A presentation which argued the need and direction for more research.
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1. Smartphone recall: Understanding the need for new research
Kenny Smith CIS 602 11.03.09
2. Abstract
Researchers have long studied and debated the efficiency of
news recall in print, television, radio and online mediums. While
no true consensus has been reached on the question of superior
recognition and recall, another medium has emerged. The rapid
increase of smartphone use as an online tool, and predictions of
market penetration to the point where smartphones may be the
dominant tool for web access within the next few years, justifies
an examination of recall on mobile phones. This paper establishes
the foundation for future work on iPhone recall as measured against
more traditional forms of news media. Smartphone trends are
examined, recall is considered and previous research is presented
which will ultimately help in the creation of a future experiment
in an attempt to determine where a smartphone user fits into the
news recall spectrum.
3. Smartphone growth
18.9 percent of mobile phone consumers use smartphones
49.2 percent of survey respondents look to enter the smartphone
market within two years
-- Nielsen
4.
5. Mobile Internet
42 million use smartphones to access the Internet
Projected to grow at a compound annual growth rate of 19
percent through 2012
-- Nielsen
6. Gains on traditional mobile phones
New smartphone sales reach 28 percent of overall purchases
47 percent increase in the categorys share since 2008
-- NPD Group
7.
8. Predictions on the future
Pew surveyed 1,196 Internet activists, leaders and creators
about the effect of the Internet on social, political, and economic
life in the near future.
9. Predictions on the future
Prediction: mobile devices will be the worlds primary
connection tool to the Internet by 2020.
--Pew
10. iPhone
6.4 million in the U.S. (April 2009)
Up from 2.1 million (spring of 2008)
--Nielsen
11. iPhone
Age diverse
55+ approximately equal to 13-24
-- Nielsen
12. Recall
The extent to which readers correctly recollect information
from the source.
Determined by retrieval of information as originally encoded in
the memory.
Different models of message encoding (Hastie & Park,
1986).
13. Recall
When information is presented in a way analogous to knowledge
representation, people are more likely to retain the information
and show a better capability to recall it at a later time (Paivio,
1979).
14. Recall
Different presentation formats may well affect the way
information is encoded and subsequent retrieved (Umanath &
Scamell, 1988).
15. Factors that influence recall
16. Chunking
A structural element that can combine primacy and recency
(Petty et al., 2001).
Information clearly blocked or grouped into segments allowing
readers to distinguish between sets of information.
17. Other factors influencing recall
News frames (Valkenburg, Semetko & De Vreese, 1999)
Simple story structure (Mandler & Johnson, 1977)
18. Other factors influencing recall
Proximity, and perhaps social desirability, is an important key
to recall (Donnelly, 2005)
Time of day that news was consumed and the medium used for
recall (Furnham and Gunter, 2006)
19. Other factors influencing recall
Supplementing 40-50 percent of verbal information with related
visuals helps television recall (Van Der Molen and Klijn,
2004)
Visual imagery through photographs or verbal imagery through
language (David and Kang, 1998)
20. Other factors influencing recall
Television screen size: Very large, average and very small
(Kelley, 2007).
21. Internet
Not limited by space or time, various structural
modalities.
Structural and modal effects of online news sites (Eveland et
al., 2004; Eveland, Seo, & Marton, 2004a; Tewksbury &
Althaus, 2000).
22. Internet
The differing structures of The New York Times and The Times on
the web impacted recall (Tewsbury and Althaus, 2000).
23. Internet
A linear print-like design produced a higher level of factual
knowledge; Participants in the more user-dependent hypertext
structure were more able to convey a denser level of understanding
(Eveland, Cortese, Park, and Dunwoody, 2004).
24. Learning print compared to Internet
The evidence generally supports the argument that the web is an
inferior tool for learning media (Eveland and Dunwoody, 2001;
Sundar, Narayan, Obregon, and Uppal, 1998; Tewksbury and Althaus,
2000).
25. Advertising recall on mobile phones
Nasco and Bruner (2007) examined text, audio and pictures,
finding that modality impacts perceptions toward products and
recall of content.
26. Seeking a definitive answer
DeFleur, Davenport, Cronin and DeFleur (1992) controlled
against contextual interference.
Accounted for prior knowledge, proximity and importance. Tested
recall by recitation and a multiple choice test.
27. Defleur et al
The newspaper presentations were remembered best, followed by
the computer screen, then television and, finally, radio.
28. Implications, reasons for study
Theoretical Pragmatic
Marketing End user
29. Smartphone recall: Understanding the need for new research
Kenny Smith CIS 602 11.03.09