An overview of KPBS' progression in the mobile web/app space, and the data that informed the process. Presented as part of an Integrated Media Association webinar.

1. KPBS'
Mobile
Progression
Where we're at
How we got here
What we know now
Where we're going

2. Where
We're
At
NPR
Mobile
Mobile
KPBS:
KPBS
PBS
iPad
Mobile
Web
m.kpbs.org
iPhone
app
video
app
Mobile
Voice
–
newscast
via
phone

3. How
Did
We
Get
Here?
m.kpbs.org

4. 2009
iPhone visitors to KPBS.org tripled

5. WriJen
Report

6. NPR
Mobile
Usage
Data
Informed
Decisions
About
m.kpbs.org

7. Data-­‐Informed
Design
ConsideraQons
• 3 platforms to serve:
iPhone
• Biggest/fastest-­‐growing
group
of
mobile
users
• iPhone
users
preferred
apps
when
available
(NPR
Mobile
stats)
• Full
website
looked
decent
on
iPhone
(manageable)
BlackBerry
• Formerly
2nd
largest
user
base,
but
shrinking
• Likely
represented
professionals
in
our
audience,
so
we
wanted
to
give
them
a
decent
experience
Android
• Android
adopQon
rate
=
unknown
but
expected
to
be
high/fast
• Android
interface
=
unknown

8. SoluQon:
"Plaorm-­‐AgnosQc"
design

9. Now
What?
2007
2008
2009
2010
2011
2012
• NPR
Mobile
• Mobile
• Mobile
Web
KPBS:
• Mobile
Voice
-­‐
m.kpbs.org
newscast
via
phone

10. Mobile
Browser
DetecQon
&
Auto-­‐Redirect
• Technology provider didn't make this
available until late 2011 (1 ½ years after
mobile site launch)
• Made a big difference to mobile site traffic:
Auto-­‐redirect
to
m.kpbs.org

11. iOS
&
Android
Growth!

12. Our
Site
Mobile
OS
PaJerns
(Mostly)
Reflect
NaQonal
Smartphone
Sales
Trends

13. What
We
Know
Now

14. How
Much
Mobile
Traffic?
11%
of
total
visits
in
2011

15. How
Much
Growth?
2011
Mobile
Visitors:
Nearly
Tripled
Over
2010
2011:
470,000
(11%
of
total)
2010:
160,000
(5%
of
total)

16. Who's
Coming?

17. How
Are
Mobile
Visitors
Finding
Our
Site?

18. What
Mobile
Visitors
Want

19. Mobile
Visitors
Story
Category
Breakdown
1. Public Safety
2. Film
3. Arts & Culture
4. Health
5. Military
Useful or interesting content

20. Arts
&
Culture
Top
Mobile
Story

21. Case
Studies:
Spikes
• Spikes in mobile traffic :
– Breaking news
– Viral stories

22. Mobile
ProporQons:
Context-­‐Specific
Mobile
=
primary
source
of
Internet
access
Social
sharing
via
mobile
(+
HuffPo
link)
Search
engines
Mobile
Pageviews
as
%
of
Total
Story
Pageviews

23. Blackout:
Big
Jump
in
BlackBerry
Visits
Mobile
OS
Percent
Increase
641%
435%
391%
194%
iPhone
Android
iPad
BlackBerry
• Lesson: Breaking news/crisis à
Be accessible on all devices

24. Which
Mobile
Devices?
• Sidebar
>
Audience
>
Mobile
>
Devices

25. Which
Mobile
OperaQng
Systems?

26. Which
Mobile
OperaQng
Systems?

27. Android
Leads
NaQonally,
But
Not
on
KPBS.org
NaJonal
KPBS.org

28. Data
to
Inform
Future
Decisions:
• Mobile Input Selector: Majority
touchscreen
• Reflects consumer
trends

29. Which
Mobile
OS'es
are
Growing?

30. Tablets
Growing
in
General
"The
tablet
market
is
expected
to
conQnue
to
grow,
doubling
year-­‐over-­‐year
for
the
next
four
years."
-­‐
Millennial
Media's
"S.M.A.R.T.
Report"
2011

31. Summary
of
What
We
Know
• Users like public safety/news, film reviews, human
interest viral stories, "news you can use"
– Social media plays big role in mobile referrals
• Mobile is a major resource to users in breaking
news/crisis situations
• Practical use of stream and schedule
• Most popular: iPhone, Android, iPad
• Tablet/iPad use growing
• Our patterns mostly reflect national trends –
except in the iOS/Android wars

32. Where
We're
Going
C.O.P.E.
Create
Once,
Publish
Everywhere
PlaPorm-­‐
specific
Geo-­‐locaJon
/
Consumers
MoneJzaJon