I finished this note during my 20mins subway time with my iPhone. Personal casual note only, not an article.

When will mobile users spend time on smart phone?
I observed that people were using their smart phone dramatically during subway time. Since there was not in a good Internet environment, most people were reading, gaming, watching movies, listening to music. A few of them were using weibo, Im, wechat, surfing on the Internet.

The duration of this time lasts for 60 mins in Beijing, coz it’s traffic jam and huge population.

The other mobile using situation is waiting outside. Dining place, stations, public places etc. it will be different in different situations, but the point is users keep their smart phones for mins to hours. I am not sure about the specific time, maybe 10 mins or so according to my experience. These places are well connected to the Internet generally. Most users are connected to the Internet, weibo, wechat, local service checking, gaming or more.

Another situation is before bed time. Leisure is the main purpose when using mobile phones. Social, chatting, music might be the choices. Internet is well connected.

Startups, DO think about it
When startups are rushing to mobile Internet, do consider the situations people are using your app. It’s important. Factors to be considered. Locations, time, duration, Internet, purpose, habits.

Thousand of apps, people can only spend limited time on smart phone, how can your apps hit the nail on the head?
Giving users what they want. Want is a kind of desire, not a specific need. People are boring when waiting. Entertaining them will be the need. During subway time, people are meaningless, giving them fun, knowledge, information will be what they want. Night time is lonely, help them social with strangers will be right.

Knowing what people what, and then define the need. A must-need is quite important.