The Mobile Web for Mobile Audience

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 consider implementing? • Some examples of mobile websites.

Study: Mobile Web will be bigger than desktop Internet by 2015. Source: Morgan Stanley, “The Mobile Internet Report” December 15, 2009.

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..

1 in 4 U.S. adults have apps on their phones

‘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.

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.

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.

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.

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.

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.

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 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

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 could be practical for a person on-the-go? • What additional services could I offer? (and should I?) • Remember: Less is more.

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 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

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. 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.

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

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+

Examples Vanderbilt University built three apps and a mobile website.

Mobile website Mobile application West Virgina University’s mobile website looks almost like a native application, but requires a persistent internet connection.

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 built a custom campus map that is ‘fun’ to use for people ﬁnding directions around campus.

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.

The Mobile Web for Mobile Audience

by Knight Digital Media Center (Berkeley) on Sep 30, 2010

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