Socializing via mobile phones is widespread amongst South African urban youth. Prior research has focused on the devices themselves, from feature comparisons to usage rates. Our approach was to uncover business and design opportunities for our client’s next generation of social mobile applications by researching the behaviors, motivations and group dynamics that drive communication. We approached our challenge in three ways. First, we partnered with a resident and expert of the hard-to-access township communities for cultural immersion-essential for our investigations. Second, to understand attitudes, motivations and group dynamics, we conducted in-context research with the youth and their peers, witnessing genuine interactions with each other and their phones. Third, to augment our recommendations, we created a documentary-style film to convey the youths’ experiences and environment.
Understanding How Urban South African Youth Socialize Via Mobile Phones