Monthly Archives: September 2014

Flow in Mobile

mobile game


Interactivity is a key concept in web design. It refers to the opportunities users have to interact with others, control the information they post and when they can use the site to achieve goals.

One type of interactivity is called flow. Consumers in flow can become deeply involved in an experience. The state of being associated with the positive feelings of the experience is referred to as flow. When consumers are in flow, time is unknown and individuals can feel fully encompassed by the task (Li, Dong, & Chen, 2012). Some examples of flow experiences are sports activities, artistic expression or professional enjoyment of work. Flow can also refer to a consumption experience such as a day of shopping with a friend, total immersion in a video gaming activity or participating in online social networking.

The term flow has been used with respect to the experience a consumer might have in online activities including online shopping, which can lead to positive affective responses to a website, product or service or online activity. In mobile consumption, convenience, media richness and hedonic factors lead to positive emotions in mobile consumption (Li, Dong, & Chen, 2012).

Mobile users are looking for fast, local information or easy access to information and entertainment. The most popular mobile apps are radio listening, games, social networking and maps (MobiThinking).  Marketers need to understand when mobile users are in flow versus when people are attempting to achieve specific goals to design mobile sites that meet their needs.


Back from Ghana

Social Media and Mobile Research was on vacation while I was traveling in Ghana.  It was a great trip with wonderful people, beautiful weather and relaxing times.  As usual I observed the connectedness of the people while I was there.  One day I sat in a van next to a young woman named Monica, while headed toward Takoradi.  After a while she asked me for my phone number.  Since I did not have a phone with me that could accept a call I told her I would give her my email address to keep in touch.  That was when she said she did not have an email address, but could contact me on What’s App or Facebook.  Imagine that, young educated women in Ghana are using mobile devices to communicate on Twitter, Facebook and What’s App, but not using email.

In general, Ghana seemed to have good cell phone access even in remote places.  There were towers everywhere we went including the jungle, the boarder with Ivory Coast and the far north of the country.


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