR

• Location Exclusive • Ppl. see what you're doing • Can't distinguish btw VR and Reality

Positive

Negative

ORANGE | Interview


Future Combined

SNS

• Save Time • Focused on one function

• Need at least 2 accounts • Leak of Info. • Each has its own function

Positive

Negative

ORANGE | Interview


New SNS • Dividing Category • Saving Info. • Favorites folder • Search Engine • Big Data : Personalised • Enough Anonymity + Identity • Harsher Punishment for Hackers • Right to be Disconnected

ORANGE | Interview

AFFINITY DIAGRAM PROGRESS:

ORANGE | Interview

AFFINITY DIAGRAM PROGRESS:

ORANGE | Interview

AFFINITY DIAGRAM EMOTION-BASED CATEGORISATION:

Positive(+) • Interaction / Communication • Entertainment Sources • Fast Info. Sharing • Easier socializing • Useful Info. • Photo or Text Recorder • Organizer / Reminder

• Trend (New Tech.) • Experience New Things • New Comm. Methods. • Live TV • Convenience

• Fashion / Design • Close Future • Convenience

• Dividing Category • Saving Info. • Favorites folder • Search Engine • Big Data : Personalized • Enough Anonymity + Identity • Harsher Punishment for Hackers • Right to be Disconnected

• Save Time

ORANGE | Interview

AFFINITY DIAGRAM EMOTION-BASED CATEGORISATION:

Negative(-) • Leak of Info. • Get too much info about other ppl's business

• Too much info • Fake relationship • Advertisement • Cyber Bullying • Credibility of Info. • Wasting Time • Addiction

• Un-Comfortable • Burdensome • Allergies

• Location Exclusive • Ppl. see what you're doing • Can't distinguish btw VR • and Reality

• Focused on one function • Need at least 2 accounts • Leak of Info. • Each has its own function

ORANGE | Interview

CONCLUSION:

1. Participants utilize FB and Twitter the most, but for different purposes. (FB: space for uploading posts, interaction with acquaintances; Twitter: space for sharing opinions, viewing various updates, spreading info.)

2. Participants were satisfied with the interaction/ communication, entertainment, socialising, and information gathering aspects of SNS.

3. Participants were dissatisfied with advertisements/ spamming as well as wary about personal info leakage.

ORANGE | Interview

4. Uploading photos were the most popular function.

5. VR/AR systems were viewed positively as a new communication method but at the same time viewed negatively as a confusing disorientation from reality.

6. Wearable devices were viewed positively as a new fashionable design within the close future, but there were also opinions that they could be uncomfortable and burdensome.

CONCLUSION CONTINUED:

ORANGE | Interview

CONCLUSION CONTINUED:

7. The good aspect participants saw from the idea of future combined SNS was that it could save time, but nevertheless they also thought it unnecessary when SNS is separated in order to support their own unique functions.

8. Some interesting suggestions for new SNS were: division of categories, personalisation through big data, and security of anonymity and identity.


3. OBSERVATION

ORANGE | Observation

• A day in life of one person

• Stay in close proximity with performer.

• Gather information by observing their daily routine with SNS.


JOYCE KU | CDM 13

8:30 She woke up and checked email to see if there are any replies from her friends. And then turned on the song list on youtube.

Q. Why do you use youtube?

“ I use youtube because I don’t download things. The benefit of using it is that it has a lot of selections. I also subscribe some of people’s channel and check out what they have been uploaded. But the bad part is advertisements I have to see through before the clip starts.”


JOYCE KU | CDM 13

10:40 After she came back from her class, she checked her Facebook if there is any new notification. She found out one of her friends sent messages and replied back.

Q. Why do you use Facebook to chat with friends?

“ I prefer using Facebook when I send messages that is casual. I use text messages if I have to contact someone right away, but through Facebook, I just have casual talks with my friends. Also I’m a bit anti-sociable person, who don’t enjoy replaying back to people. Since Facebook has function to show whether messages are seen or unseen by receiver, I use that function whenever I don’t want to reply back to people.”


JOYCE KU | CDM 13

11:50 After she checked her Facebook, she opened youtube to see videos related to make-up. She watched 5-6 videos.

Q. Is there any reason why you prefer youtube to other SNS?

“Youtube has lots of useful contents which I can learn from it. However, when I do Facebook, I feel like I’m wasting my time. Contents in Facebook is more like something funny or contents for killing time. Also the information layout is not consistent. Every information is spread out so I have to scroll down and go through bunch of unnecessary information. What I think might be helpful is categorisation. For instance, each separate page for news article or status update. Also there should be certain pages where I can only see updates of people who I follow. To be honest, I’m not interested in all the people in my friend’s list. ”


JOYCE KU | CDM 13

15:00She tried to upload photos with her friends, which she took yesterday at a friend’s birthday party. When writing down text for posting, she found she wanted to use certain font that fits with her emotion and style. But she wasn’t able to pick the font she want.

Q. For the future SNS, what improvements do you think are necessary?

“More creative tools should be made. For example, I think the layout should be more customised. When uploading, it will be much more helpful if there are more options for fonts, colours and emoticons. Also being able to write on the photos and putting stickers would be interesting.”


JOYCE KU | CDM 13

21:00 She always writes diary on her blog before she goes to bed. The blog is not linked to any of her SNS, so it allows her to write down her personal story such as emotions and inspiring, good writing/photos.

Q. For the future SNS, what improvements do you think are necessary?

“I use blog as my own creative diary. I want to use it as private, not open to people I know, because I want to have space that is just for me. I think writing things on Facebook decreases the value of the contents, since it is related to getting ‘likes’ or recognition from people. I don’t want to be stressed out by checking how many likes I get. I’m writing or uploading photos just for me. Also most of the times, people judge others by looking at what others have posted on Facebook. Therefore, I feel it is too revealing to show everything about me through SNS.”


CONCLUSION

1. She likes Youtube for its streaming service and the various contents it offers.

2. She uses Facebook message for casual talks. And she likes the function which indicates if others have read the message. She suggested that Facebook adopt more options to enhance the information she can put on the postings. Also, she thinks the information on Facebook could be better organised and presented.


3. She likes blogs to write personal thoughts since SNS is more like “presenting yourself to others.”

CONCLUSION CONCLUSION:

Date post:	14-Apr-2017
Category:	Data & Analytics
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Orange research analysis

Data & Analytics