1) Mobile apps are facing challenges as many users delete apps after one use and see most apps as just marketing tools rather than engaging experiences. 2) Both baby boomers and millennials have attitudes that can inform better mobile app design, such as baby boomers valuing simplicity and millennials prioritizing immediacy. 3) New interactions like brain control, as well as addressing user needs for assurance, stress reduction, and respect for their data privacy and context will be important to engage users.

1. “There’s no room for my hat.”
@AmpersandMobile
@jooteoh

2. So why did hats go out of fashion?

3. Is the mobile app dead?

4. of 25-34 year olds believe that touch input is on the way out
and will be replaced by more intuitive interactions such as
voice, motion or other new innovation
of customers generally avoid/are suspicious about big brand
apps as they see them as just a one-way marketing tool
of customers believe that the majority of apps today do not engage
they merely market and push content and ads
of customers believe that mobile apps have reached market
saturation and something new is needed
The Key Stats:
2 in 3
1 in 2
3 in 4
4 in 5 delete apps after just using them once

5. Where is it all going wrong?

6. Demographics: Baby-Boomers & Millennials
Psychosomatic: assurance, stress reduction,
new interactions
Attitudes & Behaviours: Quantified
self, Trust as currency, War of context

7. Demographics: Baby-Boomers & Millennials

8. Over 30 per cent of the UK population are
above the age of 50. They hold 80 per cent
of the wealth in the country.
By 2020 they will make up 50% of the UK
population.
Globally, by 2050, the UN estimates there
will be over 2bn people aged over 60.
Households headed by someone aged 65+
contribute about £121 billion of spending
power every year.
For the 50 plus group as a whole, it is over
£300 billion a year
(Age UK, 2013)

9. “We want to use mainstream
products.”
“We identify one generation
younger.”
“We are very active (and not
necessarily lonely!)”
“We are not afraid to use
technology if it is an enabler to
something else.”

10. The birth of new products and services

11. Millennials:
By 2030, 75% of the working population.
Always had the internet or a mobile phone.
Shaped by social media, not MTV.
Still living with their parents.
Most access to education.
Most access to travel.
Online shopping is the norm.
Speak many languages.
Daily victims of cyber attack.
Won’t have to drive.

12. Millennials want
1) immediacy : 77% believe that companies will
only offer what they want, when they want it.
2) their opinions to be worth money: 67% believe
that their data will be worth more than their
possessions.
3) to share with people like them : 71% of our
respondents believe the sharing economy will be
the norm in the future.

13. Attitudes &
Behaviours:
Quantified self,
Trust as currency,
Conflict of context

14. Quantifiable self
I own my own data.
I’ve researched online.
Are you sure this is correct?

15. Make it simple and clear
It’s so confusing, help me
make the right decisions
When things go wrong,
be by my side
Trust as currency

16. Mobile search needs
Casual Look Up Learn Investigate
Informational
Window
Shopping
Trivia
Information
gathering
Research
Geographic
Friend
Check-ins
Directions
Local points of
interest
Travel
planning
Personal
Information
Management
Check
notifications
Check
Calendar
Situation
analysis
Lifestyle
planning
Transactional
Acting on
notifications
Price
comparison
Online shopping
Product
monitoring
Russell-Rose & Tate 2013

17. Show me you know me, and
show me how much you
care, but only when I want
you to.
I will pay extra to hide my
data, but you should know
me from what I reveal about
myself.
The Conflict of Context

18. “Big Data is like Teenage
Sex: Everyone talks about it,
nobody really knows how to
do it, everyone thinks
everyone else is doing it, so
everyone claims they are
doing it…”
Dan Ariely
Big Data:

19. Psychosomatic: assurance, stress reduction,
new interactions

20. Assurance : haptic feedback

21. Stress reduction : train your mind

22. New interactions : brain control

23. Demographics: Baby-Boomers & Millennials
Psychosomatic: assurance, stress reduction,
new interactions
Attitudes & Behaviours: Quantified
self, Trust as currency, War of context

24. Be timeless, yet current
1. It is a state of mind
2. Be careful with context
3. The simpler, the better
4. Trust is key

25. What’s your hat going to look like?

26. @jooteoh
@ampersandmobile