14 December 2015

Thesis Component 2 (Thesis)

Thesis Component 2 (Thesis)


1.0 Introduction

1.1 Background of Study

The background study for this thesis is focused on the technology/lifestyle issue that current generation teenagers are facing. The issue is not limited to teenagers only but everybody as well however this thesis report is focusing more on teenagers rather than the rest. With technology rapidly advancing and connectivity is so easy, getting addicted with the functions and benefits that the smartphone provides. ‘Nomophobia’ the fear of being without mobile phone or unable to see or use mobile phone creates a discomfort within the user. (R. Margaret, 2013).

1.2 Overview of Study

The study will consist of the general studies of the term ‘Handheld devices’ and ‘Addiction’ in their general meaning and how the two words combine and create a new form of meaning. In a BBC new report written by Heather Chen, she states that smartphones addiction in Asia is on the rise and a study was done early 2015 with 1000 South Korean students where 72% of the student owns a smartphone of their own by the age 11-12 and it was said that they spend 5.4 hours daily on them. She continued with that 25% of these students are considered to be addicted to the device. (Heather Chen, 2015). On the other hand there is also mental dangers like “Nomophobia” and physical dangers like a tourist from Taiwan walked off an Australian pier checking her phone while walking. (BBC, 2013)

1.3 Statement of Problem


As stated in 1.2 the problem that BBC says is that teenagers are using their phones for 5.4 hours a day on average. Wall Street Journal written an article on how long should a normal person should sleep which is 7 – 8 hours a day by the National Heart, Lung and Blood Institute (WSJ, 2014). In other words 24 – 8 = 16, we have 16 hours left to do whatever we do in our daily lives, 5.4 hours is 1/3 of 16 hours, and these teenagers are using 1/3 of their day on their phones alone. 

1.4 Hypothesis

Can we slowly but surely divert the time used facing the mobile devices to something that uses more human interaction with friends and family members on the teenagers.

1.5 Research Purpose, Aims and Objectives

Aim: To create an objective based campaign using smartphone devices and social media as tool to lessen time usage facing smartphone devices and increase the time spend using human interaction with friends and family members on teenagers in Kajang town by using themed based objectives.
Objectives:
  1. To research on smartphone device addiction and the social impact it brings focused on teenagers aged between 13 – 19
  2. To survey the statistics of smartphone device usage on teenages in Kajang using questionnaires to create a smartphone device usage statistics based on surrey results
  3. To identify the issues in teenage daily life using research, articles and reports
  4. To select the theme for the campaign project objectives based on teenage life issues
  5. To reduce the time usage used facing the device and increase human interaction with friends and family members of teenagers using objective based campaign

1.6 Scope of Study

In this thesis, the scope of the study will be focused on the town of Kajang located in the district of Hulu Langat in the state of Selangor.


Fig.1: Map of the district of Hulu Langat, courtesy of Google Map

Within Hulu Langat there is a town called Kajang which is well known in Malaysia for its Satay Kajang that will be the focus location of the study will be carried out. 


Fig.2: Map of Kajang Town, courtesy of Google Maps

There are 3 high schools located in the center of town, SMK Convent Kajang, SMK Kajang and SMKJ (C) Yu Hua it also has a College nearby which is College New Era. The focus of the study is teenagers aged from 13- 19 which means both high school students and college students are also viable. 

1.7 Significance of Study

This study is concerning about the time usage on facing the phone on teenagers, with what the technology has become and improved teenagers now can be online anywhere as long they have their mobile phones. As a reason to believe that teenagers are addicted to the device is derive from the addiction to the internet, a psychologist named Dan Entmacher said that with the technology moving at such a rapid pace and now has even embedded into the very fabric of our lives, teenagers who are expose to these technology at an early age can cause some significant problems one of which is internet addiction. He also say that with the internet housing so many interesting subjects like never-ending novels and the wonderful world of the internet all available at the palm of their hands, teen are finding themselves getting sucked in. But this comes at a cost, as the excessive screens viewing little bits of stimulating information designed to entice viewers to become lost in the rabbit hole changes the brain chemistry (E. Dan, 2014) 

2.0 Literature Review

2.1 Definition

What is Graphics Design?
A writer named Jen Hawkyard from Treefrog Inc. wrote on what is graphic design and he said that Graphic Design is an art with purpose. It is a combination of both creative and systematic thinking to create a plan or design to solve a particular problem or achieve an objective. Using the combination of visual imagery and typography to full explain and convey the purpose whether it is a message or instructions to the audience. It is a form of visual communication and the expression of concepts and ideas using graphic elements and tools. (H. Jen, 2015)

What makes Graphic Design important?
Chrysalis Communication provides 4 points of graphic design in everyday lives, firstly it helps to give the audience a good impression towards the promoted object allows the object to secure a place in the audience’s memory. Second, it tells you apart from the competitors in the field, graphic design helps create an identity for the company or brand. Third, a good graphic design conveys a feeling of professionalism and credibility allowing customers or potential customers to instill a trust towards the brand or company. Lastly, graphics design helps to summarize information of a full page document into single image that conveys the same meaning and information. (Chrysalis Communication, 2015)

What is Addiction?
It is defined as having no control over the actions like doing, consuming or using to the point where it becomes harmful to you. Addiction can occur in many forms like alcohol, gambling even working and shopping. When not able to get the addicted subject a form of withdrawal syndrome on the addicted person making him feeling uneasy (NHS, 2015). Habits can turn into addiction without the person noticing as there is a slight difference between habit and addiction, habit is done by choice and can be stopped at any time if the person chooses to, and addiction on the other hand is consist of psychological and physical component, the person under the effect of addiction is unable to control their action towards the object of addiction (N. Christion, 2009).


Fig.3: Addiction, courtesy of Google Image, http://s.hswstatic.com/gif/addiction-3.jpg

What is Smartphone?
A smartphone is a cellular phone with a computer integrated within and have features that originally was not included in a cellphone such as an operating system, web browsing and the ability to run software applications on the cellphone (R. Margaret, 2007).

2.2 History of the Issue

Asia’s smartphone addiction
A writer in BBC by name of Heather Chen wrote on an article on Asia’s smartphone addiction. In about 1000 students in South Korea were tested in a survey, out of 72% of them were aged 11-12 and owns a smartphone. They spend an average of 5.4 hours on them daily and were considered to be addicted to the device. The study were said to be later revealed in 2016 and also stress is an important factor that increases the chance of one getting addicted (C. Heather, 2015)

Smartphone addiction in US
9/10 American owns a smartphone of their own and 7/10 checks their phone regularly even when nothing is going on. Flurry, an analysis firm conduct a research and suggested that a person who opens an app for more than 60 times a day are growing 5 times the rate of regulars that open an app 16 times a day with an increase of 23% compared to the super addict which is an increase of 123%. They also said that women are more highly to be addicted to smartphones more than men and age group wise teens and young adults around 20 are the main point of addiction while adults between ages 25-34 are not really prone to addiction but middle aged adults especially parents are. (D. Caitlin, 2014)

2.3 Cause and Effect

Distracted smartphone “addicts” at greater risk if mishaps
A writer in Japan suffered an incident where she was ignored and was left to act on a person face stuck on his phone while walking. She was with her child and has to move from the man or else they would have collided with each other, in frustration she wrote an article on these “smartphone idiots” (Make Yamane, 2013) and sparks question to researchers to act. A researcher named Masakazu Kobayashi from KDDI conducted a research on 300 people and compiled a so-called “mixed-accidents” whereby people using multiple devices simultaneously. Mobile Marketing Data Labo did another survey with 556 people and found 40% of them periodically check SNS via their phone (Kuchikomi, 2013)

Texting While Walking Accident (Video)
ABC News did a report in 2012 for people that are walking with their face or eyes on something else which results in accidents where people bump on each other or worst vehicles. It made a town in the US wanted to enforce a law that will fine people for walking on the streets with their phones in the hand under Jaywalking. A survey was testing by Western Washington University where they send a clown into the campus and only ¼ of the students walking noticed the clown (ABC News, 2012)


Fig.4: Texting While Walking Accidents: Video, ABC News: https://www.youtube.com/watch?v=wl0JojWH1rQ

Dear Smartphone, I’m Breaking Up With You
A writer post on the Huffington Post that she wanted to break up with her smartphone. This is the result that she herself became aware of what she has become where she no longer can stay away from her phone for a long period of time and has become dependent on the device. She wrote that the smartphone itself the device has so many features that when she needed it is there such as google search for something she doesn’t know, instant messaging to contact her friends, facebook for news updates or even find ways using WAZE when she is lost. However, she wanted the real life back, face to face conversation using vocal cord all she wanted from the smartphone was some space and she said “Is it too much to ask?” (B. Ann, 2015)



Fig.5: Dear Smartphone, I’m Breaking Up With You, Huffington Post: http://www.huffingtonpost.com/entry/my-break-up-letter-to-the-internet_55e9c8f7e4b093be51bb5755

Tourist walks off Australia pier while checking Facebook
In 2013, A Taiwanese women accidentally walked off the St. Kilda pier in Australia while checking her phone. Police were alerted 20 minutes later and rescued her, she apologize for her actions and were sent to the hospital for checkup but police officers says she was fine. She then said that she couldn’t swim and was found floating on her back. A Victoria police said in a statement that there was no need to file a lost property report as the women “kept hold of her mobile phone throughout the entire ordeal”. Constable Kelly called on people saying that they should pay more attention when using social media around water. (BBC, 2013)

2.4 Solutions

Look Up (Video)
A filmmaker by the name Gary Turk who launched a viral video called “Look Up”. In the video he show and state the issue that is going on but no one seems to notice which is how much we have become a loner with all the social networking and instant messaging. How we all think we have 450 friends on Facebook but not more than 30 have we actually met? How we stopped going out to play in the play with other kids but now stay home watching or playing an iPad, how even a family sits together in the living room but not one word is uttered among them. He showed the effect of handheld devices has done to us in a 4:59 video. In the end, he ask us to put down our phone and live life the right way. (T. Gary, 2014)


Fig.6: Look Up, Gary Turk: https://www.youtube.com/watch?v=Z7dLU6fk9QY

DiGi social experiment (Video)
DiGi Telecommunications Malaysia, recently did a video of a social experiment that organized, published on Oct 2nd 2015 on Youtube. The video shows a few shots of people holding their phone and looking down all the time even while in the company of others. He also claimed that this is not a new phenomenon but something that exist for a long time and people are trying to solve this problem for quite some time but none succeeded. He suggested that maybe the message wasn’t clear or up close and personal enough for the people to understand as a result he did this experiment on people that weren’t aware of the experiment by using a restaurant. They invited a few people into a restaurant for a meal as everything seems to be going as a normal restaurant but after the order is taken and onto the waiting for the meal. The experiment starts as the people that is waiting even when there are others around them instead of interacting with them, they took their phones out and not interact with one another. Then a wall appeared on the table that they are waiting covering up each other isolating them just like what they have been doing. After a while, when the target are all confused the person who conducted the experiment appeared and explained that whenever they take their phones the wall will raise and after the explanation, the people who are now aware of the message begin to interact with one another. At the end, they asked the target audience what they felt about the social experiment and comment about it. As it turns out, they understand it well as one of the comments were “as we take our phone up, we ignore our family members that are around us” and another commenter said “what is the point of meeting up if we are just going to play with our phones” 


Fig.7: What happens when you can’t put down your phone, DiGi Social experiment: https://www.youtube.com/watch?v=HY7S9bFCT0E

3.0 Methodology

3.1 Definition of Paradigm and Research Design

3.1.1 Pragmatic Research

What is pragmatic? It is the dealing with subjects that are sensible and realistically that is based on practicality rather than theories, an advocating behavior that is dedicated more by practical consequences than by theories (Dictionary.com, 2012).
Therefore, the study of this thesis is done mostly based on statistics and research results that are done or recorded. Pragmatic Research is the method that will be used in this study.
In the beginning of the 20th century, one of the most influential philosophies in American was pragmatism in which have influenced must of the studies such as law, education, political and social theories. The focus of the study deals with changing ways of thinking, rather than expecting action-based thoughts based on these changes (T. Dennis J., 2012)
Most commonly used data in pragmatic research is quantitative and qualitative research data. Based on the topic of study and the data required and acquired is mostly statistics therefore this research is a pragmatic designed research.

3.1.2 Topic

The topic of the research is smartphone addiction which is an addiction towards smart mobile phone devices. Rather than an addiction of consumption this is an addiction based on usage. This is a growing phenomenon that being addressed often over and over again by media and designers. One most successful campaign done in the form of a viral video that has been circling around social media like Facebook is a video made by Gary Turk a British filmmaker who is responsible for the video “Look Up”


Gary Turk is an award-winning filmmaker and spoken word artist who was launched into the limelight following the global success of ‘Look Up’. The video which has attracted over 350 million views worldwide (54+ million on YouTube), is a five minute spoken word performance mixed with a filmed narrative which looks at how overuse of the internet can disengage us from real relationships, human interactions and living in the real world. (garyturk.com, 2014)
The video is a 5 minutes long narration of how the internet has changed our daily lifestyle. The video mentioned that the internet has been pulling us away from human interaction through the guise of ‘internet connectivity’ where we think that we are connecting with others when in reality we aren’t. When we are trying to social with one and another, it is our laptop we turn on and our doors we shut, or when we are standing in silence in a busy commuter train where no one is talking to each other at the fear of looking insane. How we have evolved from looking forward now only look down at a flat screen, how the children used to play with one another outside their homes but now only sit at the living room playing on their own. (Gary Turk, 2014)
Using his video as a reference to make an awareness to the people now of the situation that they are in as a reminder to us all that the connectivity that we have now is just machine talking to another machine. 

3.2 Determine and Description of Research Methods

3.2.1 Approach

This research uses the approach of case study, a method that mostly used for social science research, psychology, anthropology and ecology. This method is widely used to test theoretical models on real world applications.
Case study is a research method that research in depth from a broad and wide field into one easily researchable topic. Here in the topic of smartphone addiction is a very wide spread topic with multiple issues ranging from physical dangers to social issues therefore using case study will narrow down the issues and finally focusing only on one issue. (S. Martyn, 2008)

Case study uses data collected through various means including, but not limited to interview, observations, audio files, video data and document collections. The goal of those data is to enhance the theory generating capabilities of the case in which here is smartphone addiction to give additional validation to the assertion made by the researcher or participants in the case. (Stake, 2005)

3.2.2 Research Flow


Smartphone Device: In order to do a research on a topic one must understand the topic, smartphone is a term given to mobile phones that has computer operating systems and can run a few applications such as web browsing. (R. Margaret, 2007). It is a device of a combination between a small computer and mobile phone.

Addiction: Commonly used for individuals that are exposed to drugs and alcohols and gained an excessive attraction towards them. Addiction in general is the condition of not having control over the actions of doing something repeatedly until the point where it becomes harmful. (NHS, 2015)

Social Issues: Research on determining the social issues that is needed to be addressed on teenagers concerning smartphones. One of the most often issue that is mentioned is that how we are socializing when we are not, how we call our friends to meet up and only end up looking at our mobile phones most of the time during the meet up. Gary Turk, created a viral video that addresses this in 2014 which gathers a lot of attention of many people in the social media. 

Statistic of Smartphone Usage: An analysis of smartphone usage statistics indicates the rise of smartphone and tablet usage in Asia is the highest in the world. And children aged from 5 years onwards begin to have their own smartphone and with such exposure at young age addiction is sure to come. (C. Heather, 2015)

Survey done to target audience: This is a manual survey done on the target audience to get their opinions and experience firsthand and also the statistics of smartphone usage in the target location.

Content Analysis of Research done by other researchers: An analysis of research done by other researchers for more data and theories on the same issue which can be used to enhance this research.  

Analysis of campaign done by others: There are many other campaigns done and by analyzing the contents of those campaigns to find the SWOT of the campaign and improve from there.

3.2.3 Type of Research Data

Since this is a Case Study research, the data that is collected are a combination of quantitative data and qualitative data.

Quantitative data is information that can be measured for instance here will be the statistics and survey results where the information and data gathered are mostly number based.

Qualitative data is information that cannot be measured for example here is the content analysis videos, pictures and articles that also focused on the same issue. 

3.3 Research Instrument

3.3.1 Data Instrument

Survey - A record of data based on answers given to the target audience on question provided by the organizer. This instrument collects the opinions and answers given from the target audience for a more firsthand data.

Questions – Smartphone usage survey

Age
  • <13
  • 13-15
  • 16-17
  • 18-19
  • >19
Occupation (You can pick more than one answer)
  • High School Student
  • Part Timer
  • College Student
  • Full Time Employed
  • Other, (please specify)
Estimated usage of smartphone or tablet a day
  • <1 hour
  • 1-2 hours
  • 3-4 hours
  • 4-5 hours
  • >5 hours
What do you do with your phone/tablet most of the time (You can tick more than one answer)
  • Social Media
  • Online Messaging
  • Internet Search
  • E-mails
  • Calls
  • Gaming
  • Others, (please specify)
Do you look for WiFi service wherever you go?
  • Always
  • Very Frequently
  • Occasionally
  • Rarely
  • Very Rarely
  • Never
Could you go a day without your phone?
  • Strongly Agree
  • Agree
  • Undecided
  • Disagree
  • Strongly Disagree

The survey is then transferred to an online survey program, freeonlinesurvey.com which they will create a link for the survey that can be passed around. Using the link and the sharing power of social media, the survey will pass to high school students and there the survey will circle around among themselves and friends.




A preview of the survey online is as above, with only 6 questions the person surveyed will just have to tick the answer which they want and click the finish survey button at the bottom right of the survey and that is it.

The website freeonlinesurvey.com will then compile the answers and preview the results in various charts based on the frequency of the answers. The results will be in 4.0 Results and Discussion.

Observation – A method of watching someone or something carefully to gather data or information.
While the survey is being circling around the target audience additional research should be done using observation which is the researcher will move around the scope of study and observe the target audience to gather data on their behavior when using smartphones. Pictures will be gathered as proof, however the pictures are taken with the consent of those in it although this is a breach of privacy in order to get the natural and honest behavior of the target audience, they must not know that they are being watched or recorded to avoid any interference of a more accurate data gathering.

Content Analysis – a method of summarizing any form of content by including various aspect of the content. This allows a more objective evaluation rather than just an impressionistic evaluation of a listener.
Using the case studies of the same issues and topic as a reference of research to gain more data and information to enhance and improve the research. 

3.4 Research Procedures, Steps and Process



3.4.1 Survey – Smartphone Usage Statistics

The survey is done with 6 questions in a questionnaire form that is created on an online survey website and spread using social media to the target audience. The survey will ask question on the usage of smartphone on a daily basis and what kind of activity they do on the device and how much they look for internet access.

This data gathering method is not without a limitation, due to the time line of the research the target audience of the research are currently having an important examination (SPM) for those who are age 17 and or other is on holiday and getting them to fill in the survey physically seems less likely therefore the alternative of doing it online is used. 

3.4.2 Observation – Teenager Behavior

Another form of research is doing an observation on the target audience to gather information. This data gathering is to get information on behavior of the target audience which is the teenagers from a different perspective. An example will be watching the teenagers from a distance and observe them without them knowing to get the most natural behavior or reaction without any interference from the thought of knowing that they are being observed and recorded for a research. It is a similar method used by the zoologist when they are doing research on the animals in the wild.

3.4.3 Content Analysis - Teenage Behavior

This is an analysis on the reports and articles on teenage behavior on smartphones. Using the research of other to gain information on their research and make a research based on that research to find more information.

3.4.4 Cause and Effect – Dangers of Smartphone Addiction

Getting data from articles and reports on the dangers of smartphone addiction to get information on the negativity on the addiction such as physical dangers and mental dangers. This is to get information that could be used to encourage the awareness of the addiction to audience that they could be in the same dangers and also maybe steps to avoid such dangers. 

3.4.5 Precaution – Video Analysis

There are many designers and filmmakers that try to address the issue of smartphone addiction and multiple designs or videos are created. Analysis the video to get the concept and issue addressed in the video and sort out a SWOT analysis on the video to find the weakness or the strength to further improve or to use as a guideline to creating a new project or campaign. 


Fig.11: Look Up, Gary Turk: https://www.youtube.com/watch?v=Z7dLU6fk9QY

3.4.6 Precaution – Image Analysis

There are many artwork made by various designers that is been shared throughout social media like Facebook. These artworks are targeted at the issue of how smartphones has turned our way of communications and how we humans are being controlled by these devices. 


Fig.12: Smartphone Addiction, Steve Cutts: http://www.stevecutts.com/illustration.html

4.0 Results and Discussion

4.1 Survey Results

After some time of the letting the survey circle around (8 days) starting from the 19th of November 2015 a compilation of the results is done on the website in which they sort out the results on different charts to see the frequency and differential between answers. A total of 53 respondent was collected



This here is the first question which is Age: where you can see that the highest frequency of the result is teenagers from the age group of 16-17 taking up 22.6% of the total 53 respondent followed closely by teenagers of 18-19. As an initial assumption, teenagers of age 16 to 19 are keener to getting smartphone addiction.

Question 2 ask the respondent of their occupation, there are 5 answers High School Student, College Student, Part Timer, Full Time Employed and others (please specify). High School Students has the highest of response because the target audience is teenagers between 13 – 19 during which they are mostly studying in high school or colleges. However there are some cases where the teenager has left school and are now working full time or part time but that is their privacy and we will not delve further into it. This here shows most of the answers that we will be getting is mostly from the perspective of a high school student.


Question 3 ask the respondent on the estimated time that they use their phones while the data based on estimation can’t be very accurate but to ask them the exact time of their usage is also quite impossible therefore only an estimated time can be used. The answers here correspond on the honesty and awareness of the target audience on their time usage on the device giving them a chance to think about the amount of time that they used on their mobile phone alone in a day.
Most answered with the time frame of 2 – 3 hours very closely behind is 3 – 4 hours. The answers can be plus or minus the exact time used as some days they could be using the device longer than yesterday and that might give us a deviation from the answers given. However this report is based on the answers given, a short interview was done to a respondent on how she calculated her estimated time of usage, she answered that she counted the time by a guess because she says that no one would actually count the actual time used on the phone but she says even it’s a guess the time would not be far from the fact as the brain will unconsciously count by itself.

On question 4 is asking them what kind of activities they do on the phone most of the time during their usage time. Based on the results of the survey social media seems to be not the highest as assumed to be instead it is the Online messaging applications that took the number one spot for most used application on phone taking up 84.9% out of all the 53 respondents that is like almost everyone uses this application. Social media accumulate to 71% of the respondent and coming third is Games which is 47% a large difference between the first and second top pick, this shows the difference in frequency of the activity done. The least use activity is e-mails as most of the time teenagers do not use e-mails and even if they do they use a computer or a laptop instead for e-mails. Surprisingly calls is also a low pick for “usage of mobile phones”, apparently when asked the answer that they gave was they use the Online Messaging for calls as now these application also allow calls as well.


For this question the answers is a bit diverse where the respondents are asked whether or not they look for WiFi access wherever they go. This might show how much are they addicted to the internet by the answers given, however due to the existence of data plan given by telecommunications service provider most smartphone users has internet access even without WiFi access at the cost of a monthly subscription. On the other hand, accessing a WiFi hotspot outdoors will stop using the data plan allowing the respondent to use internet without using up their data plan to help save cost. As the chart states most of them “Very Frequently” look for a WiFi access followed by “Occasionally” shows most of them do look for WiFi access wherever they go. It could be to save cost as the data plan do have a limitation on how much you can use in a month or to get a more stable internet connection or the activities that the respondents want to use on their phone. A few respondent answered “Always” this is because it might be that they do not have a data plan subscription as there are a few people who owns a smartphone but do not have internet access on the go.


The last question will ask the respondent whether they could go a day without their phone/tablet as these device has seem to become a part of our daily lives and also to gauge their reliance on the device. At first thought the answers were to be limited to ‘Yes’ or ‘No’ however a discussion were done and it was better to let the respondent answer with a Likert scale format to have a better analysis on how much they can go a day without their phone. The question is asking whether that they can go on doing their normal activity in a day without their phone within their reach and the answers given are heavily sided with negativity as the disagree answers are accumulated to 59% out of 100% and “Strongly Disagree” with 23% out of 59% showing that these respondent are unable to go a day without their phone. 

4.2 Content Analysis

4.2.1 Smartphone Penetration in Asia

After the release of smartphones especially the iPhone in 2007 the smartphone gained a lot of attention from the masses. In 2013 a study was done to identify the statistic of smartphone penetration in Malaysia by Ericsson ConsumerLab in South East-Asia to conclude that the consumers nowadays love smartphones. The online survey consist of 500 urban users aged from 16 – 60 who uses Internet daily. The study shows that smartphone penetration has increased from 47% in 2012 to 63% in 2013 whereas tablets increased from 14% in 2012 to 39% in 2013.

Smartphone penetration          = 47% (2012) – 63% (2013)

Tablet penetration                   = 14% (2012) – 39% (2013)

This is due to the fact that besides SMS and voice calls, internet access is one of the main factors for such increase spike and also the main drive factor to making consumers buy smartphones said Afrizal Abdul Rahim the regional head for Ericsson (Malaysia) Sdn Bhd ConsumerLab. (Chong Jinn Xiung, 2013)



Fig.19: Smartphone penetration

There is also a clear change in the usage of mobile internet data usage as now consumers are using more instant messaging services or online messaging services, social network and video streaming. This could be due to the strong promotion and adverts like KakaoTalk, WeChat and LINE messaging in the market. (This can be seen in the survey report above in 4.1 Survey Report)

17% of the respondent said that they would get a new smartphone in the next 6 months he added, also the mobile data per user needs to be quadruple to an average of 2 gigabytes per user in 2018 sparks the need of operators to increase the bandwidth of networks pushing technology with demands. (A. Rahim Afrizal, 2013)

4.2.2 Key Statistics of Smartphone users in Malaysia

On Device a mobile market research company that samples and technology provider that helps brands and consumers connect via mobile studies. In 2014, On Device conducted a research on Malaysia mobile users and shows that Malaysia now has 140% mobile penetration resulting a rough estimated 10 million smartphone users and Malaysia’s mobile landscape is performing better than most South East Asia countries event eh United States.

The report helps to understand the mobile landscape in Malaysia, especially the smartphone trend and how it implies in the mobile commerce and payment technology. 



Fig.20: Internet & mobile statistics

Using a few key indicators of mobile landscape and internet usage in Malaysia:

Population                   : 29 million, 70% urban (as of 27 Feb 2014 surpass 30 million)

Internet penetration    : 66% (66% x 30 million = 19800000, almost 20 million internet users)

Mobile penetration      : 140% (47% Malaysian owns more than 1 mobile phone)

3G subscription           : 10 million (15 million according to MCMC, Malaysian Communication and Multimedia Commission)

This shows how the smartphone trend as affected Malaysians in their daily life and internet access has change the way they do things. Falling behind only Singapore and Vietnam, Malaysia exceeds Indonesia, Thailand and even United States in terms of mobile penetration. (e-commerce.milo, 2014)

In one of the research done by ecommercemilo.com is an Internet growth potential where it took the data of internet users and e-commerce users in 2011 and showcase the assumption of potential numbers and growth in 2016. 


Fig.21: Internet Users in South East Asia in 2011 and estimated growth in 2016

The image above shows the numbers of internet and e-commerce users in South East Asia in 2011 in gray and the estimated growth of users in 2016 in red. The following chart shows the population percentage of age group that are using the internet and the average spent time online.


Fig.22: Online population in South East Asia and Average Spent Time Online chart

A clearer chart is replicated for more accurate analysis as the original chart is blurry and unable to get a clearer view of the chart


Fig.22:  South East Asia online population

As the chart indicates that Malaysia highest online population is from the age of 15 – 24 which took a total of 37% most of the online users are young. Indonesia, Singapore, Thailand and Malaysia has more than 50% of their online population to be younger than 35 years old. The research target audience is in the 37% which is the age group of 15 – 24 years old and it is also the highest amount among the age group indicating that among Malaysians younger age group tend to go online more than older age groups.


Fig.23: Average time spend online

The chart above list the average time spent online by the online population of these six countries in the month of March 2013. Malaysia having 16 hours on average ranking 5th among the 6 countries 1st is Thailand which is 27.2 hours that is more than a single day on average time spent online. (e-commerce.milo, 2014)

4.2.3 Smartphone Addiction

Smartphones has becomes much of a trend in almost every part of the world and with the shipment of smartphones surpassing 1 billion units last year (2014) Google Inc. believe incorrectly with a little hindsight that their Android One program would bring the next billion of smartphone shipment into the fold while others are looking for low cost manufacturers in Asia to meet the high consumer demands.


Fig.24: Smartphone market growth

The market of smartphone reaching 2 billion varies from differently from each firm while some said it be slow others shows it going to be faster than how the first billion is reached depending on consensus. Ever since the first billion of shipment is passed the demands and shipments of the devices kept going higher at a steady rate while a slowdown is predicted near the end of the decade. The charts above are charts made by BI Intelligence and eMarketer which both indicates that the second billion will be reached within some point in 2016. Other firms like ABI and IDC Research have a different opinion they suggested that the second billion will be a little later perhaps in 2017 or 2018 however the numbers are quite close as of now. According to BI Intelligence reports, 1.3 billion units of smartphone were shipped in 2014, 29% growth rate from the year 2013. Compared to the growth in 2013 which is 45% it may seems that the numbers are diminishing the firm insist that their prediction of the number of growth is increasing strong year after year. BI Intelligence also state a prediction that in the year 2020, 3.4 billion units of smartphone will be shipped not by the support by the momentum from China, but a bloom that is from India. (T. Robb, 2015)


Fig.25: Smartphone addiction BBC news (Artist – Goh Wei Choon)

Up until recently only the term Nomophobia – the fear of losing access to your smartphone has been the talk these few years. But in Asia, the birthplace of the selfie stick and emojis, psychologist are beginning to state that the smartphone addiction is on the rise and the addicts are getting younger and younger. A recent study was done in South Korea with 1000 students where 72% of the children owns a smartphone by the age of 11 – 12 and spend on average 5.4 hours a day on the device as a result 25% of those students are considered to be addicted to smartphones, the study that is going to be released in 2016 states that stress is an important factor of the likelihood of getting smartphone addiction. Smartphone are central to many societies in the world but most have been integrated with Asian cultures in multiple ways, for example the obligatory “food porn” where the user MUST take a photo of the food before eating a meal: in Japan that culture has a whole term to it called “keitai” culture. (Heather Chen, 2015)

Asia and it’s 2.5 billion smartphone users provides a ‘stream’ of phone-related mishap news, like such as a Taiwanese tourist who walked off the pier in Australia while checking her Facebook on her phone or how a women in Sichuan, China where she needs to be saved by firefighter after falling into the drain while looking at her phone while walking these are just only few examples of mishaps that has happened to people around the world. (Heather Chen, 2015)

While the titles of the news maybe laugh worthy, this raised concerns in Singapore that the addiction is moving towards the younger generations with only 6 million population the smartphone penetration is highest among the South East Asian countries. The country has specialist that helps the addiction just like drugs, a cyber-wellness clinic (rehab) and runs campaign to make this type of addiction to be formally recognized publicly. The manager of Touch Cyber-Wellness Centre of Singapore, Chong Ee-Jay said “Youth lacks the level of maturity, making it harder for them to manage smartphone usage as they have no self-control” instilling a serious concern on how smartphone usage will affect the daily lives of the children.

In South Korea, a 19 year old teenager who is named Emma Yoon which is not her real name is undergoing treatment for nomophobia since April 2013. “My phone become my world, it is an extension of me.” “My heart would race, my palms will grow sweaty if I thought I lost my phone so I never go anywhere without it” were the comments she gave. Her parents also added that her smartphone addiction usage amplified other behavioral problems she was exhibiting. She began to retreat from her hobbies and school activities. 


Fig.26: Smartphone addiction, (Artist – Goh Wei Choon)

4.2.4 Smartphone mishaps

Who would have thought that using your smartphone will actually harm you but it does as there are a few cases where people walked off or into objects. Some even create a hassled for others who are around them. Like in Australia, 2013 there was a case of a Taiwanese tourist walked off a pier into the ocean which she had to be saved by the coast guard and police on a speedboat 20 minutes later. The police found her floating meters away from the pier, Senior Constable Dean Kelly said “She was still out of the water laying on her back in a floating position, in which she told us that she couldn’t swim” “She kept her mobile phone in her hand throughout the entire ordeal and kept apologizing…she then added she fall off the pier while checking her Facebook on her phone.” (BBC, 2013)

This is just one of a few mishaps on the same page on the BBC website there is a comment section at the bottom where users and reader can leave comments on the news and there are a few confessions where the user witness or suffered the same mishaps:-

  • I've walked into doors, tables, people etc. been lucky with lamp posts so far though... Just near misses :) @Rosemary_ella via Twitter
  • Once, I almost fell into a hole because I was engrossed in a bbm chat on the street at night. @monteaguh via Twitter
  • I used to love to go to malls and people watch. On more than one occasion I watched people walk into walls, pillars, and once I watched someone walk (fall rather) into a fountain. The best part of that is when they apologise to the wall or pillar like it was a person. People just tend to shut off to the outside world whenever they are staring at their phones. Alec Fleming from Arizona, USA
  • I'm such a total klutz. Last week I walked into a pole while emailing someone on my phone. I was walking to my boyfriend's flat in Edinburgh and needed to email someone for work. There was a man across the street who saw me and it was very embarrassing. My phone hasn't worked the same since. Cara McCulloch, London, England

These are just a few of the comments from users that suffered or witness the same mishaps and there are more.

4.2.5 User confession on smartphone addiction

A website known as Huffington Post where users can go and post confession or opinion on it. A user called Ann Brenoff posted a post titled “Dear Smarphone, I’m Breaking up with You” “I want to be able to make eye contact with humans again. Is that so much to ask?” where she gives her opinion on the smartphone addiction problem that is been addressed.

She began with a statement where she treated the smartphone device as a human and that their relationship has some good runs but it has become unhealthy and that this is not the device’s fault but hers. Saying that she thought she was ready for a full 24/7 commitment relationship but she is not this could mean that she had thought that she would be in the state where she would not be able to go without her phone but she was wrong. The feeling of doing some activities with the physical manifestation of the object like reading a book that is printed on paper rather than a screen, playing and running in the field and sweating and even the thought of turning the smartphone off and go watch a movie in the theater with or without friends instead of watching it on a small screen on her hand. She thought that this is crazy talk but she felt the emptiness of talking with people using text and her thumb instead of the immersion of a vocal conversation using her vocal cord this is where most of the teenagers do nowadays with their smartphone. Also she said that even with the ‘phone’ in the term smartphone the functionality of the ‘phone’ is never used that much in which she finds it odd but then again it is not the device’s fault but hers.

The smartphone has always been there for her whenever she needs to, for like the time when she is in need for a doctor using WebMD to diagnose what ailed her, or to get to know the current news in the talks like the Nicki Minaj-Taylor Swift feud using Google Ready or to prank a friend who found her after 40 years later after graduating from high school on Facebook on the game Words with Friends. How she had laugh when the smartphone autocorrects her words changing words like ‘dog’ to ‘dope’ making the need for some explaining to do to her kids. The device has so many wonderful qualities which makes it very hard for her to walk away, how she could not eat her lunch without actually posting a picture of it on Instagram, how she kept relying on the alarm to wake her up when she needed and using WAZE to find her way around places she doesn’t know, also she mentioned that what if she missed something funny on the internet? The feeling of missing out on something is what kept people sticking to the device is what her opinion is.

As the post comes to an end she began to state the problem with the relationship between her and the device like when the device uses the data from her history to create countless recommendation for her (stealing her self-discovery) the device just doesn’t know when to stop showering her with stuffs. She wants to break free from it, how she hides behind the device whenever she is on an elevator rides, every 5 minutes she takes and checks her phone while doing grocery. She also mentioned that in the beginning that she only ‘sees’ it as a phone device but now it has gone a different way as the device also follows her into the bathroom. In the end she wrote “I just wanted to be able to make eye contact with humans again” 

4.3 Video Analysis

4.3.1 Gary Turk (Look Up)



Fig.27: Gary Turk’s Look Up

In 2014 a British filmmaker named Gary Turk created a narration video which is 5 minutes long that garners a lot of attention and was shared and viewed by many. Uploaded on Youtube in 25th April 2014, now after 1 year plus the video has 54,816,501 views as of now and in total has 350+ million views worldwide (garyturk.com, 2014). The video won multiple awards such as Best Viral Film at Cannes Media & TV award, and was the 4th most trending video on Youtube by Youtube officials. What the video is about is the things that is happening to smartphone addicts and the opinion of the filmmaker who will be narrating as long the video about his thoughts and what he has seen on our society nowadays with these smartphones devices. The video is told through a poetic narration and scenes to go with it, the video says how we can have so many friends but yet some of them don’t even know us, we call all these online social network is anything but social when we turn on the devices to connect to them it is our doors we shut. We have turned into the slaves of the technology we worked so hard to create how we share information and best memories but leave all the emotion behind, a world of self-interest, self-image and self-promotion. When we share a great experience to others is where we are most happy but is it the same when no one is actually there?


Fig.28: Gary Turk’s Look Up

How we stand and sit in a busy train packed with people but no one is talking to each other all in the fear of looking insane. In a world where everyone acts like a robot children will think it is a norm and how we call ourselves the greatest dad when we can’t even entertain our children without an iPad. He made a lot of good points in his 5 minutes long speech about how we call it socializing when we are actually not as all we really do is look down on our phone and not really communicating. For example like how a family is eating together but all are just looking and interacting with the phone and other with each other, the picture below is a photo snapped by me when having breakfast with my family members (mother and sister).


Fig.29: A Picture of mother and daughter
Notice how they both had their phones out? My sister noticed me because I lifted my phone up higher than I used to but my mother didn’t even knew I took the photo. This is what the device is slowly turning us into, the lady at the back between my mother and sister has a child with her and he is eating instead of helping or watching the child the lady has her phone out and is playing with it this shows how parenthood is also affected by this phenomenon.

Gary’s points are without flaws and despite the success there are people who react negatively towards his ‘Look Up’ video. There are some points which can be argued on how it is exaggerating for example: 
Being alone isn’t the problem, let me just emphasize,
that if you read a book, paint a picture, or do some exercise,
you are being productive, and present, not reserved or recluse,
you’re being awake and attentive, and putting your time to good use.

It can be argued that this paragraph is wrong as some of the internet users are saying even using the phone can be productive as well like when we read about something on the internet and learn things or watch the news on the device as well which is also productive. 

Another point is:

The time you don’t need to tell hundreds, about what you’ve just done,
because you want to share the moment, with just this one.
The time you sell your computer, so you can buy a ring,
for the girl of your dreams, who is now the real thing.

“The time you sell your computer, so you can buy a ring” This line has some users says that this is absurd because we now live in a world where internet and computer is part of almost every job and activity. Selling the computer for a ring? That is just crazy. A Youtube channel by the name of the Fine Brothers Entertainment who takes viral videos and show them to people to get their reactions and opinion on the video on June 26th 2014 they showed ‘Look Up’ to multiple Youtubers and recorded their attention and got their opinion on it.


Fig.30: Youtubers react to Look Up

In the reaction video some youtubers raise the opinion of that the addiction is can be seen in two different ways it can be bad it can be good. Some reacted negatively towards the video saying that the internet and technology makes lives better while others does share a kind of agreement to what the video is all about but has their own opinion on it. Some argued that even when we do it on the phones it is still communication between two people, however what the video is saying is that we should be communicating the ‘real’ way which is vocal face to face communication. In which they were asked why they think this video has so much attention and is being shared so much on the internet? The answers are this is something that the audience can relate, something they can all agree on but not enforce it, something that is happening but no one is trying to make a difference.

In the end, ‘Look Up’ is successful not because of the views and shares but the train of thought that comes after watching the video like how it makes the audience think about the subject matter or the issue of internet addiction how we are socializing through a façade. What they do after the thought is completely up to them it a choice they have to make for themselves and not be forced upon on.

4.3.2 ABC News – Walking While Texting


Fig.31: Texting While Walking Video, ABC News

2012, ABC news channel posted a video of a news segment on a topic about people who are walking while looking at the phones. The news is about people who are causing traffic problems on the road because they are walking while looking down on their phones and is expose to dangers on the road. It covers the fact that smartphones addiction is generating a problem to vehicles on the road as pedestrians are crossing roads while not paying attention to the road and causing much accidents. A town in the US has created a fine for people that are ‘jaywalking’ (crossing the road without any regards for approaching traffic) (Dictionary.com, 2015)

4.3.3 DiGi Social Experiment Video

Fig.32: Digi Social experiment: what happens when you can’t put your phone down?

Posted on October 2nd 2015, DiGi Telecommunications uploaded a video about an experiment on unsuspecting people about smartphone addiction. The video shows a few shots of people in a shopping mall all looking down on their phones and ask the audience who is watching the video “Have you seen this before?” and continues that this is not something new that is just happening and people have been trying to solve this problem for quite some time and nothing seems to be working maybe the message just isn’t clear enough or isn’t personal enough so they tried this experiment to see what happens when the problem is right in front of them.

They invited some people to a meal in a restaurant and made them wait, after all the preparation is set and done the organizer ran to the kitchen and stood behind the door to spy on the target. 


With 2 minutes on the clock, he insisted that the targets will take out their phones instead of talking to each other. After some montage, few scenes with the target pulling out their phones and the tables full of people is silent with that as the signal the organizer pressed a button on a remote control unit and a wall rise from the table with the target of the experiment.


Looking all confused the targets all just sit and look at the wall rising from the table until each of them is isolated completely from each other. 


 Then the organizer appears before them and explain the situation for them which whenever they hold or pick up their phone, the wall will rise and when they put it down the wall is drop down which then explained that this is a social experiment about smartphone addiction. After all said and done, they ask the people who were in the experiment to give their opinion about what they just went through, here are a few comments and thoughts from the target audience:

“I felt like uh, something like a loneliness”

“So whenever we take up our smartphone, we ignore family member or whoever that is with us at the time”

“I don’t get what the point of meeting up if all we ever do is playing with our phones”

Why be alone when we’re together? The statement at the end of the video, pretty much same like how Gary Turk’s ‘Look Up’ video, this social experiment is showing the negativity of smartphone usage but only this time instead of showing the audience scenes that are shot with the message in mind, the social experiment is recording the actual reaction of people which are natural and not influenced by any third party. 

This ‘addiction’ problem doesn’t seem to be any kind of serious issue when seen as a general topic but when the scope is narrowed down to a specific topic like family interaction or being rude the problem becomes obvious. We call each other to meet up or have a meal together but when we meet up instead of talking to each other, we greet each other, order our meals and exchange a few lines and continue watching our phones scrolling down for the remainder of the meal with one or two exchange in between.


Fig.33: A random couple in a mamak stall in Kajang

While to many this doesn’t seem to have any problem, but to some this can be a rude gesture as we call each other to meet up saying we haven’t seen each other for a long time and all we do is look at our phone when we met this is rude to some people and considered to be offensive.

5.0 Conclusions

As a summary for the research, smartphone addiction is an issue for some time and multiple voice has been raised about it but never was taken in seriously by the public. Many research firms and researcher are concerned how the younger generations are reacting towards this phenomenon, while the technology of the smartphone is helping us in many aspect of our daily lives it is also corrupting us by making everything so easy. Smartphone devices are supposed to improve our lives by introducing multiple application that helps us to solve minor things quickly but because of the functionality of the device we get hooked and reliant towards it making separating with it irresistible. When we are able to remember contact numbers with memories alone now we only need to tap a few times and the numbers of thousands contact is there this can be said as a good thing but it also reduce our capability as a human to do simple stuffs such as remembering a set of numbers. Here in this research it has shown that smartphone has become such a barrier for human interaction and communication where we used to make calls now we use online messaging because of the multiple stickers and emoji which makes messaging so much more interesting. How we used to sit on a bench as use our imaginations to entertain ourselves while waiting for something or someone, now we have every assortment of entertainment at our fingertips, when we want to explore and see interesting sceneries we would call our friends or family to go on a trip together and share the experience together side by side laughing and exchanging thoughts, now we only snap a picture and send to them while continuing to ‘chat’ ignoring the fact that we are still there at the scenery. Albert Einstein once said:

I fear the day that technology will surpass our human interaction. The world will have a generation of idiots”

This could be in relation with one of his saying:

It has become appallingly obvious that our technology has exceeded our humanity

Where we are trading our humanity for technology, many would argue that this is not the fact and technology is helping us and improving humanity but are we? Smartphone has made playground who once is filled with children are now empty and abandoned. Kids who once used to play with others and toys with their imagination are now all looking at a square screen.

However, we can’t tell people to stop using smartphones with all these negativity videos but what we as designers can do is to make them ponder about the issue and make them act on their own. How they would act will be on how the message is being introduced which is the designer’s job.

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