The Mobile Web for a Mobile Audience
KNIGHT DIGITAL MEDIA CENTER AT UC BERKELEY
The outline for this evening’s talk:

    • Why is mobile important?
    • What kind of mobile presence
     should you co...
Study: Mobile Web
                                 will be bigger than
                                desktop Internet by...
Survey: People
                                                            would rather
                                  ...
1 in 4 U.S. adults have
 apps on their phones
‘The Rise of the Apps Culture’
                                  [Pew Study]



  Source: Pew-Internet & American Life Pro...
Percent of the total U.S. adult population


                                    Not Cell Phone Users
                    ...
Percent of the total U.S. adult population


                                    Not Cell Phone Users
                    ...
Percent of the total U.S. adult population


                                    Not Cell Phone Users
                    ...
Percent of U.S. adult population who have apps on their phones
                          0%                               ...
Games                                                                                                  60%
    News/Weathe...
What kind of mobile presence
   should you consider
       implementing?
The Mobile User Experience Is Miserable
        “The phrase ‘mobile usability’ is pretty much an
        oxymoron. It's ne...
There are no mouse
rollovers on touch
screen phones.
Regular website on a mobile device   Mobile formatted site
Will people really be
visiting my site on a
   mobile device?
People aren’t using mobile devices for searching as much*
                                  http://bit.ly/bMCmic
CONSIDERATIONS FOR A
        MOBILE SITE
• What is the most essential content I should offer?
• What has the most utility?...
What parts
of my site
should I put
in a mobile
application?
1. Always include a link to get back
to the standard desktop page.

2. If you use auto-detection for
mobile sites, make su...
Mobile Apps vs. Mobile Websites
App from the appstore   Mobile formatted site
MOBILE WEBSITE                   BUILDING AN APP

No need to download an app.   User must download the app first.

     Int...
COST FOR MOBILE APPS

Very basic template app: $1,000

Basic iPhone apps ~ $10,000

Mid-range apps (simple games, utilitie...
Smartphone U.S. Market Share                                       Total apps downloaded
                                 ...
Examples




   Vanderbilt University built
   three apps and a mobile
   website.
Mobile website                    Mobile application



                 West Virgina
                 University’s
      ...
University of
Tampa built
apps for
iPhone,
Android and
Blackberry.
Mobile website   Desktop website (on mobile)
Mobile website             Desktop website (on mobile)

                 University of
                 Evansville
       ...
Mobile website             Desktop website (on mobile)
                 MIT has GPS
                 units installed
     ...
The Mobile Web for Mobile Audience
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The Mobile Web for Mobile Audience

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A presentation for the University of California Office of the President. This was designed as a talk to introduce them to the idea of developing a mobile strategy for their website.

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The Mobile Web for Mobile Audience

  1. 1. The Mobile Web for a Mobile Audience KNIGHT DIGITAL MEDIA CENTER AT UC BERKELEY
  2. 2. The outline for this evening’s talk: • Why is mobile important? • What kind of mobile presence should you consider implementing? • Some examples of mobile websites.
  3. 3. Study: Mobile Web will be bigger than desktop Internet by 2015. Source: Morgan Stanley, “The Mobile Internet Report” December 15, 2009.
  4. 4. Survey: People would rather lose wallet than cellphone Source: Synovate Mobile June 2009. N=8,000. Counties included Canada, Denmark, France, Malaysia, the Netherlands, the Philippines, Russia, Singapore, Taiwan, Britain and the United States..
  5. 5. 1 in 4 U.S. adults have apps on their phones
  6. 6. ‘The Rise of the Apps Culture’ [Pew Study] Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4 percentage points.
  7. 7. Percent of the total U.S. adult population Not Cell Phone Users 18% Cell Phone Users 82% Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4 percentage points.
  8. 8. Percent of the total U.S. adult population Not Cell Phone Users 18% Just Cell Phone Users 53% Cell Phone users w/apps 29% Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4 percentage points.
  9. 9. Percent of the total U.S. adult population Not Cell Phone Users 18% W/apps but don’t use 9% Just Cell Phone Users 53% Use apps on a regular basis 20% Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4 percentage points.
  10. 10. Percent of U.S. adult population who have apps on their phones 0% 100% 18-29 year-olds 79% 21% 30-49 year-olds 67% 33% 50 and older 50% 50% Use Apps Don’t Use Apps Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4 percentage points.
  11. 11. Games 60% News/Weather 52% Maps/Navigation 51% Social Networking 47% Music 43% Entertainment/Food 34% Banking 28% Sports 27% Productivity 26% Shopping/Retail 24% Video/Movies 22% Communication 21% Travel/Lifestyle 18% Other 3% 0% 15% 30% 45% 60% Source: Pew-Internet & American Life Project – April 29 - May 30, 2010. N=2,252. Margin of error is +/-2.4 percentage points.
  12. 12. What kind of mobile presence should you consider implementing?
  13. 13. The Mobile User Experience Is Miserable “The phrase ‘mobile usability’ is pretty much an oxymoron. It's neither easy nor pleasant to use the Web on mobile devices. Observing user suffering during our sessions reminded us of the very first usability studies we did with traditional websites in 1994. It was that bad. In our mobile studies, the average success rate was 59% which is admittedly higher than success rates in the 1990s, but substantially lower than the roughly 80% success rate when testing websites on a regular PC today. “Before the study, we had expected to get better results in London because the UK has a stronger tradition for mobile services than the US. However, the actual sessions didn't bear this out: the British sites were just as bad as the American sites, and users struggled about as much to get things done.” Source: Nielsen Norman Group Report: Usability of Mobile Websites: July 20, 2009
  14. 14. There are no mouse rollovers on touch screen phones.
  15. 15. Regular website on a mobile device Mobile formatted site
  16. 16. Will people really be visiting my site on a mobile device?
  17. 17. People aren’t using mobile devices for searching as much* http://bit.ly/bMCmic
  18. 18. CONSIDERATIONS FOR A MOBILE SITE • What is the most essential content I should offer? • What has the most utility? • What could be practical for a person on-the-go? • What additional services could I offer? (and should I?) • Remember: Less is more.
  19. 19. What parts of my site should I put in a mobile application?
  20. 20. 1. Always include a link to get back to the standard desktop page. 2. If you use auto-detection for mobile sites, make sure links to inside pages redirect to the mobile version of those inside pages. Example: http://www.universityofcalifornia.edu/news/article/ 24143 Should redirect to: http://m.universityofcalifornia.edu/news/article/24143
  21. 21. Mobile Apps vs. Mobile Websites
  22. 22. App from the appstore Mobile formatted site
  23. 23. MOBILE WEBSITE BUILDING AN APP No need to download an app. User must download the app first. Internet required Offline mode (in most cases) Not as marketable. Bragging rights. Limited functionality. APIs (event notifications, etc.) In most cases, cheaper. Usually more expensive.
  24. 24. COST FOR MOBILE APPS Very basic template app: $1,000 Basic iPhone apps ~ $10,000 Mid-range apps (simple games, utilities) ~ $10,000 - $50,000 Complex apps (advanced games, photo, AR) ~ $100,000
  25. 25. Smartphone U.S. Market Share Total apps downloaded RIM (Blackberry) 4% Palm Palm Google 1% Microsoft 5% 18% 14% RIM (Blackberry) Google 42% 12% Apple Apple 26% 78% Source: comScore MobiLens : Top Smartphone Platforms 3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010 Total U.S. Smartphone Subscribers Ages 13+
  26. 26. Examples Vanderbilt University built three apps and a mobile website.
  27. 27. Mobile website Mobile application West Virgina University’s mobile website looks almost like a native application, but requires a persistent internet connection.
  28. 28. University of Tampa built apps for iPhone, Android and Blackberry.
  29. 29. Mobile website Desktop website (on mobile)
  30. 30. Mobile website Desktop website (on mobile) University of Evansville built a custom campus map that is ‘fun’ to use for people finding directions around campus.
  31. 31. Mobile website Desktop website (on mobile) MIT has GPS units installed on shuttle buses so using their iPhone app, you can see exactly how long a shuttle bus will take to reach your location.
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