1. INIGRAL INSIGHTS
Mobile 101 for Higher Ed
Rose Broome
Brandon Croke

2. Mobile 101 for Higher Ed - Inigral Insights
The Mobile Revolution & Student Engagement
Over the last decade, computers and the connecting power of the Internet have transformed
communication across industries. Now, with the rise of smartphones and mobile technology,
the mobile web represents a new Internet frontier that’s revolutionizing the way we connect.
For the teens and young adults of the millennial generation who grew up on the Internet and
see it as an integral part of life, mobile trends are especially strong. In response to these
trends the tech industry has sharply shifted focus toward mobile development but higher
education has been slow to respond.
While the transition to mobile is not straightforward for most institutions, a mobile presence
is essential to reach a new generation of students, prospects, staff, and alumni. This Inigral
Insights white paper will give an overview of the evolving mobile landscape and show new
mobile opportunities for building community and boosting student engagement and retention
on campus.
Today’s Youth are Digital Natives
Born with cell phones and a plethora of tech gadgets within reach, today’s youth are
described as digital natives—dependent upon technology for entertainment, news,
information, friendship, education, and just about everything else. The adage “there’s an
app for that” rings true especially for youth who are most comfortable turning to technology
to solve life’s challenges.
As a report by the Pew Internet &
American Life Project concludes: “The internet is a central
“The internet is a central and and indispensable element in
indispensable element in the lives
of American teens and young the lives of American teens and
adults” (Pew, 2010). It’s no surprise young adults.” - Pew, 2010
that 93 percent—an overwhelming
majority—of American teens and
young adults aged 12-29 go online.
Mobile Trends are Booming
For American youth, mobile phones and mobile communication channels are especially
important. By 2010, 75 percent of teens and 93 percent of young adults had cell phones
(Pew, 2010)— and their use is growing at an exponential rate. Here’s just one example of
the boom: in 2004 18 percent of 12-year olds owned cellphones and by 2010 this figure had
grown 40 percent, with 58 percent of 12-year olds owning their own cell phone.
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3. Mobile 101 for Higher Ed - Inigral Insights
This ubiquity of mobile access is changing the way youth communicate. For example, text
messaging has become the default way to get in touch, and has passed email, instant
messaging, and in-person contact as the primary way talk with friends for teens 12 to 18
years old (Pew, 2009). This mobile messaging trend grew massively in just one year: in
2008 38 percent of teens texted friends daily, by 2009 54 percent of teens texted friends
daily—and half of them sent 50 or more text messages a day (that’s 1,500 texts a month).
By 2011, the number of text messages more than doubled, with 13 to 17-year olds sending
an average of 3,364 text messages per month (Nielsen, 2011a). Clearly the importance of
mobile communication for youth and the next generation of students is massive and cannot
be overstated.
Smartphones: A Super Computer in Your Pocket
Smartphones combine mobile with Internet technology—the power of a supercomputer that
fits in a purse or pocket—and are quickly becoming must-haves for American consumers.
With smartphones the Internet can be accessed anywhere at any time. Smartphones are
now purchased more than regular feature phones and over 38 percent of US consumers
own one of these devices (Nielsen, 2011b). Like other mobile trends, the smartphone
adoption is growing rapidly. In 2010 34 percent of cell phone buyers reported choosing a
smartphone—by 2011 this number grew 21 percent, with 55 percent choosing smartphones.
In the near future smartphones and access to the mobile web will be standard.
Mobile Web – Any Time, Any Place
What is the mobile web? Put simply, the mobile web is the Internet accessed through a
mobile device, like a smartphone, tablet, or other Internet capable gadget. It includes an
ecosystem of mobile sites and mobile functionalities with unique opportunities to connect
people and the environment. Most importantly, the mobile web frees the internet from our
desks and computers and puts it in our hands at any time from any place. Because of this
convenience a smartphone user may check their phone dozens to hundreds of times a day.
Mobile Applications
Mobile apps are programs designed specifically for smartphones. Common apps include
email, calendars, maps, and social media sites like Facebook.
Indeed, social networking sites are one of
the fastest growing mobile app categories Facebook is the most
along with games, music, and geo-location
services (Neilson, 2011c). Overall,
popular mobile application—
Facebook is the most popular mobile 350 million of their current
application—350 million of their current 800
million users access the site through the 800 million users access the
mobile web. The creative applications of the site through the mobile web.
mobile web continue to grow.
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4. Mobile 101 for Higher Ed - Inigral Insights
Responding to Mobile Trends
In response to these strong and growing consumer mobile trends, the tech industry has
shifted their central focus to creating products for mobile. Google’s development strategy
now targets “mobile first” according to CEO Eric Schmidt (Educause Learning Innitiative,
2010). And it’s the same story at social media giant Facebook, where in the words of their
Mobile Chief Erick Tseng, “we now have over 350 million mobile users. Within another year
or two, we’ll be a mobile company” (Techcrunch, 2011). Clearly the mobile web is not a
fad—it marks a paradigm shift in the way people interact with the internet and with each
other.
Higher Ed and Mobile
Despite higher education’s proximity to the millennial generation, some are considering
them behind the commercial sector in transitioning to the mobile revolution. In a 2009 study
by The EDUCAUSE Center for Applied Research (ECAR) only half of respondents said
their institution had adapted web services for mobile devices, and one third had only done
so to a very small extent. As David R. Morton, director of mobile communications at the
University of Washington, puts it, “for so many institutions, mobile is a part-time job, almost
an afterthought.” (Chronicle, 2011) Considering the importance of mobile communications
for youth this slow adoption rate by institutions of higher education is surprising.
From our Fall 2011 Mobile Forecast Survey we found that 60% of administrators believe
mobile is already fundamental to how students experience college.
When will mobile be fundamental to how students experience college?
80%
60%
60%
40%
20% 15% 17%
3% 5%
0%
Already is Within the next At least 1-2 3 or more Not sure
12 months years out years
Reprinted from Inigral Inc., & Stamats Inc. (2011). 2012 Mobile Forecast for Higher Ed. Retrieved from:
http://www.inigral.com/research/2012-mobile-forecast/
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5. Mobile 101 for Higher Ed - Inigral Insights
Students Want Mobile Access
“Students are using Facebook, Gmail, Twitter, all these Web 2.0 systems every day and
the sixth website is the school web site, because you have to use it. And that’s where the
biggest disconnect is,” according to Blackboard Mobile General Manager and Stanford
University alum Kayvon Beykpour (Chronicle, 2011). Having a website isn’t enough,
students expect well-designed web services from their universities, including mobile access.
While many universities are yet to optimize their first webpage for mobile, student demand
is already strong. For example, in one survey of 1,300 Iowa State University students 78
percent said they wanted mobile access to course management systems (USA TODAY,
2011). Those institutions that reach out to their students and community online, and who are
able to engage them with the technology they are most comfortable with, are the institutions
who will draw in the tech generation.
While innovation is rapidly progressing in industry, strategy changes required for embracing
the mobile web in higher education are often met with much policy, procedure, and paperwork.
Other hurdles include cost, concerns over equal access for students of all backgrounds,
and the technical skills required for developing within the mobile web.
Integrating mobile technology is also difficult because there’s not one clear path forward.
Some institutions go with a mobile solution provider, others draw from open sources projects,
and some create their own applications in-house. Occasionally college mobile apps are
developed by the students themselves and only later adopted by the IT department (which
was the case at Stanford University with their iStanford application).
The Mobile Bridge – Not a Divide
The so-called mobile divide is also a concern for the higher education community and is
fueled by the desire for equal access to campus resources and technology for all students.
But the divide may not be as it seems. Because smartphones are less expensive than
computers, some students may have more consistent access to the internet via a mobile
device than from a laptop or desktop computer—according to the International Data
Corporation (2011), by 2015 more Americans will access the Internet on a mobile device
than through a conventional PC.
Under represented groups may also benefit from the mobile web; Pew Internet research
found that African Americans were the most active users of the mobile web, and their use of
the mobile web is growing at a faster pace than mobile web use among white adults (Pew,
2010). The mobile web is making the internet more accessible and is perhaps better
described as a mobile bridge.
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6. Mobile 101 for Higher Ed - Inigral Insights
Social Media in Higher Ed
While the mobile transition is still forthcoming, the higher education community has already
recognized the enormous potential of connecting with their students through various social
media channels for admissions, community building, and leading edge retention efforts.
For example, Social media use by college officials has risen dramatically in the last 4 years,
and by 2011 100% of colleges in a recent survey reported using some form of social media
(Barnes & Lescault, 2011). The most frequently used social media tools include Facebook
(98%), Twitter (84%), and blogging sites (66%). Facebook is by far the most widely used
social network by students and colleges. In a recent survey, 95% of colleges reported high
satisfaction with the popular network (Barnes & Lescault, 2011).
Summary of social media and student engagement findings from Heiberger and Harper (2008) and Higher Education
Research Institute (HERI, 2007). Reprinted from Junco, R. (2010, April 19). Social media and college student engagement.
Retrieved from http://blog.reyjunco.com/social-media-and-college-student-engagement. Reprinted with permission.
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7. Mobile 101 for Higher Ed - Inigral Insights
Mobile + Social Networking = Student Engagement
In light of the current focus on student engagement in higher education, the mobile web
combined with social media represent a significant opportunity to foster student connection
with the campus community. Institutions on the leading edge are using mobile and social
networking tools to recruit, gain insight into their students, keep in touch with alumni, and
boost student retention rates. As an ECAR study suggests, “Those who are even slightly
ahead in providing services to handheld devices are enhancing their ability to attract and
engage a generation of tech-savvy prospective students, faculty, and staff” (ECAR
Research Study 2, 2009).
When will your institution do the following in mobile?
100% Already did it
84%
80% 12 months out
60%
49% 1-2 years out
40%
31% 30% 28%
27% 28% 27%
24%
20%
3 or more years
20% 17% 16%
14%
7% 6% 6%
3% 1% 2% 3%
0%
SMS Other SMS Optimize Informational Engagement
emergency communication website app app
notifications for mobile
Reprinted from Inigral Inc., & Stamats Inc. (2011). 2012 Mobile Forecast for Higher Ed. Retrieved from:
http://www.inigral.com/research/2012-mobile-forecast/
The power of social networking to connect students combined with the convenience and
portability of the mobile web has strong implications for institutions of higher learning who
want to stay relevant to the new tech savvy generation. Though transitioning to the mobile
web is not straightforward, institutions who make the leap will be able to harness its power
to create socially engaged and successful students.
“Those who are even slightly ahead in providing services
to handheld devices are enhancing their ability to attract
and engage a generation of tech-savvy prospective
students, faculty, and staff.” - ECAR Research Study 2, 2009
Going mobile may sound a bit overwelming, so we’ve created a
Mobile 101 cheat sheet to get you started on the basics and keep
your team on track.
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8. Mobile 101 for Higher Ed - Inigral Insights
Mobile 101 Cheat Sheet
• Don’t wait for perfection: get the basics optimized for mobile ASAP. Focus on optimizing
web pages with the highest traffic first. For example:
- Academic programs
- Course information
- Campus map
- Events calendar
- Transportation routes and schedules
• Keep in mind that web pages optimized for mobile are regular web sites that can be
accessed from any mobile device. Mobile apps are software programs that must be
developed specifically for each smartphone operating system, and are generally
downloaded from an app store.
• Identify mobile as a key area of your IT strategic plan and highlight the importance of
being accessible through mobile devices for key decision-makers.
• Keep mobile sites simple and easy to navigate on small mobile screens—minimize the
need for scrolling and user input. Do not use flash or large images which take forever to load.
• General categories for higher education mobile development include:
- Emergency notifications
- Information services
- Engagement and community building
- Mobile learning
- Management resources
• Mobile isn’t just for current students. Consider adding the following groups into your
mobile plan:
- Prospective students
- Admits
- Alumni
- Faculty and staff
- Broader campus community
• For more advanced possibilities, consider developing native mobile apps for your
campus that include ID card, payment, and grade report functionality.
• Consider providing mobile educational services, like library support and education videos
easily accessible on mobile phones.
• Create an orientation scavenger-hunt to help students explore physical and virtual
campus resources.
Read more about best practices in higher ed mobile and social media at blog.inigral.com
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9. Mobile 101 for Higher Ed - Inigral Insights
REFERENCES
Barnes, N.G., & Lescault, A.L. (2011). Social media adoption soars as higher-ed
experiments and reevaluates its use of new communication tools. Center for Marketing
Research. University of Massachusetts Dartmouth, North Dartmouth, MA.
Chronicle. (2011). As the web goes mobile, colleges fail to keep up. Retrieved from:
http://chronicle.com/article/Colleges-Search-for-Their/126016/
Educause Center for Applied Research [ECAR]. (2009). Spreading the word: messaging
and communications in higher education. Retrieved from:
http://net.educause.edu/ir/library/pdf/ers0902/rs/ERS0902w.pdf
Educause Learning Initiative. (2010). Mobile learning: context and prospects. Retrieved
from: http://net.educause.edu/ir/library/pdf/ELI3022
Heiberger, G., & Harper, R. (2008). Have you Facebooked Astin lately? Using technology to
increase student involvement. In Using Emerging Technologies to Enhance Student
Engagement. New Directions for Student Services Issue #124 (eds R. Junco & D.M.
Timm), 19-35. Jossey-Bass, San Francisco, CA.
Higher Education Research Institute [HERI]. (2007). College freshmen and online social
networking sites. University of California, Los Angeles, CA.
http://www.heri.ucla.edu/PDFs/pubs/briefs/brief-091107-SocialNetworking.pdf
Inigral Inc., & Stamats Inc. (2011). 2012 Mobile Forecast for Higher Ed. Retrieved from:
http://www.inigral.com/research/2012-mobile-forecast/
Internet Data Corporation. (2011). IDC: More mobile internet users than wireline users in
the U.S. by 2015. Retrieved from:
http://www.idc.com/getdoc.jsp?containerId=prUS23028711
Junco, R. (2010, April 19). Social media and college student engagement. Retrieved from
http://blog.reyjunco.com/social-media-and-college-student-engagement
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10. Mobile 101 for Higher Ed - Inigral Insights
Nielsen. (2011b). In US, smartphones now majority of new cellphone purchases. Retrieved
from: http://blog.nielsen.com/nielsenwire/online_mobile/in-us-
smartphones-now-majority-of-new-cellphone-purchases/
Nielsen. (2011c). The state of mobile apps. Retrieved from:
http://blog.nielsen.com/nielsenwire/online_mobile/the-state-of-mobile-apps/
Nielsen. (2011a). Kids today: How the class of 2011 Engages with media. Retrieved from:
http://blog.nielsen.com/nielsenwire/consumer/kids-today-how-
the-class-of-2011-engages-with-media/
Noel-Levitz. (2011a). E-expectations report: The online expectations of prospective college
students and their parents. Retrieved from https://noellevitz.com/papers-research-
higher-education/2011/2011-e-expectations-report
Pew Internet & American Life Project [Pew]. (2010). Social media and young adults.
Retrieved from http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults/
Pew Internet & American Life Project [Pew]. (2009). Teens and mobile phones. Retrieved
from http://www.pewinternet.org/Reports/2010/Teens-and-Mobile-Phones.aspx
TechCrunch. (2011). Facebook’s mobile chief: within 1-2 years, we’re going to be a mobile
company. Retrieved from: http://techcrunch.com/2011/09/27/facebooks-mobile-chief-
within-1-2-years-were-going-to-be-a-mobile-company/
USATODAY. (2011). Apps make college easier to access. Retrieved from:
http://www.usatoday.com/news/education/2011-05-12-iphone-
apps-college-students_n.htm?csp=34news
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