What is the value of fragmentation time?

Wake up in the morning after the first thing is sleepy touch mobile phone watching news, work on the bus always make a hand to use mobile phone brush a Weibo, every day, "toilet time" will take out a mobile phone to find a game by two, the night lying in bed turned off the lights and to pick up the phone to see the micro-letter friends in the circle and what the new things. These activities do not require us to take a specific time, but to use the fragmented time of day to complete. So what is the value of fragmentation time?

Entertainment Time Fragmentation

The Dots in the App Store have been downloaded more than 1 million times in a week, with downloads in 8 countries topping the top 5 in the rest of the 15 countries. Why is such a minimalist casual game so popular?

Dots is a minimalist design of the link elimination game, dots that connect the same color through touch-and-click can be eliminated, and the game time for each inning is only 1 minutes, and the scores eliminated in one minute will be recorded in the individual rankings, while the player can also score points with friends in the social network or other players playing Dots. The game provides three kinds of special props, need to use in the game to get the points to buy, but also through the purchase directly buy the points needed. This is a very simple game once on the shelves, quickly received by many players welcome, one of the most important thing is that the game is a good use of the user's fragmentation of time.

Known as the "fragmentation" time, because this type of time is not long and complete, such as we wait for the bus may take a few minutes, this length of time is not enough to allow us to complete the process of various steps and time-consuming things, and spend a minute to play an easy game is more than sufficient. This kind of game does not need to expend how much brainpower, but is enough to occupy our massive time of fragmentation, once we have a short time to idle down, takes out the handset to think of it. Simple and effective, accurate to the user's special needs in a particular scenario, such products will naturally bring a surge in user volume.

Similar situation also happened in another game, the history of the most difficult Game 2 is a very hot in the previous period of an iPhone platform mobile games, once released to attract a lot of gamers over and over the challenge of the near-abnormal level.

This type of game also does not occupy the player for a long time to play (although I also have to play the game all night to refresh the record of the existence of the creature), but once the free debris time, always think of the level of no past to refresh the "S" evaluation. The game has a good incentive mechanism, each is not complicated, many checkpoints as long as a finger can play. The appropriate internal purchasing mechanism also further stimulates the player to keep playing games. Similar examples can also cite a lot, the previous look for your sister and the recent unusually hot crazy guessing pictures in many users caused a great stir, caused a wave of game upsurge. With a little understanding of the scenarios and time periods that users play with these games, we can see that users are almost always using fragmented time to play games.

Games are just one of the things that users can do with their mobile phones during their fragmented time, and there are more types of applications that may appear in such a time period. In fact, while studying the needs of users, the user's use of a specific product scenario and the user's use of a certain product time period is also a need for our attention. What applications will users tend to use in the fragmented time? How long will it take for these applications? How complex the operations of these applications and how much effort will be spent on the user's use can affect the frequency of applications? Not being able to answer these questions well, we cannot confidently say that we understand the user, Understand the basic needs of users to use our product. In fact, we can get a lot of valuable information from research companies ' reports.

User's fragmentation time

Flurry, who conducted an analysis in May this year, randomly sampled 15,371 users of iOS devices over 13 years of age in the United States, surveyed the time and behavior of their use of the app within 24 hours of the day, and made the average time map for iOS devices.

As we can see from the diagram, the user's app usage has risen over time in one day, up to the peak of nine in the evening. The largest proportion is gaming, social and photo-sharing and news magazines. Although usage takes different values over time, the user spends a certain amount of time within 24 hours on mobile devices from a full day use, and the various types of applications used by users are included. With the increasing number of smartphones and wearable devices, in addition to the normal use of mobile devices throughout the day, the preferred activity in the daily debris time is to take out the phone and fiddle with it.

The most obvious debris time of the day is transportation, toilet and bedtime. Not only in the United States, China is also similar to the situation in the daily commute, it can be very obvious that the bus or subway is about 70% people are staring at their mobile screen. So users use this time to use the mobile phone to do this problem is worth our careful study, and this is also a survey of user use habits, clear user needs a very important link.

A very common scenario might be this: after work and colleagues to find a place to eat dinner, take out the phone to open the public comment find out what you want to eat; After determining the location of the meal, you need to decide how to get there according to the road, which may open Baidu or Google maps to view the road information; After taking the transportation, perhaps will open the group buying website the app to see to eat the place to have buys the discount; after satiated to go home, where the traffic is inconvenient, this time may open call the car app to look for a taxi, when arrive at home, opens the micro-letter and the intimate person to report a peace

This whole series of activities we seem to be able to imagine, and then in this whole process of debris time, what do we do? A relaxing game may be played on the bus before meals, and taxis on the way home may upload pictures of the party to social networking sites or microblogs. Back home in bed may be a micro bo or micro-trust friends circle. In the fragmentation time can do all sorts of things, to this kind of question analysis summary, we always have some useful information which helps us to improve the product.

Written in the last

We can do a lot of things with the fragmentation time, and we can precisely for users in the use of fragmentation time to think about what we want to do a product, we do this product needs to have how the characteristics and design characteristics can hit the user in this particular period of use habits. This process of thinking should be essential before making a product. "Precious things are often something we overlook. "Life is so, so specific to do products, we should pay attention to such things, find hidden in the information, let them serve our products."