Smartphone Security

Smartphone Security

About the project


Greater London


Group Interviews

The Challenge

Smartphone security has been a hot topic since the our mobile devices went beyond providing standard cellular functions and branched out into web browsing, multimedia functionality and wireless communication. 

Eager to keep abreast of consumers concerns when it came to online security, GuineaPig was approached by one the world's biggest mobile phone manufacturers to conduct market research, raising the questions of what procedures do consumers undertake to protect themselves and how could they do better to ensure the maximum safety for their clientele. 

Target Groups

The project targeted smartphone users in Greater London, all of who varied in ages, ethnicities and socio-economic backgrounds to ensure a broad-spectrum of results. 

The interview sessions took place in pairs are were the following credentials were called for:

  • Participants must have some concerns or worries of smartphone security and privacy. 
  • Participants must have purchased a new smartphone in the past 12 months (no second-hand phones allowed).
  • Participants must current smartphone must be from the list of following brands: OPPO, Huawei, iPhone, Samsung, MI, Vivo.
  • At least one respondent from each group must have switched from IOS to Android (or vice-versa) in every group.

The participants were then divided across the following age brackets that corresponded to how much they had spent on their smartphone:

(a) 18-30 year olds that spent £200-400 on a mobile device

(b) 18-30 year olds that spent >£400 on a mobile device.

(c) 31-45 year olds that spent £200-400 on a mobile device.

(d) 31-45 year olds that spent >£400 on a mobile device.

The Results

GuineaPig used our internal recruitment team to find a diverse panel of participants to ensure rich and interesting results. From gaming engineers, restaurant managers to pilots, the variety of participants allowed for an insightful and engaging conversation about the future of smartphone security. 


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