Exploring iPhone usage: the influence of socioeconomic differences on smartphone adoption, usage and usability

Ahmad Rahmati, Chad Tossell, Clayton Shepard, Philip T. Kortum, Lin Zhong

Abstract: Previous studies have found that smartphone users differ by orders of magnitude. We explore this variability to understand how users install and use native applications in ecologically-valid environments. A quasi-experimental approach is applied to compare how users in different socio-economic status (SES) groups adopt new smartphone technology along with how applications are installed and used. We present a longitudinal study of 34 iPhone 3GS users. 24 of these participants were chosen from two carefully selected SES groups who were otherwise similar and balanced. Usage data collected through an in-device programmable logger, as well as several structured interviews, identify similarities, differences, and trends, and highlight systematic differences in smartphone usage. A group of 10 lower SES participants were later recruited and confirm the influence of SES diversity on device usage. Among our findings are that a large number of applications were uninstalled, lower SES groups spent more money on applications and installed more applications overall, and the lowest SES group perceived the usability of their iPhones poorly in comparison to the other groups. We further discuss the primary reasons behind this low score, and suggest design implications to better support users across SES brackets.