Title - Cellulographics and Use of Dating Mobile Applications Among Gen Z and Millennials


1. Introduction

The impact of smartphones in the digital age has brought significant changes in human lives, and
mobile dating has emerged as a crucial social interaction platform, especially for the younger
generations like Gen Z and Millennials. Although mobile dating applications have gained immense
popularity, their potential and effectiveness remain largely unexplored. The purpose of this report
is to analyze the concept of "Cellulographics," a newly developed metric for classifying smartphone
users by Kalia et al. (2022), and how it could be useful in mobile dating platforms. Understanding
user behaviour is crucial to provide a safer, better, and more effective user experience. The
literature review will offer valuable insights into the potential application of this model that
could improve the user experience in mobile dating applications for Gen Z and Millennials.

2. Literature review

Recently, many researchers have started to research the concept of ‘Cellulographics’ along with how
this concept is applied to mobile technology usages such as mobile dating applications (Kalia et
al., 2022; Wu and Trotter, 2022). Existing research evidence suggests that taking a detailed
approach with this concept can help to understand a large amount of significant information about
the usage patterns and user preferences of Gen Z and Millennials as this concept identifies
behavioural classifications of the users based on their characteristics.

Many researchers in the existing body of literature have agreed that understanding user behaviour
properly is crucial to improve the experience of users related to the fields particularly driven by
smartphone users. However, Kalia et al. (2022) argued in their research that the traditional way of
measuring smartphone usage has many lacking in understanding the increasing complexity and depth of
user behaviour regarding smartphone usage. They believed that there needs to something a novel
method that can measure smartphone usage more effectively. So they proposed a new methodology named
‘Cellulographics’ which is a robust method that can consider a range of user characteristics
significant for more clear understanding of user behaviour. Sumter and Vandenbosch (2022) argued
with this and stated that even though this new model has some potential, it brings some challenges
and limitations of using ‘Cellulographics’. They stated that the adaptability of the model requires
support from other strategies such as it must be coupled with device or service provider features.
They argued that such integrations with device or service provider features are mostly still
theoretical and require an extensive amount of tests to prove their validity.

Using the ‘Cellulographics’ by integrating it into the mobile dating applications field can be very
useful as existing studies support the view that this model has a positive impact on platform
design and user experience.  De Canio et al. (2023) research suggested that understanding user
behaviour is pivotal in the case of enhancing user experience in the field of mobile dating
applications.  Even though Kalia et al. (2022) have proposed the use of 'Cellulographics' in
various sectors where smartphone usage is vital, Chen et al. (2022) mentioned that a majority of
professionals working in the mobile dating applications field have yet much to know about this
concept. Mobile dating application professionals recognize that this is a new concept and yet most
of them are confused about its real-life applications in the field such as user profiling, targeted
marketing, and usage prediction (Rashid et al., 2022).  Kalia et al. (2022) have called for more
research into this area, whereas recent related studies, such as Sumter and Vandensoch (2022) and
Rashid et al. (2022) have reported similar gaps in understanding and implementation of
'Cellulographics' among diverse professionals like app developers, digital marketers, and UX
designers.   Wu and Trotter (2022) found that time limitations, rigid organizational structure,
scarcity of usable data, and lack of professional development opportunities in 'Cellulographics'
were cited as challenges by professionals in incorporating this concept into their practice. These
studies reveal the need for a better understanding and training of 'Cellulographics' to enhance its
implementation in smartphone-dependent sectors.

The integration of 'Cellulographics' into mobile dating apps is being hindered mainly by resistance
to change. According to Sumter and Vandenbosch (2022), app developers struggle to adapt to this
innovation in a way that goes against the idealized vision of innovation designers. Notably, their
research stresses the importance of a shift in developers' beliefs to accomplish this change since
coding practices occur mostly behind closed doors even though mandatory technological changes are
needed. Professionals in the tech industry exhibit resistance and avoidance most of the time (Kalia
et al., 2022), which highlights the significance of attitudes in implementing 'Cellulographics.'
The study of Deng et al. (2023) revealed that developers tend to neglect users' concerns over data
privacy. This means that the role of their internal reality rather than external factors in
determining the acceptance of 'Cellulographics,' as attitudes are a critical factor.

Moreover, in recent days, mobile dating apps like Tinder have become popular among the younger
generations including Gen Z and Millennials. Rashied et al. (2022) in their research found that
these age groups are increasingly using digital platforms, including dating apps, as their primary
means of socializing and forming relationships. What is striking, according to the researchers, is
the profound shift towards acknowledging online dating as a legitimate way of finding a partner.
However, supporting this view, Chen et al. (2022) also highlighted key differences within this
cohort. While both generations are well known for their adaptiveness to new technologies, Gen Z, in
particular, appears to have a deeper understanding and wider usage of these platforms than the
Millennials. In my understanding, this trend underscores the need for more personalized and
adaptable user classification systems, such as 'Cellulographics,' to better understand these
evolving user behaviours and expectations.

3. Conclusion

This literature review highlighted the potential of a new metric model named 'Cellulographics' in
mobile dating applications, particularly among Gen Z and Millennials. Even though there is a surge
in app usage, understanding of this user classification metric remains limited. Challenges such as
privacy concerns, resistance to change, and varying digital literacy levels further complicate its
implementation. Therefore, it is needed to enhance user education, improved privacy protections and
customization of individual digital behaviour suggest a need for a comprehensive, user-centric
approach.

4. Resources:

Chen, H., Zhang, L., Chu, X., & Yan, B. (2022). Smartphone customer segmentation based on the usage
pattern. Advanced Engineering Informatics, 42, 101000. https://doi.org/10.1016/j.aei.2019.101000

De Canio, F., Pellegrini, D., & Aramendia-Muneta, M. E. (2023). The smartphoners: Consumer
segmentation by smartphone usage. MERCATI E COMPETITIVITÀ, (1), 123–144.
https://doi.org/10.3280/mc2016-001007

Deng, T., Kanthawala, S., Meng, J., Peng, W., Kononova, A., Hao, Q., Zhang, Q., & David, P. (2023).
Measuring smartphone usage and task switching with log tracking and self-reports. Mobile Media &
Communication, 7(1), 3–23. https://doi.org/10.1177/2050157918761491

Kalia, P., Dwivedi, Y. K., & Acevedo-Duque, Á. (2022). Cellulographics©: A novel smartphone user
classification metrics. Journal of Innovation & Knowledge, 7(2), 100179.
https://doi.org/10.1016/j.jik.2022.100179

Rashid, A., Zeb, M. A., Rashid, A., Anwar, S., Joaquim, F., & Halim, Z. (2022). Conceptualization
of smartphone usage and feature preferences among various demographics. Cluster Computing, 23(3),
1855–1873. https://doi.org/10.1007/s10586-020-03061-x

Sumter, S. R., & Vandenbosch, L. (2022). Dating gone mobile: Demographic and personality-based
correlates of using smartphone-based dating applications among emerging adults. New Media &
Society, 21(3), 655–673. https://doi.org/10.1177/1461444818804773

Wu, S., & Trottier, D. (2022). Dating apps: A literature review. Annals of the International
Communication Association, 46(2), 91–115. https://doi.org/10.1080/23808985.2022.2069046