Presented during the WKWSCI Symposium 2014
21 March 2014
Marina Bay Sands Expo and Convention Centre
Organized by the Wee Kim Wee School of Communication and Information at Nanyang Technological University
Mobile Communication and Big Data by Prof. Richard Ling
1. 1
WKWSCI
SYMPOSIUM
2014
Big Data, Big Ideas for Smarter Communities
Mobile communication and big data:
Leveraging results for social benefit
Professor Rich Ling
IT University of Copenhagen
2. 2
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Overview
• Mobile communication and mobile
communication research
• Findings from mobile analysis of adoption
• Application of findings to lifestyle diseases
• The future of mobile research
3. 3
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Overview
• Mobile communication and mobile
communication research
• Findings from mobile analysis of adoption
• Application of findings to lifestyle diseases
• The future of mobile research
4. 4
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Mobile communication is the most widely
diffused mediation technology in the world
Mobile subscriptions
6.8 billion
Internet users
2.7 billion
Mobile internet users
2.1 billion
Source ITU
5. 5
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Future trajectory of
mobile communication
• Provision of healthcare around the globe
• Mobile payment
• Interpersonal coordination
• Systemic coordination of mobility
• The internet of things (including wearable
computing)
• Marketing and entrepreneurship
6. Overview
• Mobile communication and mobile
communication research
• Findings from mobile analysis of adoption
• Application of findings to lifestyle diseases
• The future of mobile research
Mobile communication research center
8. 8
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Personal utility
What influences behavior?
9. 9
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Personal utility
What influences behavior?
Social
embeddedness
10. 10
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Personal utility
What influences behavior?
Social
embeddedness
Homophily Influence
11. 11
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
$$ $ $ $
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Single, (non-segment) Single (Segment) Dyad, one offer Dyad, two offers
Percentdirecthitrate
12. 12
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
$$ $ $ $
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Single, (non-segment) Single (Segment) Dyad, one offer Dyad, two offers
Percentdirecthitrate
Homophily
13. 13
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
$$ $ $ $
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Single, (non-segment) Single (Segment) Dyad, one offer Dyad, two offers
Percentdirecthitrateperoffer
Homophily
Influence
14. 14
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Overview
• Mobile communication and mobile
communication research
• Findings from mobile analysis of adoption
• Application of findings to lifestyle diseases
• The future of mobile research
15. 15
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
How is this finding useful
in other contexts?
16. 16
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Source: Hossain et al. NEJM 2007 (million people)
• Type 2 diabetes is an epidemic
• Type 2 diabetes is a life-style disease
• Social influence can change lifestyles
• Strong-tie partners can have an influential role
• Changes in diet and exercise can be beneficial
17. 17
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Personal utility
What influences behavior?
Social
embeddedness
Homophily Influence
Focus on treating
the individual
18. 18
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Effect of mobile intervention on glycosylated
haemoglobin in Yoon and Kim 2008
19. 19
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Personal utility
What influences behavior?
Social
embeddedness
Homophily Influence
Focus on treating
the individual
20. 20
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Type 2 Diabetics and their partners
Type 2 Diabetics and their partners
(That are in supportive relationships)
Control
Individual
communication
Dyadic
communication
Random
assignment
Pre-test SMS Test SMS Test
21. 21
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Possible outcome
5
5.5
6
6.5
7
7.5
T1 T2 T3 T4 T5 T6 T7
HbA1c
Control
Individual
Dyadic
22. 22
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
Overview
• Mobile communication and mobile
communication research
• Findings from mobile analysis of adoption
• Application of findings to lifestyle diseases
• The future of mobile research
23. 23
WKWSCI SYMPOSIUM 2014
Big Data, Big Ideas for Smarter Communities
The future of mobile research
Mobile communication research (in the broadest sense) can
have global impact
• Policy
• Health
• Social dynamics of mobile communication
• International development
• Entrepreneurship and payment
• Technical possibilities
• Interpersonal coordination
• Coordination at the personal and social level
• The internet of things (including wearable computing)