Archive for September, 2015

A Bit About Quizzes

With the explosive growth of online quizzes and surveys, it’s interesting to pause and think about where they come from and how long they’ve been around. Traditionally, a quiz has been a form of game or mind sport in which players attempt to answer questions correctly. In their latest online iterations, used mostly for entertainment purposes, quizzes can be played in competition with others, with time and accuracy the measure of success. Another more traditional definition and use for a quiz would be as a brief assessment used in education and similar fields to measure growth in knowledge, abilities, and/or skills.

According to Wikipedia, the first attested use of the word “quiz” “…is from 1781 and means an odd person. This sense survives today in the word quizzical. It was also used in the term quizzing glass, a common accoutrement of British Regency dandies. It later acquired a meaning of to make fun of, or to mock. How it acquired its current meaning of a test is unknown, but that sense did not appear until 1867 and then it was in the United States.” According to the Oxford English Dictionary, the use of the verb quiz to mean “to question or interrogate”.

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Historically, quizzes have been used in an educational context as a method to assess student progress. Quizzes are a form of small test and are used in schools as a snapshot assessment tool. A “pop quiz” is a quiz that students are given no time to prepare for; they are simply surprised with it in class. Some companies and schools use online quizzes as an affordable way to educate their employees or students and to assess their skills and knowledge. The very popular trivia quizzes that are all the rage on social media have little in common with the quizzes used in an educational setting. They measure different things entirely.

Social quizzes categorize their users into specific groups, they measure current trends and they are often designed to determine specific cultural criteria. Many quizzes are designed to determine a winner from a group of participants – usually the participant with the highest score or fastest completion time. The draw of these contests is the ability of participants to post their results on social media to be compared with the results of their peers.

There are many ways that quizzes can be used to gather information. In many industries, online quizzes are set up to test knowledge or identify a person’s attributes. Some companies use online quizzes as an efficient way of testing a potential hire’s knowledge without that candidate needing to travel. The huge dating sector, including online dating services and social sites often use personality quizzes to find a match between similar members.

The results of online quizzes are generally to be taken lightly, as they rarely offer profound insights into the quiz-taker, and they do not often reflect their true personality or relationship. They are a popular form of entertainment for web surfers. At best, entertainment quizzes provide an outlet for a person to explore his or her emotions, beliefs and actions, and they can give advertisers good insight into consumer trends and identify potential customers.

How Mobile Users Are Spending Their Time

According to a slew of new data including a report by Flurry Analytics, people are spending more time in mobile apps then they are watching TV. Other sources, including a Forrester Research study on app usage show that the apps that people are using are generally from a small list, and that they typically use five apps the majority of the time. Which five apps obviously vary from person to person, but a small number of frequently-used apps is typical across users. For some, their top five might include social media or gaming, while others may spend more time in instant messaging. The data shows that users are spending more time on mobile devices, and that apps are now the most popular method for viewing media in the United States. Consumers now expect their videos to come through a mobile app.

flurry

The Flurry data shows that users’ mobile behavior is pushing app providers to become an integral part of the smartphone environment. They must establish their products and position them as a must-have download on users’ smartphones. Interestingly, it appears that digital consumers are spending over 85 percent of their time on their smartphones using native applications, but most of their time is spent using only about five non-native apps that they installed from an app store.

Flurry data shows that people are spending more time in mobile apps than watching TV. In 2015, U.S. consumers spent 198 minutes in mobile apps per day compared to 168 minutes watching TV. That time in mobile apps is up from 139 minutes in 2014 and 126 minutes in 2013, not including time spent browsing. It should be noted that no differentiation has been made about the common overlap of using mobile devices while watching TV. No quantified decrease in TV usage has been noted.

A very small number of companies are now dominating app minute usage, including Facebook (13 percent), Google (12 percent), Amazon (3 percent), Apple (3 percent), Yahoo (2 percent), Microsoft (1 percent) and eBay (1 percent.) Another study that was published recently by Nielsen confirms that there is a definite limit to how many apps a person uses in any given month.

Mobile users have gotten used to the paid-content digital business model, and think nothing of paying for apps that they like, including games, which have been consistently dominating the list of top-grossing apps in app stores, but this year things are looking different. The Flurry report shows that apps such as Netflix, Hulu, HBO Now, Spotify and Pandora are ranking highly.

In light of these new data, the recent Apple TV announcement has greater meaning. Apple CEO Tim Cook addressed the new television vs. mobile metric saying: “We believe the future of television is apps. In fact, this transition has already begun.” With the new features in Apple TV’s new OS including supporting apps and an App Store for third-party apps, users can now stream content from providers such as Netflix as well as shop and play games. Television will survive, but it will mean more than just passively watching.

It’s All About the Apps

According to Flurry analytics, now part of Yahoo, mobile apps are becoming more and more important to publishers and advertisers alike. According to their research, in the second quarter of 2015 U.S. consumers spent 35 percent more time on their mobile devices than the same time period last year, now up to more than three-and-a-half hours per day. Interesting to note is that less of that increased time was spent using mobile browsers. In fact, according to Flurry, 90% of time spent on any mobile device was spent in apps. This trend provides huge opportunities for developers.

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This infographic released by Go-Globe on mobile app usage statistics and trends shows clearly that mobile app use is exploding and the opportunity to generate revenue from them is growing quickly.

Mobile app usage

Infographic by- GO Globe Hong Kong

Some of the most interesting findings are:
Mobile Apps Now account for more than Half (52%) of All Time Spent on Digital Media
Smartphone users spent 89% of their mobile media time using mobile apps.
42% of all mobile sales generated by the leading 500 merchants came from mobile apps
The percentage of mobile apps used only once shrunk to 20%, improving from 22% from last year
The percentage of apps used 11 or more times increased to 39% in 2014

 

Infographic Source – http://www.go-globe.com/wp-content/uploads/2015/05/mobile-apps-usage.png