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                    <p><!-- Make sure you modify the 4Cast title in this section -->
                      <span style="font-size: 20px; font-weight: bold;
                        color: rgb(0, 0, 0); font-family: arial;
                        line-height: 110%;">OPLIN 4Cast #260: Mobile
                        device usage patterns</span><br>
                      <!-- Make sure you modify the date of the 4Cast in this section -->
                      <span style="font-size: 11px; font-weight: normal;
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                        font-family: arial;">December 14th, 2011</span></p>
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                    <p style="text-align: justify; font-size: 16px;
                      font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2011/12/yahoo-mobile-survey.png"><img
                          class="alignleft size-full wp-image-2393"
                          style="margin-right: 3px;" title="yahoo logo
                          with cellphones"
                          src="cid:part2.08080009.07080602@oplin.org"
                          alt="" height="110" width="110"></a>It's been
                      about six months since we've done a <em>4cast</em>
                      post specifically about mobile computing, but that
                      doesn't mean we've forgotten about it. OPLIN has
                      just finished the process of building mobile
                      versions of all our library <a
                        href="http://oplin.org/webkit">Dynamic Website
                        Kits</a>, so mobile has been very much on our
                      minds. But while we had our heads down working on
                      mobile, we missed seeing an interesting <a
                        href="http://l.yimg.com/a/i/us/ayc/pdf/mobile_modes_whitepaper.pdf">whitepaper</a>
                      [pdf] Yahoo! did a few months ago about "Mobile
                      modes: How to connect with mobile consumers." It
                      contains some enlightening insights into how
                      people actually use mobile devices.
                    </p>
                    <div> </div>
                    <ul style="text-align: left;">
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://www.yadvertisingblog.com/blog/2011/08/16/infographic-the-top-things-people-do-on-mobile/">Infographic:
                          The top things people do on mobile</a> (Yahoo!
                        Advertising Blog) "Not surprisingly, the most
                        popular mobile mode, representing 38% of mobile
                        activity time per day, is Connect which includes
                        the ubiquitous social networking sites like
                        Facebook and Twitter, as well as email and
                        instant messaging. People spend roughly 18
                        minutes each day connecting with family, friends
                        and associates via their mobile phone. The next
                        most popular mobile modes were Search and
                        Entertain at approximately 15 percent of mobile
                        time each, followed by Manage and Inform at
                        around 10 percent apiece. Shopping and Navigate
                        represent the two lowest activity modes with
                        single digit time allotments."</li>
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://www.smartinsights.com/mobile-marketing/app-marketing/consumer-mobile-usage/">Understanding
                          consumer mobile usage</a> (Smart Insights/Dave
                        Chaffey) "We all know from our personal use of
                        mobiles that, if we have a smartphone, we'll
                        prefer apps for some tasks and browsers for
                        others. This research gives a nice clear
                        statement on what these mobile tasks are."</li>
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://www.gomonews.com/yahoo-looks-at-how-users-consume-the-mobile-web/">Yahoo!
                          looks at how users consume the mobile web</a>
                        (GoMo News/Tony Dennis) "The company has made a
                        number of key discoveries. One of these being
                        that time of day matters. The highest proportion
                        of ad recall is during the hours of 6am to 12pm.
                        Another is that mobile isn't always on the go -
                        many people are simply using their mobile phones
                        in down times. One third of total time spent on
                        the mobile device is spent while at home."</li>
                      <li style="text-align: justify; font-size: 16px;
                        font-family: arial; line-height: 110%;"><a
href="http://4psdigitalagency.com/yahoo-study-reveals-much-on-mobile-internet-usage/">Yahoo!
                          study reveals much on mobile Internet usage</a>
                        (Digital Agency) "With mobile users spending 16%
                        of their online hours searching the mobile web
                        to find specific information, whether that be
                        directions to a nearby restaurant or a word
                        definition, the point is that leveraging your
                        business' mobile sites is a must. The need for a
                        mobile version of websites is now past argument,
                        with businesses who do not offer a mobile
                        version of their site obviously missing out on
                        an big opportunity. This also means that just
                        having a mobile site is not enough, but you also
                        have to optimise your mobile site to do well in
                        search."</li>
                    </ul>
                    <div style="text-align: left;"> </div>
                    <p style="text-align: left; font-size: 20px;
                      font-family: arial; line-height: 110%;"><small><strong><em>Survey
                            fact:</em></strong></small><br>
                    </p>
                    <div style="text-align: justify; font-size: 16px;
                      font-family: arial; line-height: 110%;">The survey
                      gathered mobile usage data and attitudes of 3,844
                      consumers aged 13-54.
                    </div>
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                      <div style="text-align: justify;">The <strong><em>OPLIN
                            4cast</em></strong>
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                        recent headlines, topics, and trends that could
                        impact public
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