DATA ANALYSIS CH4

CHAPTER FIVE: DISCUSSION, CONCLUSION, AND RECOMMENDATIONS

Summary/Discussion

The importance of security and confidence level of using different applications in smartphones is widely acknowledged today in baby boomers, generation X and generation Y. The marketability and easy user-application integration depend majorly on how the user trusts these applications from the perspective of privacy and confidentiality. Mobile application developers, therefore, need to ensure the efficiency and productivity of mobile applications is ensured through beefing up security and confidence level within users (Andreas & Haenlein, 2010). However, there is a research niche of identifying which mobile applications should be considered by application developers when increasing security levels, to improve their usage and confidence level among users. The research tailers on major research questions of determining the correlation between security confidence level in baby boomers, generation X, and generation Y, and the usage of mobile banking, health, gaming, retail, gaming, sport, music, and social

media applications. Furthermore, the quantitative research design through questionnaires provides the best research approach in answering these research questions and proving the hypothesis.

Berraies et al. (2017), summarises the top risks associated with mobile applications as weak server-side controls, insecure data storage, unintended data leakage, poor authentication and authorisation, broken cryptography, insufficient transport layer protection, lack of binary protections, and client-side injection. These mobile application risks are responsible for reducing the confidence level of various users, especially in the mobile banking sector. However, other mobile applications including social media apps, continue to receive much enthusiasm from users without the fear of security issues whatsoever. The security and confidence level within users often depend on the functionality of the applications in use. Most users tend to go for applications with higher functionality — the analysis in this research aimed at identifying the effects of values in mobile banking application on the customer. Berraies et al. (2017) establish a correlation between security and confidence level with mobile banking applications among baby boomers, generation X, and generation Y. This support the results obtained in the research on the correlation between security confidence level of baby boomers, generation X, and generation Y, in the usage of financial applications.

Usability of mobile application depends on the type of mobile devices adopted by different users across the smart devices field. The results recognised android based applications as the most used applications by users. The other mobile phone devices in descending order are iPhone, Blackberry/RIM and window mobile. Therefore, android mobile applications developers seem to be the highly targeted on the issue of security confidence level, as it records the most users. The usability of different types of applications is also crucial in knowing where most users utilise their time when using mobile phone applications (Bennett et al., 2017). The investigation shows many mobile application users use their time in social media apps compared to other apps including mobile sports apps health apps, banking apps, and retail apps in that order of importance. Social media and sports applications are not linked with any security malpractices which portrays a higher security confidence level compared to other applications. However, there are variances in usage with users across all the generations utilising nearly close to hours on a daily basis. Other applications including health, banking and retail shows elevated occurrences of low-security levels among users.

Mobile application users also show varying trust towards different applications in mobile phones. According to Bonneau & Preibusch (2010), mobile application users tend to trust applications that only give feedback instead of those enquiring for both authentication and authorisation documents from users. This classification of mobile applications includes banking, health, retail, gaming, sport, music, and social media applications. The functionality of the mobile application depends on the authentication and authorisation protocols kept in place to ensure users have secure access to information. Mobile applications from the research results recorded the high percentages of trust and total trust of 24.08% and 9.63% respectively. Mobile music applications are trusted because they only require g-mail or any other email authentication to download, view online, or send a song. The other application in the descending order of being trusted by users includes gaming, banking, health, retail, social media, and sports. Surprising, mobile banking applications are receiving cases of improved trust because of the continued efforts by banking app developers and the banking sector in increasing informational technology security infrastructure including antivirus and firewalls (Laforet & Li, 2005). With proper authentication and authorisation procedures, the mobile application can borrow a lot from mobile banking application to increase security confidence level among users.

There is no correlation between the security confidence level to the usage of mobile health application across the baby boomers, generation X, and generation Y. Majority of the respondents across all the generations raised little concern about the trust towards mobile health applications, but the majority score was noted among those with a neutral feeling about their data security when using mobile health applications. Baby boomers show a high level of neutrality on security level followed with some low trust. In generation X, majority shows low trust (36%) of mobile health applications followed by neutrality (33.7%), which supports the assertion of there being no correlation of security confidence level and mobile health application usage. In Generation Y, the majority shows neutrality with a score of 40.7% while trusting at 33%. The hypothesis test using chi-square shows no statistical difference in the level of degree of mobile health applications across the three generations. This finding answers the first hypothesis on the correlation between health application usage to the security confidence level. The transferring of the conclusion is noted from Chen et al. (2010), claims there is a high level of smartphones acceptance among medical practitioners and patients.

In the banking sector, users of online mobile banking applications tend to be concerned with their financial security because of online fraudsters and hackers who tend to steal. However, the banking sector especially in the U.S.A, after reported incidences of a cyber-attack on many banks, has advanced informational security which continues to increase confidence level among users especially in mobile banking applications. Therefore, there is no correlation between security confidence level of baby boomers, generation X, and generation Y, and the usage of mobile banking applications. Majority of respondents in baby boomers showed a little trust and neutral concern towards security level recording 27.2 and 26.3% respectively. In Generation X, the majority shows little trust and neutrality towards banking applications security with a recording of 32.6% and 29.1% respectively. In Generation Y, the trend was similar to the majority having little trust and neutrality with a recording of 35.6% and 28.0% respectively. The prevalence of trust in security level in mobile banking applications were high in Generation Y compared to others. Therefore, usage of mobile banking applications is not determined by the security confidence level of the application (Edosomwan et al., 2011). The statistical differences were not noted between security confidences of mobile banking applications and the generations.

In the retails sector, the use of e-commerce platforms has increased with many customers relying on online purchases of goods and services. However, security concerns are on the rise, with many users being concerned about their financial details especially bank details (Buttner, 2016). The research question based on determining the connection between security level and mobile retails applications in purchases and payment. Furthermore, many cyber crimes target this area as many customers tend not to know how to defend important information such as passwords which are stolen through malware and trojans. However, there is no correlation between security confidence level and the usage of mobile retail applications within baby boomers, Generation X, and generation Y. In Baby boomers, the majority had trust and neutral perception towards security levels with 35.4 and 33.3% respectively. In Generation X, the majority showed some trust and neutral opinion towards security levels recording 33.7% and 31.4 % respectively. In Generation Y, a similar trend of some trust and neutral opinion prevails with 32.2% in both on the security level when using mobile retail apps. Therefore, the usage of the mobile retail application is not determined by the level of security confidence across all the generation. The absence of statistical difference between the levels of confidence of mobile retails apps in respect to the generations, proves the assertions.

In the gaming field, both game frontiers and funs use online platforms to obtain gaming information and also gambling through betting. However, the level of security concerns is not elevated as the applications used are feedback channels (Chen et al., 2010). The high level of security concerns arises when money exchanges come in place especially when betting. These mostly allude the connection between security levels and usage of sporting mobile applications. From the research finding, the hypothesis of a correlation between security confidence and usage of mobile sports holds. There is noted significant statistical difference two categories of level of agreement in baby boomers, Generation X, and Generation Y. In baby boomers, nearly half of the respondents indicated lack of trust towards gaming applications. In Generation X, close to 37.5% of the respondents show low levels of trust towards mobile gaming applications. Generation Y shows high levels of trust towards mobile gaming applications with nearly 58.6%. The statistical difference supports the hypothesis; there is a correlation between the security confidence level of generations and the usage of mobile gaming applications. The statistical analysis helps in realising the hypothesis and answering the research questions.

In the music industry, music applications have been adopted to help viewers and listeners to get access to music online. However, it is imperative to establish whether mobile music applications correlate with security confidence level among users. Mobile music applications associates with data leaking and malware that ebbed in music files (Yang & Jolly, 2015). Although the security concerns are not high, there is a correlation between security confidence level among both baby boomers and Generation Y, with baby boomers recording nearly 56.2% while Generation X and Generation Y recording 21.9%. In contrast, Generation X recorded 54.9% of respondents who showed trust in mobile music applications. Also, the statistical analysis shows a statistically significant difference between the level of security confidence in the usage of mobile applications and generations of the respondents. Therefore, most baby boomers do not trust mobile music applications whereas the majority of both generation X and Y have total trust towards music applications. The correlation between security confidence level and usage of mobile music applications persists among baby boomers and Generation Y. Also, although mobile music applications are thought to be safe, they are accompanied by cyber-attacks malpractices which invoke these levels of low-security confidence towards them.

Mobile social applications including Facebook, Twitter, Instagram, and E-mails have been associated with low-security confidence level among several users across baby boomers, Generation X, and Generation Y (Bolton et al., 2013). The research questions and hypothesis aimed at evaluating whether there is a correlation between security confidence level and the usage of mobile social apps among the three generations. The statistical analysis showed no statistical difference in the security level and the use of mobile social applications. The baby boomers depend on mobile social applications to obtain important information and connect with other experts and professionals. Surprising, nearly 44.1% of the baby boomer’s respondents do not have trust towards social media applications compared to Generation X (28.8%) and Generation Y (27.1%). Also, Generation Y shows a high level of trust towards social media application of nearly 65.45% compared to 15.4% of generation X and 19.2% of baby boomers. The results are consistency with the correlation established earlier between music and gaming applications. However, the low level of security confidence among baby boomers (44.1%), generation X (28.8%), and generation Y (27.1%), shows a correlation between the security confidence level and the usage of mobile social applications in all the generations. These associates with the risk of losing personal information to fraudsters on social media platforms.

In the sporting field, immense investment has been made to improve the sporting experience of both fun and betting philanthropists. However, the level of security confidence among mobile sports application is still questionable with most users raising questions over security matters. The research established no statistical difference between the security confidence level and the usage of mobile sports applications among baby boomers, Generation X, and generation Y. Therefore, there is no correlation between security confidence level and usage of mobile sports applications across the three generations. In baby boomers, the confidence level is nearly 50.0% meaning baby boomers trust the application because they probably use them for exercise purpose. These is supported by 55.6% of Generation y, who had total trust towards the sports app compared to both generation X(18.5%) and baby boomers(25.9%). Mobile sports applications, therefore, show a positive security confidence level amongst all the generations which answers the research questions and hypothesis. With the increase of sporting activities among women and young adults, the introduction of sporting application in a mobile phone, especially in the betting arena, has received much enthusiasm. However, there not being a correlation between the confidence level and the usage of mobile sports application, a lot of care should be taken by mobile application developers to enhance security levels. These will ensure cybercriminals do not take advantage of the innocent user through developing fake applications to steal money from them.

Conclusions

The use of mobile phone applications both in Android, iPhone, and Windows-based operating receives a different level of confidence among users based on security. It is therefore imperative to establish a different security confidence level in the usage of mobile application across banking, sports, gaming, health, social media, and retail and music fields. The research questions and hypothesis tailored to evaluate the security confidence level among baby boomers, generation X, and generation X. Among the 302 respondents utilised in the survey questionnaires, the social demographic based on gender with 69.21% being women and 30.13% were men with the rest identifying themselves as others. The ages were between 18- over 60 years which helped in getting the confidence level across all the purported generations. The validity and confidentiality of the research findings were ensured through a pilot test of the survey questionnaire and ensuring all the ethical consideration in sampling, methodology and statistical analysis are followed.

In a mobile banking application, there is no correlation between security confidence level and the usage of mobile banking applications across baby boomers, generation X, and generation Y. The lack of statistical difference in the relationship, shows others factors apart from security are responsible for the dismal performance of banking applications in the market. In a mobile retail application, there is also no correlation between security confidence level and the usage of mobile retail application among the three generations. The assertions also proof other factors could influence the low performance of the applications among mobile phone users. In mobile gaming applications, there is a correlation between the security confidence level and the usage of gaming applications. Therefore, security is among the major factors that determine the use and confidence level among mobile phones user. These are reproduced in mobile music application where there is a correlation between security confidence level and the use of music applications among all the three-generation but dismal in generation Y.

In mobile social media applications, there is a correlation between the security confidence level and the usage of social media application among the three generations. Security, therefore, remains a contributing factor in the use of social media applications among users. In mobile sports applications, however, there is no correlation between the security confidence level and the usage of the application among the three generations. Security confidence level across all the applicable fields in application usage by users is not a major contributing factor. Security remains an intriguing factor in the use of the mobile application, but other factors including user interface, graphics, and client-side injection should be considered.

Major Question Related to Purpose

The purpose of the research is to establish the correlation between security confidence level and the usage of different mobile application among baby boomers, generation X, and generation Y. The major question that arose was whether the level of security confidence affects the acceptability and usage of the mobile application. For a fact, different generation in the tenants of baby boomer, generation X, and generation Y, have different usage and need for a mobile application which needs to be established to help developers and marketers to know which market to target most during applications development (Boyd & Ellison, 2007). The perceived notion of security being the major factor contributing to the usage of the mobile application has surfaced the acceptability and usage of applications, especially in the banking sector. However, the research has surfaced a need to establish market research to identify major shortcomings of low usage mobile applications other than confident security level,

Most of the mobile applications including banking, retail, sports and social media show no correlation between security confidence level and their usage. Therefore, the implications and effects of security confidence level are not much fetched as previously purported. The marketers of mobile application, get a profound direction of knowing security confidence level does not overly affect the level of mobile applications usage, but the question that arises is what other factors (Bristow, 2016). The research establishing and answering the major hypothesis and research question towards the relationship between security confidence level and mobile applications in different generations serves the purpose in assisting mobile application developers in knowing where to focus more. Also, the mobile applications affected with a low level of security confidence, including gaming and social media applications especially among baby boomers, provides a conceptual framework of establishing the best models of inversing security in the applications.

Implications for Practice

Across all the mobile applications areas including banking, retail, gaming, sports, music, and social media, security remains an important consideration among users. Mobile applications developers, users and application marketers need to know how security confidence level related to the use of the different application in these fields. The research establishes no correlation between security confidence level and usage of the mobile application in banking, sports and retail. However, a correlation is noted in gaming, social media, and sports mobile applications (Clark, 2017). These provide the best facets for both marketers and application developers in understanding user preferences when it comes to the use of the mobile application. Also, after knowing many users use android applications, developers and marketers need to increase security and user preferences to ensure an increase in their trust towards the mobile applications.

The established relationship between security confidence level and usage of this mobile application changes the wave of business entrepreneurs in establishing other factors that can contribute to the dismal performance of mobile applications in the market. These findings bridge the research niche that existed in evaluating how security confidence level influences the usability of mobility applications in baby boomers, generation X, and generation Y. The security confidence level related to usage of the mobile application also provides users with information on which application has a low level of confidence and trust among users in all the three generations (Dhanapal et al., 2015). These allow users to be careful when using such applications to ensure privacy and confidentiality of their information is high. Marketers and mobile application developers also get an idea on the major mobile applications that users prefer and strategise how they can increase booth security and confidence level. Furthermore, other factors can be responsible for the low usability of mobile phones applications, and mobile application developers should focus on them, including user graphics and aesthetics.

Recommendations for Research

The research provides the transferability of the major findings to future researches on mobile phone application usability. The validity and credibility of the results achieved are beneficial to market researches wanting to know the relationship between security confidence level of different mobile application among baby boomers, generation X, and generation Y. The findings of no correlation between the two variables, in banking, health, retail and sports applications, calls for researches of determining other factors that contribute to the low usability of the applications among the generations. However, the correlation between security confidence level and usage of the mobile application in social media, music and gaming, calls for researches of improved models of increasing security measures in these mobile phone applications.

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Percentage respondents

I don’t trust at all Mobile Banking Apps Mobile Health Apps Mobile Retail Apps Mobile Gaming Apps Mobile Sport Apps Mobile Music Apps Mobile Social Media Apps 0.20130000000000001 0.1462 0.12620000000000001 0.1794 0.1338 0.106 0.19600000000000001 I just don’t trust Mobile Banking Apps Mobile Health Apps Mobile Retail Apps Mobile Gaming Apps Mobile Sport Apps Mobile Music Apps Mobile Social Media Apps 0.1188 0.10630000000000001 0.12620000000000001 0.10630000000000001 0.107 6.9500000000000006E-2 0.14949999999999999 Neutral Mobile Banking Apps Mobile Health Apps Mobile Retail Apps Mobile Gaming Apps Mobile Sport Apps Mobile Music Apps Mobile Social Media Apps 0.2772 0.37869999999999998 0.3256 0.3322 0.42809999999999998 0.31130000000000002 0.33550000000000002 Trust Mobile Banking Apps Mobile Health Apps Mobile Retail Apps Mobile Gaming Apps Mobile Sport Apps Mobile Music Apps Mobile Social Media Apps 0.31019999999999998 0.29239999999999999 0.33889999999999998 0.28570000000000001 0.24079999999999999 0.34439999999999998 0.2326 I totally Trust Mobile Banking Apps Mobile Health Apps Mobile Retail Apps Mobile Gaming Apps Mobile Sport Apps Mobile Music Apps Mobile Social Media Apps 9.2399999999999996E-2 7.6399999999999996E-2 8.3100000000000007E-2 9.6300000000000011E-2 9.0299999999999991E-2 0.16889999999999999 8.6400000000000005E-2

Mobile Apps

Percentile