Consumer Behaviour on Apple's App Store

Description
A mobile application is a software application designed to run on smartphones, tablet computers and other mobile devices. They are usually available through application distribution platforms, which are typically operated by the owner of the mobile operating system, such as the Apple App Store, Google Play, Windows Phone Store, and BlackBerry App World.


 
  Consumer
 behaviour
 in
 Apple’s
 App
 Store
 
 
Romel
 Ayalew
 

 


 
 
 
Master’s
 Thesis
 in
 Human
 Computer
 Interaction
 (30
 ECTS
 credit)
  Human
 Computer
 Interaction
 Programme
  Uppsala
 University
 Fall
 2011
 

 


 
 
 

 


 

  1
 

Abstract
 
 
 

Mobile
 applications
 stores
 such
 as
 Apple’s
 App
 Store
 and
 Google’s
 Android
 Market
  revolutionized
  the
  distribution
  of
  applications
  for
  mobile
  devices.
 
  However,
  with
  thousands
 of
 application
 submissions,
 limited
 testing
 resources
 and
 the
 lack
 of
 an
  effective
 filtering
 mechanism,
 application
 stores
 suffer
 from
 information
 overload
  and
  a
  risk
  of
  releasing
  poor
  quality
  applications
  that
  could
  create
  confusion
  to
  consumers
  and
  may
  seriously
  affect
  the
  App
  store
  markets.
  Thus
  concern
  has
  been
  raised
  whether
  applications
  have
  been
  developed
  according
  to
  the
  need
  and
  interest
 of
 consumers.
 Therefore,
 the
 purpose
 of
 this
 study
  was
 mainly
 to
 identify
  and
 get
 insight
 into
 the
 main
 factors
 that
 mobile
 application
 consumer
 takes
 into
  consideration
  when
  purchasing
  mobile
  applications
  from
  the
  desktop
  iTunes
  App
  Store
 and
 the
 mobile
 App
 Store
 on
 the
 iOS
 devices:
 iPhone,
 iPad
 and
 iPod
 Touch.
 
 
  In
  this
  study
  both
  qualitative
  and
  quantitative
  case
  study
  approach
  was
  used.
  Accordingly
 twelve
 participants
 were
 selected
 from
 Stockholm
 and
 Uppsala
 area
  and
  their
  behaviour
  in
  the
  Apple’s
  App
  Store
  from
  the
  desktop
  iTunes
  and
  the
  mobile
  App
  Store
  on
  iOS
  devices
  was
  observed
  and
  recorded.
  Additionally
  questionnaires
  were
  administered
  to
  all
  participants
  in
  order
  to
  gather
  the
  necessary
 information.
 
 
  Consumers
  on
  the
  App
  Store
  behave
  differently
  depending
  on
  the
  unit
  they
  are
  using.
 This
 is
 because
 applications
 on
 the
 App
 Store
 are
 presented
 differently
 in
  the
  desktop
  iTunes
  App
  Store
  and
  the
  mobile
  App
  Store
  on
  the
  iOS
  devices.
 The
  study
  shows
  that
  young
  consumers
  with
  lower
  income
  purchase
  apps
  more
  frequently
 than
 the
 consumers
 with
 higher
 income.
 It
 also
 shows
 that
 consumers
  often
  consider
  the
  description,
  the
  screenshots,
  and
  the
  ratings
  when
  they
  are
  interested
  in
  buying
  applications.
  Furthermore
  consumers
  take
  a
  look
  more
  on
  ratings
  in
  the
  list
  on
  the
  iPhone
  and
  iPad
  App
  Store
  because
  the
  ratings
  are
  not
  shown
 in
 the
 list
 on
 the
 iTunes
 App
 Store.
 Similarly
 consumers
 tend
 to
 read
 the
  customer
  reviews
  more
  on
  the
  iTunes
  and
  iPad
  App
  Store
  as
  the
  customer
  reviews
  on
  the
  iPhone
  App
  Store
  is
  displayed
  in
  another
  page.
  Consumers
  were
  found
 to
 be
 more
 attracted
 by
 visual
 elements
 that
 they
 are
 already
 familiarized
  with,
 apps
 with
 famous
 logos
 and
 known
 fonts
 and
 styles
 but
 also
 to
 coherent
 and
  descriptive
  app
  names
  and
  strong
  colors
  (i.e.
  red,
  green,
  yellow,
  black
  and
  blue,
  respectively).
 The
 majority
 of
 the
 participants
 found
 the
 iTunes
 App
 Store
 messy
  and
  cumbersome
  to
  use.
  They
  preferred
  using
  the
  iPad
  App
  Store
  because
  they
  found
  it
  to
  be
  a
  good
  mixture
  of
  both
  iTunes
  and
  iPhone
  App
  Store
  but
  also
  because
 it
 has
 more
 options
 to
 consider.
 
 
  Although
 consumers
 behave
 differently
 depending
 on
 the
 unit
 they
 are
 using,
 the
  visual
 element
 of
 the
 apps,
 prior
 knowledge
 of
 consumers
 about
 the
 name
 of
 the
  apps,
 ratings,
 easy
 accessibility
 of
 screenshots
 and
 customer
 reviews
 of
 the
 apps
  were
  found
  to
  be
  the
  main
  factors
  to
  be
  considered
  by
  consumers
  when
  they
  visit
  app
  stores
  for
  purchase.
  Thus
  application
  developers
  and
  digital
  magazine
  publishers
 should
 consider
 these
 consumer
 behaviours
 in
 order
 to
 influence
 more
  downloads
 and
 successfully
 sell
 apps
 on
 the
 app
 stores.
 
  Keywords:
 Apps,
 Apple’s
 App
 Store,
 Consumer
 behaviour,
 iPhone,
 iPad,
 iTunes.
 
  2
 


 

Acknowledgements
 
 
 
This
  is
  a
  Master’s
  thesis,
  which
  completes
  my
  Human
  Computer
  Interaction
  study
  at
 Uppsala
 University.
 The
 thesis
 is
 supported
 by,
 the
 Sweden’s
 leading
 magazine
  publisher
 Bonnier
 Tidskifter
 AB.
 
 
  First
  of
  all
  I
  would
  like
  to
  thank
  my
  supervisor
  professor
  Mikael
  Wiberg
  at
  the
  Uppsala
  University,
  Professor
  Mats
  Lind,
  Stanislaw
  Zabramski
  and
  Solomon
  Wondimkun
  for
  all
  feedback
  and
  great
  discussion
  regarding
  my
  thesis.
 
  Then
  I
  would
  like
  to
  thank
  Minna
  Räsänen
  (senior
  lecturer
  in
  Media
  Technology
  at
  Södertörn
 University)
 who
 helped
 me
 find
 this
 thesis
 project.
 Finally
 I
 would
 like
  to
  thank
  all
  the
  people
  at
  Bonnier
  Tidskrifter
  AB
  especially
  Peder
  Bonnier
  who
  provided
  me
  this
  remarkable
  study
  project
  and
  also
  all
  the
  participants
  who
  participated
  in
  this
  study.
  Thank
  you
  all
  I
  could
  have
  never
  made
  this
  thesis
  without
 you.
 
  Romel
 Ayalew
  Uppsala,
 December
 2011
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 


 

3
 

Table
 of
 Contents
 
INTRODUCTION
 ..............................................................................................
 6
 
1.1
 BACKGROUND
 ................................................................................................................................................
 6
  1.2
 PROBLEM
 DESCRIPTION
 ..............................................................................................................................
 7
  1.3
 RESEARCH
 PURPOSE
 .....................................................................................................................................
 8
  1.4
 LIMITATIONS
 ..................................................................................................................................................
 8
  2.1
 ONLINE
 CONSUMER
 BEHAVIOR
 ..................................................................................................................
 9
  2.2
 INFORMATION-­?FORAGING
 THEORY
 ........................................................................................................
 10
  2.3
 HCI
 AND
 USABILITY
 ..................................................................................................................................
 11
  2.4
 STUDY
 OF
 USER
 EXPERIENCE
 IN
 MOBILE
 APP
 STORES
  .......................................................................
 12
  3.1
 APPLE
 ...........................................................................................................................................................
 13
  3.2
 APP
 STORE
 ..................................................................................................................................................
 14
  3.2.1
 iTunes
 App
 Store
 ................................................................................................................................
 14
  3.2.2
 iPhone
 App
 Store
 ................................................................................................................................
 16
  3.2.3
 iPad
 App
 Store
 .....................................................................................................................................
 17
  3.2.4
 Apple
 App
 Store’s
 Growth
  ...............................................................................................................
 19
  3.3
 CONSUMERS
 ................................................................................................................................................
 20
  3.4
 DEVELOPER
 .................................................................................................................................................
 21
  4.1
 RESEARCH
 APPROACH
  ...............................................................................................................................
 22
  4.2
 OBSERVATION
 AND
 RECORDING
 METHODS
 ...........................................................................................
 23
  4.3
 PARTICIPANTS
 RECRUITMENT
 .................................................................................................................
 23
  4.3.1
 Compensation
 ......................................................................................................................................
 24
  4.4
 TEST
 PLAN
  ...................................................................................................................................................
 24
  4.4.1
 The
 Test
 Lab
 .........................................................................................................................................
 24
  4.5
 THE
 TEST
 PLAN
 PROCESS
 ..........................................................................................................................
 24
  4.5.1
 Scenarios
 and
 Tasks
 .........................................................................................................................
 25
  4.5.2
 The
 warm
 up
 task
 ..............................................................................................................................
 26
  4.5.3
 Navigation
 on
 the
 iTunes
 App
 Store
 ..........................................................................................
 26
  4.6
 THE
 SCENARIOS
 ..........................................................................................................................................
 27
  4.6.1
 Block
 1
 of
 Scenarios
 (Find
 categories
 in
 the
 App
 Store)
 ...................................................
 27
  4.6.2
 Block
 2
 of
 Scenarios
 (Search
 for
 apps
 in
 the
 App
 Store)
 ..................................................
 29
  4.7
 VISUAL
 ELEMENTS
 IN
 THE
 APP
 STORE
 ...................................................................................................
 31
  4.7.1
 Visual
 elements
 in
 the
 iTunes
 App
 Store
 ..................................................................................
 33
  4.7.2
 Visual
 elements
 in
 the
 iPad
 App
 Store
 ......................................................................................
 33
  4.7.3
 Visual
 elements
 in
 iPhone
 App
 Store
 .........................................................................................
 33
  4.8
 RELIABILITY
 AND
 VALIDITY
 .....................................................................................................................
 34
  4.9
 POSSIBLE
 CRETIC
 ........................................................................................................................................
 34
  5.1
 RESULT
 OF
 THE
 PRE
 TEST-­?QUESTIONNAIRES
 .......................................................................................
 35
  5.1.1.
 Participant’s
 demography
 ............................................................................................................
 35
  5.1.1a
 Summary
 of
 consumer
 demographics
 ....................................................................................
 36
  5.1.2.
 Participants
 usage
 of
 the
 iOS
 devices
 .......................................................................................
 37
  5.1.3.
 Participant’s
 frequency
 of
 visit
 and
 usage
 of
 the
 App
 store.
 ..........................................
 39
  5.1.3a
 Summary
 of
 consumer’s
 prior
 experience
 of
 the
 App
 store.
 .........................................
 42
  5.2
 RESULT
 OF
 TASK
 ANALYSIS
  .......................................................................................................................
 42
 

2.
 THEORY
 ........................................................................................................
 9
 

3.
 ECOSYSTEM
 ...............................................................................................
 13
 

4.
 METHOD
 .....................................................................................................
 22
 

5.
 RESULTS
 .....................................................................................................
 35
 


 

4
 

5.2.1
 Result
 from
 the
 warm
 up
 task
 ......................................................................................................
 43
  5.2.2
 Result
 from
 the
 task
 scenarios
 .....................................................................................................
 46
  5.2.3
 Result
 from
 the
 visual
 elements
 quiz
 questions
 ....................................................................
 54
  5.3
 RESULT
 OF
 POST
 TEST-­?QUESTIONNAIRES
 .............................................................................................
 63
  5.3.1.
 Participant’s
 feedback
 on
 use
 of
 the
 App
 Store
 ...................................................................
 63
  5.3.2.
 Participant’s
 comparison
 of
 the
 App
 Store
 ............................................................................
 70
 

6.
 DISCUSSION
 ...............................................................................................
 74
 
6.1
 
 
 DISCUSSION
 OF
 FINDINGS
 FROM
 PRE-­?TEST
 QUESTIONNAIRES
 .........................................................
 74
  6.2
 DISCUSSION
 OF
 FINDINGS
 FROM
 THE
 TASK
 ANALYSIS
 ........................................................................
 75
  6.2a
 What
 do
 users
 do
 when
 they
 visit
 the
 App
 Store?
 .................................................................
 75
  6.2b
 What
 obstacles
 do
 users
 encounter
 on
 the
 way
 to
 purchase
 application
 from
 the
  App
 Store?
 ........................................................................................................................................................
 78
  6.2c
 What
 do
 users
 think
 of
 digital
 magazine
 subscription
 on
 the
 App
 Store?
 .................
 79
  6.2d
 What
 visual
 elements
 did
 participants
 remember
 from
 the
 App
 Store?
 ....................
 79
  6.3
 DISCUSSION
 OF
 FINDINGS
 FROM
 POST
 TEST
 QUESTIONNAIRES
 .........................................................
 81
  7.1
 RECOMMENDATIONS
 .................................................................................................................................
 83
  7.2
 FUTURE
 RESEARCH
 ....................................................................................................................................
 84
 

7.
 CONCLUSIONS
 ...........................................................................................
 82
  8.
 REFERENCE
 ................................................................................................
 85
  APPENDIX
 .......................................................................................................
 89
 
APPENDIX
 I.
 
 LOOKING
 FOR
 PARTICIPANTS
 ..................................................................................................
 89
  APPENDIX
 II
 INTRODUCTION
 TO
 THE
 STUDY
  ................................................................................................
 90
  APPENDIX
 III.
 
 THE
 CONSENT
 FORM
 ..............................................................................................................
 91
  APPENDIX
 IV.
 PRE
 TEST
 QUESTIONNAIRE
 ....................................................................................................
 92
  APPENDIX
 V.
 QUESTIONS
 ABOUT
 THE
 USE
 OF
 APP
 STORE
 ........................................................................
 96
  APPENDIX
 VI.
 COMPARISON
 QUESTIONS
 ABOUT
 THE
 APP
 STORE
 ........................................................
 101
 


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 


 
 

 


 
5
 

Introduction
 
 


  This
  chapter
  describes
  the
  purpose
  of
  the
  research,
  the
  research
  questions,
  limitations
 and
 background
 of
 the
 study.
 
 
 

1.1
 Background
 
 

  In
  recent
  years
  the
  use
  of
  smartphones
  and
  computer
  tablets
  has
  increased
  dramatically
 and
 mobile
 applications
 has
 become
 the
 newest
 topic
 in
 the
 mobile
  industry.
  Mobile
  applications
  stores
  such
  as
  Apple’s
  App
  Store
  and
  Google’s
  Android
  Market
  revolutionized
  the
  distribution
  of
  applications
  for
  mobile
  devices
  and
  they
  have
  become
  an
  extremely
  visible
  and
  potentially
  profitable
  part
  of
  smartphone
 environment.
 
 
  According
  to
  [Strategy
  Analytics,
  2011]
  the
  total
  number
  of
  mobile
  applications
  download
  is
  set
  to
  exceed
  21
  billion
  in
  2016
  with
  a
  global
  market
  revenue
  reaching
 $32.6
 billion.
 Henceforth
 there
 will
 be
 many
 new
 key
 players
 struggling
  for
 a
 share
 of
 both
 downloads
 and
 revenue.
 
 
  This
 is
 mainly
 due
 to
 Apple’s
 App
 Store
 that
 allows
 developers
 to
 sell
 third-­?party
  applications
  for
  the
  iPhone,
  iPod
  Touch
  and
  iPad
  and
  allow
  users
  to
  download
  applications
  directly
  to
  their
  device
  or
  onto
  their
  computer
  via
  iTunes.
  Because
  of
  this,
  the
  App
  Store’s
  growth
  rate
  has
  been
  accelerating
  ever
  since
  it
  was
  launched
  in
 July
 2008
 [Gartner,
 2011].
 
  Because
  Apple
  has
  built
  in
  its
  digital
  distribution
  model
  through
  iTunes
  and
  its
  iOS
  devises
  such
  as
  the
  iPhone,
  iPod
  Touch,
  and
  the
  iPad
  they
  are
  now
  the
  key
  player
 in
 their
 field.
 Apple
 has
 informed
 registered
 Mac
 and
 iOS
 developers
 that
  the
 App
 Stores
 for
 both
 platforms
 are
 now
 available
 in
 33
 more
 countries.
 As
 of
  the
  latest
  additions,
  the
  iOS
  and
  Mac
  App
  Stores
  can
  now
  be
  accessed
  in
  123
  nations
 around
 the
 world
 [Macworld,
 2011].
 
 
  Driven
 by
 Apple’s
 success
 with
 the
 App
 Store,
 selling
 applications
 for
 its
 devices,
  other
  device
  manufacturers
  have
  opened
  their
  own
  stores.
  For
  instance
  Google
  opened
  the
  Android
  Market,
  which
  is
  on
  its
  way
  to
  become
  the
  second-­?largest
  application
  store,
  Research
  in
  Motion
  (RIM)
  opened
  App
  World
  for
  Blackberry
  users
 and
 Nokia
 the
 Ovi
 Store
 [ABI
 research,
 2011].
 
 
 
 
 
 
 
 
 
 


 

6
 

1.2
 Problem
 Description
 
 

  Although
 application
 distribution
 has
 become
 increasingly
 simple
 due
 to
 the
 rise
  of
  App
  Stores,
  evaluation
  and
  research
  methods
  have
  to
  be
  adapted
  to
  this
  new
  context
 to
 get
 the
 best
 data
 and
 feedback
 from
 wide
 audience.
 In
 order
 to
 do
 that
  app
  store
  platform
  characteristics,
  devices,
  reaching
  target
  users,
  various
  usage
  contexts
 have
 to
 be
 dealt
 with.
 
 
  With
  thousands
  of
  application
  submissions,
  limited
  testing
  resources
  and
  the
  lack
  of
  an
  effective
  filtering
  mechanism,
  application
  stores
  suffer
  from
  information
  overload.
 Additionally,
 since
 application
 stores
 do
 not
 have
 the
 resources
 to
 test
  every
  submission
  properly,
  they
  experience
  an
  increase
  risk
  of
  releasing
  poor
  quality
  applications
  to
  their
  customers.
  This
  is
  a
  huge
  problem
  that
  hinders
  the
  ability
  to
  bring
  useful
  and
  attractive
  applications
  to
  market
  furthermore
  if
  the
  consumers
  cannot
  find
  useful
  and
  attractive
  applications
  in
  the
  App
  Store
  they
  may
 not
 visit
 the
 store
 again.
 
 
  Hence
 it
 is
 up
 to
 application
 developers
 to
 attract
 their
 consumers,
 by
 organizing
  content
 and
 engaging
 users
 in
 order
 to
 make
 a
 profit.
 In
 order
 to
 achieve
 this
 goal,
  the
  developers
  have
  to
  know
  more
  about
  the
  users
  and
  their
  behavior
  in
  these
  applications
 store.
 
  One
 way
 to
 conduct
 a
 user
 study
 that
 has
 become
 available
 to
 the
 typical
 Human
  Computer
 Interaction
 (HCI)
 researcher
 is
 to
 use
 the
 application
 stores
 to
 publish
  research
 prototypes
 to
 a
 wide
 audience.
 This
 distribution
 channel
 can
 be
 used
 to
  conduct
  studies
  with
  participants
  from
  all
  over
  the
  world.
  Recently
  researches
  discovered
 this
 opportunity
 and
 began
 to
 publish
 research
 prototypes
 via
 mobile
  application
  stores
  to
  a
  wide
  audience.
  By
  doing
  this
  researchers
  benefits
  from
  a
  worldwide
  audience
  and
  gain
  access
  to
  participants
  with
  various
  cultural
  background
  and
  different
  context.
  By
 developing
 “Apps”
 with
 the
 aim
 to
 answer
  specific
 research
 questions
 and
 logging
 user’s
 behavior
 it
 is
 possible
 to
 harvest
 a
  large
  amount
  of
  data
  samples.
  For
  instance
  [Gilbertson
  et
  al.,
  2008]
  released
  a
  mobile
  game
  to
  gather
  feedback
  for
  future
  publications
  but
  have
  not
  published
  any
 results
 yet.
 [Pielot
 et
 al,
 2010]
 reported
 that
 they
 started
 the
 evaluation
 of
 a
  tactile
 navigation
 system
 by
 publishing
 the
 system
 in
 the
 Android
 market.
 
  However,
  a
  problem
  with
  these
  approaches
  is
  that
  feedback
  is
  mainly
  gathered
  to
  understand
 the
 nature
 of
 the
 respective
 prototype
 and
 not
 the
 actual
 users.
 But
 In
  the
  tradition
  of
  psychology,
  Human
  Factors
  and
  Human
  Computer
  Interaction
  research
  in
  contrast
  focus
  on
  understanding
  the
  human
  rather
  than
  understanding
 the
 prototype.
 By
 conducting
 different
 experiments
 such
 as
 quasi-­? experiments
 and
 observations
 we
 can
 study
 the
 user
 and
 their
 behavior
 in
 depth
  to
 derive
 general
 findings.
 Consequently,
 this
 study
 aims
 to
 identify
 and
 evaluate
  the
  variables
  influencing
  the
  use
  and
  purchase
  behavior
  of
  customers,
  in
  the
  Apples
 App
 Store
 through
 the
 desktop
 iTunes
 App
 Store
 and
 the
 mobile
 App
 Store
  on
 iOS
 devices,
 that
 is
 the
 iPhone,
 iPod
 Touch
 and
 iPad.
 
 
 
 
  7
 

1.3
 Research
 purpose
 
 

  App
  discoverability
  is
  not
  only
  an
  issue
  for
  application
  developers
  but
  also
  for
  consumers.
 Consumers
 on
 the
 App
 Store
 should
 be
 able
 to
 find
 the
 app
 they
 are
  looking
 without
 any
 problem.
 However
 since
 there
 are
 various
 kinds
 of
 apps
 and
  different
 ways
 of
 finding
 them
 on
 the
 App
 Store
 consumers
 may
 not
 choose
 one
  single
  path
  to
  find
  these
  apps.
  Therefore
  it
  is
  important
  that
  application
  developers
  should
  know
  where
  and
  how
  consumers
  search
  for
  apps
  on
  the
  App
  Store
 but
 also
 which
 platform
 they
 use
 when
 they
 visit
 the
 App
 Store.
 In
 general
  application
  developers
  should
  understand
  how
  consumers
  behaves
  on
  the
  App
  Store
 not
 only
 on
 the
 desktop
 App
 Store
 but
 also
 on
 the
 mobile
 App
 Store.
 
 
  The
  purpose
  of
  this
  study
  is
  mainly
  to
  identify
  and
  get
  insight
  into
  the
  main
  factors
  that
  mobile
  application
  consumer
  takes
  into
  consideration
  when
  purchasing
  mobile
  applications
  from
  the
  desktop
  iTunes
  App
  Store
  and
  the
  mobile
 App
 Store
 on
 the
 iOS
 devices.
 
 
  In
 order
 to
 challenge
 the
 main
 research
 problem
 this
 study
 will
 also
 try
 to
 answer
  the
 following
 specific
 research
 questions.
 
  1. What
 do
 users
 do
 when
 they
 visit
 the
 App
 Store?
 
  2. Where
 do
 users
 look
 for
 apps
 on
 the
 App
 Store?
 
  3. What
 obstacles
 do
 users
 encounter
 on
 the
 way
 to
 purchase
 application
  from
 the
 App
 Store?
 
 
  4. What
 visual
 elements
 trigger
 the
 user
 on
 the
 App
 Store?
 
  5. Which
 unit
 do
 users
 prefer
 to
 use
 to
 visit
 the
 App
 Store?
 
 

1.4
 Limitations
 
 
 

  There
  are
  many
  application
  stores
  in
  the
  market,
  selling
  anything
  from
  applications
  to
  media
  content.
  However
  due
  to
  time
  constraint
  this
  study
  only
  focus
 on
 the
 major
 application
 store
 Apples
 App
 Store.
 Moreover
 since
 the
 field
 of
  consumer
 behavior
 is
 large
 there
 are
 several
 theories
 and
 models
 that
 identify
 the
  consumer,
  nevertheless
  this
  study
  will
  limit
  itself
  to
  identifying
  the
  consumer
  through
  their
  consumer
  characteristics
  and
  the
  online
  consumer
  behavior
  buying
  process.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  8
 

2.
 Theory
 

 
This
 chapter
 deals
 with
 the
 theories
 that
 have
 been
 done
 in
 this
 field
 of
 study
 and
 to
  identify
 the
 research
 gaps
 that
 the
 present
 study
 has
 attempted
 to
 address.
 
 

2.1
 Online
 Consumer
 Behavior
 

  The
  study
  of
  online
  consumer
  behaviour
  in
  the
  context
  of
  the
  Internet
  mainly
  focused
  on
  two
  key
  aspects
  of
  intention
  to
  return
  to
  a
  web
  site
  and
  purchase
  intention
  [Koufaris
  2002;
  Li
  and
  Zhang
  2002].
 
  To
  a
  very
  large
  degree,
  online
  consumer
 behaviour
 can
 be
 studied
 using
 basis
 from
 offline
 or
 tradition
 consumer
  behaviour.
  There
  are
  a
  number
  of
  general
  frameworks
  in
  consumer
  behaviour
  that
  capture
  the
  decision-­?making
  processes
  of
  consumers
  [Engel
  et
  al.,
  1995,
  Schiffman
  &
  Kanuk,
  2000].
  These
  Frameworks
  distinguish
  a
  number
  of
  stages
  typically
  including
  four
  sequences:
  need
  recognition,
  information
  search,
  evaluation
  of
  alternatives
  and
  the
  actual
  purchases.
  [O’Keef
  &
  McEachern,
  1998]
  had
  argued
  that
  these
  stages
  are
  relatively
  abstract
  and
  do
  not
  consider
  the
  medium
 through
 which
 the
 consumer
 buys.
 
 
  A
  key
  difference
  between
  online
  and
  offline
  or
  tradition
  consumer
  behaviour
  is
  that
 online
 consumers
 have
 to
 interact
 with
 technology
 to
 purchase
 the
 goods
 and
  services
  they
  need.
  The
  physical
  shop
  environment
  is
  replaced
  by
  an
  electronic
  shopping
  environment
  or
  by
  an
  information
  system
  (IS).
  This
  gives
  rise
  to
  technical
  issues
  that
  have
  traditionally
  been
  the
  area
  of
  information
  system
  and
  human
 computer
 interaction
 (HCI)
 researchers
 [O’Keefe
 et
 al.,
 2000].
 
 
  Past
 research
 examining
 online
 purchase
 behaviour
 has
 approached
 the
 problem
  from
 several
 various
 perspectives.
 Drawing
 from
 technology
 acceptance
 theories,
  some
  researchers
  have
  focused
  on
  using
  individual
  beliefs
  such
  as
  usefulness
  and
  ease
 of
 predicting
 the
 extent
 to
 which
 consumers
 will
 buy
 online
 [Chen,
 Gillenson,
  &
 Sherell,
 2002].
 
 
 Others
 have
 posited
 and
 empirically
 confirmed
 that
 consumer
  attitudes
 towards
 online
 shopping
 and
 intention
 to
 buy
 online
 are
 influenced
 by
  product
 perceptions,
 the
 attributes
 of
 the
 shopping
 experience,
 customer
 service,
  and
  consumer
  risk
  [Jarvenpaa
  &
  Todd,
  1996-­?1997].
  Furthermore,
  the
  effects
  of
  various
  demographics
  such
  as
  income,
  educational
  level,
  Internet
  use,
  and
  Internet
  search,
  and
  perceptions
  of
  web
  vendor’s
  sales
  processes
  on
  retail
  purchasing
 behaviour
 have
 been
 studied
 [Burroughs
 &
 Sabherwal,
 2002].
 
 
  Given
 these
 differences,
 research
 in
 online
 consumer
 behaviour
 can
 benefit
 from
  models
  and
  theories
  that
  have
  been
  developed
  in
  field
  of
  Human
  Computer
  Interaction.
  To
  further
  understand
  of
  online
  store
  use
  and
  online
  purchase
  behaviour,
  I
  will
  examine
  the
  contribution
  of
  important
  theories
  in
  more
  detail
  in
  the
 following
 sections.
 
 
 
 


 

9
 

2.2
 Information-­?Foraging
 Theory
 
 

  An
  important
  stage
  in
  the
  decision-­?making
  process
  is
  information
  search
  or
  information
  seeking
  and
  one
  part
  of
  theory
  that
  addresses
  information-­?seeking
  behaviour
  by
  individuals
  is
  information
  foraging
  theory.
  Information
  foraging
  theory
  is
  being
  developed
  in
  order
  to
  understand
  and
  improve
  human-­? information
  interaction.
  The
  framework
  assumes
  that
  humans
  adapt
  to
  the
  world
  by
 seeking
 and
 using
 information.
 
 Information-­?seeking
 behaviour
 by
 consumers
  is
 characterised
 by
 a
 trade–off,
 between
 the
 cost
 of
 searching
 and
 evaluating
 more
  alternative
 products
 and
 the
 benefit
 of
 a
 better
 decision
 when
 more
 alternatives
  are
 taken
 into
 account
 [Hauser
 &
 Trifts,
 2000].
 
 
  Today
  most
  tasks
  on
  the
  web
  include
  information
  seeking,
  not
  just
  textual
  information
  but
  also
  graphical
  information.
  By
  understanding
  how
  our
  visual
  attention
 and
 pattern
 perception
 work
 we
 can
 begin
 to
 develop
 graphical
 design
  that
  will
  help
  the
  consumers
  to
  make
  a
  better
  decision
  when
  more
  alternatives
  are
  presented
  to
  them.
  To
  achieve
  this
  goal
  it
  is
  important
  to
  understand
  the
  sense
  of
  visual
  thinking.
  According
  to
  [Ware,
  2008]
  “Visual
  thinking
  consist
  of
  a
  series
  of
  acts
  of
  attention,
  driving
  eye
  movements
  and
  tuning
  our
  pattern-­?finding
  circuits”
 These
 acts
 of
 attention
 are
 called
  visual
 queries,
 and
 understanding
 how
  visual
  queries
  work
  can
  make
  us
  better
  designers.
  When
  we
  interact
  with
  an
  information
 display,
 such
 as
 diagram,
 icons,
 graph,
 or
 poster
 on
 the
 wall,
 we
 are
  usually
  trying
  to
  solve
  some
  kind
  of
  cognitive
  problem.
  In
  our
  case
  it
  is
  about
  finding
 an
 appropriate
 app
 on
 the
 App
 Store
 by
 looking
 at
 the
 different
 icons.
 
 
  Figure
  2.2
  below
  is
  an
  application
  buyer’s
  decision
  progression
 in
  the
  iTunes
  App
  Store.
 The
 diagram
 is
 taken
 from
 [Hughes,
 2010]
 it
 shows
 that
 the
 process
 starts
  with
  the
  visual
  and
  then
  goes
  to
  the
  textual
  part.
  According
  to
  [Hughes,
  2010]
  most
 visitors
 on
 the
 iTunes
 App
 Store
 are
 first
 attracted
 to
 colourful
 icons.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  Figure
 2.2
 The
 decision
 process
 of
 a
 visitor
 on
 the
 App
 Store
 [Hughes,
 2010]
 
 
 
  10
 

2.3
 HCI
 and
 Usability
 
 

  As
 described
 by
 [Olson,
 2003],
 “Human
 computer
 interaction
 (HCI)
 is
 the
 study
 of
  how
 people
 interact
 with
 computing
 technology”.
 
  The
 HCI-­?field
 is
 a
 multi-­?disciplinary
 research
 field
 with
 roots
 in
 several
 different
  disciplines
  including
  computer
  science,
  cognitive
  psychology,
  sociology,
  anthropology,
 design
 and
 ergonomics
 [SIGCHI,
 1992].
 The
 goal
 of
 HCI
 research
 is
  to
 understand
 how
 to
 design
 engineer
 more
 usable
 artifices.
 
 
  A
  major
  concept
  of
  HCI
  field
  is
  usability.
  As
  defined
  by
  ISO
  9241
  standard,
  part
  11
  [9241-­?11,1998],
 usability
 is
 defined
 as
 the
 
 
  “Extended
  to
  which
  a
  product
  can
  be
  used
  by
  specified
  users
  to
  achieve
  specified
  goals
  with
  effectiveness,
  efficiency
  and
  satisfaction
  in
  a
  specified
  context
 of
 use
 ”[9241-­?11,1998].
 
  The
 importance
 of
 usability
 in
 the
 study
 of
 online
 consumer
 behaviour
 has
 been
  noted
  in
  human-­?computer
  interaction
  (HCI)
  and
  information
  systems
  (IS).
  For
  example,
  extensive
  research
  in
  HCI
  has
  claimed
  that
  the
  use
  of
  a
  website
  is
  influenced
  by
  its
  usability
  [Neilsen,
  2000].
  Both
  HCI
  and
  IS
  researchers
  argue
  that
  usability
  is
  a
  key
  metric
  for
  assessing
  a
  range
  of
  different
  systems,
  including
  online
 store
 websites
 [Neilsen,
 et.al
 2000].
 
 
  Existing
  literature
  for
  instance
  [Fishbein
  and
  Ajzen
  1975]
  on
  information
  technology
  adoption
  and
  usage
  along
  the
  line
  of
  the
  theory
  of
  reasoned
  action
  provides
  sufficient
  empirical
  support
  that
  user’s
  positive
  attitude
  toward
  a
  technology
  will
  increase
  their
  intention
  to
  use
  or
  reuse
  the
  technology.
  Other
  research
  has
  future
  affirmed
  that
  these
  findings
  are
  also
  applicable
  to
  mobile
  technologies
  and
  services
  [Perdersen
  2003].
  Because
  the
  consumer’s
  attitude
  toward
 the
 usability
 of
 the
 technology
 and
 service
 is
 directly
 related
 to
 intention
  to
  reuse
  the
  technology
  and
  services
  it
  is
  significant
  to
  find
  out
  whether
  consumer’s
 attitude
 toward
 the
 usability
 of
 the
 technology
 and
 services
 is
 positive
  or
 negative.
 
 
  There
  are
  many
  factors
  affecting
  the
  online
  consumer
  behaviour
  including
  usability.
  Usability
  is
  context
  dependent
  and
  will
  be
  influenced
  by
  a
  variety
  of
  factors.
 As
 highlighted
 in
 the
 ISO
 definition
 of
 usability,
 it
 is
 important
 to
 note
 that
  usability
  is
  inherently
  a
  subjective
  phenomenon,
  and
  its
  nature
  and
  assessment
  is
  highly
  dependent
  on
  the
  user’s
  goals.
  For
  example
  user
  may
  simply
  visit
  one
  online
 store
 website
 for
 a
 brief
 period
 of
 time
 and
 then
 move
 on
 to
 another
 online
  store
  website,
  they
  may
  spend
  time
  browsing
  a
  web
  site
  and
  exploring
  its
  capabilities,
 or
 they
 may
 visit
 the
 website
 to
 make
 a
 purchase.
 
 
  Usability
  is
  also
  dependent
  on
  different
  context
  many
  HCI
  researchers
  are
  interested
  in
  modelling
  context–specific
  as
  opposed
  to
  general,
  behaviours
  with
  technological
  artefacts
  [Olson
  G
  &
  Olson
  J,
  2003].
 
  Such
  context
  dependence
  has
  been
 introduced
 to
 the
 area
 of
 consumer
 behaviour.
 
 


 

11
 

At
 the
 same
 time
 researches
 acknowledged
 that
 evaluative
 criteria
 differ
 in
 type,
  number,
  and
  importance
  and
  much
  like
  consumer
  behaviour
  in
  general,
  criteria
  are
  dependent
  on
  the
  consumer,
  the
  product,
  and
  the
  situation
  [Hawkins,
  Best,
  and
 Coney,
 1995].
 Hence,
 marketers
 are
 concerned
 with
 not
 only
 identifying
 the
  specific
  evaluative
  criteria
  but
  also
  the
  relative
  importance
  (weights)
  each
  individual
 consumer
 assigns
 to
 these
 criteria.
 Such
 information
 is
 also
 critical
 for
  information
 system
 designers,
 since
 it
 helps
 isolate
 specific
 features
 that
 different
  types
 of
 individuals
 in
 different
 situations
 would
 desire
 in
 a
 technological
 artefact.
 
 
  Apart
  from
  the
  user’s
  goals,
  the
  effect
  of
  usability
  on
  use
  behaviour
  and
  context
  dependent
  it
  is
  also
  important
  to
  control
  for
  other
  significant
  factors
  that
  may
  influence
  use.
  Prior
  technology
  use
  or
  prior
  experience,
  a
  reflection
  of
  a
  consumer’s
  familiarity
  with
  the
  product,
  has
  been
  shown
  to
  strongly
  influence
  subsequent
 behaviour
 [Celci
 and
 Olso,
 1988;
 Hoch
 and
 Deignto,
 1989].
 Normally
  referred
  to
  as
  “learning”
  the
  key
  notation
  here
  is
  that
  with
  great
  experience,
  consumers
 can
 perform
 product
 related
 tasks
 more
 effectively
 and
 have
 a
 richer
  store
 of
 prior
 knowledge
 to
 draw
 upon.
 
 
 

2.4
 Study
 of
 User
 Experience
 in
 Mobile
 App
 Stores
 
 

  There
  are
  many
  perspectives
  to
  user
  experience.
  According
  to
  [Norman
  &
  Jordan,
  2003]
  the
  goal
  of
  a
  successful
  product
  is
  to
  engage
  users
  on
  behavioural,
  intuitive
  and
  reflective
  level
  or
  provide
  users
  functionality,
  usability,
  pleasure,
  and
  pride.
 
  In
 order
 to
 understand
 how
 to
 create
 a
 greater
 application
 store
 user
 experience
  [Strategy
  Analytics,
  2011]
  has
  recently
  presented
  best
  practice
  guidelines
  for
  providing
  a
  superior
  mobile
  application
  store
  experience
  based
  on
  user
  evaluations
  of
  six
  leading
  mobile
  application
  stores
  including
  Android
  Market,
  Apple
 App
 Store,
 BlackBerry
 App
 World,
 Amazon
 Appstore,
 Nokia
 Ovi
 Store
 (UK
  only)
  and
  Windows
  Market
  Place.
 
  The
  user
  evaluation
  of
  Amazon
  Appstore
  showed
  that
  all
  participants
  in
  the
  study
  found
  the
  application
  store
  easy
  to
  navigate
  through,
  and
  perceived
  the
  content
  discovery
  methods
  useful
  and
  compelling,
 especially
 Amazon’s
 well
 known
 recommendations,
 which
 provides
 a
  more
  personalized
  experience.
  However,
  the
  study
  showed
  that
  the
  lack
  of
  a
  confirmation
 step
 or
 security
 feature
 when
 purchasing
 applications
 was
 the
 major
  cause
  for
  concern.
  Although
  these
  user
  evaluations
  of
  App
  Store
  covers
  most
  of
  the
  user
  experience
  they
  do
  not
  consider
  the
  users
  behaviour
  or
  experience
  between
  the
  different
  units
  in
  the
  same
  store
  e.g.
  the
  user
  experience
  on
  the
  desktop
 App
 Store
 VS
 the
 mobile
 App
 Store.
 
 
 
 
 
 
 
 


 

12
 

3.
 Ecosystem
 
 

 
This
  chapter
  goes
  through
  the
  different
  actors
  that
  I
  have
  identified
  in
  the
  Apple
  ecosystem.
  The
  actors
  are
  illustrated
  in
  figure
  3.1
  and
  they
  are
  discussed
  in
  more
  detail
 below.
 
 
Developer
- Develops content - Takes Risks - Makes pro?t

Apple
- Creates market - Monetizes - Sets rules

App Store
- Gives scope - Driving commutation - Optimize sales

Consumer
- Pays - Demands - Follow the herd


 
 

Figure
 3.1
 The
 players
 in
 the
 Apple
 ecosystem
 

3.1
 Apple
 
 

  This
  review
  starts
  with
  the
  company
  that
  started
  everything
  namely
  Apple.
  Apple
  was
  established
  in
  1976
  by
  Steve
  Jobs
  and
  Steve
  Wozniak.
  It
  is
  international
  corporation
 that
 designs
 and
 markets
 consumer
 electronics,
 computers
 software,
  and
  personal
  computers.
  [Business
  Insider,
  2011].
  The
  company’s
  best
  know
  hardware
  products
  include
  the
  Macintosh
  series
  of
  computers,
  the
  iPod,
  the
  iPhone
 and
 the
 iPad.
 
 
  Apple
 has
 been
 building
 up
 a
 very
 big
 reputation
 and
 a
 very
 strong
 brand.
 Apple
 is
  known
  for
  their
  product
  integration
  and
  it
  is
  the
  only
  computer
  company
  that
  creates
 all
 of
 its
 own
 hardware
 and
 software.
 Apple
 handles
 each
 device
 with
 care,
  emphasizing
 the
 little
 details
 like
 font
 choice,
 icon
 design,
 and
 thinks
 about
 how
 it
  all
 fits
 together.
 
 
  Each
  device
  Apple
  creates
  plays
  a
  part
  in
  the
  overall
  ecosystem.
  Today
  Apple
  is
  the
  world’s
  most
  admired
  company
  [CNNMoney,
  2011]
  and
  the
  leader
  of
  phone
  market
  in
  revenue
  [InformationWeek,
  2011].
  In
  total,
  Apple
  sold
  23,24
  million
  mobile
 computing
 products
 this
 year.
 The
 iPhone
 alone
 was
 responsible
 for
 $
 12.3
  billion
 of
 Apple’s
 $24.67
 billion
 in
 quarterly
 revenue.
 That
 is
 just
 a
 pinch
 over
 half
  of
  Apple’s
  business.
  Add
  in
  the
  iPad,
  and
  its
  iOS
  devices
  represent
  about
  $15
  billion,
  or
  60
  %,
  of
  Apple’s
  earnings.
  This
  means
  that
  Apple
  has
  become
  the
  world’s
 largest
 phone
 vendor
 by
 revenue
 in
 January-­?March,
 overtaking
 Nokia
 for
  the
 first
 time
 ever
 [Retuters,
 2011].
 
  Analysts
 believe
 that
 the
 reason
 for
 these
 massive
 revenues
 is
 the
 so-­?called
 Hallo-­? effect.
  The
  basic
  term
  of
  the
  Halo-­?effect
  is
  that
  consumers
  who
  buy
  an
  iPod
  for
  instance
 become
 hooked
 on
 Apples
 products
 and
 their
 ease
 of
 use,
 and
 then
 buy
 a
  Macintosh
  as
  their
  primary
  or
  secondary
  computer.
  Analysts
  also
  believe
  that
  the
  Hallo-­?effect
 has
 been
 synonymous
 with
 Apple
 since
 2004
 and
 that
 Apple
 has
 done
  much
  to
  push
  the
  idea
  of
  such
  effect,
  but
  there
  has
  been
  little
  evidence
  to
  prove
  it
  for
 example
 survey
 results
 or
 consumer
 demographic
 data.
 
  13
 

3.2
 App
 Store
 
 

  The
 App
 Store
 is
 accessible
 from
 the
 iTunes,
 iPhone,
 iPod
 Touch
 and
 the
 iPad
 via
  an
  iOS
  application.
  Below
  are
  brief
  description
  of
  both
  the
  desktop
  iTunes
  App
  Store
 and
 the
 mobile
 App
 Store
 on
 the
 iPhone
 and
 iPad.
 
 
 
 

3.2.1
 iTunes
 App
 Store
 
 


  The
 iTunes
 App
 Store
 is
 fully
 integrated
 into
 iTunes
 and
 functions
 practically
 the
  same
  as
  downloading
  music.
  Figure
  3.2.1a
  shows
  a
  screenshot
  of
  the
  desktop
  iTunes
 App
 Store’s
 home
 page.
 As
 shown
 in
 the
 figure
 users
 can
 either
 search
 or
  browse
  for
  iPad
  or
  iPhone
  apps
  by
  selecting
  their
  devices.
  They
  can
  search
  for
  apps
 using
 the
 search
 bar
 or
 browse
 the
 apps
 by
 selecting
 a
 category
 (either
 from
  the
  main
  App
  Store
  link
  or
  App
  Store
  quick
  link)
  or
  even
  browse
  through
  the
  lists
  of
  the
  top
  10
  apps
  which
  includes
  Paid
  apps,
  Free
  apps
  and
  Grossing
  apps
  (not
  shown
  in
  the
  figure).
  Users
  can
  also
  get
  a
  quick
  look
  at
 the
  front
  page
  and
  browse
  in
 the
 “New
 and
 Noteworthy”,
 or
 “What’s
 Hot”
 sections.
 
 
 
  Set on iPhone
 
Search

Categories Banner

"New and Noteworthy"

Top Chart Ranking Paid apps

Games

"What's Hot" Free apps


 
 
 

Figure
 3.2.1a
 Screenshot
 of
 the
 desktop
 iTunes
 App
 Store
 


 

14
 

Once
 users
 clicks
 on
 an
 icon
 they
 are
 interesed
 in
 they
 get
 to
 the
 app
 description
  page.
 This
 inlduces
 a
 description
 of
 the
 app,
 the
 developers
 name,
 the
 app
 price,
  realse
  date,
  file
  size
  and
  some
  screenshonts.
  Users
  can
  also
  see
  more
  apps
  developed
 by
 the
 same
 developer
 as
 ilustrated
 in
 Figure
 3.2.1b
 below.
 
 
 
 
 


  Figure
 3.2.1b
 Screenshot
 of
 the
 desktop
 App
 Store
 in
 iTunes
 
 
  The
  app
  descrioption
  page
  also
  included
  Curstomer
  Ratings
  and
  Customer
  Reviews.
  Moreover
  user
  can
  see
  what
  other
  apps
  the
  customers
  have
  bought
  as
  shown
 in
 figure
 3.2.1c
 below.
 
 

Figure
 3.2.1
 Screenshot
 of
 Angry
 Birds
 in
 the
 Store
 in
 iTunes
 App
 Store
 


 
 

Figure
 3.2.1c
 Customer
 Rating,
 Customer
 Reviews
 and
 other
 apps
  bought
 by
 customers
 displayed
 in
 the
 iTunes
 App
 Store
 


 

15
 

3.2.2
 iPhone
 App
 Store
 
 


  The
  apps
  on
  the
  iPhone’s
  App
  Store
  are
  displayed
  in
  a
  list
  with
  up
  to
  5-­?stars
  ratings
  and
  price
  as
  illustrated
  in
  the
  left
  screenshot
  in
  figure
  3.2.2a.
  Along
  the
  bottom
 users
 can
 find
 tabs
 for
 Featured,
 Categories,
 Top
 25,
 Search
 and
 Updates.
  The
 left
 screenshot
 shows
 the
 list
 of
 Top
 25
 paid
 apps.
 Here
 users
 can
 scroll
 down
  to
 view
 25
 top
 apps.
 A
 similar
 view
 with
 different
 price
 will
 be
 displayed
 if
 users
  select
 the
 Top
 Free
 or
 Top
 Grossing
 buttons
 at
 the
 top.
 
 Users
 may
 also
 tab
 on
 one
  of
 the
 tabs
 at
 the
 bottom.
 
 
  The
  right
  screenshot
  shows
  the
  detail
  view
  of
  the
 second
 app
  in
  the
  list
  “Rat
 On
 A
  Snow”.
  In
  the
  detail
  view
  users
  can
  read
  the
  description
  of
  the
  app
  and
  also
  download
  or
  purchase
  the
  app.
  The
  small
  white
  plus
  sign
  on
  the
  price
  indicates
  that
 the
 app
 is
 designed
 for
 both
 iPhone
 and
 iPad.
 Users
 have
 to
 scroll
 down
 to
 see
  more
 information
 in
 the
 app
 description
 page.
 
 
 

Figure
 3.2.2a
 List
 of
 top
 25
 paid
 apps
 and
 the
 description
 page
 in
 the
 iPhone
 App
 Store
 
  Further
  down,
  after
  the
  text
  description
  users
  can
  see
  several
  screenshot
  of
  the
  app
  and
  if
  they
  scroll
  down
  even
  further
  they
  can
  find
  more
  detail
  information
  about
  the
  app
  such
  as
  the
  company
  or
  the
  person
  that
  developed
  the
  app,
  the
  number
 of
 ratings,
 the
 size
 of
 the
 app,
 the
 version
 and
 the
 released
 date.
 At
 this
  stage
 users
 can
 also
 tell
 a
 friend
 or
 gift
 the
 app
 to
 someone
 else.
 
 


 

16
 

What
 differ
 the
 iPhone
 App
 Store
 from
 the
 iTunes
 and
 the
 iPad
 App
 Store,
 apart
  from
  the
  diversity
  of
  apps
  is
  that
  in
  the
  description
  page
  on
  the
  iPhone
  App
  Store
  users
 have
 to
 tab
 on
 the
 ratings
 to
 read
 the
 Customer
 Reviews
 on
 the
 next
 page.
  Moreover
  the
  feature
  that
  allow
  users
  to
  see
  more
  apps
  developed
  by
  the
  same
  developer
  and
  see
  what
  other
  apps
  the
  customers
  have
  bought
  is
  missing
  in
  the
  iPhone
 App
 Store.
 
 
 

Figure
 3.2.2b
 List
 of
 top
 25
 paid
 apps
 and
 the
 description
 page
 in
 the
 iPhone
 App
 Store
 
 

3.2.3
 iPad
 App
 Store
 
 


  Just
 like
 in
 the
 iPhone
 App
 Store
 the
 apps
 on
 the
 iPad
 App
 Store
 are
 displayed
 in
 a
  list
  with
  up
  to
  5-­?stars
  ratings
  and
  price,
  however
  there
  is
  also
  additional
  information
 in
 the
 list
 such
 as
 category
 and
 release
 date.
 The
 view
 of
 the
 top
 chart
  in
  the
  iPad
  App
  Store
  is
  also
  different
  from
  the
  iPhone
  App
  Store.
  As
  shown
  in
  figure
 3.2.3a
 below,
 both
 Top
 Free
 and
 Top
 Paid
 apps
 are
 displayed
 on
 the
 same
  page.
  If
  users
  scroll
  down
  they
  may
  also
  find
  the
  Top
  Grossing
  section
  and
  the
  option
 to
 display
 iPhone
 Apps.
 
 
 
 
 
 


 

17
 


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  Figure
 3.2.3a
 Top
 Chart
 list
 of
 both
 Free
 and
 Paid
 apps
 in
 the
 iPad
 App
 Store
 
 
  We
  also
  see
  that
  the
  search
  tab
  at
  the
  bottom
  has
  been
  removed
  and
  been
  replaced
 by
 the
 purchased
 tab.
 Instead
 there
 is
 search
 bar
 on
 the
 top
 right
 corner.
  Finally
 we
 see
 that
 there
 is
 an
 additional
 category
 button
 at
 the
 top
 left
 corner
 in
  this
 case
 the
 category
 is
 set
 to
 Games.
 This
 means
 that
 the
 apps
 that
 are
 displayed
  are
 only
 Top
 Paid
 and
 Free
 Game
 apps.
 
 
 
  When
 it
 comes
 to
 the
 app
 description
 page
 on
 the
 iPad
 App
 Store
 it
 looks
 almost
  like
 the
 iTunes
 App
 Store.
 
 As
 shown
 in
 the
 below
 figure
 3.2.3b
 all
 the
 information
  that
 is
 displayed
 on
 the
 iTunes
 App
 Store
 is
 also
 displayed
 in
 the
 iPad
 App
 Store.
  The
 customer
 ratings
 and
 reviews
 are
 shown
 on
 the
 same
 page
 and
 if
 user
 scroll
  down
 they
 will
 also
 find
 apps
 that
 other
 customer
 have
 bought.
 
 
 
 
 


 

18
 


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Figure
 3.2.3b
 The
 app
 description
 page
 on
 the
 iPad
 App
 Store
 

The
  iPad
  launched
  in
  April
  2010
  with
  over
  3000
  applications
  designed
  for
  the
  iPad.
 
 As
 of
 July
 2011,
 16
 months
 after
 the
 iPad
 launched,
 there
 were
 over
 100,000
  apps
  available
  at
  the
  App
  Store
  designed
  specifically
  for
  the
  device
  [Review
  Roster,
 2011]
 
 

3.2.4
 Apple
 App
 Store’s
 Growth
 


  The
  App
  Store
  has
  exploded
  since
  its
  introduction
  in
  2008
  and
  downloads
  from
  the
 App
 Store
 have
 grown
 at
 an
 exponential
 rate.
 By
 end
 of
 2009,
 the
 number
 of
  application
 available
 for
 download
 topped
 100,
 000,
 and
 in
 January
 this
 year,
  Apple
  reached
  10
  billion
  downloads
  of
  software
  from
  the
  App
  Store,
  [Apple
  Insider,
 2011].
 
  19
 

As
  the
  App
  Store
  grows,
  it
  has
  required
  reconfiguration
  several
  times
  to
  future
  segment
 the
 apps
 into
 logical
 groups
 where
 buyers
 can
 more
 easily
 connect
 with
  sellers.
  Apple
  has
  improved
  the
  search
  capabilities
  of
  the
  store,
  added
  sub
  categories
 and
 added
 Top
 Paid
 Apps
 and
 Top
 Free
 Apps
 columns
 to
 search
 to
 each
  of
 the
 individual
 categories.
 
 
  No
  matter
  what
  is
  done
  to
  improve
  the
  App
  Store,
  the
  challenge
  for
  developers
  and
 consumers
 will
 always
 be
 the
 same,
 the
 app
 developers
 concern
 is
 how
 to
 get
  their
 app
 noticed,
 while
 the
 consumers
 concern
 is
 how
 to
 find
 a
 good
 app
 among
  all
 the
 apps
 on
 the
 App
 Store.
 
 
  It
  is
  clear
  that
  many
  iOS
  developers
  struggle
  at
  what
  price
  to
  sell
  their
  app.
  A
  free
  app
 can
 bring
 downloads
 but
 might
 not
 give
 them
 much
 profit.
 
 Another
 technique
  that
  app
  developers
  are
  using
  is
  known
  as
  the
  in-­?app
  purchase.
  This
  can
  either
  be
  used
 from
 a
 free
 app
 to
 drive
 sales
 to
 a
 selling
 version
 of
 apps,
 or
 developers
 can
  create
 add
 on-­?options
 into
 their
 paid
 apps
 to
 help
 drive
 app
 sale.
 
  A
  report
  from
  [Distimo,
  2011]
  suggests
  that
  in-­?app
  purchase
  is
  the
  way
  to
  go
  if
  you
  want
  to
  make
  money
  in
  the
  App
  Store.
  The
  report
  showed
  that
  freemium
  apps,
  that
  is,
  a
  free
  app
  to
  drive
  sales
  to
  a
  selling
  version
  of
  the
  apps
  have
  increased
  by
  34%
  since
  2010
  while
  paid
  downloads
  only
  grew
  7%
  in
  the
  same
  time
  frame.
  Although
  Distimo’s
  research
  only
  covered
  the
  Top
  200
  in
  each
  category,
  it
  is
  still
  a
  strong
  selection
  of
  the
  App
  Store’s
  money
  makers.
  The
  report
  also
 showed
 that
 it
 is
 freemium
 games
 that
 take
 up
 several
 sports,
 but
 comic
 apps
  and
 Magazines
 are
 also
 taking
 advantage
 of
 the
 freemium-­?pricing
 model.
 
 
 

3.3
 Consumers
 
 
 

  Because
 of
 the
 huge
 completion
 in
 the
 App
 Store,
 it
 is
 critical
 for
 the
 developers
 to
  understand
 how
 the
 consumers
 behave
 in
 the
 App
 Store.
 By
 understanding
 their
  behaviour
  they
  can
  target
  their
  market
  and
  focus
  on
  their
  message
  to
  the
  right
  audience.
  If
  we
  use
  the
  four
  buying
  decision
  process
  theory
  that
  is
  need
  recognition,
  information
 search,
  evaluation
 of
 alternatives
 and
  the
  actual
 purchases
  and
 apply
 it
 on
 the
 app
 consumers
 we
 get
 framework
 to
 describe
 the
 marketing
  place
 from
 the
 consumer’s
 perspective.
 
 
  A
 consumer
 who
 uses
 the
 App
 Store
 has
 several
 options
 to
 search
 and
 find
 apps
  before
  a
  purchase.
  The
  consumer
  can
  either
  use
  none
  personal
  source
  that
  is,
  searching
  on
  different
  websites
  or
  use
  the
  App
  Store
  it
  self
  to
  find
  what
  he/she
  is
  looking
 for
 or
 use
 the
 personal
 source
 such
 as
 asking
 friends
 or
 experts.
 
 
  Consumers
  in
  the
  App
  Store,
  can
  search
  for
  apps
  and
  evaluate
  them
  before
  purchase
  by
  read
  what
  other
  customers
  have
  written
  about
  the
  app
  in
  the
  customer
 reviews,
 see
 the
 ratings
 of
 the
 app
 and
 even
 see
 what
 other
 customers
  have
 bought.
 
 
 
 


 

20
 

This
  is
  a
  contradiction
  to
  what
  [Zeithaml,
  2007]
  stated,
  about
  consumer’s
  evaluation
 of
 services.
 He
 stated
 that
 consumers
 evaluate
 services
 less
 than
 they
  evaluate
  goods
  before
  purchase.
  However
  when
  a
  consumer
  purchases
  an
  app
  from
  the
  App
  Store
  it
  is
  the
  service
  that
  is
  used
  during
  the
  consumption
  phase.
 
  After
  the
  purchase
  the
  app
  can
  be
  assessed
  whether
  it
  met
  the
  customers
  expected
  experience
  or
  not.
  Nevertheless
  since
  the
  free
  alternatives
  in
  the
  App
  Store
 are
 presented
 beside
 the
 paid
 apps,
 it
 is
 difficult
 to
 say
 whether
 consumers
  would
 actually
 choose
 to
 pay
 for
 the
 apps.
 
 
 
 

3.4
 Developer
 

 
The
  iPhone
  SDK
  (Software
  Development
  Kit)
  for
  iPhone
  OS
  allows
  developers
  running
  Mac
  OS
  X
  on
  an
  Intel
  Mac
  to
  create
  applications
  using
  Xcode
  that
  will
  natively
  run
  on
  the
  iPhone,
  iPod
  Touch
  and
  iPad.
  Developers
  who
  publish
  their
  applications
  on
  the
  App
  Store
  will
  receive
  70
  %
  of
  sale
  revenue,
  and
  will
  avoid
  paying
  the
  distribution
  costs
  for
  the
  application.
  However,
  an
  annual
  fee
  is
  required
  to
  use
  the
  iPhone
  SDK
  and
  upload
  application
  to
  the
  store
  [Apple,
  Inc,
  2011].
 
 
  In
  February
  2011
  Apple
  launched
  a
  new
  subscription
  service
  for
  magazines,
  newspapers,
 videos
 and
 music.
 Previously,
 new
 magazine
 or
 news
 releases
 would
  be
  sold
  on
  a
  pre
  release
  basis.
  This
  new
  service
  allows
  publishers
  to
  sell
  their
  content
 through
 their
 apps
 allowing
 users
 to
 revive
 a
 new
 content
 over
 specified
  period
 of
 time.
 More
 interesting
 is
 that
 Apple
 will
 allow
 publishers
 not
 only
 to
 sell
  from
 iTunes
 where
 revenue
 will
 be
 share
 (70%
 for
 the
 publisher,
 30
 %
 for
 Apple),
  but
 they
 also
 allow
 publisher
 to
 distribute
 their
 subscriptions
 directly
 from
 their
  websites
 where
 no
 revenue
 will
 be
 share
 with
 Apple
 [New
 York-­?Reuters,
 2011].
 
 


 
 
 
 
 
 
 
 
 


 

21
 

4.
 Method
 
 
 


  This
 chapter
 describes
 the
 method
 used
 to
 explore
 the
 study.
 It
 also
 describes
 how
 I
  have
 recruited
 the
 participants,
 made
 the
 observations
 and
 collected
 the
 necessary
  data.
 
 
 

4.1
 Research
 Approach
 
 

  After
  reviewing
  a
  couple
  of
  studies
  in
  the
  field,
  I
  decided
  that
  the
  most
  appropriate
  approach
  for
  this
  study
  would
  be
  an
  exploratory
  case
  study.
  This
  is
  because
  the
  case
  is
  limited
  to
  Apple’s
  three
  units
  iTunes,
  iPhone
  and
  iPad.
  The
  study
  consisted
  of
  12
  participants
  where
  I
  observed
  and
  recorded
  the
  participant’s
  behavior
  when
  exploring
  the
  App
  Store
  using
  these
  three
  different
  units.
 
  One
  of
  the
  main
  parts
  of
  any
  research
  project
  is
  either
  the
  observation
  or
  data-­? gathering
  part.
  Since
  this
  study
  is
  a
  low-­?constraint
  research
  I
  choose
  to
  use
  qualitative
  research
  approach
  to
  observe
  the
  initial
  consumer’s
  behavior
  in
  the
  App
  Store
  in
  all
  three
  units.
  I
  did
  this
  in
  order
  to
  find
  answers
  to
  the
  research
  questions
  and
  design
  a
  new
  study
  based
  on
  these
  observations.
  Additionally
  I
  used
  quantitative
  research
  to
  collect
  background
  information
  about
  the
  participants,
 such
 as
 frequently
 use
 of
 Apple’s
 device
 and
 the
 App
 Store.
 
  Making
 detailed
 plans
 of
 how
 to
 gather
 data
 and
 analyze
 the
 data
 before
 making
  the
 observation
 is
 not
 essential.
 Instead
 of
 planning
 the
 data
 gathering
 process
 in
  detail
 I
 want
 to
 be
 free
 to
 change
 hypotheses
 and
 modify
 procedures
 during
 the
  observations.
  Even
  though
  case
  studies
  establish
  low-­?constraint
  research,
  the
  observational
  methods
  might
  however
  include
  highly
  sophisticated
  instrumentation.
 
 
  I
  began
  the
  study
  by
  making
  my
  own
  heuristic
  evaluation
  of
  each
  App
  Store
  using
  some
 of
 the
 Nielsen’s
 principles
 for
 user
 interface
 design
 to
 see
 if
 there
 were
 some
  objective
 differences
 between
 them.
 Then
 I
 planned
 the
 study
 in
 accordance
 with
  the
  different
  steps
  in
  the
  human
  centered
  design
  processes
  for
  interactive
  systems
  (ISO
  13407)
  and
  decided
  to
  have
  activities
  with
  participants
  to
  understand
 their
 needs
 and
 requirements
 of
 each
 App
 Store.
 I
 did
 this
 by
 giving
  the
 participants
 different
 tasks
 with
 scenarios.
 
 
 
 
 
 
 


 

22
 

4.2
 Observation
 and
 recording
 methods
 
 


  There
 are
 several
 ways
 of
 observing
 and
 recording
 consumer’s
 behavior.
 One
 way
  to
 observe
 and
 record
 the
  user’s
 behavior
 from
 the
 desktop
 iTunes
 App
 Store
 and
  from
 the
 mobile
 App
 Store
 on
 the
 two
 iOS
 devices
 is
 by
 using
 recording
 camera.
 
 
  Another
 way
 to
 record
 the
 user’s
 behavior
 and
 the
 screen
 activates
 from
 the
 iOS
  devices
  is
  to
  develop
  a
  small
  application,
  which
  could
  be
  used
  to
  record
  and
  store
  consumers
  behavior
  when
  they
  are
  exploring
  the
  App
  Store
  from
  the
  mobile
  devices
 or
 use
 eye
 tracking
 technology
 to
 measure
 the
 consumer’s
 eye
 positions
  and
 eye
 movement
 to
 see
 where
 they
 are
 looking
 at
 the
 most
 in
 the
 app
 store.
 In
  that
  way
  we
  can
  even
  find
  out
  what
  visual
  elements
  the
  consumers
  are
  looking
  at
  most.
  However,
  due
  to
  my
  experience,
  time
  constraint
  and
  availability
  of
  hardware
  and
  software
  I
  used
  two
  different
  cameras
  to
  record
  the
  participants’
  behavior
 directly
 when
 they
 explored
 the
 App
 Store
 from
 the
 three
 different
 units.
 
 
  To
  record
  the
  App
  Store
  from
  the
  desktop
  iTunes
  the
  participants
  used
  a
  Windows
 PC,
 which
 had
 Morae
 recorder
 installed
 on
 it.
  This
 software
 was
 used
 to
  collect
 data
 about
 which
 links
 or
 icons
 the
 user
 clicked
 on,
 how
 long
 it
 took
 for
 the
  user
 to
 compete
 a
 task
 and
 event
 sequences
 for
 example
 mouse
 clicks,
 keyboard
  strokes
  etc.
  Furthermore
  the
  PC
  had
  a
  web
  camera,
  which
  captured
  the
  participant’s
 face
 when
 they
 performed
 the
 tasks.
 
 
  Moreover
  I
  used
  two
  other
  cameras
  to
  record
  the
  participant’s
  behaviour
  when
  they
  used
  the
  App
  Store
  from
  the
  iOS
  devices.
  One
  HD
  camera
  that
  was
  aimed
  straight
  down
  on
  the
  iOS
  device,
  and
  another
  camcorder
  that
  was
  aimed
  at
  the
  participants
 face
 from
 the
 front.
 The
 HD
 camera
 recorded
 the
 screen
 activity
 from
  the
 iOS
 device
 while
 the
 camcorder
 captured
 the
 participant’s
 face
 and
 reaction.
 
 
 


 4.3
 Participants
 recruitment
 
 

  To
  find
  potential
  participants
  who
  could
  participate
  in
  my
  study
  I
  created
  an
  event
 about
 the
 study
 and
 posted
 it
 on
 Facebook
 and
 Linkedin.
 The
 first
 thirteen
  participants
 who
 met
 the
 qualification
 standards
 were
 selected
 for
 the
 study.
  The
  content
 of
 the
 form
 that
 was
 uploaded
 on
 Facebook
 and
 Linkedin
  is
 available
 in
  Appendix
 I.
 
 
  The
  criterion
  all
  participants
  had
  to
  fulfill
  in
  order
  to
  participate
  in
  the
  study
  was
  that
 they
 had
 to
 own
 at
 least
 one
 iOS
 device
 and
 have
 visited
 the
 App
 Store
 more
  than
 once,
 either
 from
 the
 desktop
 iTunes
 or
 the
 mobile
 iOS
 devices.
 Moreover
 the
  participants
 were
 asked
 to
 bring
 their
 own
 iPhone
 or
 iPod
 Touch
 to
 the
 study.
 In
  total
 I
 had
 13
 participants
 were
 one
 of
 them
 did
 the
 pilot
 test
 prior
 to
 the
 study
  sessions.
 
 
 
 
 


 

23
 

4.3.1
 Compensation
 
 


  Each
  participant
  was
  rewarded
  with
  an
  annual
  subscription
  of
  any
  choice
  of
  magazine
  from
  Bonnier
  Tidskrifter.
  The
  participants
  wrote
  their
  address
  and
  choice
  of
  magazine
  before
  the
  study
  session
  and
  the
  magazine
  they
  chose
  were
  later
 sent
 to
 the
 participant’s
 home
 address.
 
 

4.4
 Test
 Plan
 
 

  First
 I
 did
 an
 expert
 evaluation
 of
 each
 App
 Store
 to
 find
 major
 problems
 and
 to
  see
 the
 main
 difference
 between
 the
 desktop
 and
 iOS
 App
 Store.
 Then
 I
 developed
  a
 test
 plan
 according
 to
 the
 different
 steps
 in
 ISO
 13407
 and
 did
 a
 pilot
 tested
 with
  one
 of
 the
 participants
 prior
 to
 the
 test
 sessions.
 
 This
 was
 necessary
 in
 order
 to
  find
 out
 possible
 problems
 before
 the
 actual
 test
 began.
 
 
 

4.4.1
 The
 Test
 Lab
 


  The
 study
 took
 place
 in
 the
 usability
 lab
 at
 the
 Ekonomikum
 building
 of
 Uppsala
  University.
  The
  lab
  consists
  of
  a
  test
  room
  and
  a
  control
  room
  with
  several
  recording
  devices.
  The
  test
  session
  was
  conducted
  in
  the
  test
  room,
  where
  the
  participant
  performed
  tasks
  on
  the
  App
  Store
  from
  all
  the
  three
  units
  that
  is
  from
  the
  iTunes
  through
  the
  computer,
  from
  their
  own
  iPhone
  and
  iPod
  Touch
  and
  from
 the
 iPad
 that
 Bonnier
 Tidskrifter
 had
 provided
 me.
 
 
 
 

4.5
 The
 test
 plan
 process
 
 

  I
 used
 within
 subject
 design
 for
 this
 study.
 Each
 participant
 preformed
 four
 main
  tasks
 on
 the
 App
 Store
 from
 all
 three
 units.
 One
 of
 the
 tasks
 was
 a
 warm
 up
 task
  and
  it
  was
  always
  the
  first
  task
  on
  all
  three
  units.
  Performing
  the
  tasks
  on
  each
  unit
  took
  about
  10
  minute
  and
  after
  each
  performance
  on
  a
  unit
  a
  small
  questionnaire
 form
 was
 given
 to
 the
 participants.
 The
 participants
 also
 received
 a
  comparative
 questionnaire
 at
 the
 end
 of
 the
 session.
 
 This
 was
 used
 to
 enquiring
  the
 participants’
 perceptions
 about
 the
 usage
 of
 the
 App
 Store
 from
 the
 respective
  units
 and
 find
 out
 on
 which
 unit
 the
 participants
 liked
 to
 use
 the
 App
 Store
 most.
 
  The
 whole
 test
 session
 took
 about
 1
 hour.
 
  The
 participants
 were
 first
 introduced
 about
 the
 study
 and
 the
 test
 session.
 The
  introduction
  to
  the
  study
  can
  be
  found
  in
  Appendix
  II.
  After
  the
  introduction
  I
  gave
 the
 participant
 the
 consent
 form
 and
 the
 pre-­?test
 questionnaire,
 which
 was
  used
 to
 gather
 background
 information
 about
 the
 participants.
 The
 consent
 form
  the
  pre-­?test
  questionnaire
  can
  be
  found
  in
  Appendix
  III
  and
  IV.
  Furthermore
  after
  each
  performance
  on
  a
  unit
  the
  participants
  received
  questionnaire
  form
  about
  the
  App
  Store
  on
  each
  unit,
  this
  form
  can
  be
  seen
  in
  Appendix
  V.
  Finally
  a
  comparative
 questionnaire
 was
 given
 to
 the
 participants
 at
 the
 end
 of
 the
 session,
  this
 can
 be
 found
 in
 Appendix
 VI.
 
 
 
  24
 

4.5.1
 Scenarios
 and
 Tasks
 
 


  As
  stated
  in
  the
  introduction
  chapter
  the
  purpose
  of
  this
  study
  is
  mainly
  to
  identify
 and
 get
 insight
 into
 what
 main
 factors
 the
 mobile
 application
 consumers
  takes
  into
  consideration
  when
  purchasing
  mobile
  applications
  from
  the
  desktop
  iTunes
 App
 Store
 and
 the
 mobile
 App
 Store
 on
 the
 iOS
 devices
 and
 also
 find
 out
  whether
 consumers
 behave
 differently
 on
 the
 mobile
 App
 Store
 on
 the
 iOS
 devices
  than
 the
 App
 Store
 in
 the
 desktop
 iTunes.
 In
 addition
 to
 this
 the
 study
 will
 also
 try
  to
 find
 out
 what
 visual
 elements
 that
 trigger
 the
 consumers
 on
 the
 App
 Store.
 
 
  To
 achieve
 this
 goal
 I
 introduced
 five
 main
 tasks
 and
 subtasks
 to
 the
 participants
  to
 perform
 on
 the
 App
 Store
 on
 each
 unit.
 The
 tasks
 consisted
 of
 a
 warm
 up
 task
  where
 the
 participants
 were
 allowed
 to
 freely
 browse
 through
 the
 App
 Store
 and
  genuinely
  show
  how
  they
  use
  it
  and
  explain
  what
  they
  actually
  think
  of
  it.
  Two
  scenario-­?based
  tasks
  one
  concerning
  the
  search
  of
  apps
  and
  another
  one
  concerning
 the
 categories
 on
 the
 App
 Store.
 The
 final
 task
 was
 concerned
 with
 the
  visual
  elements
  on
  the
  App
  Store
  from
  all
  three
  units.
  During
  each
  performance
  the
 participants
 were
 required
 to
 think
 out
 loud.
 Think
 aloud
 is
 method
 used
 to
  gather
  data
  in
  many
  areas
  e.g.
  in
  usability
  testing
  in
  product
  design
  and
  development,
  in
  psychology
  and
  a
  range
  of
  other
  social
  sciences.
 
  It
  involves
  participants
 thinking
 aloud
 as
 they
 are
 performing
 a
 set
 of
 specified
 tasks.
 
 
  All
  tasks
  in
  the
  study
  had
  a
  maximum
  time
  limit
  except
  the
  last
  task
  concerning
  the
  visual
  element.
  The
  warm
  up
  task
  was
  preformed
  during
  5
  minutes,
  where
  as
  two
 scenarios
 had
 to
 be
 completed
 before
 1
 and
 2
 minutes.
 If
 the
 time
 was
 up
 and
  the
 participant
 was
 heading
 in
 the
 wrong
 direction
  I
 showed
 the
 participant
 the
  correct
  way
  and
  ask
  them
  to
  continue
  with
  the
  next
  task.
 
  I
  did
  not
  have
  any
  starting
  point
  for
  this
  study
  because
  I
  wanted
  to
  make
  the
  study
  as
  natural
  as
  possible
 and
 make
 the
 participants
 comfortable.
 
 
  As
  there
  are
  many
  different
  paths
  a
  participant
  can
  take
  to
  achieve
  a
  task
  I
  decided
 prior
 to
 the
 test
 that
 three
 of
 the
 tasks
 should
 be
 given
 a
 list
 of
 the
 most
  common
  possible
  ways
  the
  user
  could
  choose
  from
  to
  accomplish
  the
  task.
  This
  was
  intended
  for
  the
  two
  scenario-­?based
  tasks,
  the
  tasks
  concerning
  the
  search
  and
  categories
  and
  the
  sub-­?task
  concerning
  the
  navigation
  in
  the
  warm
  up
  task.
  This
 gave
 me
 a
 more
 clear
 and
 structured
 pattern
 when
 I
 later
 analyzed
 the
 data.
 
  One
 problem
 with
 having
 the
 same
 tasks
 repeatedly
 on
 different
 devices
 might
 be
  that
 the
 user
 may
 remember
 the
 tasks
 after
 a
 while;
 the
 same
 problem
 happens
  when
 measuring
 navigation,
 the
 user
 can
 get
 familiar
 with
 the
 navigation
 after
 a
  while
  and
  therefore
  produce
  invalid
  data.
  To
  counter
  this
  sequence
  effect,
  the
  order
 of
 the
 tasks
 was
 randomized.
 
 
 
  Another
 issue
 was
 to
 figure
 out
 which
 participant
 should
 start,
 from
 which
 device
  and
  in
  which
  order
  she
  should
  continue.
  To
  solve
  this
  problem
  and
  avoid
  any
  drawbacks
 of
 repeated
 measures
 the
 participants
 order
 was
 counterbalanced.
 
 A
  third
  of
  the
  participants
  started
  with
  iTunes
  from
  the
  computer,
  a
  third
  started
  with
 iPhone
 and
 a
 third
 with
 the
 iPad.
 
 
 
  25
 

4.5.2
 The
 warm
 up
 task
 
 


  The
  goal
  of
  the
  warm
  up
  task
  was
  to
  get
  the
  participant
  feel
  comfortable
  to
  browse
 through
 the
 App
 Store
 on
 all
 three
 units
 but
 also
 to
 record
 their
 general
  behavior
  and
  find
  out
  what
  they
  are
  attracted
  to
  and
  how
  they
  find
  apps
  they
  like
  on
 the
 App
 Store.
 To
 accomplish
 this
 I
 sat
 with
 the
 participants
 and
 observed
 their
  behavior
 and
 asked
 them
 to
 show
 me
 what
 they
 normally
 do
 when
 they
 visit
 the
  App
 Store.
 
 
  To
 simplify
 the
 work
 I
 also
 had
 a
 list
 of
 questions
 that
 I
 had
 prepare
 prior
 to
 the
  test.
 The
 questions
 I
 had
 prepared
 are
 listed
 below.
 
 
  1. What
 is
 the
 first
 thing
 you
 do
 when
 you
 visit
 the
 App
 Store?
  2. What
 kind
 of
 apps
 are
 you
 interested
 in?
  3. What
 is
 the
 first
 item
 you
 look
 at
 there?
  4. What
 is
 the
 first
 thing
 you
 look
 at
 in
 the
 app
 product
 page?
 
 
  Although
 I
 had
 prepared
 these
 questions,
 I
 also
 asked
 other
 questions
 that
 came
  into
  my
  mind.
  For
  instance
  if
  the
  participants
  did
  something
  that
  I
  found
  interesting
 or
  seemed
 different
 from
 the
 others
 I
 asked
 them
 why
 they
  acted
 that
  way.
 A
 description
 of
 the
 warm
 up
 task
 is
 shown
 in
 the
 table
 below.
 
 
 
  Table
 4.5.2
 Warm
 up
 
  task
  Task
 goal
  Record
  and
  observe
  general
  behavior
  in
  the
  App
  Store
  and
  find
  out
  how
  users
  behave
  when
  visiting
  the
  App
  Store
  from
  all
 three
 units.
 
  Task
 description
  Browse
 the
 App
 Store
 and
 show
 me
 how
 you
 normally
 use
 it.
 
  Think
 aloud
 please.
  Scenario
  Bläddra
  igenom
  App
  Store
  och
  visa
  mig
  vad
  du
  normalt
  burkar
 göra.
 Tänk
 högt.
 
  Time
 limit
  5
 minutes
 
  Measure
  Possible
 ways
 user
 take
 to
 find
 what
 they
 are
 looking
 for
 
 


  4.5.3
 Navigation
 on
 the
 iTunes
 App
 Store
 
 

  During
 the
 warm
 up
 task
 navigation
 in
 the
 App
 Store
 was
 also
 observed.
 However
  since
 most
 of
 the
 participants
 are
 used
 to
 the
 navigation
 in
 the
 iPhone
 App
 Store
  and
  the
  navigation
  on
  the
  iPad
  is
  similar
  to
  the
  iPhone,
  more
  observation
  was
  made
 on
 how
 users
 navigate
 in
 the
 iTunes
 App
 Store.
 
 
  Navigation
  in
  the
  iTunes
  can
  be
  confusing,
  especially
  for
  first
  time
  users.
  One
  reason
 is
 because
 there
 is
 various
 different
 ways
 users
 can
 take
 to
 get
 to
 a
 page
  from
  the
  iTunes
  App
  Store.
  Thus
  I
  wanted
  to
  see
  how
  users
  navigate
  back
  to
  a
  page
 and
 also
 how
 they
 go
 back
 to
 the
 App
 Stores
 main
 page.
 
 
 


 

26
 

To
 make
 it
 easier
 for
 my
 self
 I
 decided
 prior
 to
 the
 test
 to
 list
 the
 most
 common
  path
  users
  can
  take
  to
  navigate
  on
  the
  iTunes
  App
  Store.
  The
  following
  two
  tables
  show
 the
 paths
 I
 have
 chosen
 users
 may
 take
 when
 navigating
 in
 the
 iTunes
 App
 
  Store.
  Table
 4.5.3a
 Sub-­?task
 navigation
 to
 previous
 page
 in
 iTunes
 App
 Store
  Task
 goal
 
  Task
 description
 
  Time
 limit
 
  Measure
 
  Possible
 ways
 
 
 
 
 
  To
  see
  how
  users
  navigate
  back
  to
  the
  previous
  page
  in
  the
 iTunes
 App
 Store
 
  Go
 back
 to
 the
 previous
 page.
 
  1
 minute
 
  Path
 
  1. Use
 the
 small
 back
 button
 in
 the
 iTunes
 
  2. Use
 the
 backspace
 button
 keyboard
 

Table
 4.5.3b
 Sub-­?task
 navigation
 to
 main
 page
 in
 iTunes
 App
 Store
 
  Task
 goal
 
  Task
 description
 
  Time
 limit
 
  Measure
 
  Possible
 ways
  To
 see
 how
 users
 go
 back
 to
 the
 Apps
 Stores
 main
 page
 in
  the
 in
 iTunes
 App
 Store
  Go
 back
 to
 the
 main
 page.
  1
 minute
 
  Path
 
  1. Use
 the
 top
 App
 Store
 link
 
 
  2. Use
 the
 breadcrumb
 


  4.6
 The
 scenarios
 
 

  The
  two
  scenario-­?based
  tasks
  were
  divided
  into
  two
  blocks
  called
  block
  1
  and
  block
 2
 and
 they
 were
 randomly
 used
 on
 all
 three
 units.
 Both
 blocks
 consisted
 of
 a
  task
 and
 sub-­?tasks.
 
 
 

4.6.1
 Block
 1
 of
 Scenarios
 (Find
 categories
 in
 the
 App
 Store)
 


  The
  first
  block
  was
  used
  to
  see
  how
  users
  find
  categories
  on
  the
  App
  Store
  and
  filter
  the
  category
  by
  their
  device.
  Since
  the
  App
  Store
  on
  the
  iTunes
  and
  iPad
  have
  both
  iPhone
  and
  iPad
  apps,
  participants
  were
  asked
  to
  find
  a
  category
  for
  both
  devices.
  To
  minimize
  the
  learning
  curve,
  I
  selected
  three
  different
  categories
  where
  each
  one
  of
  them
  was
  randomly
  used
  on
  each
  unit
  in
  every
  session.
  The
  selected
  categories
  were
  Lifestyle
  for
  the
  iTunes,
  News
  for
  the
  iPad
  and
  Games,
  which
 was
 used
 on
 all
 three
 units.
 The
 Games
 category
 was
 included
 on
 all
 three
  units
 because
 it
 has
 a
 sub
 category
 that
 may
 be
 hard
 to
 find
 on
 one
 device
 than
 the
  other.
 
 
 
 


 

27
 

Table
 4.6a
 Scenario
 1A
 App
 Store:
 Find
 the
 Lifestyle
 category
 for
 both
 iPhone
 and
  iPad.
 
 
  Task
 goal
  To
 see
 if
 users
 can
 find
 the
 Lifestyle
 category
 for
 both
 iPhone
  and
 iPad
 on
 the
 iTunes
 App
 Store.
 
  Task
 description
  Find
  all
  Lifestyle
  apps
  first
  for
  the
  iPhone
  and
  then
  for
  the
  iPad
 
  Scenario
 1A
  Säg
 att
 du
 är
 intresserad
 av
 livsstil
 och
 du
 vill
 se
 alla
 livsstils
  appar
 först
 till
 din
 iPhone
 och
 sedan
 till
 din
 iPad.
 
  Limit
 time
 
  1
 minute
 
  Measure
 
  Path
 and
 time
  Possible
 ways
 
  ? First
 select
 iPhone
 or
 iPad
 from
 the
 main
 page
 
  ? Then
 use
 the
 “App
 Store”
 menu
 and
 click
 on
 Lifestyle
 
  ? Or
 click
 on
 the
 “All
 Categories”
 drop
 down
 menu
 under
 
 
 
 
 
 
 “APP
 STORE
 QUICK
 LINKS”
 and
 than
 choose
 Lifestyle
 
  ? Search
 
 
 
  Table
 4.6b
 Scenario
 1B
 iPad
 App
 Store:
 Find
 the
 News
 category
 for
 both
 iPhone
 and
  iPad.
 
 
  Task
 goal
  To
 see
 if
 users
 can
 find
 the
 News
 category
 for
 both
 iPhone
 and
  iPad
 using
 the
 iPad
 App
 Store.
 
  Task
  Find
 all
 News
 apps
 for
 the
 iPhone
 and
 iPad
 
  description
  Scenario
 1A
  Säg
  att
  du
  är
  intresserad
  av
  nyhets
  appar
  och
  du
  vill
  se
  alla
  nyhets-­?appar
 först
 till
 din
 iPhone
 och
 sedan
 till
 din
 iPad.
 
  Limit
 time
 
  1
 minute
 
  Measure
 
  Path
 and
 time
  Possible
 ways
 
  ? First
 select
 iPhone
 or
 iPad
 from
 the
 main
 page
 
  ? Then
 use
 the
 “App
 Store”
 menu
 and
 click
 on
 Lifestyle
 
  ? Or
 click
 on
 the
 “All
 Categories”
 drop
 down
 menu
 under
 “APP
  STORE
 QUICK
 LINKS”
 and
 than
 choose
 Lifestyle
 
  ? Search
 
 
 
 
 
 
 
 
 


 

28
 

Table
 4.6c
 Scenario
 1C
 From
 all
 units:
 Find
 the
 sub-­?category
 puzzle
 on
 the
 App
  Store
 from
 respective
 units
 
 
 
  Task
 goal
  To
  see
  if
  users
  can
  find
  the
  sub
  category
  puzzle
  from
  the
  Game
 category
 from
 all
 three
 units.
 
  Task
 description
  Find
 all
 puzzle
 games
 
  Scenario
 1B
  Limit
 time
 
  Measure
 
  Possible
 ways
 
 
 
  Säg
 att
 du
 är
 intresserad
 av
 pusselspel.
 Hitta
 alla
 pusselspel
  till
 din
 enhet.
 
 
  1
 minute
 
  Path
 and
 time
  ? Coose
 the
 Category
 Games,
 
  ? Than
 look
 for
 the
 sub-­?category
 puzzle.
 
  ? Search
 for
 puzzle
 games
 
 

4.6.2
 Block
 2
 of
 Scenarios
 (Search
 for
 apps
 in
 the
 App
 Store)
 
 

This
  second
  block
  was
  used
  to
  see
  how
  users
  search
  for
  apps
  in
  the
  App
  Store.
  Since
 there
 are
 both
 iPhone
 and
 iPad
 apps
 available
 in
 both
 iTunes
 and
 iPad
 App
  Store
  user
  can
  filter
  and
  sort
  apps
  using
  the
  advance
  search.
  The
  goal
  with
  this
  task
 was
 to
 see
 if
 the
 participants
 would
 use
 the
 advance
 search
 functions
 to
 filter
  and
 find
 apps
 from
 these
 two
 units.
 In
 order
 to
 ensure
 that
 the
 participants
 would
  use
 the
 advance
 search
 that
 is
 the
 Power
 Search
 in
 the
 iTunes
 App
 Store
 I
 asked
  them
 to
 find
 specific
 apps
 that
 were
 developed
 by
 a
 company.
 In
 this
 case
 in
 was
  about
  finding
  all
  sports
  apps
  for
  the
  iPad,
  which
  were
  developed
  by
  Bonnier
  Corporation.
  However
  to
  make
  the
  task
  a
  bit
  challenging
  I
  only
  told
  the
  participants
  to
  find
  sports
  apps
  for
  the
  iPad
  developed
  by
  Bonnier
  and
  not
  Bonnier
  Corporation.
  I
  choose
  this
  because
  I
  wanted
  to
  see
  if
  the
  participants
  could
 find
 all
 apps
 by
 a
 category
 for
 a
 specific
 device
 from
 a
 specific
 company
 and
  since
  Bonnier
  Corporation
  had
  many
  sports
  apps
  for
  iPad
  I
  decided
  to
  employ
  that.
 
 
  On
  mobile
  App
  Store
  the
  participants
  were
  asked
  to
  find
  all
  apps
  developed
  by
  Bonnier
  Tidskrifter.
  On
  the
  iPad
  App
  Store
  both
  iPhone
  and
  iPad
  apps
  are
  displayed
  thus
  I
  also
  asked
  the
  participants
 to
  sort
  the
  apps
 by
  their
  device
  and
  only
  show
  the
  iPad
  apps
  that
  were
  developed
  by
  Bonnier
  Tidskrifrer.
  Once
  the
  participants
  found
  all
  apps
  developed
  by
  Bonnier
  Tidskrifter,
  I
  asked
  their
  opinion
 about
 the
 apps
 in
 terms
 of
 design,
 price
 and
 content.
 
 
 
 
 
 
 
 


 

29
 

Table
 4.6.2a
 Scenario
 2A
 Find
 all
 sports
 apps
 for
 iPad
 developed
 by
 Bonnier
 (only
  from
 the
 iTunes
 App
 store)
 
 
 
  Task
 goal
 
  To
  see
  if
  users
  can
  use
  the
  Power
  search
  in
  the
  iTunes
  App
  Store
 to
 find
 only
 sports
 magazine
 apps
 for
 the
 iPad,
 which
  are
 developed
 by
 Bonnier.
 
  Task
 description
 
  Find
 all
 sports
 magazine
 apps
 developed
 by
 Bonnier.
 
  Scenario
 
  Du
  vill
  veta
  om
  Bonnier
  har
  gjort
  några
  sport
  magazine
  appar
 till
 iPad.
 Hur
 skulle
 du
 göra
 för
 att
 hitta
 dessa
 appar?
 
  Limit
 time
 
  2
 minutes?
 
  Measure
 
  Path,
 time
 
  Possible
 ways
 
  1. Use
  the
  Power
  Search
  and
  choose
  apps
  from
  the
  all
  results
  drop
  down
  menu
  then
  type
  in
  Bonnier
  in
  the
  Developer
  Name
  field
  and
  select
  sport
  from
  the
  Category
 also
 mark
 Search
 for
 show
 iPad
 Apps
 only.
 
  Table
 4.6.2b
 Scenario
 2B
 Find
 all
 iPhone
 apps
 that
 Bonnier
 Tidskrifter
 has
  developed.
 
  Task
 goal
 
  Task
 description
 
  Scenario
 
  Limit
 time
 
  Measure
 
  Possible
 ways
 
 
  Table
 4.6.2c
 Scenario
 2C
 Find
 all
 iPad
 apps
 by
 Bonnier
 Tidskrifter
 .
 
  Task
 goal
  Task
 description
  Scenario
  Limit
 time
  Measure
  Possible
 ways
  To
  see
  if
  users
  can
  find
  all
  iPad
  apps
  from
  Bonnier
  Tidskrifter.
 
  Find
  all
  iPhone
  apps
  that
  Bonnier
  Tidskrifter
  has
  developed
 and
 show
 which
 of
 the
 apps
 that
 attract
 you.
  Nu
  är
  du
  istället
  intresserad
  av
  att
  veta
  vilka
  iPad
  appar
  som
  Bonnier
  Tidskrifter
  har
  gjort.
  Hitta
  alla
  iPad
  appar
  som
 Bonnier
 Tidskrifter
 har
 gjort.
 
  2
 minutes
  Path,
 time
 
  1. Search
 for
 Bonnier
 Tidskrifter
 
 
  To
 see
 if
 users
 can
 find
 all
 iPhone
 apps
 from
 Bonnier
  Tidskrifter.
 
  Find
  all
  iPhone
  apps
  that
  Bonnier
  Tidskrifter
  has
  developed
 and
 show
 which
 of
 the
 apps
 that
 attract
 you.
  Du
  vill
  se
  vilka
  iPhone
  appar
  som
  Bonnier
  Tidskrifter
  har
  gjort.
  Hitta
  alla
  iPhone
  appar
 från
 Bonnier
 Tidskrifter
 och
  visa
 vilka
 appar
 som
 lockar
 dig.
  2
 minutes
  Path,
 time
 
  1. Search
 for
 Bonnier
 Tidskrifter
 
 
  2. Filter
 them
 to
 show
 only
 iPad
 apps.
 
 
 


 


 

  30
 

4.7
 Visual
 elements
 in
 the
 App
 Store
 
 

  Since
  the
  App
  Store
  is
  full
  of
  visual
  elements
  such
  as
  text,
  lines,
  shapes
  colors
  and
  icons
  it
  is
  important
  to
  understand
  what
  visual
  elements
  that
  trigger
  the
  consumers.
 
  To
  achieve
  this
  goal
  I
  prepared
  nine
  quiz
  questions
  that
  tested
  the
  participant’s
 memory
 retention
 of
 the
 visual
 elements
 on
 the
 App
 Store.
 This
 was
  made
 by
 letting
 the
 participants
 look
 at
 a
 number
 of
 apps
 on
 the
 App
 Store
 for
 a
  very
 short
 time
 and
 immediately
 after
 that
 give
 them
 the
 nine
 quiz
 questions
 to
  find
 out
 what
 they
 remember.
 By
 using
 method
 we
 can
 obtain
 the
 visual
 elements
  that
  were
  stored
  in
  the
  participants
  short-­?term
  memory.
  As
  there
  are
  various
  kinds
  of
  visual
  elements
  on
  the
  App
  Store
  I
  only
  tested
  the
  most
  essential
  elements
 namely
 the
 icons.
 The
 quiz
 questions
 consisted
 of
 two
 parts
 and
 they
 are
  described
 as
 follows:
 
 
  Part
 1
 
  The
  first
  part
  consisted
  of
  four
  questions
  where
  the
  first
  three
  questions
  were
  used
 to
 test
 the
 participant’s
 memory
 retention
 “what”
 pathway.
 This
 was
 used
 to
  identify
 an
 icon
 from
 a
 list
 of
 apps
 that
 the
 participants
 had
 previously
 seen
 for
 a
  very
 short
 time.
 The
 last
 question
 (Q
 No.
 4)
 in
 this
 part
 was
 used
 to
 understand
  why
 the
 participants
 remembered
 that
 particular
 app.
 The
 four
 quiz
 questions
 are
  listed
 below.
 
  1. Do
 you
 remember
 an
 app
 from
 the
 previous
 Top
 list?
 (NOT
 the
 app
 you
  just
 visited)
  2. What
 was
 on
 the
 icon
 and
 what
 color
 did
 it
 have?
 
  3. Where
 was
 the
 app
 located
 in
 list?
 
  4. Why
 do
 you
 think
 you
 remember
 this
 app?
 
  Since
 the
 participants
 may
 remember
 different
 visual
 elements
 from
 one
 and
 the
  same
 icon,
 it
 will
 be
 very
 difficult
 to
 analyze
 and
 assess
 the
 participant’s
 responds.
  Hence
  I
  divided
  the
  results
  of
  each
  memory
  retention
  quiz
  questions
  described
  above,
  in
  the
  following
  three
  groups,
  yes,
  no
  and
  partly.
  The
  following
  points
  describe
 where
 a
 respond
 from
 a
 participant
 should
 fit
 in.
 
 
  ? The
 answer
 is
  yes
 to
 the
 first
 question,
 if
 the
 participant
 remembers
 the
 first
  name
 of
 the
 app,
 and
 the
 answer
 is
 partly
 if
 the
 participant
 remembers
 a
 word
  from
 the
 name
 or
 a
 part
 of
 the
 name.
  ?
 The
  answer
  is
  yes
  to
  the
  second
  question,
  if
  the
  participant
  remembers
  the
  item
  that
  was
  one
  the
  icon
  and
  also
  remembers
  at
  least
  one
  color
  from
  the
  icon,
  and
  the
  answer
  is
  partly
  if
  the
  participant
  remembers
  either
  a
  color
  or
  the
 item
 on
 the
 icon.
 
  ? The
 answer
 is
 yes
 to
 the
 third
 question,
 if
 the
 participant
 remembers
 the
 exact
  position
  number
  of
  the
  app
  or
  almost
  the
  exact
  position,
  and
  the
  answer
  is
  partly
  if
  the
  participant
  remembers
  the
  location
  area
  of
  the
  app
  i.e.
  the
  app
  was
 located
 around
 the
 top
 area,
 or
 in
 the
 middle
 area.
 


 

31
 

Part
 2
 
  The
 second
 part
 consisted
 of
 the
 remaining
 five
 questions.
 They
 were
 used
 to
 test
  the
  participant’s
  memory
  retention
  what
  and
  immediacy
  of
  understanding
  of
  an
  application
  that
  participants
  recently
  had
  visited
  from
  the
  list.
  The
  first
  two
  questions
  in
  this
  part
  (Q
  No.
  5
  and
  6)
  are
  practically
  the
  same
  as
  the
  first
  two
  questions
  in
  part
  1.
  They
  were
  used
  to
  see
  if
  the
  participants
  remember
  the
  name
  and
  the
  visual
  elements
  of
  the
  app
  they
  visited
  from
  the
  Top
  Grossing
  and
  Top
  Education
  list.
  The
  other
  two
  questions
  (Q.
  No.
  7
  and
  8)
  were
  used
  to
  see
  if
  participants
 remember
 the
 price
 of
 the
 app
 and
 also
 the
 compatibility
 of
 the
 app
  meaning
 whether
 it
 works
 for
 both
 iOS
 devices
 or
 not.
 The
 last
 question
 was
 used
  to
 see
 if
 the
 participants
 understand
 what
 the
 app
 they
 visited
 is
 about.
 The
 quiz
  questions
 are
 listed
 below.
 
 
  5. What
 was
 the
 name
 of
 the
 app
 you
 just
 visited?
  6. What
 icon
 and
 what
 color
 did
 it
 have?
  7. How
 much
 did
 it
 cost?
  8. Is
 the
 app
 compatible
 with
 the
 other
 iOS
 devices?
 
  9. What
 do
 you
 think
 the
 app
 does?
 And
 do
 you
 remember
 which
 category
  it
 belonged
 to?
 
 
  This
 task
 aimed
 to
 test
 the
 participant’s
 memory
 retention
 and
 not
 how
 fast
 they
  can
 remember
 an
 element
 from
 the
 App
 Store.
 Hence
 there
 was
 no
 limited
 time,
  however
 the
 participants
 were
 not
 allowed
 to
 spend
 too
 much
 time
 on
 a
 question,
  if
 the
 participants
 didn’t
 remember
 what
 they
 saw
 they
 were
 allowed
 to
 guess
 or
  write
  down
  what
  they
  think
  they
  remember.
  By
  allowing
  participants
  to
  freely
  write
  down
  whatever
  they
  remember
  about
  a
  question
  I
  would
  get
  more
  information
 regarding
 the
 elements
 they
 remembered.
 
 
  Nevertheless
  there
  is
  a
  weakness
  with
  this
  approach.
  If
  participants
  are
  not
  remembering
 anything
 quickly
 they
 may
 go
 to
 the
 next
 question
 with
 out
 thinking
  too
  much,
  they
  might
  also
  write
  down
  very
  few
  things
  or
  detail
  things
  and
  forgets
  to
 write
 down
 the
 bigger
 visual
 elements.
 
 
  To
  prevent
  this
  kind
  of
  threats
  to
  validity
  I
  told
  the
  participants
  before
  giving
  them
  the
  questions
  to
  think
  carefully
  and
  try
  to
  remember
  as
  much
  as
  possible
  regarding
 each
 quiz
 questions.
 Moreover
 I
 included
 two
 general
 questions
 in
 each
  part
  to
  understand
  why
  the
  participants
  think
  they
  remembered
  that
  particular
  app
 and
 what
 they
 think
 the
 app
 they
 remembered
 does.
 
 The
 quiz
 questions
 were
  given
  to
  the
  participants
  on
  each
  unit
  immediately
  after
  the
  participants
  had
  seen
  a
  list
  of
  apps
  from
  the
  Top
  Grossing
  and
  Top
  Education
  category.
  The
  reason
  why
  these
  two
  categories
  were
  chosen
  on
  each
  unit
  is
  described
  in
  the
  following
  sections.
 
 


 

32
 

4.7.1
 Visual
 elements
 in
 the
 iTunes
 App
 Store
 


  On
  the
  iTunes
  App
  Store
  the
  participants
  were
  asked
  to
  go
  to
  the
  Top
  Grossing
  section
  and
  quickly
  go
  to
  the
  app
  number
  25.
  The
  Top
  Grossing
  section
  was
  chosen
 because
 the
 apps
 are
 numbered
 and
 it
 includes
 both
 free
 and
 paid
 apps.
 
 
  The
 reason
 for
 choosing
 the
 25th
 app
 was
 because
 there
 are
 25
 apps
 displayed
 in
  the
 Top
 Grossing
 section
 in
 the
 iPhone
 App
 Store
 and
 I
 wanted
 the
 participants
 to
  look
 at
 the
 same
 amount
 of
 apps
 in
 the
 iTunes
 App
 Store
 before
 they
 could
 select
  the
 app.
 
 
  Since
  the
  Top
  apps
  in
  App
  Store
  changes
  all
  the
  time
  all
  participants
  was
  not
  seeing
  the
  same
  apps
  in
  the
  same
  position
  all
  the
  time.
  Once
  the
  participants
  entered
 the
 25th
 app
 in
 the
 Top
 Grossing
 section
 I
 asked
 them
 to
 go
 down
 to
 the
  bottom
 of
 the
 page
 and
 point
 at
 the
 last
 app
 that
 other
 customers
 have
 bought
 and
  immediately
 after
 that
 I
 gave
 them
 the
 quiz
 questions.
 All
 this
 was
 used
 to
 distract
  the
 participants
 from
 remembering
 what
 they
 just
 have
 seen.
 
 
 

4.7.2
 Visual
 elements
 in
 the
 iPad
 App
 Store
 
 


  On
 the
 iPad
 App
 Store,
 on
 the
 other
 hand
 the
 list
 of
 free
 and
 paid
 apps
 in
 the
 Top
  Charts
  are
  displayed
  simultaneously,
  thus
  I
  asked
  half
  of
  the
  participants
  to
  select
  the
 10th
 (the
 last
 app)
 from
 the
 Top
 Free
 column
 on
 the
 right
 side
 and
 the
 other
  half
 participants
 to
 select
 the
 other
 10th
 (last
 app)
 from
 the
 Top
 paid
 column
 on
  the
  left
  side.
  Both
  were
  selected
  from
  Top
  Education
  category.
 
  I
  chose
  the
  Education
  category
  because
  there
 were
  several
  apps
  that
  appeared
  on
  both
  free
  and
 paid
 sides
 at
 the
 same
 time
 i.e.
 apps
 that
 had
 lite
 version
 and
 paid
 version
 and
  I
  wanted
  to
  see
  if
  the
  participants
  would
  remember
  these
  apps.
  Once
  participants
  selected
  the
  app
  I
  used
  the
  same
  procedure
  as
  I
  used
  in
  the
  iTunes
  App
  Store
  meaning
 I
 asked
 the
 participants
 to
 go
 to
 the
 bottom
 of
 the
 page
 and
 point
 at
 the
  last
  app
  that
  other
  customer
  has
  bought
  and
  gave
  them
  the
  quiz
  questions
  immediately
 after
 that.
 
 
 

4.7.3
 Visual
 elements
 in
 iPhone
 App
 Store
 
 


  On
 the
 iPhone
 App
 Store
 I
 asked
 the
 participants
 to
 go
 to
 the
 Top
 Grossing
 section
  and
 select
 the
 last
 25th
 app.
 Since
 the
 App
 Store
 view
 is
 different
 on
 the
 iPhone
 I
  asked
 the
 participants
 to
 scroll
 down
 to
 the
 bottom
 of
 the
 page
 and
 say
 out
 loud
  the
 size
 of
 the
 app,
 just
 as
 they
 entered
 the
 app,
 and
 then
 immediately
 gave
 them
  the
 quiz
 questions.
 
 
 
 
 
 
 


 

33
 

4.8
 Reliability
 and
 validity
 
 

  A
 major
 concern
 in
 any
 research
 is
 the
 validity
 of
 the
 procedures
 and
 conclusions.
  The
  term
  “Validity”
  has
  several
  meanings
  and
  there
  are
  many
  types
  of
  validity,
  however
  in
  most
  cases,
  they
  all
  refer
  to
  the
  quality
  of
  precision
  of
  a
  study,
  a
  procedure,
 or
 measure
 –
 to
 “how
 well”
 each
 does
 what
 it
 is
 supposed
 to
 do.
  There
  are
 many
 potential
 threats
 to
 the
 validity
 of
 a
 research
 study,
 and
 therefore
 it
 is
  important
 that
 the
 researcher
 create
 procedure
 to
 eliminate
 or
 reduce
 them.
 
 
  During
 my
 pre
 study
 I
 read
 several
 literature
 and
 related
 research
 on
 the
 subject
  in
  order
  to
  have
  a
  better
  understanding
  of
  the
  problem
  and
  create
  a
  good
  study.
  I
  also
  discussed
  about
  my
  research
  with
  experts
  in
  the
  area,
  which
  helped
  me
  to
  select
  relevant
  research
  questions
  and
  methods.
  During
  the
  actual
  study
  I
  tried
  to
  avoid
 and
 reduce
 the
 threats
 by
 preparing
 the
 whole
 study
 in
 advance
 and
 making
  the
  study
  as
  realistic
  as
  possible.
  I
  prepared
  the
  laboratory
  in
  advanced
  used
  reliable
  instruments
  and
  tested
  them
  beforehand.
  Moreover
  I
  used
  counterbalancing
  to
  solve
  potential
  order
  issues
  and
  randomized
  the
  tasks
  to
  counter
  the
  sequence
  effect.
  I
  also
  did
  a
  pilot
  test
  in
  order
  to
  find
  possible
  problems
  before
  the
  actual
  test
  began.
  Finally,
  I
  treated
  the
  participants
  well,
  offered
  them
  coffee
  so
  they
  could
  feel
  comfortable
  and
  relaxed,
  explained
  about
  the
  session
  in
  advance
  and
  tried
  to
  make
  the
  whole
  procedure
  as
  natural
  as
  possible.
 
 
 
 

4.9
 Possible
 cretic
 
 

  The
  major
  problem
  that
  was
  difficult
  to
  control
  in
  this
  study
  was
  the
  different
  conditions
  that
  changed
  constantly,
  particularly
  the
  order
  of
  the
  apps.
  Since
  the
  participants
  performed
  most
  of
  the
  tasks
  in
  the
  top
  charts
  sections
  the
  order
  of
  the
  apps
  may
  have
  changed
  at
  different
  times.
  This
  order
  change
  in
  the
  App
  Store
  may
 have
 affected
 the
 result.
 To
 avoid
 this
 I
 always
 looked
 for
 changes
 of
 the
 apps
  prior
 to
 each
 study
 session.
 Another
 state
 that
 may
 have
 been
 confounding
 is
 the
  App
 Store
 language.
 Both
 the
 desktop
 iTunes
 App
 Store
 and
 the
 mobile
 iPad
 App
  Store
 were
 set
 to
 Swedish,
 however
 participants
 had
 set
 English
 language
 on
 their
  iPhone
 App
 Store.
 
 
  Furthermore
 since
 the
 participants
 were
 allowed
 to
 freely
 browse
 the
 App
 Store,
  e.g.
 in
 the
 warm
 up
 task
 they
 constantly
 changed
 from
 one
 place
 to
 another
 and
  frequently
 clicked
 at
 different
 items.
 This
 could
 have
 affected
 the
 result
 because
 it
  was
 not
 always
 the
 case
 that
 participants
 knew
 why
 they
 looked
 or
 clicked
 on
 a
  certain
 item.
 As
 Martin
 Lindstrom
 states
 in
 his
 book
 [Buyology,
 2010]
 people
 have
  the
  tendency
  to
  say
  things
  that
  their
  actions
  are
  opposed.
 
  This
  is
  because
  according
  to
  Lindstrom
  people
  most
  of
  the
  time
  acts
  unconscious
  and
  therefore
  cannot
  tell
  why
  they
  behaved
  in
  a
  specific
  way.
  Although
  video
  recordings
  and
  think
  aloud
  method
  was
  used
  in
  this
  study
  it
  was
  still
  difficult
  to
  understand
  why
  participants
  choose
  to
  click
  on
  a
  certain
  item
  because
  sometimes
  participant’s
  behavior
 contradicted
 on
 what
 they
 were
 actually
 say.
 
 
 


 

34
 

5.
 Results
 
 


  In
  this
  chapter
  the
  results
  from
  the
  quantitative
  data
  pre-­?test
  questionnaires
  (the
  study
  participants),
  the
  qualitative
  data
  from
  the
  Task
  analysis
  and
  post-­?test
  questionnaires
 (the
 study
 App
 Store)
 is
 presented.
 
 
 

5.1
 Result
 of
 the
 Pre
 test-­?questionnaires
 
 
 

Primary
  data
  on
  participant’s
  basic
  information
  such
  as
  demographics,
  participant’s
  experience
  of
  using
  the
  Apples
  devices
  and
  the
  Apples
  App
  Store
  were
  collected
  using
  a
  pre-­?test
  questionnaire.
  The
  pre
  test
  questionnaires
  had
  three
 parts
 and
 they
 are
 presented
 as
 follows.
 
 

5.1.1.
 Participant’s
 demography
 
 
 
About
 12
 participants
 living
 in
 Stockholm
 and
 Uppsala
 with
 different
 professions
  including
  students
  were
  included
  in
  the
  study.
  The
  age
  of
  participants
  ranged
  from
 20
 to
 47
 years
 and
 their
 monthly
 income
 is
 depicted
 in
 table
 5.1.1
 
 


 
  Table
  5.1.1.
 Demographic
 characteristics
 of
 the
 study
 participants,
 Uppsala,
 Fall2011
 
 
Participants
 
  1
  2
  3
  4
  5
  6
  7
  8
  9
  10
  11
  12
  Gender
  M
  M
  M
  M
  F
  M
  M
  M
  M
  M
  M
  M
  Age
  20
  24
  23
  23
  25
  28
  29
  38
  26
  47
  25
  29
  Profession
  Student
 
  Student
 
  Student
 
  Student
 
  Student
 
  IT
 consult
 
  Construction
 Engineer
 
 
  Accounting
 assistant
  Civil
 Engineer
 
  PhD
 in
 Language
  Lawyer
 
  Programmer
 
  Income
 after
 tax
 
  5000
 -­?
 6
 999
 kr
  7000
 -­?
 8
 999
 kr
  7000
 -­?
 8
 999
 kr
  <
 5000
 kr
  <
 5000
 kr
 
  50
 000
 ?
 13
 000
 kr
  50
 000
 ?
 13
 000
 kr
 
  50
 000
 ?
 13
 000
 kr
 
  50
 000
 ?
 13
 000
 kr
 
  50
 000
 ?
 13
 000
 kr
 
  50
 000
 ?
 13
 000
 kr
 
  50
 000
 ?
 13
 000
 kr
 
 


 
 
 
 
 
 
 
 

  35
 

5.1.1a
 Summary
 of
 consumer
 demographics
 
 
 
  Table
 5.1.1a
 A
 summary
 of
 consumer
 demographics
 factors
 
 
 
Factory
 Type
 
 
 
 
 
 
  Demographics
 
  Individual
  The
 study
  Factors
  Participants
  Gender
 
  The
 participants
  consisted
 of
  eleven
 men
 and
  one
 female.
 
  Major
 Findings
  The
  female
  participant
  had
  never
  purchased
  an
  app
  from
  the
  App
  Store
  before
  and
  she
  was
  also
  the
  only
  one
  who
  did
  not
  download
  games
 from
 the
 App
 Store.
 
  Age
 
  The
 participant’s
 
  The
  younger
  participants
  age
  range
  was
  had
  more
  experience
  of
  20–
  47
  years
  old.
  using
  the
  App
  Store
  from
  Median (25) both
  iTunes
  and
  iPad,
  they
 
  were
  also
  more
  willing
  to
  pay
  for
  an
  app
  than
  the
  older
 participants.
  Profession
 
  The
 participants
  The
 majority
 of
 the
 student
  consisted
 of
 five
  had
  a
  good
  experience
  of
  students
 and
  using
  the
  App
  Store
  from
  other
 educated
  both
  iTunes
  and
  iPad.
  Two
  professions
 i.e.
  of
  the
  students
  also
  owned
  Programmer
  an
  iPad.
  Most
  of
  the
  students
  also
  purchased
  apps
 from
 the
 App
 Store.
 
 
  Income
 
  The
 students
 had
  The
  income
  did
  not
  affect
  an
 income
  the
  buying
  tendency
  of
  between
 5000
 –
  apps
  on
  the
  App
  Store.
  8999
 kr
 after
 tax
  Most
  of
  the
  participants
  whereas
 the
 rest
  who
 purchased
 apps
 on
 the
  had
 an
 income
 of
  App
  Store
  were
  students
  50
 000
 ?
 13
 000
  and
  had
  an
  income
  kr
  between
 5000-­?
 8999kr
 
 


 
 
 
 
 
 
 
 
 
 

  36
 

5.1.2.
 Participants
 usage
 of
 the
 iOS
 devices
 
 
 
 
  Table
 5.1.2.1
 Participants
 experience
 for
 iOS
 devices
 (iPhone,
 iPod
 Touch,
 iPad
 
  and
 Android
 Smartphone
 and
 Tablet).
 
 
#
  iPhone
 
  Have
 had
 the
  (Pod
  device
 for
 
  Touch)
 
  iPod
 Touch,
 
  2
 years,
 both
  devices
 
  iPhone
 3GS
  1,5
 years
  iPhone
 4,
  5
 month
  (iPhone)
 &
 7
  month
 (iPad)
 
  iPhone
 3GS
  2
 years
  Time
 spent
 on
 the
  Have
 used
 and
  device
 per
 day
  iPad
 
  30
 min
 –
 3h(iPod
  Touch)
  30
 min
 –
 3
 h
  4
 –
 7
 h
 (iPhone),
 
  30
 min
 -­?
 3h(iPad)
  >7
 h
 
  Yes,
 have
 used
  it
 7-­?10
 times
  No
  Yes,
 owns
 an
  iPad
 
  Yes,
 have
 used
  it
 2-­?6
 times
  Have
 used
  Android
  Phone/tablet
 
  Yes,
 own
 an
  Android
 Phone
 
  No
  Yes,
 have
 used
  an
 Android
  Phone
 (2-­?6
  times)
  Yes,
 have
 used
  an
 Android
  Phone
 (2-­?6
  times)
  No
  No
  Yes,
 owned
  Android
 tablet
  (for
 6
 month)
  Yes,
 have
 used
  an
 Android
  Phone
 (2-­?6
  times)
  No
  No
  Yes,
 Have
 used
  an
 Android
  Phone
 (2-­?6
  times)
  No
 

1
  2
  3
 

4
 

5
  6
  7
  8
 

iPhone
 3G,
  iPhone
  iPhone
 4
  iPhone
 4
 

2
 years
 (iPhone),
  4
 –
 7
 h
 (iPhone),
  Yes,
 owns
 an
  8
 month
 (iPad)
  30
 min
 -­?
 3h(iPad)
 
  iPad
 
  3
 years
  <
 30
 min
  Yes,
 have
 used
  it
 one
 time
 
  1
 years
  >7
 h
 (iPhone)
  Yes,
 have
 used
  it
 2-­?6
 times
  7
 month
 
  >7
 h
 
  Yes,
 have
 used
  it
 2-­?6
 times
  Yes,
 have
 used
  it
 one
 time
 
  Yes,
 have
 used
  it
 one
 time
 
  No
 
 

9
 

iPhone
 3G
 

3
 years
  6
 month
 
  2
 years
 

4
 –
 7
 h
 
  4
 –
 7
 h
 
  4
 –
 7
 h
 
 

10
  iPhone
 4
  11
  iPhone
 3G
 

12
  iPhone
 4
 

6
 month
 

4
 –
 7
 h
 
 

No
 


 
Among
  the
  participants,
  eleven
  of
  them
  have
  had
  iPhone
  of
  different
  models
  i.e.
  five
 of
 them
 had
 iPhone
 4,
 the
 other
 five
 had
 iPhone
 3GS
 and
 one
 participant
 had
  the
 earliest
 model.
 Only
 one
 participant
 had
 iPod
 touch
 however,
 this
 participant
  has
 performed
 the
 task
 that
 was
 set
 for
 iPhone
 App
 Store.
 
 There
 were
 also
 two
  participants
  in
  the
  study
  who
  owned
  an
  iPad
  (Table
  5.1.2.1).
  Regarding
  participants
  experience
  for
  Android
  Phone
  or
  tablet,
  almost
  half
  of
  the
  participants
  have
  been
  using
  the
  phone
  including
  the
  Android
  smartphone
  except
 
  37
 

one
  who
  used
  it
  before.
  Still
  more
  than
  half
  of
  the
  participants
  have
  the
  experience
  of
  using
  iPad
  though
  it
  was
  for
  short
  period
  (not
  for
  more
  than
  10
  minutes)
 see
 table
 5.1.2.1
 
 
 
  What
 did
 the
 participants
 use
 their
 iOS
 devices
 for?
 
 
  Most
  of
  the
  participants
  used
  their
  phone
  device
  primarily
  to
  call
  or
  send
  SMS/MMS
 depends
 up
 on
 the
 type
 of
 the
 device
 they
 are
 using.
 For
 instance,
 the
  participant
  who
  used
  the
  iPod
  Touch
  was
  not
  included
  in
  this
  group
  since
  he
  cannot
 call
 or
 send
 SMS
 directly
 from
 an
 iPod
 touch
 (Table
 5.1.2.2)
 
  According
  to
  participants
  response
  illustrated
  in
  Table
  5.1.2.3,
  four
  of
  the
  participants
 primarily
 used
 the
 iPad
 for
 surfing
 the
 web
 with
 Safari
 and
 the
 same
  number
  of
  participants
  also
  used
  the
  device
  to
  play
  games
  as
  a
  second
  priority.
  However,
  most
  of
  the
  participants
  did
  not
  download
  applications
  as
  frequently
  as
  other
 activities
 by
 iPad
 users
 and
 only
 three
 participants
 considered
 downloading
  applications
 using
 iPad
 as
 their
 fifth
 priority.
 The
 stars
 in
 table
 5.1.2.3
 indicate
 the
  two
 owners
 of
 the
 iPad.
 
 
  Table
 5.1.2.2
 List
 of
 Participant’s
 priority
 usage
 of
 the
 iPhone
 in
 rank.
 
 
  iPhone
 usage
 
  1st
  2nd
 
  3rd
  4th
  5th
  Priority
  Priority
 
  Priority
 
  Priority
 
  Priority
 
 
  Call/SMS/MMS
  8
  2
  -­?
  1
  -­?
  E-­?mail
  1
  3
  3
  4
  -­?
  Search
 information
  -­?
  2
  2
  4
  4
  Play
 games
  1
  3
  2
  1
  -­?
  Listen
 to
 music
 
  2
  2
  4
  1
  -­?
  Watch
 video
 clips
 
  -­?
  -­?
  1
  -­?
  2
  Download
 apps
 
  -­?
  -­?
  -­?
  1
  6
  Total
  12
  12
  12
  12
  12
 
  Table
 5.1.2.3
 List
 of
 Participant’s
 priority
 usage
 of
 the
 iPad
 in
 rank
 
 
  iPad
 usage
 
  1st
 
  2nd
 
  3rd
 
  4th
  5th
  Priority
 
  Priority
 
  Priority
  Priority
  Priorit y
  Read
 news/magazines
 
  2(**)
  1
  2
  2
  1
  Played
 games
  1
  4(**)(***)
  3
  1
  -­?
  Watched
 video
 clips
 
  1
  2
  1
  3(**)
  2(**)
  Surfed
 the
 web
 with
 Safari
  4(***)
  2
  -­?
  2(***)
  1
  Downloaded
 apps
 
  -­?
  -­?
  -­?
  -­?
  3(***)
  Listened
 to
 music
 
  -­?
  -­?
  -­?
  1
  -­?
  E-­?mail
 
  1
  -­?
  3(**)(***)
  -­?
  2
  Total
  9
  9
  9
  9
  9
 
**
 The
 first
 participant
 who
 owned
 an
 iPad
  ***The
 second
 participant
 who
 owned
 an
 iPad
 


 
  38
 

How
 many
 apps
 have
 the
 participants
 downloaded
 on
 their
 device?
 
 
  Participants
  were
  asked
  whether
  they
  have
  downloaded
  applications
  on
  their
  device
  and
  whether
  the
  applications
  are
  for
  paid
  or
  free
  of
  charge.
 
  All
  participants
  downloaded
  free
  applications
  and
  the
  number
  of
  free
  applications
  downloaded
  were
  relatively
  larger
  compared
  to
  paid
  applications.
  Even
  some
  participants
 who
 downloaded
 the
 maximum
 number
 of
 free
 applications
 did
 not
  download
 a
 single
 of
 paid
 applications
 (see
 table
 5.1.2.4).
 
 
 
 
 
  Table
 5.1.2.4
 Number
 of
 free
 and
 paid
 Apps
 downloaded
 into
 participant’s
 iOS
 
  device
 
  Participants
 
  Number
 of
 free
 apps
  Number
 of
 paid
 apps
 
  1
  2
  3
  4
  5
  6
  7
  8
  9
  10
  11
  12
  21
 –
 50
  21
 –
 50
  >100
 (iPhone
 &
 iPad)
  81
 
 –
 100
  21 –
 50
 (iPhone
 &
 iPad)
  21
 –
 50
  >100
  21
 –
 50
  51
 –
 80
  20
 >
  21
 –
 50
  51
 –
 80
  1
 –
 5
  1
 –
 5
  >10
 (iPhone
 &
 
 iPad)
  >10
  1
 –
 5,
 (iPad
 6
 -­?
 10)
  None
  None
  6
 –
 10
  >10
  None
  >10
  6
 –
 10
 


  5.1.3.
 Participant’s
 frequency
 of
 visit
 and
 usage
 of
 the
 App
 store.
 
 
 
The
 last
 part
 in
 this
 section
 was
 used
 to
 find
 out
 how
 often
 the
 participants
 visit
  the
  App
  Store
  and
  from
  which
  device
  they
  visit
  it.
  It
  was
  also
  used
  to
  find
  what
  they
 do
 when
 they
 visit
 the
 App
 Store.
 
 
  Most
 of
 the
 participants
 visit
 the
 iPhone
 App
 Store
 seldom.
 One
 participant
 who
  has
 the
 earliest
 version
 of
 iPhone
 has
 never
 visited
 the
 App
 Store
 from
 his
 iPhone;
  because
  the
  iPhone
  does
  not
  have
  a
  3G
  network.
  However
  this
  participant
  uses
  iTunes
 to
 download
 and
 sync
 apps
 into
 his
 iPhone.
 Half
 of
 the
 participants
 have
  never
 used
 the
 iTunes
 App
 Store
 and
 the
 other
 half
 used
 it
 only
 few
 times.
 
 Only
  three
 participants
 have
 visited
 the
 iPad
 App
 Store
 two
 of
 these
 were
 the
 owners
  of
 the
 iPa
 (see
 table
 5.1.3.1).
 
 
 
 
 
 
 
 
 


 

39
 


  Table.
 5.1.3.1
 Frequency
 of
 visits
 of
 participants
 on
 the
 App
 store
 from
 the
 iOS
  devices
 and
 the
 desktop
 iTunes.
 
 
 
 
  Frequency
 of
 visit
  #
 Of
 Participantswho
  #
 Of
 Participants
  #
 Of
 Participants
  of
 App
 Store
 
  used
 iPhone/iPod
  who
 used
 the
 iPad
  who
 used
 iTunes
 
  Touch
 
  Never
  1
  9
  6
  Seldom
  8
  2
  -­?
  Every
 other
 day
  1
  -­?
  -­?
  Once
 a
 day
  1
  -­?
  -­?
  Several
 times
 a
 day
 
  1
  -­?
  -­?
  Few
 times
  -­?
  -­?
  5
  Very
 few
 times
  -­?
  1
  1
  Total
  12
  12
  12
 
 
 
  Table
 5.1.3.2
 Participant’s
 usage
 of
 the
 App
 Store
 from
 the
 iPhone
 in
 rank
 
 
  Usage
 of
 App
 Store
 From
  1st
  2nd
  3rd
  4th
  5th
  iPhone
  Priority
 
  Priority
  Priority
  Priority
  Priority
  Browse
 Top
 Charts
  8
  -­?
  -­?
  2
  1
  Browse
 by
 Category
 
  -­?
  2
  1
  1
  2
  Browse
 by
 Feature
 
  -­?
  -­?
  2
  2
  1
  Search
 for
 apps
 
  3
  3
  1
  3
  1
  Purchase
 apps
 
  -­?
  -­?
  1
  1
  2
  Download
 free
 apps
 
  -­?
  5
  4
  1
  1
  Read
 app
 description
 
  -­?
  1
  2
  1
  3
  Total
  11
  11
  11
  11
  11
 
 
  Eight
  of
  the
  participants
  used
  the
  App
  Store
  to
  primarily
  browse
  through
  the
  Top
  Charts.
  Secondly
  five
  participants
  used
  the
  App
  Store
  to
  download
  free
  apps.
 
  Since
  the
  participant
  with
  the
  first
  iPhone
  had
  never
  visited
  the
  App
  Store
  from
  his
 iPhone,
 he
 was
 not
 included
 in
 this
 table.
 
 
  The
  next
  table
  5.1.3.3
  shows
  which
  of
  the
  seven
  participants
  how
  have
  used
  an
  iPad
  also
  have
  visited
  the
  App
  Store.
  Since
  the
  two
  participants
  who
  owned
  an
  iPad
 had
 visited
 the
 App
 Store
 more
 then
 the
 other
 they
 are
 not
 included
 in
 the
  table.
 
 
 
 
 
 
 
 
 
 
 
  40
 


  Table
 5.1.3.3
 Participant’s
 usage
 of
 the
 App
 Store
 from
 the
 iPad
 in
 rank
 
 
  Usage
  of
  App
  Store
  1st
 
  2nd
 
  3rd
  4th
  5th
  from
 the
 iPad
  Priority
  Priority
  Priority
  Priority
 
  Priority
  Browsed
 Top
 Charts
 
  4(**)(***)
  -­?
  -­?
  -­?
  -­?
  Browsed
 by
 Category
 
  -­?
  1
  -­?
  -­?
  1
  Browsed
 by
 Feature
 
  -­?
  -­?
  1
  -­?
  2(**)(***)
  Searched
 for
 apps
 
  -­?
  -­?
  2(**)(***)
  1
  -­?
  Purchased
 apps
 
  -­?
  -­?
  -­?
  2(**)(***)
  1
  Downloaded
 free
 apps
 
  -­?
  2(**)(***)
  1
  1
  -­?
  Read
 app
 description
 
  -­?
  1
  -­?
  -­?
  -­?
  Total
  2
 
  2
  2
  2
  2
 
**
 The
 first
 participant
 who
 owned
 an
 iPad
  ***The
 second
 participant
 who
 owned
 an
 iPad
 
 


  As
 can
 be
 seen
 from
 the
 table
 above
 all
 four
 participants
 used
 the
 iPad
 App
 Store
  primarily
 to
 browse
 the
 Top
 Charts.
 Moreover,
 both
 participants
 who
 owned
 the
  iPad
 used
 the
 App
 Store
 in
 the
 same
 way.
 The
 next
 table
 5.1.3.4
 shows
 what
 the
  six
 participants
 who
 had
 visited
 the
 App
 Store
 from
 the
 iTunes
 did.
 
 
 
  Table
 5.1.3.4
 Participant’s
 usage
 of
 the
 App
 Store
 from
 the
 iTunes
 in
 rank
 
 
  Usage
 of
 App
 Store
 in
 iTunes
  1st
  2nd
  3rd
  4th
  5th
  Priority
  Priority
 
  Priority
  Priority
  Priority
  Browse
 Top
 Charts
 
  2
  -­?
  1
  1
  1
  Browse
 by
 Category
 
  -­?
  -­?
  1
  1
  -­?
  Browse
 by
 Feature
 
  -­?
  1
  -­?
  -­?
  2
  Search
 for
 apps
 
  3
  3
  -­?
  -­?
  -­?
  Purchase
 apps
 
  -­?
  -­?
  1
  2
  1
  Download
 free
 apps
 
  1
  1
  3
  -­?
  1
  Read
 app
 description
 
  -­?
  1
  -­?
  2
  1
  Total
  6
  6
  6
  6
  6
 
  Half
  of
  these
  six
  participants
  used
  the
  iTunes
  App
  Store
  to
  primarily
  search
  for
  apps
  or
  download
  free
  apps.
 
  The
  final
  table
  5.1.3.5
  shows
  the
  number
  of
  the
  participants
 who
 have
 visited
 Google’s
 Android
 Market
 and
 from
 which
 unite
 they
  visited
 it
 from.
 
 
 
  Table
 5.1.3.5
 Number
 of
 participant
 who
 used
 the
 Googel’s
 Android
 Market
 
 
  Visited
 Google’s
 Android
 Market
  Participants
 
 
  No
  7
  Yes,
 from
 an
 Android
 Phone
 
  3
  Yes,
 both
 from
 the
 webb
 and
 Android
 Phone
  1
  Yes,
 both
 from
 Android
 Phone
 &
 Andorid
 Tablet
 
  1
  Total
  12
 


 

41
 

5.1.3a
 Summary
 of
 consumer’s
 prior
 experience
 of
 the
 App
 store.
 
 


 
Table
 5.1.3
 a
 A
 summary
 of
 consumer’s
 prior
 experience
 and
 usage
 of
 the
 App
 Store
 
 


 
Factory
 Type
 
 
 
 
 
 
  App
 Store
  Experience
 
  Individual
  The
 study
  Factors
  Participants
  Frequency
 of
  All
 participants
  visit
 on
 iPhone
 
  except
 one
 had
  App
 Store
 
  used
 the
 iPhone
  App
 Store
  before.
 
  Frequency
 of
  4
 out
 of
 9
  visit
 on
 iPad
  participants
 had
  App
 Store
  used
 the
 iPad
  App
 Store
 before
  including
 the
  two
 participants
  who
 owned
 an
  iPad.
 
  Frequency
 of
  Six
 participants
  visit
 on
 iTunes
  had
 used
 the
  App
 Store
 
  iTunes
 App
 Store
  before.
 
  Major
 Findings
  Most
  of
  the
  participants
  visited
  the
  iPhone
  App
  Store
  seldom
  and
  they
  used
  it
  mainly
  to
  search
  for
 apps.
 
 
  The
  owners
  of
  the
  iPad
  and
  the
  participants
  who
  had
  most
  experience
  of
  the
  iPad
  App
  Store
  succeeded
  with
  the
  tasks
  that
 were
 given
 to
 them.
  The
 participants
 who
 had
  never
  used
  the
  iTunes
  App
 Store
 failed
 the
 tasks
  that
 were
 given
 to
 them.
 
 


  5.2
 Result
 of
 task
 analysis
 
 

  The
 aim
 of
 using
 the
 pre-­?test
 questionnaire
 information
 about
 participant’s
 prior
  experience
  for
  the
  Apple
  devices
  and
  App
  Store
  was
  presented
  in
  the
  previous
  section.
 The
 tasks
 given
 to
 all
 participants
 and
 their
 outcomes
 were
 recorded
 in
  video
 and
 the
 analyses
 of
 the
 results
 are
 presented
 in
 this
 section.
 
  Before
  presenting
  the
  results
  there
  is
  an
  important
  factor
  that
  I
  would
  like
  to
  point
 out
 that
 is
 the
 participants
 prior
 knowledge
 about
 using
 the
 App
 Store.
 As
  we
  saw
  in
  the
  previous
  section
  half
  of
  the
  participants
  never
  used
  the
  desktop
  iTunes
 App
 Store,
 thus
 I
 thought
 it
 would
 be
 interesting
 to
 see
 how
 long
 it
 would
  take
 for
 the
 participants
 to
 actually
 open
 the
 App
 Store
 from
 the
 desktop
 iTunes.
 
 
  It
 turned
 out
 that
 opening
 the
 App
 Store
 from
 the
 iTunes
 on
 a
 computer
 was
 much
  more
 difficult
 then
 I
 thought.
 Several
 participants,
 especially
 those
 who
 had
 never
  used
 it
 before
 had
 hard
 time
 getting
 to
 the
 App
 Store
 from
 the
 iTunes
 App
 Store.
  Three
  of
  these
  participants
  struggled
  to
  open
  the
  App
  Store
  from
  the
  iTunes
  all
  because
  they
  didn’t
  know
  where
  to
  click.
  After
  having
  successfully
  entered
  the
  iTunes,
 these
 three
 participants
 spent
 more
 than
 15
 seconds
 looking
 for
 the
 App
  Store
 link
 without
 doing
 anything.
 All
 three
 participants
 looked
 for
 the
 App
 Store
  link
 in
 the
 left
 column
 menu
 of
 iTunes.
 
 


 

42
 

An
  interesting
  notation
  was
  that
  one
  of
  these
  participants
  had
  actually
  used
  the
  App
  Store
  before,
  but
  for
  very
  short
  time.
  The
  time
  distribution
  among
  all
  participants
 is
 shown
 in
 figure
 below.
 
 
 
 
 

Time
 distribution
 
 
Time
 (seconds)
  25
  20
  15
  10
  5
  0
  P1
  P2
  P3
  P4
  P5
  P6
  P7
  P8
  Participants
 
  P10
  P11
  P12
  20,02
  18,02
  16,34
  14,48
  14,37
  13,58
  8,13
  7,12
  6,88
  6,24
  6,17
  6,03
 
 Value
  Average
 


 
  Table
 5.2.
 Time
 taken
 by
 the
 participants
 top
 open
 the
 App
 store
 in
 the
 iTunes
 
 


 

5.2.1
 Result
 from
 the
 warm
 up
 task
 
 


  The
 task
 analysis
 phase
 started
 with
 a
 warm
 up
 task
 in
 all
 units.
 The
 participants
  were
 asked
 the
 questions
 that
 were
 described
 in
 the
 warm
 up
 task
 section
 in
 the
  method
 part.
 All
 warm
 up
 tasks
 began
 with
 asking
 the
 participants
 to
 show
 and
  tell
 the
 first
 thing
 they
 do
 when
 they
 visit
 the
 App
 Store.
 
 
  5.2.1.2
 What
 is
 the
 first
 thing
 users
 do
 when
 they
 visit
 the
 App
 Store?
 
 
  People
  visit
  the
  App
  Store
  to
  either
  browse
  or
  search
  for
  a
  specific
  type
  of
  app.
  They
 might
 also
 visit
 the
 App
 Store
 to
 update
 their
 existing
 apps.
 In
 order
 to
 find
  out
 what
 type
 of
 user
 these
 participants
 are,
 they
 were
 asked
 to
 show
 and
 state
  what
 they
 do
 in
 first
 hand
 when
 they
 visit
 the
 App
 Store.
 The
 same
 question
 was
  given
 to
 the
 participants
 in
 the
 pre-­?test
 questionnaires
 the
 results
 can
 be
 found
 in
  table
  5.1.3.2
  –
  5.1.3.4.
 
  In
  this
  part
  however
  they
  were
  asked
  to
  show
  live
  the
  first
  thing
  they
  do
  when
  they
  visit
  the
  App
  Store
  from
  the
  three
  units.
  Table
  5.2.1.2
  below
 shows
 the
 first
 thing
 that
 participants
 did
 when
 they
 visited
 the
 App
 Store
  from
 all
 three
 units.
 
 
 
 
 
 
 
 
 
 


 

43
 


  Table
 5.2.1.2
 The
 first
 thing
 participants’
 did
 when
 they
 visited
 the
 App
 Store
 
 
  Show
 the
 first
 thing
 you
 do
 when
 you
 visit
 the
 App
 Store
  iTunes
  iPhone
  iPad
  Looked
 at
 the
 New
 and
 Noteworthy
 section
 
  6
  2
  2
  Looked
 at
 the
 what’s
 hot
 section
 on
 the
 first
 page
 
  1
 
 
  Searched
 for
 an
 app
 in
 first
 hand
 
  2
  5
 
  Checked
 the
 top
 front
 slideshow
 on
 the
 first
 page
  1
 
 
  Looked
 at
 App
 of
 the
 week
 on
 the
 first
 page
  1
 
 
  Looked
 at
 the
 Top
 Charts/Top
 25
 
  1
  2
  9
  Looked
 at
 Category
 
  -­?
 
  1
  Update
 
  3
  Total
  12
  12
  12
 
  The
 overall
 result
 shows
 that
 more
 than
 half
 of
 the
 participants
 first
 looked
 at
 the
  apps
  in
  the
  “New
  and
  Noteworthy”
  and
  “What’s
  Hot”
  section
  in
  the
  iTunes
  App
  Stores.
 Five
 participants
 searched
 on
 the
 iPhone
 App
 Store
 and
 nine
 participants
  looked
 at
 the
 Top
 Chart
 on
 the
 iPad
 App
 Store.
 
 

 

5.2.1.3.
 What
 is
 the
 first
 item
 users
 look
 at
 on
 the
 App
 Store
 before
 going
 to
  the
 app
 description
 page?
 
 
  Next,
  in
  order
  to
  see
  which
  visual
  elements
  the
  participants
  are
  attracted
  to
  before
  going
  to
  the
  app
  description
  page
  they
  were
  asked
  to
  show
  and
  explain
  which
 items
 they
 would
 look
 at
 first
 and
 second
 on
 the
 App
 Store
 from
 all
 three
  units.
 
 
  On
 the
 iTunes
 App
 Store
 the
 participants
 demonstrated
 this
 task
 on
 the
 apps
 from
  the
  “New
  and
  Noteworthy”
  and
  “What’s
  Hot”
  section
  whereas
  on
  the
  iPad
  and
  iPhone
  App
  Store
  participants
  demonstrated
  on
  the
  apps
  from
  the
  Top
  Chart
  section.
 Table
 5.2.1.3
 shows
 that
 all
 participants
 looked
 at
 the
 icons
 in
 first
 hand
  in
  all
  three
  units
  and
  the
  name
  of
  the
  app
  in
  second
  hand
  from
  the
  iTunes
  App
  Store.
 
 
  From
 the
 iPad
 on
 the
 other
 hand
 only
 half
 of
 the
 participants
 looked
 at
 the
 name
  in
  the
  second
  hand
  the
  other
  half
  looked
  at
  ratings.
  Seven
  participants
  in
  the
  second
 hand
 also
 looked
 at
 the
 ratings
 from
 the
 iPhone
 App
 Store.
 
 
 
  Table
 5.2.1.3
 Participants
 first
 and
 second
 look
 at
 on
 the
 App
 Store.
 
 
 
  App
 Store
 
  First
 look
  Second
 look
 
 
  iTunes
  Icon(12)
  Name(12)
 
  iPhone
  Icon(12)
 
 
  Name(5),
 
 Ratings(7)
 
  iPad
 
 
 
 
  Icon(12)
 
  Name(6),
 
 Ratings(6)
 
 
 


 

44
 

5.2.1.4.
 What
 is
 the
 first
 thing
 users
 look
 at
 in
 the
 app
 description
 page?
 
  The
 overall
 result
 shows
 that
 when
 participants
 visited
 the
 app
 product
 page
 they
  were
  more
  drawn
  to
  the
  graphics
  on
  the
  iTunes
  and
  iPad
  App
  store.
  Table
  5.2.1.4
  shows
  that
  half
  of
  the
  participants
  on
  the
  iTunes
  App
  Store
  looked
  at
  screenshots
  first
 and
 only
 three
 participants
 looked
 at
 the
 Screenshots
 in
 the
 iPad
 App
 Store.
  None
 of
 the
 participants
 looked
 at
 the
 screenshots
 in
 the
 iPhone
 App
 Store
 in
 first
  hand.
  In
  the
  second
  place
  we
  see
  that
  participants
  on
  the
  iTunes
  and
  iPad
  App
  Store
  looked
  at
  the
  ratings
  whereas
  no
  participants
  looked
  at
  the
  ratings
  in
  the
  iPhone
 App
 Stores.
 
 
 
  Table
  5.2.1.4
 Participants
 first
 and
 second
 hand
 look
 in
 the
 app
 description
 page.
 
  App
 Store
 
  iTunes
  iPhone
  iPad
 
 
 
 
 
  5.2.1.5
 How
 do
 users
 navigation
 on
 the
 iTunes
 App
 Store
 
  First
 look
  Description(6),
 Screenshots(6)
 
 
 
  Description(10),
 Free
 button(2)
  Description(9)
 ,Screenshots(3)
 
 
 
  Second
 look
 
  Screenshots(6),Ratings(6)
  Screenshots(10)
  Screenshots(9),
 Ratings(3)
 


 

During
  the
  warm
  up
  tasks
  navigation
  in
  the
  App
  Store
  was
  also
  observed
  especially
  the
  navigation
  in
  the
  desktop
  iTunes
  App
  Store.
  This
  is
  because
  there
  are
 various
 paths
 that
 users
 can
 take
 to
 navigate
 back
 and
 forward
 to
 a
 page
 in
 the
  iTunes
  App
  Store.
  Hence
  I
  have
  observed
  the
  most
  common
  path
  users
  take
  to
  navigate
  in
  iTunes
  App
  Store.
  After
  analysis
  of
  the
  various
  paths
  that
  the
  participants
 take
 to
 go
 back
 to
 a
 page,
 and
 the
 home
 page
 I
 found
 that
 there
 are
  typically
  two
  paths
  users
  take
  to
  navigate
  back
  to
  a
  page
  and
  another
  two
  different
 path
 to
 go
 back
 to
 the
 home
 page.
 The
 paths
 are
 described
 as
 follows:
 
  To
 navigate
 back
 to
 a
 page
 on
 the
 iTunes
 App
 Store
 11
 participants
 used
 the
 small
  triangle
  back
  button
  in
  the
  iTunes
  whereas
  one
  participant
  used
  the
  backspace
  button
  keyboard.
  An
  interesting
  observation
  made
  was
  that
  four
  participants
  had
  trouble
  finding
  the
  back
  button
  in
  the
  iTunes
  App
  Store
  at
  first.
  One
  of
  them
  tried
  to
 use
 the
 iTunes
 music
 back
 button
 as
 shown
 in
 the
 left
 picture
 in
 figure
 5.2.1.6
  and
 two
 participants
 tried
 to
 click
 on
 the
 iTunes
 Store
 link
 to
 go
 back
 as
 shown
 in
  right
  picture
  in
  figure
  5.2.1.6
  The
  last
  participant
  who
  had
  trouble
  finding
  the
  back
 button
 in
 iTunes
 App
 Store
 used
 the
 backspace
 on
 the
 keyboard
 to
 navigate
  back.
 Although
 this
 participant
 used
 the
 iTunes
 App
 Store
 before
 he
 spent
 more
  than
 20
 seconds
 finding
 a
 way
 to
 go
 back
 to
 a
 page
 before
 he
 decided
 to
 use
 the
  backspace
 button
 on
 the
 keyboard.
 
 
 
 
 
 
 
 
 


 

45
 


 
 
 
 
 
 
 
 
 
 
  Figure
 5.2.1.6
 Participants
 tried
 to
 use
 the
 iTunes
 Music
 back
 button
 
  and
 iTunes
 Store
 link
 to
 go
 back
 to
 a
 page
 
 
 
  To
  go
  back
  to
  iTunes
  App
  Store
  home
  page
  from
  an
  app
  product
  page
  ten
  participants
  used
  the
  top
  App
  Store
  link
  while
  two
  participants
  used
  the
  breadcrumb
 as
 illustrated
 in
 figure
 5.2.1.7
 below.
 
 
 
 
 
 


 
 


 

 

Figure
 5.2.1.7
 Participants
 used
 the
 main
 App
 Store
 link
 and
 breadcrumb
 link
  of
 App
 Store
 to
 go
 back
 to
 the
 iTunes
 App
 Store
 home
 page.
 

5.2.1.8
 What
 kind
 of
 apps
 are
 the
 users
 interested
 in?
 
 


 

Since
  there
  was
  no
  question
  about
  what
  kind
  of
  apps
  the
  participants
  might
  be
  interested
 in
 in
 the
 pre-­?test
 questionnaires
 they
 were
 asked
 during
 the
 warm
 up
  task.
 Ten
 of
 twelve
 participants
 were
 in
 interested
 in
 games
 from
 the
 App
 Store.
  Two
  of
  these
  participants
  were
  the
  owners
  of
  the
  iPod
  Touch
  and
  the
  iPhone
  original.
  Since
  their
  devices
  are
  limited
  compared
  to
  the
  other
  devices
  versions,
  they
 used
 their
 devices
 to
 mainly
 downloaded
 games.
 Productivity,
 utility,
 social
  networking,
  fitness
  and
  health
  care
  and
  weather
  apps
  were
  also
  popular
  among
  the
 participants.
 
 
 

5.2.2
 Result
 from
 the
 task
 scenarios
 
 
 
The
 result
 from
 the
 two
 scenario-­?based
 task
 is
 presented
 below.
 As
 stated
 in
 the
  method
  chapter
  these
  scenario-­?based
  tasks
  are
  concerned
  with
  finding
  categories
  and
 searching
 on
 the
 App
 Store.
 
  46
 

5.2.2.1
 Block
 1
 of
 Scenarios:
 (Participant’s
 attempt
 to
 find
 categories
 in
 App
  Store)
 
  This
 section
 was
 used
 to
 see
 how
 users
 find
 categories
 on
 the
 App
 Store
 and
 filter
  the
  categories
  by
  their
  device.
  Because
  user
  can
  look
  for
  both
  iPhone
  and
  iPad
  apps
  and
  take
  different
  ways
  to
  find
  a
  category
  for
  both
  devices
  from
  both
  iTunes
  and
  iPad
  App
  Store
  participants
  were
  divided
  into
  three
  groups
  to
  see
  which
  way
  they
 take
 to
 find
 a
 categories
 for
 both
 iOS
 devices
 using
 the
 iTunes
 and
 iPad
 App
  Store.
  The
  first
  group
  consisted
  of
  four
  participants
  and
  they
  were
  asked
  to
  find
  a
  category
 for
 the
 iPhone
 from
 both
 units.
 
 
  The
 second
 group
 consisted
 of
 another
 four
 participants
 who
 were
 asked
 to
 find
 a
  category
  for
  the
  iPad
  from
  both
  iTunes
  and
  iPad
  App
  Store.
  The
  last
  four
  participants
  were
  asked
  to
  find
  a
  sub-­?category
  from
  all
  three
  units.
  Since
  the
  goal
  of
 this
 task
 was
 to
 see
 which
 path
 the
 participants
 take
 to
 find
 a
 category
 I
 did
 not
  focus
 that
 much
 on
 the
 time
 and
 because
 there
 was
 no
 starting
 point
 for
 each
 task,
  the
 performance
 time
 may
 vary
 from
 one
 participant
 to
 another.
 However
 there
  was
 a
 limit
 time
 for
 each
 task
 and
 if
 the
 participants
 were
 not
 finished
 within
 the
  given
 time
 the
 task
 was
 considered
 as
 failed.
 
 
  Scenario
  1A.
 
  Finding
  category
  for
  the
  iPhone
  from
  both
  iTunes
  and
  iPad
  App
 Store
 
 
  ? Specific
  concern:
  To
  see
  which
  way
  the
  users
  take
  to
  find
  the
  Lifestyle
  category
 for
 the
 iPhone
 from
 the
 iTunes
 and
 the
 Top
 News
 category
 for
 the
  iPhone
 from
 the
 iPad
 App
 Store.
  ? Task:
 Find
 the
 Lifestyle,
 and
 Top
 News
 category
 for
 the
 iPhone.
 
  ? Time
 Limit
 1
 minute
 
  ? Median
 time
 for
 the
 iTunes:
 15s
 (13s,
 18s)
 
  ? Meadian
 time
 for
 the
 iPad:
 56s
 (,53s,
 62s)
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
8
  7
  Participants
  6
  5
  4
  3
  2
  1
  0
  Succeeded
  iTunes:
 Top
 App
 Store
 Menu
 
  1
  Failed
  iTunes:
 App
 Store
 Quick
 links
  1
  2
  1
 

Figure
 5.2.2.1b
 Scenario
 1A
 


 

47
 

As
  can
  be
  seen
  from
  the
  above
  figure
  all
  four
  participants
  in
  the
  first
  group
  succeeded
  to
  find
  the
  lifestyle
  category
  for
  the
  iPhone
  from
  the
  iTunes
  App
  Store.
  Three
  of
  these
  participants
  used
  the
  main
  App
  Store
  Menu
  link
  and
  one
  participant
 used
 the
 App
 Store
 Quick
 links
 drop
 down
 menu.
 
 From
 the
 iPad
 App
  Store
 only
 three
 participants
 managed
 to
 find
 the
 Top
 News
 category
 apps
 for
 the
  iPhone.
 Two
 of
 them
 took
 the
 path
 through
 the
 top
 chart,
 chose
 the
 category
 news
  for
 from
 there
 and
 finally
 taped
 on
 the
 Show
 iPhone
 Apps
 tab
 at
 the
 bottom
 of
 the
  page,
  one
  of
  them
  actually
  went
  to
  the
  category
  section
  first
  but
  when
  he
  realized
  there
 was
 no
 way
 to
 sort
 the
 apps
 by
 their
 devices
 he
 went
 to
 the
 top
 chart
 and
  found
  the
  category
  from
  there.
  The
  last
  participant
  who
  succeeded
  finding
  the
  iPhone
 Top
 News
 Category
 searched
 for
 News
 and
 filtered
 the
 iPhone
 apps
 from
  there;
 however
 he
 had
 problem
 sorting
 the
 apps
 by
 their
 popularity
 or
 (showing
  the
 top
 apps),
 this
 is
 all
 because
 the
 participant
 had
 difficult
 time
 to
 find
 the
 sort
  by
 option
 button.
 One
 participant
 failed
 trying
 to
 find
 the
 top
 news
 iPhone
 apps
 in
  the
 category
 section.
 
 
 
 
  Scenario
  1B
  Finding
  category
  for
  the
  iPad
  from
  both
  iTunes
  and
  iPad
  App
  Store
 
  ? Specific
  concern:
  To
  see
  how
  users
  find
  the
  category
  Lifestyle
  for
  the
  iPad
  from
  the
  iTunes
  App
  Store
  and
  the
  News
  category
  for
  the
  iPad
  from
  the
  iPad
  App
 Store
  ? Task:
 Find
 the
 lifestyle
 and
 news
 category
 for
 the
 iPad.
 
  ? Time
 Limit
 1
 minute
 
  ? Median
 time
 iTunes:
 42s
 (29s,
 63s)
  ? Median
 time
 iPad:
 39s
 (31s,
 51s)
 
8
  7
  Participants
  6
  5
  4
  3
  2
  1
  0
  Succeeded
  iTunes:
 Top
 App
 Store
 Menu
 
  iPad:
 Category
 tab
 
  1
  3
  1
  1
  Failed
  iTunes:
 App
 Store
 Quick
 links
  iPad:
 Searched
 
 

Figure
 5.2.2.1b
 Scenario
 1B
 
 
  The
  participants
  found
  it
  harder
  to
  find
  the
  Lifestyle
  category
  for
  the
  iPad
  from
  the
  iTunes
  App
  Store;
  this
  was
  because
  the
  participants
  didn’t
  set
  the
  option
  to
  iPad
  at
  the
  beginning.
  Nevertheless
  three
  participants
  succeeded
  whereas
  one
  participant
  failed.
  Two
  of
  the
  participants
  who
  succeeded
  used
  the
  Main
  App
  Store
 link
 whereas
 one
 of
 them
 used
 the
 App
 Store
 Quick
 link
 drop
 down.
 
  48
 


 


 


 
 
 

The
  participant
  who
  failed
  did
  not
  find
  the
  lifestyle
  category
  for
  the
  iPad,
  because
  this
  participant
  didn’t
  know
  how
  to
  set
  the
  option
  to
  iPad
  first.
  However
  the
  participant
 found
 the
 category
 for
 the
 iPhone
 from
 the
 App
 Store
 Quick
 links
 drop
  down
 menu.
 This
 participant
 had
 never
 used
 the
 iTunes
 App
 Store
 before.
 
 
  Finding
  the
  Top
  news
  category
  for
  the
  iPad
  from
  the
  iPad
  App
  Store
  was
  no
  problem
  for
  the
  participants.
  All
  four
  of
  them
  succeeded
  finding
  the
  category;
  three
  of
  them
  used
  the
  category
  section
  by
  tapping
  on
  the
  category
  tab
  at
  the
  bottom
  and
  then
  selected
  news
  and
  finally
  sorted
  the
  apps
  by
  their
  popularity.
  The
 other
 participant
 searched
 for
 news
 and
 sorted
 the
 top
 news
 from
 there.
 All
  three
 participants
 who
 took
 the
 path
 through
 the
 category
 were
 confused
 about
  the
  apps
  displayed
  there.
  They
  didn’t
  understand
  that
  each
  icon
  belonged
  to
  a
  particular
 category
 and
 that
 they
 had
 to
 tap
 on
 it
 to
 get
 to
 that
 category.
 
 
  Scenario
  1C
  Find
  a
  game
  sub-­?category
  from
  the
  App
  Store
  using
  all
  three
  units.
 
  ? Specific
  concern:
  To
  see
  how
  users
  find
  the
  sub-­?category
  puzzle
  for
  the
  iPhone
 using
 all
 three
 units.
 
  ? Task:
 Find
 the
 sub-­?category
 puzzle
 
  ? Limited
 time
 1
 minute
 
  ? Median
 time
 iTunes:
 72s
 (67s,
 76s)
 
 
  ? Median
 time
 iPad:
 92s
 (82s,
 109s)
  ? Median
 time
 iPhone:
 28s
 (21s,
 37s)
 
9
  8
  7
  Participants
  6
  5
  4
  3
  2
  1
  0
  Succeeded
  iTunes:
 Top
 App
 Store
 Menu
 
  iTunes:
 Search
  iPhone:
 Category
 
  Failed
  iTunes:
 App
 Store
 Quick
 links
 
  iPad:
 Category
 Tab
  iPad:Search
  4
  1
  3
  1
  1
 


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  Figure
 5.2.2.1c
 Scenario
 1C
 
 
  Finding
 a
 sub-­?category
 was
 much
 more
 difficult
 to
 find
 on
 the
 iTunes
 and
 iPad
 
  App
 Store.
 As
 can
 be
 seen
 from
 the
 figure
 above
 all
 participants
 failed
 to
 find
 the
  puzzle
 sub
 category
 from
 the
 iTunes
 and
 iPad
 App
 Store
 whereas
 all
 participants
  succeeded
 with
 the
 task
 from
 the
 iPhone
 App
 Store.
 Almost
 all
 participants
 who
  used
  the
  iPad
  App
  Store
  failed
  trying
  to
  find
  the
  puzzle
  sub
  category
  in
  the
  category
  section.
  One
  participant
  tried
  to
  search
  for
  puzzle
  after
  having
  spent
  more
 than
 one
 minute
 searching
 for
 it
 in
 the
 category
 section.
 On
 the
 iTunes
 App
 
  49
 

Store
  three
  participants
  actually
  managed
  to
  find
  the
  puzzle
  sub-­?category
  but
  unfortunately
 exceeded
 the
 time
 limit.
 Two
 of
 them
 used
 the
 Top
 App
 Store
 Menu
  whereas
 one
 used
 the
 App
 Store
 Quick
 links
 drop
 down.
 The
 last
 participant
 failed
  searching
 for
 puzzle
 games.
 
  5.2.2.2
 Block
 2
 of
 scenarios
 (Participant’s
 attempt
 to
 search
 for
 apps
 in
 App
  Store)
 
  This
  section
  was
  used
  to
  see
  how
  users
  search
  for
  apps
  in
  the
  App
  Store.
  The
  first
  scenario
 was
 used
 to
 see
 if
 users
 would
 use
 the
 Power
 Search
 in
 the
 iTunes
 App
  Store
  to
  find
  specific
  apps.
  The
  second
  and
  the
  last
  scenario
  was
  used
  to
  see
  if
  users
  can
  find
  apps
  developed
  by
  Bonnier
  Tidskifter
  for
  both
  iPhone
  and
  iPad
  using
 the
 two
 iOS
 devices.
 It
 was
 also
 used
 to
 see
 which
 of
 the
 Bonnier
 Tidskrifter
  apps
 that
 attracted
 the
 participants.
 
 
 
 
 
  Scenario
 2A
 Find
 all
 sports
 magazine
 apps
 for
 the
 iPad
 developed
 by
 Bonnier
 
 
  ? Specific
 concern:
 To
 see
 if
 users
 can
 use
 the
 iTunes
 Power
 search
 function
 to
  find
 all
 iPad
 sports
 magazine
 apps
 which
 are
 developed
 by
 Bonnier
 
  ? Task:
 Find
 all
 iPad
 sports
 magazine
 apps
 developed
 by
 Bonnier
 
  ? Median
 time:
 72s
 (67s,
 76s)
 
 
12
  11
  10
  9
  8
  7
  6
  5
  4
  3
  2
  1
  0
  Succeeded
  Did
 normal
 search
 
  1
 

Participants
 

11
 

Failed
  Choosed
 Sport
 from
 App
 Store
 Quick
 Links
 
 


 
  Figure
 5.2.2.2a
 Scenario
 2A
 
 
  As
  we
  can
  see
  from
  the
  above
  figure
  all
  participants
  failed
  this
  task.
  Eleven
  participants
  failed
  the
  task
  searching
  for
  the
  apps
  in
  the
  standard
  search.
 
  Nine
  of
  these
  participants
  searched
  for
  Bonnier
  in
  first
  place
  and
  two
  participants
  searched
  for
  Bonnier
  sports
  and
  one
  participant
  tried
  to
  go
  through
  the
  sport
  category
 from
 the
 App
 Store
 Quick
 Links
 and
 find
 the
 apps
 from
 there.
 Eight
 of
 the
  participants
  who
  searched
  for
  Bonnier
  clicked
  on
  the
  Bonnier
  Corporation
  link
  and
 showed
 all
 the
 iPad
 Apps
 by
 Bonnier
 Corporation.
 
 


 

50
 

Then
  they
  pointed
  at
  the
  sports
  app
  and
  said
  they
  have
  found
  them.
  However
  even
 though
 there
 was
 the
 big
 title
 saying
 “iPad
 Apps
 By
 Bonnier
 Corporation”
 all
  participants
  were
  not
  sure
  whether
  all
  the
  apps
  were
  really
  from
  Bonnier
  Corporation.
 This
 was
 because
 the
 developer
 name
 was
 not
 shown
 under
 the
 icon.
 
  Although
  the
  participants
  managed
  to
  find
  most
  of
  the
  sports
  apps
  for
  the
  iPad
  developed
  by
  Bonnier
  Corporation
  there
  were
  still
  other
  apps
  from
  other
  categories
  in
  the
  list.
  None
  of
  the
  participants
  could
  filter
  the
  apps
  when
  they
  were
 asked
 but
 able
 to
 show
 only
 the
 sports
 apps
 from
 the
 list.
 
 
  After
 I
 pointed
 out
 that
 they
 could
 use
 the
 Power
 search
 to
 filter
 apps,
 I
 tried
 to
  see
  if
  they
  could
  actually
  use
  the
  Power
  Search
  to
  filter
  the
  apps
  and
  only
  show
  the
  sport
  iPad
  apps
  that.
  It
  turned
  out
  that
  many
  of
  the
  participants
  had
  difficulties
 in
 using
 the
 Power
 search
 especially
 novice
 once.
 
 
  The
 first
 common
 mistake
 all
 participants
 did
 was
 forgetting
 to
 choose
 Apps
 from
  the
  drop
  down
  menu
  below
  the
  Power
  Search
  as
  illustrated
  in
  figure
  5.2.2.2a1.
  Five
  participants
  started
  their
  search
  by
  typing
  in
  Bonnier
  in
  the
  title
  field
  whereas
 the
 other
 three
 typed
 Bonnier
 in
 the
 artist
 field,
 when
 they
 pressed
 enter
  they
  were
  presented
  with
  a
  list
  of
  songs,
  albums
  and
  movies
  contain
  the
  keyword
  Bonnier
  as
  a
  result.
  What
  these
  participants
  didn’t
  know
  was
  that
  the
  Power
  Search
  searches
  for
  everything
  in
  the
  iTunes
  including
  music
  and
  movies
  and
  other
  things
  unless
  you
  specify
  your
  choose
  at
  the
  beginning
  as
  shown
  in
  the
  figure
 below
 
 

Figure
 5.2.2.2a1
 The
 Power
 Search
 in
 iTunes
 
 
 
 
  Another
 problem
 that
 all
 participants
 faced
 was
 not
 being
 able
 to
 show
 the
 apps
  only
  for
  the
  iPad
  in
  the
  Power
  Search.
  This
  was
  because
  they
  didn’t
  select
  the
  Search
  only
  for
  iPad
  Apps
 option
 as
 illustrated
 in
 figure
 5.2.2.2a2.
 All
 participants
  choose
 iPad
 from
 the
 Device
 Compatibility
 option
 and
 assumed
 that
 it
 was
 enough
  to
  show
  all
  iPad
  apps,
  which
  in
  this
  case
  were
  not.
  The
  Device
  Compatibility
  option
 is
 only
 used
 for
 showing
 apps
 that
 are
 compatible
 with
 each
 other
 devices.
 
 
 


 
  Figure
 5.2.2.2a2
 Show
 iPad
 Apps
 only
 in
 the
 Power
 Search
 The
 Power
 Search
 in
  iTunes
 
 
 
  51
 

Scenario
 2B
 Find
 all
 iPhone
 apps
 developed
 by
 Bonnier
 Tidskrifter
 
 
 
  ? Specific
  concern:
  To
  see
  if
  users
  can
  find
  iPhone
  apps
  from
  Bonnier
  Tidskrifter
 and
 to
 see
 which
 of
 the
 apps
 that
 attract
 user’s
 attention.
 
 
  ? Task:
  Find
  all
 iPhone
 apps
 that
 Bonnier
 Tidskrifter
 has
 developed
 and
 show
  which
 of
 the
 apps
 that
 attract
 you.
  NOTE:
  No
  time
  is
  taken
  for
  this
  task
  since
  the
  task
  is
  only
  focusing
  on
  the
  participant’s
 choice
 of
 app
 from
 Bonnier
 Tidsktifter
 in
 the
 iPhone
 App
 Store.
 
  When
  searching
  for
  Bonnier
  Tidskrifter
  in
  the
  iPhone
  App
  Store
  you
  get
  two
  search
 results,
 bonnier
 tidskrifter
 and
 bonnier
 tidskrifter
 ab
 as
 illustrated
 in
 the
  left
 screenshot
 in
 figure
 5.2.2.2b
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  Figure
 5.2.2.2b
 Searching
 for
 Bonnier
 Tidskrifter
 on
 the
 iPhone
 App
 Store
 
 
 
 
 
 
  From
  this
  search
  result
  eight
  participants
  choose
  the
  first
  option
  bonnier
  tidskrifter.
  Six
  of
  them
  were
  drawn
  to
  the
  second
  app
  Krysset
  because
  they
  thought
  Krysset
  was
  the
  most
  coherent
  and
  descriptive
  app
  of
  them
  all,
  they
  explained
  that
  one
  could
  immediately
  understand
  from
  the
  name
  and
  the
  icon
  what
 the
 app
 does.
 Since
 two
 of
 these
 participants
 were
 also
 interested
 in
 puzzle
  they
  willing
  to
  download
  it
  and
  maybe
  buy
  it
  if
  it
  doesn’t
  cost
  much.
  Two
  participants
  were
  drawn
  to
  the
  first
  app
  VinVin
  because
  they
  both
  thought
  they
  had
  recently
  downloaded
  that
  app.
  For
  participants
  accidentally
  choose
  the
  second
  option
  Bonnier
  Tidskrifter
  AB
  and
  ended
  up
  viewing
  only
  the
  two
  apps
  from
  Bonnier
  Tidskrifter
  AB,
  Teknikens
  Värld
  –
  Bilnyheter
  and
  Dagens
  Sanakis.
  All
  four
  participants
  choose
  to
  look
  at
  Dagens
  Snakis
  at
  first,
  because
  they
  were
 
  52
 

drawn
 to
 the
 apps
 high
 ratings,
 nevertheless
 when
 they
 found
 out
 what
 the
 app
  was
  really
  about
  three
  of
  them
  changed
  to
  Teknikens
  Väld
  –
  Bilnyheter
  because
  they
 were
 not
 interested
 in
 gossip.
 The
 participant
 who
 remained
 in
 the
 Dagens
  Snakis
 app
 was
 a
 female
 and
 she
 explained
 that
 she
 liked
 the
 app
 because
 of
 its
  distinctive
  icon
  but
  also
  because
  she
  was
  more
  interested
  in
  gossip
  rather
  than
  technique.
 Yet,
 she
 didn’t
 think
 she
 would
 download
 the
 app.
 
 
 
  All
 three
 participants
 who
 switched
 to
 the
 app
 Teknikens
 Värld
 –
 Bilnyheter
 were
  interested
  in
  technique
  and
  were
  therefore
  drawn
  to
  that
  app
  because
  of
  the
  first
  word
 technique,
 however
 they
 doubted
 when
 they
 saw
 the
 two
 cars
 on
 the
 icon
  because
  none
  of
  them
  were
  interested
  in
  cars,
  thus
  they
  were
  not
  interested
  in
  downloading
 the
 app.
 
 
  Scenario
 2C
 Find
 all
 iPad
 apps
 developed
 by
 Bonnier
 Tidskrifter
 
 
 
  ? Specific
  concern:
  To
  see
  if
  users
  can
  find
  iPad
 apps
  from
  Bonnier
  Tidskrifter
  and
 find
 out
 which
 apps
 that
 attract
 users’
 attention.
  ? Task:
  Find
  all
  iPad
  apps
  that
  Bonnier
  Tidskrifter
  has
  developed
  and
  show
  which
 of
 the
 apps
 that
 attract
 you.
  NOTE:
 There
 was
 no
 time
 limitation
 for
 this
 task
 either
 since
 the
 task
 is
 only
  focusing
  on
  the
  participant’s
  choice
  of
  app
  from
  Bonnier
  Tidsktifter
  in
  the
  iPad
  App
 Store
 
 
  When
  participants
  searching
  for
  bonnier
  tidskrifter
  on
  the
  iPad
  they
  got
  the
  six
  apps
 that
 are
 illustrated
 in
 figure
 5.2.2.2c.
 
 
 


 
  Figure
 5.2.2.2c
 Searching
 for
 Bonnier
 Tidskrifter
 on
 the
 iPad
 
 
 
  Among
  these
  apps
  the
  participants
  found
  Allt
  om
  mat,
  Krysset
  and
  Illustrerad
  Vetenskap
 to
 be
 the
 most
 attractive
 apps.
 Five
 participants
 found
 the
 app
 Allt
 om
  mat
  to
  be
  attractive,
  one
  of
  them
  said
  it
  was
  because
  of
  it’s
  large
  font
  on
  the
  word
  mat
 and
 it’s
 shiny
 shading.
 
 
 
 
 


 

53
 

Four
  participants
  were
  drawn
  to
  the
  app
  Illustrerar
  Vetenskap
  because
  they
  recognized
 it
 from
 the
 print
 magazine;
 one
 of
 them
 indicated
 that
 it
 has
 the
 same
  font
  as
  the
  print
  magazine.
  Two
  of
  the
  participants
  who
  were
  attracted
  in
  the
  app
  Krysset
 on
 the
 iPhone
 App
 Store
 were
 also
 attracted
 to
 it
 on
 the
 iPad
 App
 Store;
  one
 of
 them
 even
 liked
 it
 more
 on
 the
 iPad.
 One
 participant
 liked
 the
 app
 Sköna
  hem;
 he
 thought
 it
 had
 an
 attractive
 pattern
 and
 color.
 
 
  The
  participants
  were
  also
  asked
  whether
  they
  would
  buy
  or
  subscribe
  to
  the
  magazine
  app
  they
  have
  chosen
  to
  be
  attractive.
  Table
  5.2.2.2c1
  shows
  how
  the
  participants
 responded
 to
 this
 question.
 
 
 
  Table
 5.2.2.2c1
 What
 magazine
 would
 participants
 subscribe
 to?
 
 
  Magazines
 Subscription
 
  Yes
  No
 
  Maybe
 
 
  Illustrerad
  V etenskap
 
 
  1
  3
 
  Allt
 om
 mat
 
  2
  2
  2
 
 
  Sköna
 hem
 
 
 
  1
 
 
  As
  we
  can
  see
  the
  majority
  of
  the
  participants
  responded
  maybe.
  Most
  of
  them
  said
 maybe
 because
 they
 thought
 the
 price
 were
 a
 bit
 expensive
 especially
 those
  who
 picked
 Illustrerad
 Vetenskap
 which
 cost
 56kr
 for
 each
 number,
 however
 all
  of
  them
  said
  they
  can
  imagine
  buying
  a
  number
  or
  two
  if
  they
  really
  like
  it
  and
  they
  get
  something
  for
  free.
  The
  three
  participants
  who
  answered
  “no”
  also
  thought
  the
  price
  was
  a
  bit
  expensive,
  particularly
  the
  participant
  who
  picked
  Illustrerad
  Vetenskap,
  he
  would
  rather
  download
  a
  free
  magazine
  which
  has
  advertising
 in
 it.
 The
 other
 two
 who
 picked
 Allt
 om
 mat
 felt
 that
 they
 could
 find
  free
 good
 recipes
 on
 the
 internet.
 On
 the
 other
 hand
 two
 other
 participants
 who
  also
  picked
  Allt
  om
  mat
  said
  that
  they
  would
  definitely
  buy
  it
  if
  it
  is
  the
  same
  magazine
 as
 you
 get
 from
 the
 physical
 store.
 
 


 

5.2.3
 Result
 from
 the
 visual
 elements
 quiz
 questions
 
 
 
 
 
 

In
 this
 section
 the
 result
 of
 the
 nine
 quiz
 questions
 described
 in
 the
 method
 part
  will
 be
 presented.
 As
 noted,
 the
 quiz
 questions
 were
 divided
 into
 two
 parts
 where
  the
  first
  part
  consisted
  of
  four
  quiz
  questions
  used
  to
  test
  the
  participant’s
  memory
 retention
 “what”
 and
 “where”
 while
 the
 second
 part
 consisted
 of
 five
 quiz
  questions
 used
 to
 test
 the
 participant’s
 memory
 retention
  “what”
 and
 immediacy
  of
 understanding
 of
 the
 application
 that
 the
 participant
 visited
 from
 the
 list.
 The
  result
 of
 both
 parts
 from
 all
 units
 is
 presented
 as
 follows.
 
 
 
 
 
 
 
 
 
  54
 

Part
 1
 (First
 four-­?quiz
 questions)
 
 


  The
 first
 four
 quiz
 questions
 that
 was
 given
 to
 the
 participants
 immediately
 after
  they
 had
 seen
 a
 list
 of
 apps
 and
 visited
 one
 of
 them
 is
 listed
 below:
 
 
  1. Do
 you
 remember
 an
 app
 from
 the
 Top
 Grossing/Education
 category
 list?
  2. Do
 you
 remember
 the
 item
 on
 the
 icon?
 And
 its
 colors?
  3. Do
 you
 remember
 the
 position
 of
 the
 app?
  4. Why
 do
 you
 think
 you
 remember
 this
 app?
 
  The
  overall
  result
  from
  the
  first
  part
  shows
  that
  there
  were
  more
  participants
  who
 remembered
 an
 app
 from
 the
 Top
 Grossing
 list
 on
 the
 iPhone
 and
 iTunes
 App
  Store
  than
  from
  the
  Top
  Education
  Category
  list
  on
  the
  iPad
  App
  Store.
  Seven
  participants
  remembered
  an
  app
  from
  the
  Top
  Grossing
  list
  on
  the
  iPhone
  App
  Store
 whereas
 six
 participants
 remembered
 an
 app
 from
 the
 Top
 Grossing
 list
 in
  the
  iTunes
  App
  Store.
  Only
  four
  participants
  remembered
  an
  app
  from
  the
  Top
  Education
 Category
 list
 on
 the
 iPad
 App
 Store.
 
  When
  it
  comes
  to
  remembering
  the
  visual
  elements
  from
  the
  icon,
  half
  of
  the
  participants
  remembered
  both
  the
  item
  and
  color
  from
  the
  icon
  in
  the
  Top
  Grossing
  list
  in
  both
  iPhone
  and
  iTunes
  App
  Store.
  Only
  three
  participants
  remembered
 these
 from
 the
 Top
 Education
 category
 list
 in
 the
 iPad
 App
 Store.
 
 
  And
 finally
 five
 participants
 remembered
 the
 apps
 position
 from
 the
 Top
 Grossing
  list
 in
 both
 iPhone
 and
 iTunes
 App
 Store
 while
 only
 one
 participant
 remembered
  that
  from
  the
  Top
  Education
  category
  list
  in
  the
  iPad
  App
  Store.
  The
  following
  three
 sections
 will
 present
 the
 result
 of
 part
 one
 from
 each
 unit
 in
 more
 detail.
 
  Detail
 result
 from
 the
 iTunes
 App
 Store
 (Part
 1)
 
  Only
  half
  of
  the
  participants
  remembered
  the
  name
  of
  the
  app
  they
  visited.
  Five
  participants
 did
 not
 remember
 the
 apps
 name
 at
 all.
 One
 participant
 remembered
  part
 of
 the
 name.
 Participants
 remembered
 the
 name
 of
 the
 following
 five
 apps
 
 
 

NAVIGON MobileNavi..

Pages

iKamastura - Sex Posi..

Aftonbladet

Army of Darkness Def..


 
  Figure
 5.2.3a1
 Apps
 participants
 remembered
 in
 the
 first
 part
 (From
 the
 Top
  Grossing
 section
 in
 the
 iTunes
 App
 Store).
 
 
  Three
 participants
 remembered
 the
 app
 Navigon,
 because
 it
 was
 the
 first
 app
 in
  the
  list
  and
  it
  was
  the
  only
  icon
  that
  was
  shown
  in
  the
  Top
  Charts
  Grossing
  list,
  moreover
  one
  of
  the
  participants
  remembered
  it
  because
  he
  had
  the
  app
  on
  his
  iPhone.
 All
 three
 participants
 remembered
 the
 orange
 arrow
 on
 the
 icon
 and
 its
  correct
 position.
 
  55
 

One
  participant
  remembered
  Pages
  because
  he
  also
  had
  the
  app
  on
  his
  iPhone;
  this
  participant
  also
  remembered
  the
  item
  and
  the
  color
  blue.
  This
  participant
  also
  remembered
  the
  apps
  correct
  position.
  Another
  participant
  remembered
  Aftonbladet
  because
  he
  recognized
  the
  logo.
  This
  participant
  remembered
  the
  letters
  and
  the
  yellow
  color
  he
  also
  remembered
  the
  apps
  correct
  position.
  The
  last
  participant
  remembered
  the
  app
  iKamasutra.
  This
  participant
  remembered
  the
  name
  and
  its
  position
  because
  he
  thought
  it
  was
  funny
  to
  see
  a
  sex
  app
  become
 so
 popular
 on
 the
 App
 Store.
 All
 four
 apps
 were
 positioned
 among
 the
 top
  10
 apps
 in
 the
 Top
 Grossing
 list.
 
 
  The
  participant
  who
  remembered
  the
  app
  Army
  of
  Darkness
  did
  remember
  the
  name
  War
  of
  Darkness
  instead
  of
  Army
  of
  Darkness.
  The
  participant
  remembered
  the
 skull
 and
 the
 black
 color,
 from
 the
 icon,
 the
 participant
 remembered
 the
 app
  because
  he
  had
  accidentally
  clicked
  on
  it
  by
  mistake
  earlier
  and
  therefore
  could
  also
 remember
 the
 app
 and
 where
 it
 was
 positioned.
 
  Detail
 result
 from
 the
 iPhone
 App
 Store
 (Part
 1)
 
  Seven
  participants
  remembered
  the
  name
  of
  the
  app
  they
  visited,
  whereas
  five
  participants
  did
  not
  remember
  anything.
  Half
  of
  the
  participants
  also
  remembered
  the
  visual
  elements
  that
  were
  on
  the
  icon.
  The
  participants
  remembered
  the
  five
  apps
  illustrated
  in
  figure
  5.2.3b1
  below.
  Once
  more
  three
  participants
 remembered
  Navigon
 however
 they
 were
 not
 the
 same
 participants
  who
 remembered
 the
 same
 app
 in
 the
 previous
 unit.
 
 
 
 
 
 
 
  Tower Defense Hipstamatic Angry Birds NAVIGON MobileNavi..
 
 
  Figure
 5.2.3b1
 Apps
 participants
 remembered
 in
 the
 first
 part
 (From
 the
 Top
  Grossing
 section
 in
 the
 iPhone
 App
 Store).
 
 
 
  Again
  all
  of
  them
  remembered
  it
  because
  it
  was
  the
  first
  app
  in
  the
  list.
  Even
  though
 they
 all
 remembered
 the
 name,
 its
 correct
 position
 and
 the
 arrow
 on
 the
  icon,
  only
  one
  of
  them
  remembered
  the
  correct
  color
  (orange).
  The
  other
  two
  participants
 thought
 the
 arrow
 was
 red.
 
 
  Two
 participants
 remembered
  Angry
 Birds
 because
 they
 recognized
 it.
 They
 both
  remembered
 the
 bird
 and
 the
 color
 red;
 one
 of
 them
 also
 remembered
 the
 colors
  blue,
 white
 and
 purple.
 Both
 participants
 remembered
 where
 the
 app
 was
 located.
 
 
  One
  participant
  remembered
  Tower
  Defense
  because
  he
  had
  seen
  it
  in
  the
  Top
  Chart
 on
 the
 other
 units.
 The
 participant
 remembered
 a
 tank
 and
 the
 colors
 bluish
  and
 black
 he
 also
 remembered
 where
 the
 he
 app
 was
 located
 in
 the
 list.
 
 


 

56
 

The
  last
  participant
  remembered
  the
  app
  Hipstamatic
  because
  he
  knew
  it
  from
  before.
  This
  participant
  remembered
  the
  black
  cameras
  with
  a
  yellow
  dote.
  However
 the
 participant
 didn’t
 exactly
 know
 where
 the
 app
 was
 located.
 This
 app
  was
  located
  among
  the
  top
  five
  apps
  and
  the
  participant
  thought
  it
  was
  located
  somewhere
  further
  down
  in
  the
  middle.
  All
  the
  other
  apps
  were
  also
  located
  among
 the
 top
 ten
 except
 the
 Tower
 Defense,
 which
 was,
 located
 further
 down.
 
  Detail
 result
 from
 the
 iPad
 App
 Store
 (Part
 1)
 
 
  Only
  four
  participants
  remembered
  an
  app
  including
  its
  first
  name.
  One
  participant
  remembered
  part
  of
  the
  name
  while
  the
  rest
  of
  the
  participants
  did
  not
  remember
  any
  name
  at
  all.
 
  The
  four
  participants
  who
  remembered
  the
  correct
  first
  name
  remembered
  the
  apps
  TED
  and
  NASA
  shown
  in
  the
  figure
  5.2.3c1.
  Two
  of
  them
  remembered
  TED
  and
  the
  other
  two
  remembered
  NASA.
  One
 participant
 remembered
 the
 app
 Peka
 &
 Lär
 ABC.
 
 
 
 

 
 
 
 
 
 
 
 
 
 

TED

Nasa App

Peka & Lär ABC


 
  The
  participant
  who
  remembered
  Peka
  &
  Lär
  ABC
  remember
  the
  name
  1-­?2-­?3
  räkne
 app
 för
 barn
  and
  for
  this
  reason
  also
  remembered
  the
  incorrect
  elements
  123
  instead
  of
  ABC.
  Despite
  the
  incorrect
  name
  and
  elements
  the
  participant
  remembered
 almost
 all
 the
 colors
 and
 where
 the
 app
 was
 located.
 The
 participant
  reason
  for
  remembering
  this
  app
  was
  the
  large
  spelled
  numbers
  (letters
  in
  this
  case)
 in
 different
 colors
 on
 the
 icon.
 
  Both
 participants
 who
 remembered
 TED
 owned
 an
 iPad.
 They
 both
 remembered
  the
  app
  because
  they
  have
  it
  on
  their
  iPad.
  Both
  remembered
  the
  correct
  colors
  and
  the
  element
  on
  the
  icon.
  However
  only
  one
  of
  them
  remembered
  roughly
  where
 the
 app
 was
 located,
 the
 other
 participant
 did
 not
 remember
 the
 location
 at
  all.
 
 
 
  The
 other
 two
 participants
 remembered
 the
 NASA
 App
 because
 they
 recognized
  the
 NASA
 logo.
 One
 of
 them
 also
 had
 the
 app
 on
 his
 iPhone
 because
 he
 was
 very
  interested
  in
  space.
  This
  participant
  remembered
  the
  exact
  item;
  colors
  and
  position
  of
  the
  app
  while
  the
  other
  one
  did
  only
  remember
  the
  logo
  and
  it’s
  approximate
 located
 
 
 
 
 
  57
 

Figure
 5.2.3c1
 Apps
 participants
 remembered
 in
 the
 first
 part
 (From
 the
 Top
  Education
 section
 in
 the
 iPad
 App
 Store).
 

Part
 2
 (Last
 five-­?quiz
 questions)
 
 
 


  The
  last
  five
  quiz
  questions
  in
  the
  second
  part
  are
  listed
  below:
  As
  noted
  these
  quiz
  question
  questions
  were
  used
  to
  test
  the
  participant’s
  memory
  retention
  “what”
  and
  immediacy
  of
  understanding
  of
  the
  application
  that
  the
  participant
  selected
 from
 the
 list.
 
  5. Do
 you
 remember
 the
 name
 of
 the
 app
 you
 visited?
 
 
 
  6. Do
 you
 remember
 the
 item
 on
 the
 icon
 and
 its
 colors?
  7. Do
 you
 remember
 the
 price
 of
 the
 app?
  8. Do
 you
 remember
 if
 the
 app
 works
 for
 both
 devices?
  9. Do
 you
 know
 what
 the
 app
 does
 or
 which
 category
 it
 belongs
 to?
  The
  overall
  result
  from
  this
  part
  shows
  that
  the
  majority
  of
  the
  participants
  remembered
 the
 app
 they
 visited
 from
 Top
 Grossing
 list
 on
 the
 iPhone
 App
 Store
  and
  from
  the
  Top
  Education
  list
  on
  the
  iPad
  App
  Store.
  Five
  participants
  remembered
  the
  correct
  name
  of
  the
  app
  they
  visited
  from
  both
  Top
  Grossing
  list
  on
  the
  iPhone
  App
  Store
  and
  Top
  Education
  list
  on
  the
  iPad
  App
  Store
  whereas
  only
 three
 participants
 remembered
 the
 correct
 name
 of
 the
 app
 they
 visited
 from
  the
 iTunes
 App
 Store.
 
 
  It
 also
 shows
 that
 the
 majority
 of
 the
 participants
 remembered
 the
 item,
 the
 color
  and
  the
  correct
  price
  of
  the
  app
  they
  visited
  in
  the
  Top
  Education
  list
  from
  the
  iPad
 App
 Store.
 
 
  Participants
  also
  understood
  the
  apps
  function
  or
  its
  category
  more
  from
  the
  Top
  Grossing
  list
  on
  the
  iTunes
  App
  Store
  and
  from
  the
  Top
  Education
  list
  on
  the
  iPad
  App
 Store.
 Nine
 participants
 who
 visited
 an
 app
 from
 these
 two
 units
 knew
 what
  the
  app
  does
  or
  the
  category
  it
  belongs
  to.
  When
  it
  comes
  to
  remembering
  whether
  the
  app
  the
  participants
  visited
  works
  for
  both
  iOS
  devices
  or
  not
  the
  majority
 of
 the
 participants
 remembered
 the
 correct
 answer
 from
 the
 iPhone
 App
  Store.
 
 The
 following
 three
 sections
 will
 present
 the
 result
 of
 part
 two
 from
 each
  unit
 in
 more
 detail.
 
  Detail
 result
 from
 the
 iTunes
 App
 Store
 (Part
 2)
 
  In
 the
 iTunes
 App
 Store
 only
 three
 participants
 remembered
 the
 correct
 name
 of
  the
 app
 they
 visited
 five
 participants
 remembered
 only
 part
 of
 the
 name
 and
 three
  participants
 did
 not
 remember
 anything.
 
 
  All
  three
  participants
  who
  remembered
  the
  name
  of
  the
  app
  they
  visited
  also
  remembered
  the
  colors
  and
  the
  element
  that
  was
  on
  the
  icon.
  The
  apps
  they
  remembered
  were
  T3,
  NOVA2
  and
  Flight
  Control
  HD
  as
  illustrated
  in
  figure
  5.2.3a2
 on
 the
 next
 page
 
 
 
 
 


 

58
 


 
 
 
 
  T3 Flight Control HD N.O.V.A. 2 - Near Orbi..
 
  Figure
 5.2.3a2
 Apps
 participants
 visited
 and
 remembered
 in
 the
 second
 part
 
  (From
 the
 Top
 Grossing
 section
 in
 iTunes
 App
 Store)
 
 
 
  As
 we
 can
 see
 from
 the
 figure
 above
 T3
 have
 a
 strong
 color
 and
 big
 character
 on
  the
 icon,
 which
 is
 the
 same
 as
 its
 name,
 as
 for
 the
 flight
 control
 I
 should
 mention
  that
 the
 participant
 who
 visited
 it
 said
 the
 name
 out
 loud
 before
 he
 clicked
 on
 it;
  this
  may
  have
  helped
  him
  to
  remember
  the
  name,
  nevertheless
  the
  participant
  had
  played
  the
  game
  earlier
  thus
  could
  have
  remembered
  it
  anyway.
  The
  participant
  who
  visited
  the
  last
  app
  remembered
  the
  first
  name
  NOVA2;
  this
  participant
  also
  knew
  the
  game
  from
  before
  and
  this
  maybe
  the
  reason
  why
  he
  remembered
  it
  so
  well.
  The
  participants
  also
  remembered
  the
  right
  price
  of
  the
  apps,
  they
  also
  remembered
  whether
  the
  app
  works
  for
  both
  iOS
  devices
  or
  not
  and
  both
  participants
  who
  visited
  the
  Flight
  Control,
  and
  NOVA2
  app
  knew
  the
  category
 of
 the
 app
 while
 the
 participant
 who
 visited
 the
 T3
 didn’t
 have
 any
 clue
  about
 what
 the
 app
 doses
 or
 which
 category
 it
 belonged
 to.
 
 
  The
 rest
 of
 the
 participants
 had
 very
 difficult
 time
 remembering
 the
 name
 of
 the
  app
 they
 visited.
 Five
 participants
 remembered
 part
 of
 the
 name
 of
 the
 app
 they
  visited.
  Three
  of
  them
  remembered
  part
  of
  the
  first
  word
  and
  one
  remembered
  the
 middle
 word.
 There
 were
 also
 participants
 who
 remembered
 other
 words
 that
  they
 made
 relation
 to
 the
 name
 for
 example
 one
 participant
 who
 visited
 the
 app
  “istart
 Japanese”
 remembered
 the
 name
 “iLearn
 Japanese”
 instead.
 
 
  Most
 of
 the
 participants
 did
 not
 remember
 whether
 the
 app
 they
 visited
 was
 free
  or
 paid
 or
 how
 much
 it
 costs,
 only
 two
 participants
 remembered
 the
 correct
 cost
  of
  the
  app
  and
  three
  participants
  tried
  to
  answer
  but
  failed
  two
  of
  these
  participants
  remembered
  7kr
  when
  the
  app
  was
  actually
  free,
  one
  participant
  remembered
  15kr
 when
 the
  app
 was
 also
 free
 and
 one
 remembered
 22kr
 when
  the
  app
  was
  only
  7
  kr.
  Even
  though
  many
  of
  the
  participants
  didn’t
  remember
  the
  price
 of
 the
 app,
 the
 majority
 of
 the
 participants
 remembered
 what
 the
 app
 does
  or
 at
 least
 remembered
 which
 category
 it
 belongs
 to.
 
 
 
  Detail
 result
 from
 the
 iPhone
 App
 Store
 (Part
 2)
 
  On
 the
 iPhone
 App
 Store
 eight
 participants
 remembered
 the
 name
 of
 the
 app
 they
  visited,
 but
 only
 five
 of
 them
 remembered
 the
 correct
 first
 name
 the
 other
 three
  participants
 only
 remembered
 only
 part
 of
 the
 name.
 The
 following
 five
 apps
 are
  the
 apps
 that
 participants
 remembered
 the
 correct
 first
 name
 of.
 
 
 
 
 


 

59
 


 
 
 
MIG - Frågespelet du Kingdoms at War Angry Birds Överfallsskydd Feed Me Oil


 
  Table
 5.2.3b2
 Apps
 participants
 visited
 and
 remembered
 in
 the
 second
 part
 
  (From
 the
 Top
 Grossing
 section
 in
 the
 iPhone
 App
 Store)
 
 
  All
  five
  participants
  who
  remembered
  the
  name
  of
  these
  apps
  also
  remembered
  the
 item
 that
 was
 on
 the
 icon.
 Almost
 all
 of
 them
 also
 remembered
 the
 color
 that
  was
 on
 the
 icon
 except
 the
 participant
 who
 visited
 the
 app
 Kingdom
 at
 War,
 this
  participant
 didn’t
 remember
 any
 colors
 at
 all.
 
 
  All
  five
  participants
  also
  knew
  what
  the
  app
  was
  about
  or
  at
  least
  knew
  which
  category
 it
 belonged
 to
 and
 all
 of
 them
 except
 the
 participant
 who
 visited
 first
 app
  in
  figure
  5.2.3b2
  MIG
  –
  Frågespelet
  remembered
  whether
  the
  app
  worked
  for
  both
 devises
 or
 not.
 
 
  Three
 participants
 remembered
 part
 of
 the
 name
 of
 the
 app
 they
 visited.
 Two
 of
  them
  visited
  the
  app
  Kingdoms
  at
  War
  but
  remembered
  only
  the
  first
  word
  Kingdom.
  The
  other
  participant
  visited
  the
  app
  named
  Akinator
  but
  only
  remembered
  the
  first
  four
  letters
  Akin
  from
  the
  name
  however
  the
  participant
  remembered
 the
 item
 that
 was
 on
 the
 icon.
 
  Three
  of
  the
  five
  participants,
  who
  did
  not
  remember
  the
  name
  of
  the
  app,
  remembered
  the
  item
  from
  the
  icon
  and
  the
  screenshots.
  One
  of
  these
  participants
 visited
 the
 app
 MIG-­?frågespelet
 and
 this
 participant
 remembered
 an
  iPhone
  picture
  from
  the
  screenshot
  and
  for
  that
  reason
  the
  participant
  thought
  the
 app
 was
 an
 accessory
 app
 for
 the
 iPhone,
 when
 it
 was
 actually
 a
 pop
 quiz
 app,
  which
 just
 happened
 to
 have
 a
 screenshot
 of
 an
 iPhone.
 
  Another
  participant
  visited
  the
  app
  WordCollapse
  illustrated
  in
  the
  in
  left
  side
  figure
  below.
  This
  participant
  remembered
  brown
  flying
  rectangle
  elements
  from
  the
  icon
  and
  associated
  this
  with
  music;
  the
  participant
  thought
  it
  was
  a
  music
  instrument
  app
  that
  will
  teach
  users
  play
  music
  instrument.
  This
  was
  incorrect
  since
 the
 app
 was
 actually
 a
 word
 puzzle
 game.
 
 
 
 
 
 
 
 
  Word Collapse Fashion Story
 
  Figure
 5.2.3b2.1
 Apps
 participants
 visited
 and
 remembered
 part
 of
 it
 in
 the
 
  second
 part
 (From
 the
 Top
 Grossing
 section
 in
 the
 iPhone
 App
 Store)
 
 
 


 

60
 

The
  last
  participant
  visited
  the
  app
  Fashion
  Story
  illustrated
  in
  right
  side
  in
  the
  above
 figure.
 This
 participant
 remembered
 the
 blond
 girl
 the
 color
 pink
 from
 the
  icon
  and
  assumed
  that
  it
  was
  some
  kind
  of
  gossip
  social
  network
  app
  for
  girls
  however
 this
 was
 a
 game
 for
 young
 girls.
 
 
  Although
 these
 participants
 remembered
 the
 visual
 elements
 from
 the
 icon
 they
  did
  not
  remembered
  the
  price
  of
  the
  app
  or
  knew
  what
  the
  app
  does
  or
  which
  category
 it
 belonged
 too.
 
  Detail
 result
 from
 the
 iPad
 App
 Store
 (Part
 2)
 
  On
  the
  iPad
  App
  Store
  five
  participants
  remembered
  the
  first
  name
  of
  the
  app
  they
  visited,
  another
  five
  participants
  remembered
  part
  of
  the
  name
  of
  the
  app
  they
 visited
 and
 two
 did
 not
 remember
 any
 name
 at
 all.
 
 
  Four
  participants
  had
  visited
  the
  app
  Ballon
  Darts
  Deluxe
  illustrated
  in
  figure
  5.2.3c2.
  All
  four
  of
  them
  remembered
  the
  first
  word
  balloon,
  two
  of
  them
  remembered
 the
 name
 balloon
 darts
 but
 one
 of
 them
 added
 the
 word
 children
 in
  front
 of
 the
 balloon
 hence
 it
 became
 children’s
 balloon
 darts.
 
 
 
 
 
 
 
 
  Ballon Darts Deluxe
 
  Figure
 5.2.3c2
 App
 participants
 visited
 and
 remembered
 part
 of
 in
 it
 (From
 the
 
  Top
 Education
 section
 in
 the
 iPad
 App
 Store)
 
 
  From
 the
 icon
 one
 participant
 remembered
 balloons
 and
 darts,
 one
 remembered
  only
  the
  darts
  and
  two
  remembered
  only
  the
  balloons.
  Three
  participants
  remembered
  the
  color
  yellow,
  one
  remembered
  red
  and
  blue
  and
  another
  one
  remembered
  the
  color
  green
  and
  pink.
 
  Moreover
  only
  two
  of
  the
  participants
  remembered
 the
 price
 of
 the
 app,
 which
 was
 free.
 One
 participant
 thought
 it
 costs
  7kr
  and
  the
  other
  one
  did
  not
  remember
  at
  all.
  Furthermore
  this
  app
  works
  for
  both
 iOS
 devices,
 however
 two
 of
 the
 participants
 could
 not
 tell
 if
 it
 did
 or
 not.
 The
  other
 two
 assumed
 it
 was
 either
 for
 iPhone
 or
 iPad
 only.
 And
 finally
 only
 two
 of
  the
  participants
  understood
  what
  the
  app
  was
  about.
  Although
  the
  rest
  of
  the
  participants
 did
 not
 remember
 the
 name
 of
 the
 app
 they
 visited
 they
 remembered
  something
  from
  the
  icon.
  For
  example
  two
  participants
  remembered
  the
  visual
  elements
 from
 the
 following
 two
 apps.
 
 
 
 
 
 
 
 


 

61
 


 
 
 
  Plex Hubble Top 100
 
 
  Figure
 5.2.3c3
 Apps
 participants
 visited
 and
 remembered
 part
 of
 in
 it
 (From
 
  the
 Top
 Education
 section
 in
 the
 iPad
 App
 Store)
 
  Both
 participants
 remembered
 the
 shape
 of
 the
 element
 that
 was
 on
 the
 icon,
 the
  participant
  who
  visited
  Plex
  remembered
  an
  arrow
  and
  the
  other
  participant
  remembered
  a
  globe
  from
  the
  icon.
  None
  of
  them
  did
  remember
  any
  of
  the
  colors
  but
 both
 understood
 what
 the
 app
 was
 about.
 The
 participant
 who
 remembered
  the
  Hubble
  Top
  100
  was
  also
  correct
  about
  the
  price
  of
  the
  app
  but
  did
  not
  remember
  whether
  the
  app
  worked
  for
  both
  devices
  or
  not,
  whereas
  the
  other
  participant
 did
 remember
 it
 but
 was
 wrong
 about
 the
 price.
 
 
  Two
  participants
  had
  visited
  Finger
  Doodle
  and
  Mina
  Första
  ord
  HD
  (shown
  on
  the
  left
  side
  in
  figure
  5.2.3c2.1
  below).
  They
  remembered
  the
  word
  color
  and
  children
 app
 as
 their
 names,
 color
 for
 the
 Finger
 Doodle
 and
 children
 app
 for
 Mina
  Första
  ord
  HD.
  None
  of
  them
  wrote
  any
  of
  the
  colors
  but
  they
  both
  understood
  what
 the
 apps
 did
 and
 both
 were
 right
 about
 the
 plus
 sign,
 however
 only
 one
 of
  them
 remembered
 the
 correct
 cost
 of
 the
 app.
 
 

Finger Doodle Mina Första ord HD

Stava djur Lite

Djurparken- En rolig

Phone for kids - All i


 
  Table
 5.2.3c2.1
 More
 apps
 participants
 visited
 and
 remembered
 part
 of
 in
 the
 
  second
 part
 (From
 the
 Top
 Education
 section
 in
 the
 iPad
 App
 Store)
 
 
  Three
 participants
 remembered
 almost
 the
 full
 name
 of
 the
 app
 they
 visited.
 For
  example
 two
 participants
 remembered
 the
 fist
 name
 of
 the
 apps
 “Djurparken”
 and
  “Phone
 for
 kids”
 correctly
 and
 one
 participant
 remembered
 the
 name
 “Stava
 djur
  lätt”
 instead
 of
 “Stava
 djur
 Lite”,
 (illustrated
 in
 the
 middle
 in
 figure
 5.2.3c2.1)
 
 
  All
 three
 participants
 also
 remembered
 something
 from
 the
 icon.
 The
 participant
  who
 visited
 the
 app
 “Djurparken”
 remembered
 a
 blue
 bird,
 the
 other
 participant
  who
 visited
 the
 app
 “Phone
 for
 kids”
 remembered
 the
 colors
 blue,
 yellow,
 red
 and
  green,
  and
  the
  last
  participant
  remembered
  blue
  background
  and
  something
  white,
  from
  the
  app
  “Stava
  djur
  Light”.
  All
  three
  participants
  understood
  the
  function
 of
 the
 app.
 Two
 of
 them
 did
 not
 remembered
 if
 the
 app
 worked
 for
 both
  devices
 or
 not,
 where
 as
 one
 of
 them
 wrote
 that
 he
 saw
 the
 plus
 sign,
 which
 was
  wrong.
  The
  same
  two
  participants
  were
  also
  right
  about
  the
  price
  whereas
  the
  other
 participant
 was
 wrong.
 


 

62
 

5.3
 Result
 of
 Post
 test-­?questionnaires
 
 

  As
  mentioned
  in
  the
  method
  section
  participants
  received
  questionnaires
  after
  each
 performance
 on
 all
 three
 units
 and
 also
 a
 comparative
 questionnaire
 at
 the
  end
  of
  the
  session.
  In
  this
  part
  the
  result
  from
  respective
  questionnaires
  is
  presented.
 
 

5.3.1.
 Participant’s
 feedback
 on
 use
 of
 the
 App
 Store
 
 
 


  In
  this
  section
  the
  participant’s
  feedback
  about
  the
  use
  of
  the
  App
  Store
  on
  respective
  units
  is
  presented.
  The
  feedback
  is
  mainly
  concerned
  on
  how
  the
  participants
 felt
 about
 using
 the
 App
 Store
 to
 perform
 each
 tasks
 on
 all
 units.
 
 
 

Your
 overall
 impression
 of
 the
 App
  Store?
 
11
  10
  9
  8
  7
  6
  5
  4
  3
  2
  1
  0
  Excellent
 
  Good
  Satisfacory
 
  Bad
  Very
 bad
 

iTunes
  iPhone
  iPad
 


 
 
 


 

Table
 5.3.1
 Participants
 overall
 impression
 of
 the
 App
 Store
 

Your
 thoughts
 about
 biltering
 apps
 by
  free/paid/grossing?
 
7
  6
  5
  4
  3
  2
  1
  0
  Excellent
 
  Good
  Satisfactory
  Bad
  Very
 bad
  iTunes
  iPhone
  iPad
 


 


 


 

63
 

Your
 thoughts
 about
 bilering
 apps
 by
  their
 device
 ?
 
 
8
  7
  6
  5
  4
  3
  2
  1
  0
  Excellent
 
  Good
  Satisfactory
  Bad
  Very
 bad
 
Note:
 This
 question
 was
 only
 designed
 for
 the
 iTunes
 and
 the
 iPad
 App
 Store
 
 

iTunes
  iPad
 


 


 
 
 
 
 

Table
 5.3.3
 Participants
 thought
 about
 filtering
 apps
 by
 their
 device
 

Your
 thoughts
 about
 the
 navigation
  back
 to
 a
 page?
 
 
11
  10
  9
  8
  7
  6
  5
  4
  3
  2
  1
  0
  Very
 Easy
  Easy
  Average
 
  Difzicult
  Very
 Difzicult
 
 

iTunes
  iPhone
  iPad
 


  Table
 5.3.4
 Participants
 thought
 
 about
 navigation
 on
 the
 App
 Store
 
 
 
 
 


 

64
 

Your
 thoughts
 about
 binding
 
 a
 category
  on
 the
 App
 Store
 ?
 
 
 
7
  6
  5
  4
  3
  2
  1
  0
  Very
 Easy
  Easy
  Average
  Difzicult
  Very
 Difzicult
 
 
Note:
 This
 question
 was
 only
 given
 to
 six
 participants
 
 

iTunes
  iPhone
  iPad
 


 


 


  finding
 a
 category
 on
 the
 App
 Store
  Table
 5.3.5
 Participants
 thought
 about
 
 
 
 

Your
 thoughts
 about
 binding
 
 a
 sub-­?
 
 
 
 
 
 
 
  category
 on
 the
 App
 Store
 ?
 
 
 
5
  4
  3
  2
  1
  0
  Very
 Easy
  Easy
  Average
  Difzicult
  Very
 Difzicult
 
 
Note:
 This
 question
 was
 only
 given
 to
 the
 remaining
 six
 participants
 
 

iTunes
  iPhone
  iPad
 


 


 
 finding
 a
 sub-­?category
 on
 the
 App
 Store
  Table
 5.3.6
 Participants
 thought
 about
 
 
 
 
 


 


 

65
 

Your
 thoughts
 about
 searching
 on
 the
  App
 Store
 ?
 
 
8
  6
  iTunes
  4
  2
  0
  Very
 Good
  Good
  Satisfactory
  Bad
  Very
 Bad
 
Note:
  This
  question
  was
  mainly
  used
  to
  find
  out
  the
  participant’s
  thought
  about
  the
  Power
  search
  in
 iTunes
 App
 Store
 
 

iPhone
  iPad
 


 


 
  Table
 5.3.7
 Participants
 thought
 about
 the
 search
 function
 especially
 the
 Power
 
  Search
 on
 the
 iTunes.
 
 
 
 “Which
 three
 things
 did
 the
 participants
 like
 most
 with
 the
 App
 Store?
 ”
 
  ? On
 the
 iTunes
 App
 Store
 the
 participants
 liked
 the
 following
 things:
 
 
  ? The
 Interface
 
  ? Easy
 navigation
 
 
  ? The
 range
 and
 diversity
 of
 apps
  ? Big
 and
 clear
 icons
 
 
  ? On
 the
 iPhone
 App
 Store
 the
 participants
 liked:
 
  ? The
 navigation
 
  ? Intuitive
 
  ? The
 search
 i.e.
 it
 remembers
 earlier
 searches
 
  ? Clear
 logos
 and
 pictures
 
 
  ? On
 the
 iPad
 App
 Store
 the
 participants
 liked
 the
 following
 things:
 
 
  ? Filtering
 of
 multiple
 options
  ? Intuitive
  ? The
 range
 and
 diversity
 of
 apps
 
  ? Easy
 navigation
 
  ? The
 search
 function
 
  ? The
 interface
  ? More
 function
 included
 
 
 
  66
 

? ? ?

Good
 screen
 resolution
 
  Big
 and
 clear
 icons
  Easy
 to
 find
 popular
 apps
 (Top
 Charts)
 
 


 “Which
 three
 things
 did
 the
 participants
 like
 least
 with
 the
 App
 Store?
 ”
 
  ? On
 the
 iTunes
 App
 Store
 the
 participants
 thought
 it
 was:
 
 
 
  ? Messy
 and
 disordered
 
  ? Bad
 navigation
 
  ? Small
 buttons
 such
 as
 the
 navigation
 buttons
 
  ? Insufficient
 information
 in
 the
 lists,
 i.e.
 rating
 
  ? To
 many
 boxes
 
 
  ? On
 the
 iPhone
 App
 Store
 the
 participants
 thought
 it
 was:
 
 
 
  ? Limited
 download
 (only
 20MB)
  ? Few
 functions
 
  ? No
 tilt
 function
 
  ? “More
 Apps
 by
 X
 developer”
 is
 missing
 in
 the
 app
 description
 page
 
  ? “Costumers
 also
 bought”
 feature
 is
 missing
 in
 the
 app
 description
 page
 
  ? On
 the
 iPad
 App
 Store
 the
 participants
 thought
 it
 was:
 
 
  ? Difficult
 to
 find
 Sub-­?categories
 
  ? Disordered
 Categories
 
  ? Easy
 to
 miss
 the
 option
 current/all
 versions
 choice
 in
 the
 customer
  rating
  ? Gray
 &
 boring
 design
 
  ? Difficult
 to
 find
 the
 sorting
 button
 
 


 

67
 

The
 App
 Store
 grade
 from
 A
 to
 F,
 where
  A
 is
 exemplary
 and
 F
 is
 faild
 
 
8
  7
  6
  5
  4
  3
  2
  1
  0
  A
  B
  C
  D
  E
  F
  iTunes
  iPhone
  iPad
 


 


 
 

Table
 5.3.8
 Participants
 grade
 of
 the
 App
 Store
 
 
 


 “What
 changes
 would
 the
 participants
 make
 to
 the
 App
 Store?”
  On
 the
 iPhone
 App
 Store
 participants
 wanted
 to
 see
 more
 advance
 functions,
 and
  more
  information
  without
  mixing
  them
  up,
  and
  removing
  the
  20MB
  download
  limit.
 There
 were
 also
 few
 other
 comments
 concerning
 refund
 to
 be
 able
 to
 get
 the
  money
 back
 in
 case
 an
 app
 didn’t
 work,
 as
 expected.
 
 
 
  When
 it
 comes
 to
 the
 iTunes
 App
 Store
 some
 participants
 actually
 said
 they
 would
  redesign
  the
  whole
  store
  from
  scratch
  creating
  bigger
  buttons
  making
  easier
  navigation
  between
  the
  functions
  and
  adding
  ratings
  to
  the
  lists.
  Some
  participants
  also
  wanted
  to
  place
  the
  sub-­?categories
  at
  the
  top
  instead
  of
  at
  the
  bottom
 and
 replace
 the
 iTunes
 left
 menu
 with
 icons.
 
 They
 also
 wanted
 to
 edit
 the
  description
 part,
 scale
 down
 and
 reduce
 the
 big
 headlines.
 
  On
  the
  iPad
  App
  Store
  participants
  wanted
  to
  make
  the
  categories
  frillier,
  make
  it
  easier
  to
  find
  the
  sub
  categories,
  make
  the
  layout
  the
  same
  everywhere
  and
  make
  the
  buttons
  clearer,
  remove
  the
  iPhone
  apps
  and
  make
  more
  rooms.
  Add
  a
  comparison
 function;
 add
 the
 tilt
 feature,
 text
 size
 zoom,
 and
 have
 better
 sorting
  function.
 
 
 
 


 

68
 

Would
 you
 visit
 the
 App
 Store
 in
 the
  future?
 
13
  12
  11
  10
  9
  8
  7
  6
  5
  4
  3
  2
  1
  0
  Yes
  No
  Mabye
 

iTunes
  iPhone
  iPad
 


 


 
 

Table
 5.3.9
 Participants
 thought
 about
 visiting
 the
 App
 Store
 again
 

Would
 you
 recommend
 someone
 to
 use
  the
 AppStore?
 
 
12
  11
  10
  9
  8
  7
  6
  5
  4
  3
  2
  1
  0
  Yes
 
  No
 
  Maybe
 
 

iTunes
  iPhone
  iPad
 


 


 
 

Table
 5.3.9
 Participants
 App
 Store
 recommendation
 to
 others
 

Participants
 agreed
 towards
 the
 following
 statements
 for
 the
 iTunes
 App
  Store
 
  ? Sven
  participants
  agreed
  that
  the
  iTunes
  App
  Store
  was
  unnecessarily
  complex;
 however
 only
 two
 of
 them
 stated
 that
 they
 would
 need
 the
 support
  of
 a
 technical
 person
 to
 be
 able
 to
 use
 the
 iTunes
 App
 Store.
 
 
 


 

69
 

?

?

Only
  three
  participants
  agreed
  that
  the
  various
  functions
  in
  the
  iTunes
  App
  Store
  were
  well
  integrated.
  Moreover
  only
  four
  participants
  could
  imagine
  that
 most
 people
 would
 learn
 to
 use
 the
 iTunes
 App
 Store
 very
 quickly.
 
 
  Finally
  seven
  participants
  found
  the
  iTunes
  App
  store
  very
  cumbersome
  to
  use.
 
 
 

Participants
 agreed
 towards
 the
 following
 statements
 for
 the
 iPad
 App
 Store
 
  ?
  Only
  two
  participants
  agreed
  that
  the
  iPad
  App
  Store
  was
  unnecessarily
  complex.
 None
 of
 the
 participants
 agreed
 that
 they
 would
 need
 the
 support
 of
  a
 technical
 person
 to
 be
 able
 to
 use
 the
 iPad
 App
 Store.
 
 
  Nine
 participants
 agreed
 that
 the
 various
 functions
 in
 the
 iPad
 App
 Store
 were
  well
 integrated.
 
 
  Finally
  none
  of
  the
  participants
  found
  the
  iPad
  App
  store
  very
  cumbersome
  to
  use.
 
 

?

?

5.3.2.
 Participant’s
 comparison
 of
 the
 App
 Store
 
 
 


  In
 this
 part
 the
 results
 of
 the
 comparison
 of
 the
 App
 Store
 on
 the
 three
 different
  units
 will
 be
 presented.
 
 
 

In
 general
 the
 participants
 thougth
 the
  App
 Store
 was
 best
 in:
 
7
  6
  5
  4
  3
  5
  2
  1
  1
  0
  iTunes
  iPhone
  iPad
  iTunes
  iPhone
  iPad
 

6
 


 


 

Figure
 3.3.2
 Participants
 favourite
 unit
 


 

70
 

Filtering
 apps
 by
 free/paid/grossing
  was
 best
 in
 
8
  7
  6
  5
  4
  3
  2
  1
  0
  iTunes
 App
 Store
  iPhone
 App
 Store
  iPad
 App
 Store
  7
  5
  iPad
 
  iPhone
  iTunes
 


 


 
 

Figure
 3.3.3
 Filtering
 apps
 by
 free/paid/
 grossing
 in
 the
 App
 Store
 

In
 general
 it
 was
 easiest
 to
 bind
 apps
 in:
 
8
  7
  6
  5
  4
  3
  2
  1
  0
  iTunes
 App
 Store
 
  iPhone
 App
 Store
  iPad
 App
 Store
  3
  2
  7
  iPad
 
  iPhone
 
  iTunes
 


 


 
 

Figure
 3.3.4
 Easies
 unit
 to
 find
 apps
 on
 the
 App
 Store
 


 

71
 

In
 general
 it
 was
 easiest
 to
 navigate
 in:
 
 
7
  6
  5
  4
  3
  5
  2
  1
  1
  0
  iTunes
 App
 Store
  iPhone
 App
 Store
  iPad
 App
 Store
  6
  iPad
 
  iPhone
  iTunes
 


 


 
 

Figure
 3.3.5
 Easies
 unit
 to
 navigate
 on
 the
 App
 Store
 
 

What
 do
 participants
 think
 is
 the
 biggest
 difference
 between
 the
 iTunes
 App
  Store,
 the
 iPhone
 App
 Store
 and
 the
 iPad
 App
 Store?
  The
 biggest
 difference
 between
 the
 iTunes
 App
 Store
 and
 iPhone
 App
 Store
 
 
  • Easier
 to
 find
 the
 categories
 on
 the
 iPhone
 App
 Store
 
  • More
 information
 on
 the
 iTunes
 App
 Store
 
  • Everything
 was
 batter
 and
 easier
 on
 the
 iPhone
 App
 Store
 
  • Easier
 to
 find
 apps
 on
 the
 iPhone
 App
 Store
 
  • More
 functions
 on
 the
 iTunes
 App
 Store
  • Extremely
 pared
 down
 in
 the
 iPhone
 App
 Store
 
  • iTunes
 is
 not
 suited
 for
 PCs
 
  • Cluttered
 on
 the
 iTunes
 App
 Store
 
  • iPhone
 App
 Store
 is
 more
 focused
 
  • iTunes
 App
 Store
 is
 slower
 
  • iPhone
 App
 Store
 was
 easier
 but
 boring.
 
  • Bigger
 and
 better
 view
 on
 the
 iTunes
 App
 Store
 
  The
 biggest
 difference
 between
 the
 iTunes
 App
 Store
 and
 iPad
 App
 Store
 
  • Easier
 to
 find
 categories
 and
 sub-­?categories
 on
 the
 iPad
 App
 Store
 
  • The
 iPad
 App
 Store
 was
 clearer
 and
 had
 bigger
 buttons
 
  • (2)
 Easier
 to
 find
 apps
 on
 the
 iPad
 App
 Store
 
 


 

72
 

• • • •

(2)Easier
 to
 navigate
 on
 the
 iPad
  Both
 has
 bigger
 view
 but
 its
 more
 clearer
 on
 the
 iPad
 
  iPad
 App
 Store
 is
 more
 comfortable
 
  Easier
 to
 navigate
 on
 the
 iTunes
 
 

The
 biggest
 difference
 between
 the
 iPhone
 App
 Store
 and
 iPad
 App
 Store
 
 
  • Not
 much
 difference
 
  • Bigger
 view
 and
 better
 filtering
 in
 the
 iPad
 App
 Store
 
  • (2)
 More
 information
 was
 displayed
 simultaneously
 on
 the
 iPad
 App
 Store
 
  • The
 iPhone
 App
 Store
 was
 easier
 
  • More
 features
 on
 the
 iPad
 App
 Store
 
  • Easier
 to
 find
 apps
 on
 the
 iPhone
 App
 Store
 
  • Clearer
 on
 the
 iPad
 App
 Store
  • iPad
 App
 Sotre
 is
 more
 comfortable
 
  • iPhone
 App
 Store
 easier
 but
 iPad
 App
 Store
 had
 richer
 content
 
  • Better
 sorting
 in
 the
 iPad
 
  What
 do
 participants
 think
 is
 the
 biggest
 difference
 between
 the
 Apple’s
  App
 Store
 and
 Google’s
 Android
 Market?
 
 This
 question
 was
 only
 given
 to
 the
 participants
 who
 have
 used
 the
 Google’s
  Android
 market
 before.
 In
 total
 there
 were
 four
 participants
 who
 used
 Android
  Market.
 One
 participant
 used
 the
 Android
 Market
 both
 on
 the
 web
 and
 his
  smartphone.
  This
  participant
  thought
  the
  biggest
  difference
  between
  the
  iTunes
  App
  Store
  and
  the
 Android
 Market
 on
 the
 web
 was
 the
 sync,
 because
 you
 don’t
 have
 to
 sync
 with
  Android
 Market.
 The
 participant
 also
 thought
 it
 was
 equally
 easy
 to
 find
 apps
 on
  both
 platforms.
 However
 the
 participant
 thought
 it
 was
 more
 difficult
 to
 find
 good
  apps
 on
 Android
 Market
 for
 phones
 because
 there
 are
 so
 many
 strange
 and
 bad
  apps
 there,
 moreover
 he
 found
 the
 iPhone
 App
 Store
 clearer
 and
 simpler
 
 
  The
  participant
  who
  had
  used
  the
  Android
  Market
  on
  a
  tablet
  also
  found
  the
  iPad
  App
  Store
  much
  more
  clearer
  and
  simpler,
  he
  also
  though
  it
  was
  easier
  to
  find
  apps
 on
 the
 iPad
 App
 Store
 because
 it
 has
 a
 better
 search
 options.
 He
 found
 the
  main
  difference
  between
  the
  iPhone
  App
  Store
  and
  Android
  Market
  on
  a
  smartphone
  to
  be
  the
  download
  progress
  of
  an
  application
  he
  believed
  it
  was
  better
 in
 the
 iPhone
 because
 the
 download
 progress
 it
 shown
 on
 the
 icon
 screen
  of
 the
 application
 that
 is
 being
 downloaded.
 He
 also
 thought
 it
 was
 easier
 to
 find
  apps
 on
 the
 iPhone
 App
 Store.
 
 
  The
  other
  two
  participants
  who
  also
  had
  used
  the
  Android
  Market
  on
  a
  smartphone
 considered
 the
 iPhone
 App
 Store
 to
 be
 best
 because
 it
 was
 easier
 to
  sort
 apps
 and
 find
 apps
 but
 also
 because
 it
 was
 easier
 to
 follow
 up
 the
 download
  progress
 of
 an
 application.
 
 
 
  73
 

6.
 Discussion
 
 

  This
 chapter
 will
 discuss
 the
 major
 findings
 of
 the
 study
 using
 some
 of
 the
 theories
  mentioned
 in
 the
 theory
 section.
 
 
 

6.1
 
 
 Discussion
 of
 findings
 from
 pre-­?test
 questionnaires
 
 

  Consumer
  demographics
  are
  among
  the
  most
  commonly
  studied
  factors
  in
  on
  online
  consumer
  behavior
  research.
  The
  effects
  of
  gender,
  age
  and
  income
  of
  consumers
  on
  online
  purchase
  behavior
  have
  been
  studied
  since
  late
  1990s
  [Bellman
  et
  al.1990].
  For
  example
  several
  studies
  have
  shown
  that
  men
  make
  more
  purchases
  and
  spend
  more
  money
  online
  than
  women
  [Li
  et
  al.
  1999;
  Stafford
  et
  al.
  2004
  &
  Susskind
  2004].
  Even
  though
  it
  was
  only
  one
  female
  who
  participated
  in
  this
  study
  this
  effect
  can
  be
  seen
  anyway.
  As
  can
  be
  seen
  in
  the
  table
  summary
  of
  consumer
  demographics
  factor
  in
  table
  5.1.1a
  the
  female
  participant
 had
 never
 purchased
 an
 app
 from
 the
 App
 Store
 before.
  When
 it
 comes
 to
 the
 age,
 we
 see
 today
 that
 the
 age
 gap
 between
 online
 and
 off-­? line
  consumers
  is
  shrinking,
  but
  the
  effect
  of
  age
  on
  consumer’s
  intention
  to
  purchase
  online
  is
  still
  unclear.
  In
  this
  study
  we
  have
  seen
  that
  the
  younger
  peoples
 intention
 to
 purchase
 application
 is
 more
 than
 the
 older
 one.
 One
 of
 the
  reasons
 could
 be
 because
 the
 games
 for
 iPhone
 have
 become
 very
 popular
 among
  the
  young
  people.
  Today
  we
  see
  a
  lot
  of
  young
  people
  play
  games
  on
  their
  iPhone
  everywhere
 i.e.
 on
 the
 train.
 
  Furthermore
  we
  see
  that
  the
  income
  does
  not
  hinder
  the
  consumers
  from
  purchasing
  applications
  from
  the
  App
  Store.
  As
  shown
  in
  in
  table
  5.1.1a
  young
  participants
  with
  lower
  income
  purchase
  apps
  more
  frequently
  than
  the
  participants
  with
  higher
  income.
  A
  reason
  for
  this
  could
  be
  that
  the
  young
  people
  with
  lower
  income
  has
  more
  time
  to
  look
  for
  apps
  on
  the
  App
  Store
  and
  eventually
  buys
  one
  or
  two.
  It
  should
  be
  noted
  that
  these
  young
  participants
  only
  purchase
  apps
  that
  are
  cheap
  i.e.
  apps
  that
  cost
  7kr.
  Otherwise
  most
  of
  the
  participants
 download
 free
 apps
 from
 the
 App
 Store.
 
 
  As
  mentioned
  in
  the
  theory
  section
  prior
  experience
  or
  a
  reflection
  of
  a
  consumer’s
  familiarity
  with
  the
  product,
  has
  been
  shown
  to
  strongly
  influence
  successive
 behavior.
 As
 we
 see
 from
 the
 table
 participants
 with
 most
 experience
  performed
 well
 on
 the
 tasks
 where
 as
 the
 novice
 participants
 could
 not
 complete
  the
 tasks
 that
 were
 given
 to
 them.
 A
 typical
 example
 of
 this
 can
 be
 seen
 in
 the
 app
  description
 page
 on
 the
 iPad.
 When
 novice
 participants
 who
 have
 no
 experience
  of
  using
  the
  iPad
  looked
  at
  the
  screenshot
  in
  the
  app
  description
  page
  they
  thought
  there
  was
  only
  one
  screenshot
  whereas
  the
  experienced
  participants
  knew
 there
 were
 more
 screenshots
 hidden
 inside
 the
 box.
 
 
 
 


 

74
 

6.2
 Discussion
 of
 findings
 from
 the
 Task
 Analysis
 
 

  This
 section
 will
 discuss
 the
 findings
 from
 the
 tasks
 that
 were
 performed
 by
 the
  participants.
 

6.2a
 What
 do
 users
 do
 when
 they
 visit
 the
 App
 Store?
 
 
 


  According
 to
 [Hughes,
 2010]
 there
 are
 two
 types
 of
 users,
 the
 types
 that
 simply
  browse
 on
 the
 App
 Store
 and
 the
 types
 that
 search
 for
 a
 specific
 app.
 However
  Hughes
 only
 identify
 these
 types
 of
 users
 for
 the
 desktop
 iTunes
 App
 Store.
 In
 this
  section
 I
 will
 discuss
 what
 type
 of
 users
 the
 participants
 in
 my
 study
 are
 and
 what
  they
 actually
 do
 when
 they
 visit
 the
 desktop
 iTunes
 App
 Store
 and
 the
 mobile
 App
  Store
 on
 the
 iOS
 devices.
 
 
 
  Users
 who
 search
 for
 apps
 on
 the
 App
 Store
 
  This
  study
  shows
  that
  users
  not
  only
  search
  for
  specific
  apps
  to
  solve
  their
  problems
 but
 also
 search
 for
 apps
 that
 they
 have
 been
 recommended
 by
 someone.
  For
 example
 five
 participants
 said
 that
 they
 used
 their
 iPhone
 to
 “search
  for
  apps
  that
 they
 have
 heard,
 either
 from
 a
 friend,
 colleague
 or
 seen
 it
 on
 the
 internet”.
  They
  simply
 search
 for
 the
 app
 to
  see
 if
 it
 is
  worth
 downloading
 or
 buying.
  They
 also
  said
 that
 when
 they
 are
 looking
 for
 a
 specific
 app
 and
 they
 don’t
 know
 the
 name
 of
  the
  app
  they
  usually
  search
  for
  the
  apps
  function
  or
  the
  company’s
  name.
  For
  example
  one
  participant
  showed
  that
  if
  he
  were
  looking
  for
  a
  weather
  app
  he
  would
  search
  for
  “weather”
  or
  “SMHI”
  if
  he
  were
  looking
  for
  a
  Swedish
  weather
  app.
 
 
  Users
 who
 browse
 on
 the
 App
 Store
 
  [Hughes,
  2010]
  also
  clarified
  that
  if
  users
  are
  just
  browsing
  the
  App
  Store
  from
  the
  desktop
  iTunes
  they
  will
  probably
  start
  their
  search
  by
  looking
  at
  the
  “What’s
  Hot”
  and
  “New
 and
 Noteworthy”,
  or
  the
  “Top
 Charts”
 for
  ideas.
  This
  statement
  was
  partly
  true.
 
  Half
  of
  the
  participants
  started
  to
  look
  for
  apps
  in
  the
  “New
  and
  Noteworthy”
  sections.
  The
  rest
  “What’s
 Hot”
  when
  they
  visited
  the
  App
  Store
  from
  the
 desktop
 iTunes.
 
 
 
 
 
 
 
 
 
 
 
 
 
 


 

75
 

According
  to
  [Hughes,
  2010],
  this
  happens
  because
  most
  visitors
  on
  the
  iTunes
  App
 Store
 are
 first
 attracted
 to
 the
 colorful
 icons.
 And
 as
 most
 of
 the
 colorful
 icons
  on
 the
 iTunes
 App
 Store
 are
 shown
 on
 the
 first
 page
 in
 the
 “New
 and
 Noteworthy”
  and
  “What’s
  Hot”
  section
  as
  illustrated
  in
  the
  figure
  below
  ten
  out
  12
  participants
  started
 their
 search
 by
 looking
 in
 these
 two
 sections
 
 

Colorful icons

Hidden icons

Colorful icons


 
  Figure
 6.2a
 Participants
 first
 search
 in
 the
 iTunes
 App
 Store.
 
 
 
  Moreover
 as
 the
 most
 the
 icons
 in
 the
 Top
 Charts
 are
 hidden
 in
 the
 right
 corner
 of
  the
 App
 Store’s
 home
 page
 as
 we
 can
 see
 in
 the
 above
 figure
 almost
 none
 of
 the
  participants
  were
  attracted
  to
  look
  there.
  Additionally
  Hughes
  claimed
  that
  visitors
  on
  the
  iTunes
  App
  Store
  will
  first
  look
  at
  the
  icon
  and
  if
  the
  icon
  looks
  interesting
  they
  will
  read
  the
  name
  of
  the
  app
  and
  its
  category.
  This
  statement
  was
 also
 found
 to
 be
 true
 as
 all
 participants
 followed
 this
 order
 as
 we
 can
 see
 in
  figure
 6.2a1.
 
 
 
 
  12 12
  Icon Name App Store
 
 
 

iTunes


 

Figure
 6.2a1Participants
 first
 and
 second
 attention
 in
 the
 iTunes
 App
 Store
 
 


 

76
 

In
 the
 iPad
 App
 Store
 however,
 the
 statement
 only
 worked
 partly.
 As
 we
 can
 see
  in
  the
  next
  figure
  all
  participants
  looked
  at
  the
  icons
  first
  but
  only
  half
  of
  them
  looked
 at
 the
 name
 after
 that.
 The
 other
 half
 looked
 at
 the
 ratings
 instead.
 
 
 
  6 Name
  12
  Icon App Store
  Rating
  6

iPad


  Finally
  on
  the
  iPhone
  App
  Store
  seven
  participants
  looked
  at
  the
  ratings
  where
  as
  only
 five
 looked
 at
 the
 name
 after
 having
 looked
 at
 the
 icons
 first.
 
 
 
  5 Name
  12
  Icon App Store
 
  Rating 7
 

Figure
 6.2a2
 Participants
 first
 and
 second
 attention
 in
 the
 iPad
 App
 Store
 
 

iPhone


  The
  reason
  why
  participants
  looked
  at
  the
  rating
  and
  not
  the
  name
  after
  the
  having
 looked
 at
 the
 icons
 on
 the
 iPhone
 and
 iPad
 App
 Store
 is
 because
 ratings
 are
  shown
 in
 the
 list
 on
 both
 iOS
 devices
 as
 shown
 in
 figure
 6.2a4
 below.
 
 
 

Figure
 6.2a3
 Participants
 first
 and
 second
 attention
 in
 the
 iPhone
 App
 Store
 
 


 
 

iPhone App Store

iTunes App Store

iPad App Store

Figure
 6.2a4
 The
 app’s
 ratings
 are
 shown
 in
 both
 iPhone
 and
 iPad
 App
 Store
  (iPhone
 screenshot
 on
 the
 left
 and
 iPad
 on
 the
 right)
 but
 no
 ratings
 are
 shown
 in
  the
 iTunes
 App
 Store
 (middle
 screenshot).
 The
 app’s
 category
 is
 show
 in
 both
  iTunes
 and
 iPad
 App
 Store.
 
 
 
 
 
 
 
 
  77
 

Users
 in
 the
 app
 description
 page
 
 
  Depending
  on
  the
  unit
  and
  the
  price
  of
  the
  app
  participants
  behaved
  differently
  once
 they
 got
 to
 the
 app
 description
 page.
 If
 it
 was
  a
 free
 app
 they
 visited,
 almost
  all
 participants
 skipped
 or
 quickly
 skimmed
 through
 the
 description
  and
 look
 at
  the
 screenshots
 and
 ratings
 instead.
 However
 if
 it
 was
 a
 paid
 app
 they
 visited
 all
  participants
  read
  the
  description.
  An
  interesting
  notation
  was
  that
  more
  than
  half
  of
 the
 participants
 looked
 at
 the
 customer
 reviews
 more
 on
 the
 iPad
 and
 iTunes.
 
  This
 is
 because
 the
 customer
 reviews
 on
 these
 units
 were
 displayed
 on
 the
 same
  page
  in
  contrast
  to
  the
  iPhone
  App
  Store,
  which
  was
  displayed
  on
  the
  following
  page.
 
 
 

6.2b
 What
 obstacles
 do
 users
 encounter
 on
 the
 way
 to
 purchase
  application
 from
 the
 App
 Store?
 
 
 

  Most
  of
  the
  participant
  encountered
  problems
  in
  the
  app
  description
  page.
  For
  example
  they
  found
  the
  separation
  between
  current
  version
  and
  all
  version
  reviews
  unclear
  (see
  figure
  6.2b).
  Most
  participants
  did
  not
  know
  there
  was
  different
 versions
 of
 reviews,
 thus
 when
 there
 was
 there
 were
 no
 review
 on
 the
  current
  version
  they
  assumed
  it
  applied
  for
  all,
  most
  participants
  missed
  to
  click/tap
 on
 the
 “All
 Versions”
 to
 see
 the
 older
 reviews
 of
 an
 application.
 
 
 
 
 
 


  Another
 obstacle
 the
 participants
 encountered
 was
 on
 the
 screenshots
 on
 the
 iPad
  App
  Store.
  Most
  of
  the
  participants
  especially
  those
  who
  never
  used
  the
  iPad
  App
  Store
 found
 the
 screenshot
 in
 the
 app
 description
 page
 deceiving.
 This
 is
 because
  there
  was
  no
  indication
  that
  showed
  the
  number
  of
  screenshots
  thus
  participants
  thought
 there
 was
 only
 one
 screenshot
 that
 was
 displayed.
 
 
  Similarly
  when
  the
  participants
  visited
  the
  category
  section
  in
  the
  iPad
  App
  Store
  they
 found
 the
 icon
 of
 the
 categories
 misleading.
 This
 was
 because
 the
 icon
 that
  represented
 each
 category
 was
 taken
 from
 the
 same
 category
 and
 this
 made
 the
  participants
 confusing
 thinking
 it
 is
 an
 app
 and
 not
 a
 category.
 
  Another
  difficulty
  many
  participants
  had
  was
  finding
  sub-­?categories
  on
  the
  App
  Store
  from
  both
  iTunes
  and
  iPad.
  All
  participants
  failed
  this
  task
  on
  both
  units
  because
 it
 was
 not
 intuitive.
 
 

Figure
 6.2b
 Customer
 Reviews
 “Current”
 and
 “All
 versions”
 in
 the
 App
 Store
 
 


 

78
 

To
 find
 the
 sub
 categories
 on
 the
 iTunes
 App
 Store
 participants
 had
 to
 first
 choose
  a
 category
 that
 has
 a
 sub
 category
 i.e.
 Games
 and
 then
 scroll
 down
 to
 the
 bottom
  of
  the
  page.
  On
  the
  iPad
  App
  store
  the
  participants
  had
  to
  filter
  the
  apps
  by
  selecting
 Games
 from
 the
 Top
 Chart
 category
 section.
 
 
 

6.2c
 What
 do
 users
 think
 of
 digital
 magazine
 subscription
 on
 the
  App
 Store?
 
 


  Most
  of
  the
  participants
  were
  confused
  about
  the
  price
  of
  the
  magazines
  on
  the
  App
  Store.
  Since
  none
  of
  the
  participants
  had
  ever
  subscribed
  to
  a
  digital
  magazine
  before,
  most
  of
  them
  though
  the
  magazines
  were
  all
  free
  because
  the
  app
 was
 free.
 The
 participants
 did
 not
 understand
 that
 it
 was
 a
 subscription
 and
  that
  they
  had
  to
  pay
  for
  each
  number.
  Those
  who
  understood
  that
  it
  was
  a
  subscription
 said
 they
 would
 expect
 to
 get
 some
 discount
 or
 get
 few
 numbers
 for
  free.
 
 
 
  Participants
  were
  also
  confused
  about
  the
  plus
  signs
  inside
  the
  icons,
  and
  they
  thought
 the
 icons
 had
 the
 more
 or
 less
 the
 same
 pattern
 and
 look
 which
 is
 easy
 to
  recognized
  nevertheless
  they
  thought
  there
  should
  be
  an
  image
  on
  the
  icon
  instead
 i.e.
 the
 first
 page
 of
 the
 magazine.
 
 
  When
 the
 participants
 were
 asked
 whether
 they
 would
 buy
 or
 subscribe
 to
 any
 of
  the
 magazines
 from
 Bonnier
 Tidskrifter
 most
 of
 them
 said
 they
 would
 subscribe
  to
 “Krysst”,
  “Illustrerad
  Vetenskap”
  or
  “All
  om
  mat”.
 Participants
 chose
 “Illustrerad
  Vetenskap”
 because
 they
 recognized
 it
 and
 they
 liked
 that
 it
 has
 the
 same
 font
 as
  the
  print
  magazine
  and
  they
  chose
  “All
 om
 mat”
  because
  they
  liked
  the
  design
  but
  also
 because
 they
 were
 interested
 in
 food.
 
 
  In
 general
 most
 of
 the
 participants
 thought
 the
 price
 of
 the
 magazines
 was
 a
 bit
  expensive
 especially
 those
 who
 picked
 Illustrerad
 Vetenskap
 which
 cost
 56kr
 for
  each
  number.
 
  Some
  participants
  said
  they
  would
  rather
  download
  a
  free
  magazine,
  which
  has
  some
  kind
  of
  advertising
  in
  it.
  Some
  participants
  said
  they
  could
  imagine
  buying
  a
  number
  or
  two
  if
  they
  really
  liked
  it
  and
  they
  get
  something
 for
 free
 as
 well.
 
 
 

6.2d
 What
 visual
 elements
 did
 participants
 remember
 from
 the
  App
 Store?
 
 


  As
  pointed
  out
  by
  [Ware,
  2008]
  visual
  memory
  is
  a
  process
  that
  is
  pure
  attention.
  It
 is
 a
 temporary
 binding
 together
 of
 visual
 features
 and
 patterns
 that
 seem
 most
  relevant
  to
  the
  cognitive
  thread.
  To
  find
  a
  pattern
  and
  see
  what
  visual
  features
  attracts
 users
 attention
 on
 the
 App
 Store
 I
 identified
 nine
 quiz
 questions,
 which
 I
  used
  to
  test
  the
  participants
  memory
  retention
  “what
  ”
  and
  “where”.
  In
  this
  section
 I
 will
 identify
 the
 major
 findings
 from
 the
 quiz
 questions.
 
 
 


 

79
 

What
 visual
 elements
 did
 participants
 remember
 on
 the
 App
 Store
 from
 respective
  units?
 
 
  In
  general
  the
  majority
  of
  the
  participants
  remembered
  apps
  from
  the
  Top
  Grossing
 list
 on
 the
 iPhone
 App
 Store.
 This
 is
 because
 participants
 could
 recognize
  most
  of
  the
  apps
  from
  the
  list.
 
  The
  reason
  why
  participants
  remembered
  more
  apps
 from
 the
 iPhone
 App
 Store
 than
 from
 the
 iTunes
 App
 Store
 might
 be
 because
  there
  are
  fewer
  apps
  listed
  on
  the
  iPhone
  App
  Store.
  Moreover
  the
  apps
  on
  the
  iPhone
  App
  Store
  are
  displayed
  in
  a
  compact
  way
  unlike
  the
  iTunes
  App
  Store.
  This
  may
  have
  helped
  the
  participant’s
  process
  of
  finding
  an
  app
  that
  they
  recognize
 which
 they
 eventually
 could
 remember.
 It
 should
 also
 be
 note
 that
 even
  though
 there
 is
 less
 information
 in
 the
 lists
 on
 the
 iPhone
 App
 Store,
 the
 existing
  information
  is
  highly
  visible.
  As
  we
  could
  see
  in
  figure
  6.2a4
  it
  is
  not
  only
  the
  ratings
 that
 is
 highly
 visible
 in
 the
 list
 on
 the
 iPhone
 App
 Store
 but
 also
 the
 name
  of
  the
  app,
  which
  is
  bigger
  and
  bolder
  than
  what
  it
  is
  on
  the
  iPad
  App
  Store
  for
  instance.
  Similarly
  we
  could
  observe
  from
  the
  figure
  that
  the
  plus
  sign
  (which
  indicates
  the
  compatibility
  of
  the
  app)
  is
  also
  more
  visible
  on
  the
  iPhone
  App
  Store
 hence
 most
 participants
 could
 remember
 apps
 with
 the
 plus
 sign
 more
 from
  the
 iPhone
 App
 Store
 than
 the
 other
 two
 units.
 
 
  Moreover
  most
  participants
  remembered
  an
  app
  because
  they
  recognized
  it
  from
  earlier
 or
 because
 it
 was
 among
 the
 top
 apps
 i.e.
 the
 first
 app.
 When
 participants
  were
  asked
  to
  remember
  which
  specific
  app
  they
  visited
  recently
  they
  often
  tried
  to
  remember
  a
  name,
  which
  sounded
  convenient
  to
  them.
  For
  example
  the
  participant
  who
  visited
  the
  app
  Peka
  &
  Lär
  ABC
  shown
  in
  figure
  below
  remembered
 the
 name
 1-­?2-­?3
 Räkne
 app
 för
 barn.
 
 
 
 
 
 
 
 
  Nasa App Peka & Lär ABC
  TED
  Figure
 6.2d
 App
 remembered
 by
 a
 participant
 
 
  The
 understanding
 if
 this
 participant
 could
 be
 that
 the
 app
 was
 an
 education
 app
  for
 children,
 and
 because
 the
 names
 leaning
 ABC
 and
 learning
 1-­?2-­?3
 for
 children
 is
  related
  to
  each
  other
  and
  they
  both
  sound
  convenient
  the
  participant
  remembered
 the
 name
 Räkne
 app
 för
 barn
 instead.
 Because
 of
 this
 the
 participant
  also
  wrote
  the
  wrong
  elements
  1-­?2-­?3.
  Most
  participants
  remembered
  the
  item
  from
 the
 icon
 and
 most
 of
 its
 colors
 especially
 if
 the
 icon
 had
 strong
 colors
 such
 as
  blue,
 red,
 yellow,
 green
 and
 black.
 If
 we
 take
 the
 app
 Peka
 &
 Lär
 ABC
 again
 we
 see
  that
 it
 has
 strong
 colors
 hence
 the
 participant
 who
 visited
 the
 app
 remembered
 all
  the
 colors
 plus
 the
 color
 red,
 which
 is
 not
 shown
 in
 the
 app.
 
 
 


 

80
 

When
 participants
 were
 asked
 how
 much
 the
 app
 they
 visited
 cost
 the
 majority
 of
  the
 participants
 remembered
 the
 correct
 price
 of
 the
 app
 from
 the
 iPad
 App
 Store
  and
  the
  iPhone
  App
  Store
  this
  may
  be
  because
  the
  price
  of
  the
  app
  is
  already
  shown
 in
 the
 list
 on
 both
 iOS
 devices.
 The
 price
 of
 the
 app
 is
 not
 displayed
 in
 the
  list
  on
  the
  iTunes
  App
  Store,
  however
  what
  is
  interesting
  is
  that
  if
  users
  hovers
  the
 mouse
 over
 the
 apps
 on
 the
 Top
 Char
 the
 price
 is
 suddenly
 displayed.
 This
 is
  was
 something
 that
 several
 participants
 found
 confusing.
 
 
 

6.3
 Discussion
 of
 findings
 from
 Post
 test
 questionnaires
 
 


  In
  this
  part
  I
  will
  present
  the
  insights
  from
  the
  post
  test-­?questionnaires.
  The
  findings
  from
  the
  post-­?test
  questionnaires
  will
  help
  us
  answering
  the
  last
  research
 questions.
  Which
 unit
 do
 users
 prefer
 to
 use
 to
 visit
 the
 App
 Store?
 
  Half
  of
  the
  participants
  preferred
  the
  iPad
 App
 Store
  of
  all
  the
  three
  units.
  They
  preferred
  it
  because
  they
  felt
  it
  was
  a
  mixture
  of
  both
  iTunes
  App
  Store
  and
  iPhone
  App
  Store.
  They
  thought
  it
  was
  intuitive,
  clear
  and
  easy
  to
  use.
  Most
  participants
  also
  liked
  the
  interface,
  the
  navigation
  and
  the
  filtering
  of
  multiple
  options.
 However
 participants
 found
 it
 difficult
 to
 find
 sub-­?categories
 on
 the
 iPad
 
  App
  Store,
  they
  also
  didn’t
  like
  the
  categories
  they
  found
  it
  disordered
  and
  misleading
 because
 of
 the
 misleading
 icons.
 Likewise
 they
 found
 the
 separation
 of
  the
 current/
 all
 version
 choice
 of
 the
 customer
 rating
 in
 the
 app
 description
 page
  misleading.
 
  Five
  participants
  preferred
  the
  iPhone
  App
  Store
  of
  all
  three
  units
  because
  they
  found
  it
  to
  be
  intuitive
  and
  easy
  to
  navigate,
  nevertheless
  most
  participants
  thought
  it
  had
  to
  limited
  functions
  i.e.
  participants
  wanted
  to
  see
  the
  features
  “More
 Apps
 by
 this
 developer”
  and
 “Customers
 also
 bought”
  in
 the
 app
 description
  page.
  Finally
  only
  one
  participant
  preferred
  the
  desktop
  iTunes
 App
 Store.
  Although
  few
  other
 participants
 also
 thought
 it
 had
 a
 good
 interface
 and
 a
 range
 and
 diversity
 of
  apps
  the
  majority
  of
  the
  participants
  found
  it
  messy
  and
  disordered,
  they
  also
  thought
  it
  had
  a
  bad
  navigation
  and
  that
  it
  didn’t
  display
  important
  information
  such
 as
 ratings
 in
 the
 list.
 
 
 
 
 
 
 
 


 

81
 

7.
 Conclusions
 
 


  This
 chapter
 will
 present
 the
 conclusions
 that
 were
 drawn
 from
 my
 study.
 It
 will
 also
  give
  implications
  for
  application
  developers
  specifically
  for
  the
  digital
  magazine
  publishing
 company
 Bonnier
 Tidskifter
 AB.
 
 
  There
  are
  various
  factors
  that
  mobile
  application
  consumers
  takes
  into
  consideration
 when
 purchasing
 mobile
 application
 from
 the
 App
 Store.
 From
 the
  main
 findings
 of
 the
 present
 study
 it
 can
 be
 concluded
 that:
 
  1. Consumers
 on
 the
 App
 Store
 behave
 differently
 depending
 on
 the
 unit
 they
 are
  using.
 This
 is
 because
 applications
 on
 the
 App
 Store
 are
 presented
 differently
  in
 the
 desktop
 iTunes
 App
 Store
 and
 the
 mobile
 App
 Store
 on
 the
 iOS
 devices.
 
 
  2. When
  consumers
  are
  looking
  at
  a
  paid
  app
  in
  the
  app
  description
  page
  no
  matter
  which
  unit
  they
  visit
  it
  from,
  they
  often
  consider
  the
  description
  the
  screenshots,
  and
  the
  ratings
  whereas
  they
  do
  not
  consider
  these
  features
  so
  much
 when
 they
 look
 at
 a
 free
 app
 on
 the
 App
 Store.
 
 
  3. Consumers
  consider
  reading
  the
  customer
  reviews
  on
  the
  iTunes
  and
  iPad
  App
 Store
 more
 than
 on
 the
 iPhone
 App
 Store
 because
 the
 customer
 reviews
  on
 these
 two
 units
 are
 displayed
 on
 the
 same
 page.
 
  4. When
  consumers
  browse
  the
  App
  Store
  from
  the
  iTunes
  they
  may
  browse
  more
 on
 the
 main
 page
 because
 that
 is
 where
 all
 the
 attractive
 icons
 are
 listed.
  On
  the
  other
  hand
  consumers
  may
  browse
  more
  on
  the
  Top
  Chart
  on
  the
  iPad
  and
 iPhone
 App
 Store.
 
 
  5. According
 to
 the
 present
 study
 the
 following
 factors
 are
 identified
 as
 obstacles
  for
 consumers
 on
 the
 way
 to
 purchase
 application
 from
 the
 App
 Store.
 
 
  • Confusion
  about
  the
  customer
  reviews
  separation
  that
  is
  between
  the
  current
 version
 and
 all
 versions
 in
 both
 iTunes
 and
 iPad
 App
 Store.
  • Lack
  of
  knowledge
  on
  the
  appearance
  of
  screenshot
  in
  the
  app
  description
  page
 on
 the
 iPad
 App
 Store.
 
  6. Consumers
  on
  the
  App
  Store
  seem
  to
  be
  attracted
  of
  visual
  elements
  that
  they
  are
  already
  familiarized
  with,
  apps
  with
  famous
  logos
  and
  known
  fonts
  and
  styles
  but
  also
  to
  coherent
  and
  descriptive
  app
  names
  and
  strong
  colors
  (i.e.
  red,
 green,
 yellow,
 black
 and
 blue,
 respectively).
 
  7. Consumers
 found
 the
 iTunes
 App
 Store
 messy
 and
 cumbersome
 to
 use.
 They
  preferred
  using
  the
  iPad
  App
  Store
  because
  they
  found
  it
  to
  be
  a
  good
  mixture
  of
 both
 iTunes
 and
 iPhone
 App
 Store
 but
 also
 because
 it
 has
 more
 options
 to
  consider
  e.g.
  the
  ability
  to
  view
  both
  Top
  Free
  and
  Top
  Paid
  apps
  on
  the
  same
  page.
 
 
 
 
  82
 

7.1
 Recommendations
 

  This
  study
  provides
  us
  with
  useful
  suggestions
  and
  recommendations,
  which
  application
 developers,
 and
 digital
 magazine
 publishers
 can
 take
 advantage
 of.
 
  In
 order
 to
 influence
 more
 downloads
 and
 successfully
 sell
 iPhone/iPad
 apps
 on
  the
 App
 Store
 one
 should
 consider
 to:
  ? Have
 a
 recognizable
 and
 understandable
 app
 icon
 with
 branded
 font
 styles
  and
  strong
  colors
  e.g.
  red,
  green,
  yellow,
  blue
  or
  black.
  Making
  the
  app
  recognized
  seem
  to
  be
  the
  best
  way
  to
  influence
  more
  visit
  and
  possible
  download.
 
 
  Advertise
  the
  app:
  A
  good
  way
  to
  make
  an
  app
  more
  recognizable
  is
  by
  advertising
 it.
 
 This
 can
 be
 done
 for
 example
 using
 the
 electronic
 word
 of
  mouth.
  The
  study
  showed
  that
  users
  also
  search
  for
  apps
  that
  they
  have
  been
 recommended,
 i.e.
 by
 their
 friends,
 colleges
 hence
 using
 the
 word
 of
  mouth
 method
 would
 be
 an
 excellent
 way
 to
 get
 the
 apps
 message
 out.
 The
  word
 of
 mouth
 is
 reputation-­?based
 form
 of
 marketing.
 It
 is
 about
 building
  momentum
 for
 an
 app
 and
 getting
 everyone,
 especially
 key
 influencers,
 to
  talk
 about
 the
 app.
 
 
  Put
  the
  print
  magazines
  coverage
  on
  the
  icon:
  Since
  consumers
  might
  recognize
  the
  magazines
  coverage
  putting
  the
  cover
  page
  of
  the
  print
  magazine
  on
  the
  icon
  may
  trigger
  the
  consumers
  even
  more.
  Fortunately
  Bonnier
  Tidskrifter
  AB
  has
  already
  done
  this
  change.
  At
  the
  time
  of
  this
  study
 the
 cover
 page
 of
 the
 magazines
 from
 Bonnier
 Tidskrifter
 AB
 was
 not
  on
 the
 icons.
 
 
  Have
 icons
 that
 clearly
 show
 a
 connection
 with
 the
 apps
 function:
 A
 good
  example
 of
 this
 can
 be
 seen
 on
 the
 app
 “Krysset”.
 Because
 this
 app
 had
 a
  clear
  connection
  with
  its
  function
  participants
  immediately
  understood
  what
  the
  app
  was
  about
  and
  quickly
  decided
  to
  click
  on
  it
  to
  see
  more
  information.
 
 
  Get
 your
 app
 on
 the
 main
 page
 on
 the
 iTunes
 App
 Store:
 This
 is
 particularly
  important
  when
  your
  app
  is
  new.
  Hence
  most
  consumers
  will
  look
  at
  the
  main
  page
  in
  first
  hand
  when
  they
  visit
  the
  App
  Store
  from
  the
  iTunes.
  Once
 the
 app
 is
 known
 you
 should
 try
 to
 move
 it
 among
 the
 Top
 Chart
 to
  gain
  more
  visits
  and
  downloads
  from
  consumers
  who
  visit
  the
  App
  Store
  from
 their
 mobile
 devices.
 
  Get
  customer
  reviews
  fast
  for
  the
  updated
  version
  of
  your
  app:
  It
  is
  important
  that
  the
  app
  gets
  customer
  reviews
  as
  soon
  as
  it
  has
  been
  updated
  in
  order
  for
  consumers
  to
  see
  there
  are
  reviews
  on
  the
  current
  version.
 One-­?way
 of
 doing
 this
 is
 can
 be
 by
 rewarding
 frequent
 app
 users
  to
 write
 review
 about
 the
 updated
 version.
 
 
 
 
 

?

?

?

?

?


 

83
 

?

?

Choose
  the
  right
  screenshot
  for
  your
  iPad
  app:
  When
  deciding
  which
  screenshot
  you
  want
  to
  show
  on
  the
  iPad
  App
  Store
  you
  should
  focus
  on
  putting
 the
 most
 relevant
 screenshot
 first
 since
 novice
 users
 may
 miss
 to
  look
  at
  the
  other
  screenshots.
  Another
  solution
  would
  be
  to
  add
  indication
  e.g.
  an
  arrow
  on
  the
  first
  screenshot
  that
  shows
  the
  consumers
  there
  are
  more
 screenshot
 to
 follow.
 
 
 
  Since
  most
  participants
  seem
  to
  prefer
  to
  use
  the
  iPad
  App
  Store
  it
  is
  advisable
 to
 give
 more
 attention
 on
 the
 iPad
 apps
 in
 the
 future,
 however
 as
  most
 participants
 found
 the
 price
 of
 digital
 magazines
 confusing
 and
 a
 bit
  expensive
  it
  would
  be
  advisable
  to
  reconsider
  the
  pricing
  strategy
  and
  make
  it
  more
  clear
  e.g.
  highlight
  discounts
  and
  new
  offers
  in
  the
  app
  description
 page.
 
 


 

7.2
 Future
 research
 
 


  This
 has
 been
 a
 very
 interesting
 and
 rewarding
 study.
 In
 the
 future
 I
 recommend
  similar
  study
  in
  a
  larger
  scale,
  since
  the
  present
  study
  had
  time
  and
  resource
  limitations
 I
 could
 only
 conduct
 the
 study
 with
 a
 small
 groups
 of
 people.
 Hence
 it
  would
  be
  interesting
  to
  conduct
  a
  study
  on
  a
  larger
  sample
  including
  people
  from
  different
 backgrounds
 with
 different
 gender.
 This
 could
 find
 new
 segments,
 with
  new
 analytical
 possibilities.
 
 
  It
 would
 also
 be
 interesting
 to
 do
 similar
 study
 with
 and
 without
 the
 think
 aloud
  method
 and
 other
 data
 gathering
 techniques
 e.g.
 eye
 tracing
 technology
 to
 see
 the
  possible
 different
 result
 that
 could
 be
 obtained.
 
  This
 study
 was
 conducted
 from
 the
 consumers
 point
 of
 view;
 in
 the
 future
 it
 could
  be
  conducted
  with
  greater
  focus
  towards
  the
  application
  retailer
  or
  look
  at
  the
  consumer
 behavior
 on
 other
 platforms
 such
 as
 Google’s
 Android
 Market
 and
 see
 if
  the
 found
 factors
 are
 the
 same.
 In
 general,
 this
 study
 could
 be
 conducted
 with
 a
  greater
 range
 of
 properties
 and
 with
 greater
 detail
 towards
 the
 specific
 factors.
 
 
 
 
 
 
 
 
 


 

84
 

8.
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  88
 

Appendix
 
 

 
 
 
 
  Hej
 
  Jag
 håller
 på
 att
 gör
 en
 studie
 om
 App
 Store
 för
 mitt
 examensarbete
 tillsammans
  med
 Bonnier
 Tidskrifter
 AB
 och
 jag
 söker
 13
 deltagare
 som
 är
 mellan
 20
 och
 50
  år,
 har
 en
 iPhone,
 iPod
 Touch
 eller
 iPad
 och
 är
 intresserade
 av
 appar.
 
 
 
  Studien
 äger
 rum
 på
 Ekononmikum
 i
 Uppsala
 och
 tar
 ca
 1
 timme.
 Jag
 kommer
 att
  bjuda
  på
  lite
  fika
  och
  som
  kompensation
  får
  man
  en
  årsprenumeration
  på
  valfri
 tidning
 från
 Bonnier
 Tidskrifter.
 Kravet
 för
 att
 man
 ska
 delta
 i
 studien
 är
  att
  ni
  har
  en
  iPhone,
  iPod
  Touch
  eller
  en
  iPad
  och
  att
  ni
  har
  besökt
  App
  Store
  mer
  än
 en
 gång.
 Om
 ni
 är
 intresserad
 av
 att
 delta
 i
 studien
 behöver
 ni
 ta
 med
 er
 eren
  iPhone
 eller
 iPod
 Touch
 när
 ni
 kommer.
 
 
 
 
  Ni
  kan
  delta
  i
  studien
  när
  som
  helst
  under
  vecka
  25
  –
  27.
 
 
 Skicka
  ett
  e-­?mail
  till
  [email protected]
 eller
 ring
 073
 -­?
 583
 71
 93
 så
 bokar
 jag
 in
 er
 direkt.
 
 
 
  Med
 vänliga
 Hälsningar
 
  Romel
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  89
 

Appendix
 I.
 
 Looking
 for
 Participants
 

Deltagare
 sökes
 till
 en
 studie
 om
 App
 Store
 

Appendix
 II
 Introduction
 to
 the
 study
 
 

 
 
 


 


 
  Hej
 och
 välkommen!
 
  Först
 och
 främst
 vill
 jag
 tacka
 dig
 för
 att
 du
 har
 kommit
 hit.
 Du
 har
 alltså
 kommit
  hit
  för
  att
  delta
  i
  en
  studie
  om
  App
  Store
  som
  jag
  genomför
  tillsammans
  med
  Bonnier
 Tidskrifter
 AB.
 
 
 
  Du
 kommer
 att
 får
 göra
 ett
 antal
 uppgifter
 på
 App
 Store
 från
 iTunes
 på
 datorn,
 din
  iPhone/iPod
 Touch
 och
 iPaden.
 Uppgifterna
 på
 varje
 enhet
 tar
 ca
 10
 minuter
 och
  efter
  varje
  session
  kommer
  du
  att
  få
  en
  kort
  frågeformulär
  där
  du
  får
  svara
  på
  några
 frågor
 gällande
 användningen
 av
 App
 Store
 på
 varje
 enhet.
 När
 du
 har
 gjort
  klart
  uppgifterna
  på
  alla
  enheter
  kommer
  du
  att
  få
  en
  jämförelse
  frågeformulär
  där
  du
  får
  jämföra
  App
  Store
  i
  all
  tre
  enheter
  och
  därefter
  är
  du
  klar.
  Hela
  sessionen
 kommer
 att
 ta
 ungefär
 1
 timme.
 
 
  Jag
 kommer
 undertiden
 att
 sitta
 med
 dig,
 ställa
 lite
 frågor
 och
 be
 dig
 göra
 ett
 antal
  uppgifter.
  Sedan
  kommer
  jag
  att
  observera
  dig
  medan
  du
  löser
  uppgifterna.
  När
  du
  löser
  uppgifterna
  är
  det
  viktigt
  att
  du
  försöker
  lösa
  de
  som
  du
  skulle
  göra
  under
 vanliga
 förhållanden.
 Du
 skall
 veta
 att
 jag
 inte
 testar
 dig
 på
 något
 sätt
 utan
  du
 gör
 detta
 för
 att
 hjälpa
 mig
 och
 företaget
 att
 förstå
 användningen
 av
 App
 Store
  från
 dessa
 tre
 enheter.
 
 
  Jag
 kommer
 att
 ta
 anteckningar
 och
 spela
 in
 sessionen
 på
 video
 och
 ljud.
 Jag
 gör
  detta
  för
  att
  mina
  anteckningar
  skall
  vara
  så
  noggranna
  som
  möjligt.
  Innan
  vi
  börjar
 måste
 du
 skriva
 några
 papper.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 


 


 


 

Intoduktion
 till
 studien
 
 


 

90
 

Appendix
 III.
 
 The
 consent
 form
 
 
 

 
 
 
 
  Välkommen
 till
 studien
 om
 App
 Store!
 
  Jag
 är
 mycket
 tacksam
 över
 att
 du
 vill
 ställa
 upp
 och
 hjälpa
 till
 med
 denna
 studie.
 
  Som
  deltagande
  har
  du
  ett
  antal
  rättigheter
  som
  du
  bör
  känna
  till.
  De
  data
  som
  genereras
  och
  sparas
  är
  inte
  för
  att
  förknippa
  dig
  med
  enskilda
  resultat.
  Du
  har
  när
 som
 helst
 rätt
 att
 avbryta
 studien.
 Du
 har
 rätt
 att
 få
 hela
 studien
 förklarat
 för
  dig
  om
  du
  så
  önskar,
  dess
  syfte,
  metod
  etc.
  Jag
  kommer
  att
  observera
  dig
  och
  ställa
 frågor
 under
 hela
 sessionen.
 
 
  Studien
 kommer
 att
 spelas
 in.
 Utdrag
 ut
 denna
 inspelning
 kan
 komma
 användas
  vid
  en
  presentation
  för
  Bonnier
  Tidskrifter
  AB
  samt
  vid
  en
  presentation
  inför
  lärarna
 vid
 Uppsala
 Universitet.
 
 
  Nedan
 får
 du
 två
 val.
 Ringa
 in
 det
 val
 du
 samtycker
 med.
 
 
  Jag
 godkänner
 att
 utdrag
 ur
 inspelningen
 får
 visas.
 
 
 
  Jag
 godkänner
 INTE
 att
 utdrag
 ur
 inspelningen
 får
 visas.
 
 
 
  _________________________
 
 
 
 
 
 
 
 
 _________________________
 
 
 
 
 
 
 ___________________________
  Ort
 och
 datum
 
 
 
  Namnteckning
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Namnförtydligande
 
 
 
 

Samtyckande
 form
 om
 inspelning
 


 

 
 
 
 
 
 
 
 
 
 
 


 

91
 

Appendix
 IV.
 Pre
 test
 questionnaire
 
 


 

 
 
 
? Man
 
 
 
 

Bakgrunds
 frågeformulär
 
1. Är
 du
 man
 eller
 kvinna?
 
 

 
  ? Kvinna
 


  2. Hur
 gammal
 är
 du?
 
 
  ________________________
 
 
  3. Vad
 har
 du
 för
 yrke?
 

 

____________________________________________________________________________________
 
  4. Hur
 mycket
 pengar,
 efter
 skatt,
 tjänar
 du
 i
 genomsnitt
 varje
 månad?
 
(Ink.
 Lön,
 bidrag,
 lån,
 etc)
 


 


 


 
  5. Har
 du
 en
 iPhone?
 Om
 ja,
 vilken
 modell
 

 

? ? ? ? ?

5
 000
 –
 6
 999
 SEK
  7
 000
 –
 8
 999
 SEK
  9
 000
 –
 10
 999
 SEK
  11
 000
 –
 12
 999
 SEK
  ?
 13
 000
 SEK
 


 
 

? ? ? ?

iPhone
 
  iPhone
 3G
  iPhone
 3GS
  iPhone
 4
 

6. Har
 du
 använt
 en
 androidtelefon
 förut?
 
 
? Ja
 
 
 
 
 
 
  ? Nej
 

7. Hur
 länge
 har
 du
 haft
 din
 iPhone?
 


 

92
 


 

 

Ca:________________________
 
 
 

8. Hur
 många
 timmar
 per
 dag
 använder
 du
 din
 iPhone?
 

 
<
 ½
 h ? ½
 h
 -­?3
 h ? 4-­?7
 h ? >7
 h ?

9. Till
 vad
 använder
 du
 din
 iPhone
 främst? (Rangordna
 5
 alternativ)
 

Ranka
  från
  1
  till
  5.
  Där
  1
  är
  det
  alternativ
  du
  främst
  använder
  din
  iPhone
  till
  och
  5
  är
  det
  alternativ
  du
 använder
 din
 iPhone
 minst
 till.
 

____
 
 Ringa/SMS/MMS
  ____
 
 E-­?mail
 
  ____
 
 Söka
 information/surfa
 runt
 
  ____
 
 Spela
 spel
 
  ____
 
 Lyssna
 på
 musik
 
  ____
 
 Titta
 på
 video
 klipp
 
  ____
 
 Hämta
 och
 köpa
 appar
 från
 på
 App
 Store
 


 
 
  10. Hur
 många
 appar
 har
 du
 i
 din
 iPhone? (Om
 du
 inte
 räknar
 med
 förinstallerade appar)


 
 
 

? ? ? ? ?

<
 20
  21
 –
 50
 
  51
 –
 80
 
  81
 –
 100
  >
 100
 
 

11.
 Hur
 många
 av
 dem
 är
 betalda
 appar?
 
 
 
Inga
 

?

1-­?5
 st

?

6-­?10
 st

?

>
 10
 st

?


 
 
  12.
 Har
 du
 en
 iPad?
 
 (Om
 nej
 gå
 till
 fråga
 16)
 
 

 
 Ja

?

Nej

?

13.
 Till
 vad
 använder
 du
 din
 iPad
 främst? (Rangordna
 5
 alternativ)
 


 

93
 


 Ranka
 från
 1
 till
 5.
 Där
 1
 är
 det
 alternativ
 du
 främst
 använder
 din
 iPad
 till
 och
 5
 är
 det
 alternativ
 du
  använder
 din
 iPad
 minst
 till.
 

____
 
 Läsa
 tidning/magasin
 
  ____
 
 Spela
 spel
 
  ____
 
 Titta
 på
 film
 
  ____
 
 Surfa
 på
 internet
 med
 Safari
 
 
  ____
 
 Leta
 efter
 och
 hämta
 appar
 på
 App
 Store
 
 
  ____
 
 Lyssna
 på
 musik
 
  ____
 
 Skicka
 /läsa
 E-­?mail
 
 
 
 

14. Hur
 många
 appar
 har
 du
 i
 din
 iPad? (Om
 du
 inte
 räknar
 med
 förinstallerade appar)

? ? ? ? ?

<
 20
  21
 –
 50
 
  51
 –
 80
 
  81
 –
 100
  >
 100
 
 
 
 

15. Hur
 många
 av
 dem
 är
 betalda
 appar?
 
 
 
Inga
 

?

1-­?5
  st

?

6-­?10
  st

?

>
  10
  st

?

16. Har
 du
 använt
 en
 iPad
 eller
 annan
 surf-­?eller
 läsplatta
 förut?
 
Om
 ja
 hur
 många
 gånger,
 om
 nej
 gå
 till
 fråga
 18
 

1
 gång
 

?

2-­?6
 gånger

?

7-­?10
 gånger

?

>
 10
 gånger

?

17.
 Till
 vad
 använde
 du
 surf-­?eller
 läsplattan
 främst?
 (Rangordna
 5
 alternativ)
 

 Ranka
 från
 1
 till
 5.
 Där
 1
 är
 det
 alternativ
 du
 främst
 använde
 surfplattan
 till
 och
 5
 är
 det
 alternativ
  du
 använde
 läsplattan
 minst
 till.
 
 

____
  Läste
 en
 tidning/magasin
 
  ____
  Spelade
 spel
 
  ____
  Tittade
 på
 video
 
  ____
  Surfade
 på
 internet
 med
 Safari
 
 
  ____
  Hämtade/
 köpte
 appar
 på
 App
 Store
 
 
  ____
  Lyssnade
 på
 musik
 
  ____
  Skickade
 /läste
 E-­?mail
 
 
 


  18. Har
 du
 besökt
 App
 Store
 med
 en
 iPad
 förut?
  Om
 ja
 hur
 många
 gånger,
 
 om
 nej
 gå
 till
 
fråga
 20
 
 


 
1
 gång
 

?

2-­?6
 gånger

?

7-­?10
 gånger

?

>
 10
 gånger

?

19. Vad
  gjorde
  du
  när
  du
  besökte
  App
  Store
  med
  iPaden?
  (Rangordna
 5
 alternativ)
 
Ranka
 från
 1
 till
 5.
 Där
 1
 är
 det
 alternativ
 du
 främst
 gjorde
 när
 du
 besökte
 App
 Store
 och
 5
 är
 det
  alternativ
 du
 gjorde
 minst
 när
 du
 besökte
 App
 Store
 med
 iPaden.
 
 


 

94
 

____
  Bläddrade
 runt
 Top
 Charts
 
 
 

____
  Bläddrade
 runt
 i
 Kategorier
  ____
  Bläddrade
 runt
 i
 blickfånget
  ____
  Sökte
 efter
 appar
 
 
 
  ____
 Köpte
 appar
 
  ____
 Hämtade
 gratis
 appar
  ____
 Läste
 beskrivningar
 och
 användarens
 omdöme
 av
 olika
 appar
 


 

20. Hur
 ofta
 besöker
 du
 App
 Store
 med
 din
 iPhone?
 
 
 
Sällan
 
 ? Varannan
 dag

?

En
 gång
 per
 dag

?

Flera
 gånger
 per
 dag

?


 
 

21. Vad
 gör
 du
 när
 du
 besöker
 App
 Store
 med
 din
 iPhone?
 (Rangordna
 5
 alternativ)
 
 
 
 
Ranka
 från
 1
 till
 5.
 Där
 1
 är
 det
 alternativ
 du
 gör
 främst
 när
 du
 besöker
 App
 Store
 med
 din
 iPhone
  och
 5
 är
 det
 alternativ
 du
 gör
 minst
 när
 du
 besöker
 App
 Store
 med
 din
 iPhone.
 

_____Bläddrar
 runt
 i
 Topp
 25
 
  _____Bläddrar
 runt
 i
 Kategorier
 
  _____Bläddrar
 runt
 i
 blickfånget
 
  _____Söka
 efter
 appar
 
 
  _____Köpa
 appar
 
 
  ____
 
 Hämta
 gratis
 appar
  _____Läsa
 beskrivningar
 och
 användarens
 omdöme
 av
 en
 olika
 appar
 

22.
 Har
 du
 besökt
 App
 Store
 med
 iTunes
 på
 datorn
 förut?
  Om
 Ja
 hur
 många
 gånger
 
om
 NeJ
 gå
 till
 fråga
 24.
 
 

Nej

?
 
 
 
 
 
 
 
 
 
 
 
 En
 gång ?

2-­?6
 gånger

?

7-­?10
 gånger

?

>
 10
 gånger

23. Vad
 gjorde
 du
 när
 du
 besökte
 App
 Store
 med
 iTunes
 på
 datorn?
 
 
Ranka
  från
  1
  till
  5.
  Där
  1
  är
  det
  alternativ
  du
 gjorde
  främst
  när
  du
  besökte
  App
  Store
  med
  iTunes
  på
  dator
 och
 5
 är
 det
 alternativ
 du
 gjorde
 minst
 när
 du
 besökte
 App
 Store
 med
 iTunes
 på
 datorn.
 
  Ringa
 också
 in
 till
 vilken
 enhet
 du
 använde
 App
 Storen
 till
 (iPhone,
 iPad
 eller
 båda
 enheterna)
 
 
  ____
  ____
  ____
  ____
  ____
  ____
  ____
  Letade
 efter
 appar
 i
 Top
 Charts
 till
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  iPhone
 
 
 
 
 
 
 iPad
 
 
 
 
 
  båda
 enheterna
 
  Letade
 efter
 appar
 i
 blickfånget
 till
 
 
 
 
 
  iPhone
 
 
 
 
 
 
 iPad
 
 
 
 
 
 
  båda
 enheterna
  Letade
 efter
 appar
 i
 kategorier
 till
 
 
  iPhone
 
 
 
 iPad
 
 
 
 
 
 
 
 båda
 enheterna
 
  Sökte
 efter
 appar
 till
 
 
 
 
  iPhone
 
 
 iPad
 
 
 
 
 
 
 
 båda
 enheterna
 
  Köpte
 appar
 till
 
 
 
 
  iPhone
 
 
 
 iPad
 
 båda
 enheterna
 
 
  Hämtade
 gratis
 appar
 till
 
 
 
  iPhone
 
 
 iPad
 
 
 båda
 enheterna
  Läste
 beskrivningar
 och
 användarens
 omdöme
 till
 
  iPhone
 
 
 
 
 
 
 iPad
 
 
 
 
 
 
 
 båda
 enheterna
 
 


 

24.
 Har
 du
 besökt
 Googles
 Android
 Market
 för
 ut?
 Om
 ja
 med
 vilken
 enhet/enheter?
 
Nej

?

Telefonen
 

?

Webben
 

?

Surf-­?eller
 läsplattan

?


 

95
 

Appendix
 V.
 Questions
 about
 the
 use
 of
 App
 Store
 
 


 

 

Frågeformulär
 om
 användningen
 av
 App
 Store
 
 

Var
  snäll
  och
  markera
  enheten
  och
  fyll
  i
  enkäten
  så
  ärligt
  som
  möjligt,
  motivera
  gärna
 ditt
 svar.
 Ditt
 svar
 kommer
 att
 ha
 stort
 betydelse
 för
 denna
 studie.
 
 
 
  1. Vad
 är
 ditt
 allmänna
 intryck
 av
 App
 Store
 i
 
 iTunes,
 iPhonen
 och
 iPaden?
 
 
 
? Mycket
 bra
 
 ? Bra
 
 
 
 
 
 
 ? Tillfredsställande
 
 
 
 
 
 
 ? Dåligt
 
 
  ? Mycket
 dåligt
 
 
 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
  2. Vad
  tycker
  om
  sortering
  funktionen
  (Free/Paid/Grossing)
  i
  App
  Sore
  i
  iTunes,
  iPhonen
 och
 iPaden?
 
 
 
? Mycket
 bra
 
 ? Bra
 
 
 
 
 
 
 ? Tillfredsställande
 
 
 
 
 
 
 ? Dåligt
 
 
  ? Mycket
 dåligt
 
 
 


 Motivera
 gärna:
 

______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
  3. Hur
 lätt
 var
 det
 att
 navigera
 tillbaka
 till
 en
 sida
 i
 App
 Store
 i
 iTunes,
 iPhonen
  och
 iPaden?
 
 
 
 ? Mycket
 lätt
 
 ? Enkel
 
 
 
 
 
 
 ? Medel
 
 
 
 
 
 
 ? Svårt
  ? Mycket
 svår
 
 

 

Motivera
 Gärna
 

 

______________________________________________________________________________________
 
  ______________________________________________________________________________________
 
  ______________________________________________________________________________________
 

 


 

96
 

4. Hur
 lätt
 var
 det
 att
 navigera
 tillbaka
 till
 App
 Stores
 huvudsida
 i
 iTunes?
 
 
 
 ? Mycket
 lätt
 
 ? Enkel
 
 
 
 
 
 
 ? Medel
 
 
 
 
 
 
 ? Svårt
  ? Mycket
 svår
 
 

 
 

Motivera
 Gärna
  ______________________________________________________________________________________
 
  ______________________________________________________________________________________
 
  ______________________________________________________________________________________
 
 
  5. Hur
  lätt
  var
  det
  att
  hitta
  kategorierna
  i
  App
  Store
  i
  iTunes,
  iPhonen
  och
  iPaden?
 
 
 
 
 ? Mycket
 lätt
 
 ? Enkelt
 
 
 
 
 
 
 ? Medel
 
 
 
 
 
 
 ? Svårt
  ? Mycket
 Svår
 
 
 

 
 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
 
  6. Hur
  lätt
  var
  det
  att
  hitta
  del-­?kategorin
  pusselspel
  i
  App
  Store
  i
  iTunes,
  iPhonen
 och
 iPaden?
 
 
 
 
 ? Mycket
 lätt
 
 ? Enkelt
 
 
 
 
 
 
 ? Medel
 
 
 
 
 
 
 ? Svårt
  ? Mycket
 Svår
 
 
 

 
 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
 
 
 
 
  97
 


 

7. Vad
 tycker
 du
 om
 sökningen
 i
 App
 Store
 i
 iTunes,
 iPhone
 och
 iPaden?
 
 
 
 
 ? Mycket
 bra
 
 ? Bra
 
 
 
 
 
 
 ? Tillfredställande
 
 
 
 
 
 ? Dåligt
  ? Mycket
 dåligt
 
 
 

 
 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
  8. Vad
 tycker
 du
 om
 söknings
 funktionen
 Power
 Search
 i
 App
 Store
 i
 iTunes?
 
 
 
 
 ? Mycket
 bra
 
 ? Bra
 
 
 
 
 
 
 ? Tillfredställande
 
 
 
 
 
 ? Dåligt
  ? Mycket
 dåligt
 
 
 

 
 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
 
10. Vad
 tycker
 du
 om
 filtreringen
 av
 iPhone
 och
 iPad
 appar
 i
 App
 Store
 i
 iTunes
 

och
 iPaden?
 
 
 
 ? Mycket
 bra
 
 ? bra
 
 
 
 
 
 
 ? Tillfredställande
 
 
 
 
 
 ? Dåligt
 
 
 

  ? Mycket
 dåligt
 
 
 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
 
 
 

 


 

98
 


 
11. Hur
 lätt
 var
 det
 att
 hitta
 appar
 i
 App
 Store
 i
 iTunes,
 iPhone
 och
 iPaden?
 
 


 


 


 ? Mycket
 lätt
 ? Enkelt
 
 
 
 
 
 
 ? Medel
 
 
 
 
 
 ? Svårt
  ? Mycket
 svårt
 
 
 
  Motivera
 gärna
 
 
  _____________________________________________________________________________________
  _____________________________________________________________________________________
 
  _____________________________________________________________________________________
 


 
 

12. Vilka
 tre
 saker
 gillar
 du
 bäst
 med
 App
 Stor
 i
 iTunes,
 iPhonen
 och
 iPaden?
 

 
  a. ___________________________________________________________
  b. ___________________________________________________________
  c.
  ___________________________________________________________
 

13. Vilka
 tre
 saker
 gillar
 du
 minst
 med
 App
 Stor
 i
 iTunes,
 iPhonen
 och
 iPaden?
 

  a. ___________________________________________________________
  b. ___________________________________________________________
  c. ___________________________________________________________
 

14. Om
 du
 var
 tvungen
 att
 betygsätta
 App
 Store
 i
 iTunes,
 iPhonen
 och
 iPaden,
 från
  A
  till
  F,
  där
  A
  var
  lyckat
  och
  F
  misslyckat,
  vilket
  betyg
  skulle
  du
  ge
  det
  och
  varför?
 
 

 

? A
 
 
 
 
 
 
 
 
 
 ? B
 
 
 
 
 
 


 
 
 
 ? C
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 ? D
 

? E
 
 
 
 
 
 
 
 
 
 
 

? F
 

Motivera
 gärna
 
 
  _____________________________________________________________________________________
 
  _____________________________________________________________________________________
 
  _____________________________________________________________________________________
 

 


 

99
 


 

15. Om
  du
  fick
  göra
  ändringar
  i
  App
  Store
  i
  iTunes,
  iPhone
  och
  iPaden
  vilka
  förändringar
 skulle
 du
 göra?
 
 
  Motivera
 gärna
 
 
  ______________________________________________________________________________________
 
  ______________________________________________________________________________________
 
  ______________________________________________________________________________________
 
 
  16. Kommer
 du
 att
 fortsätta
 använda
 App
 Store
 i
 iTunes,
 iPhonen
 och
 iPaden?
 
 
  ? Ja
 
 
 
 
 
 
 
 
 
 
 
 
 
 ? Kanske
 
 
 
 
 
 ? Nej
 
 
 
 
  17.
 Skulle
 du
 rekommendera
 någon
 att
 använda
 App
 Store
 i
 iTunes,iPhonen
 och
  iPaden?
 
 
  ? Ja
 
 
 
 
 
 
 
 
 
 
 
 
 
 ? Kanske
 
 
 
 
 
 ? Nej
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  18. Vänligen
 ange
 om
 du
 håller
 med
 eller
 inte
 i
 följande
 uttalande.
 
 
 
 
 
 
 
 


 


 

100
 

Appendix
 VI.
 Comparison
 questions
 about
 the
 App
 Store
 
 


 

Jämförelse
 av
 App
 Store
 i
 iTunes,
 iPhonen
 och
 iPaden
 
 

Var
 snäll
 och
 fyll
 i
 denna
 enkät
 så
 ärligt
 som
 möjligt,
 motivera
 gärna
 ditt
 svar.
 Ditt
  svar
 kommer
 att
 ha
 stort
 betydelse
 för
 denna
 studie.
 
 
 
  1. I
 allmänt
 så
 tycker
 jag
 att
 App
 Store
 var
 bäst
 i:
 Välj
 ett
 av
 de
 alternativen.
 
 
 
? i
 iPhonen
 
 
 ? iTunes
 
 
 
 
 
 
 
 
 
 
 
 ? iPaden
 
 


 


 Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
  2. Jag
 tycker
 att
 filtreringen
 av
 iPhone
 och
 iPad
 appar
 var
 bättre
 i
 iPaden
  jämfört
 med
 i
 iTunes.
 
 
Ringa
 in
 den
 siffran
 i
 skalan
 som
 passar
 dig
 bäst
 
 
 
 
Håller
 inte
 med
 
 
  1
 


 

2
 

3
 

4
 

5
 

6
 

7
 
 
 
 Håller
 med
 
 


 
  Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
  3. Jag
 tycker
 att
 sorteringen
 av
 Free/Paid/Grossing
 var
 bäst
 i:
 Välj
 ett
 av
 
alternativen
 
 


 
? i
 iPhonen
 
 
 ? iTunes
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 ? iPaden
 
 


 

101
 

Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
  4. Jag
 tycker
 generellt
 att
 det
 var
 lättast
 att
 hitta
 appar
 i:
 Välj
 ett
 av
 alternativen
 
 
? iPhonen
 ? iTunes
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 ? iPaden
 
 


 
  Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 
  5. Jag
 tycker
 att
 det
 var
 enklast
 att
 navigera
 i:
 
 
 
? i
 iPhonen
 ? iTunes
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 ? iPaden
 
 


 
  Motivera
 gärna:
  ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________
 

 


 
 
 
 

6.
 Vad
 tyckte
 du
 var
 största
 skillnaden
 i
 App
 Store
 mellan:
 
 
  a. iTunes
 på
 datorn
 och
 iPhonen
 
  ______________________________________________________________________________________
  ______________________________________________________________________________________
 


 

102
 

b. iTunes
 på
 datorn
 och
 iPaden
 
 
 
 
 
  _____________________________________________________________________________________
  c. iPhonen
 och
 iPaden
 
 
  _____________________________________________________________________________________
  _____________________________________________________________________________________
 
 
 
  _____________________________________________________________________________________
  7.
 Vad
 tyckte
 du
 är
 största
 skillnaden
 mellan
 Apples
 App
 Store
 och
 Googles
  Android
 Market?
 Svara
 endast
 om
 du
 har
 använt
 Android
 Market
 förut.
 
 
  a. I
 datorn:
 App
 Store
 i
 iTunes
 och
 Android
 Market
 på
 webben
  ____________________________________________________________________________________
  ____________________________________________________________________________________
 
  ____________________________________________________________________________________
 
 
  b. I
 telefonen:
 App
 Store
 i
 iPhonen
 
 och
 
 Android
 Market
 i
 android-­? telefoner
 
  ____________________________________________________________________________________
  ____________________________________________________________________________________
  ____________________________________________________________________________________
 
 
  c. I
 surfplattan:
 App
 Store
 för
 iPad
 och
 surfplattor
 med
 Android.
 
 
 
  ___________________________________________________________________________________
  ____________________________________________________________________________________
  ____________________________________________________________________________________
  _____________________________________________________________________________________
  _____________________________________________________________________________________
 


 


 
 
 


 
 


 

103
 



doc_477816634.pdf