Rachel Jones, founder of the UK user-centered design company Instrata reports in Usability News on research her company recently finished asking what mobile phone users in the United Kingdom and Europe over the age of 30 want in a product. She makes the following observations about the customer segments for mobile phones above the age of 30:
Some are technically advanced, using a range of other gadgets but with purpose and quality as their motivation. They primarily want to use their mobile for calls and texts, e.g. businesspeople communicating on the move – and would choose a simpler model over others, but only if it has the right look. They won’t use a mobile camera unless the photo quality is equivalent to their digital cameras, and so convergence will only be of interest if quality is undiminished.
Others may be uncomfortable with technology, but don’t want to advertise the fact. They often give up on mobiles, which come to live at the back of the desk drawer or in the bottom of the handbag.
Many potential customers just wish for a phone that is user friendly, and rate this as much more important than any other factor. Many in all groups have had free upgrades to phones that no longer suit their needs, and which have then caused unanticipated frustrations.
As Jones correctly notes, many customers want increasingly sophisticated functions in their mobile phones. Yet, as she adds, ” When phones are created for the older market they do not have the styling or personalisation that these consumers want, or if they do, the marketing concentrates on what they feel are the more patronising aspects of improved usability instead of innovation.” In other words, customers over 30 want mobile phones with simple features that provide a pleasant look and feel.
Jones research raised my interest because it provides insight into a basic change occurring in the mobile phone market. Read the rest of this entry »
Posted by Larry Irons 
Skilful Minds 