by Carol Taylor etc, 2009
五类移动消费者
· Up-to-date —These people are driven to stay current with news,weather,and events at all times.They like to be informed,and otherslook to them as beacons ofinformation.They use their mobile phone as a resource to stay them connected with real-time information about the world around them.
· Social and curious —These people are sometimes described as connec-tors because they enjoy bringing others together,networking,and plan-ning events and outings.They use their mobile phones to keep up with their friends’lives and to stay connected to the people they care about.
· Busy and productive —This group ofpeople is very concerned with all information related to their own personal efficiency and their ability tocope with a busy schedule.They use mobile phones because they are more portable,accessible,or convenient than using traditional comput-ers.They are interested in anything that can help them manage their multiple prioritiesand meet the demands oftheir busy day.
· Latest and greatest —These people want to be the first to try some-thing,even ifthere is no guarantee that they will be satisfied with it.They always want to use the newest technologies and applications,and to be a part ofthe newest social networks and communities.Friends look to them for reviews and recommendations ofnew technologies.
· Just the basics —This groupofpeople is not really interested in the phone,except for the fact that it makes their life easier.They are not impressed by the newest technology or the marketing appeals of mostapplications.They are not early adopters,and they look to reviews and recommendations to find the tools and applications that they want to use on their mobile phone.
移动互联网使用动机
· 1. Awareness: The desire to stay current, to keep oneself informed in general. Examples: scanning email and checking news sites.
· 2. Time Management: The desire to be efficient, to manage projects, or get things done. Examples: looking up an address; checking traffic maps; looking for supplies/ jobs/ roommates; getting instructions for a class assignment.
· 3. Curiosity: The interest in an unfamiliar topic, often based on a tip or chance encounter. Examples: looking up information about a country of interest; looking up information to settle a friendly bet in a bar.
· 4. Diversion: The desire to kill time or alleviate boredom. Examples: browsing favorite sites; checking social networking sites.
· 5. Social Connection: The desire to engage with other people. Examples: arranging to get together; sending email; posting to social networking sites; seeking information as a group.
· 6. Social Avoidance: The desire to separate oneself from others, to appear occupied so as not to be bothered. Examples: using cell phone activity as a “cover” to prevent others from striking up a conversation.
移动互联网使用：动机和行为的模式 Patterns of Motivations and Behaviors
移动互联网使用：动机和情景的关系
研究的应用
- 人物角色（Personas）：通过对动机向行为转化的理解，对用户目标进行更深入的认识，让设计师创造出真实世界中与这些目标相贴切的用户场景。通过创造真实场景中的丰满而详细的人物原型，来更好的进行设计。
- 客户内容聚合 ：把客户在特定场景所关心的内容进行整合，通过一致连贯的界面、在单一位置提供这些信息，将产生巨大的价值。
2010 American Mobile Consumer Report
