Understanding the mobile behaviors of your audience is the first step in building a mobile strategy or product.
Some ways we can think about “the people formerly known as the audience”in museums…
Mobile Metrics New Categories: Creating Working Learning http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+%28Mashable%29
A “snapshot” of mobile behavior Increasing mobilesophistication Mobile Technographics
College educated visitors are tech-savvy mobile users Base: 10,971 US adults with college degreesSource: North American Technographics Benchmark Survey, Q2 2010
Age is top predictor of behavior Base: 10,971 US adults with college degreesSource: North American Technographics Benchmark Survey, Q2 2010
Families with teens text – a LOT Daily 41% 40% 51% 40% 21% 18% 16% 13% 24% 21% 20% 15% Base: 2,941 US adults with college degrees and cell phones in families with children 18 years old and youngerSource: North American Technographics Benchmark Survey, Q2 2010
Teenagers are heavy users of all mobile data services
Teens are texters— 83% text at least monthly compared to 57% of US adults 18 years and older
Data intensive mobile behavior is at average levels
Email from a mobile device is 25% vs 23% overall
Regardless of age, teens behave similarly, though 16 and 17 year olds have greater autonomy and larger budgets
Your Target Audience Identify & describe your target audience: What mobile platforms do they already use? Traditional museum audio/multimedia tours Cellphone (voice, SMS) Personal media player (podcasts, video…) Smartphone (apps, mobile web, email…) Mobile social media (Flickr, Twitter, FB…) Other? How do they use them elsewhere & why? http://smithsonian-webstrategy.wikispaces.com/Mobile+Research
Why are they visiting?Whom are they visiting with? Falk’s Identity Segmentations orPeople-Objects-Ideas Explorers Facilitators Experience seekers Professionals/Hobbyists Rechargers Andrew J. Pekarik and Barbara Mogel, CURATOR 53/4 • OCT 2010
What do visitors want to know? Question mapping in the gallery:
Mobile is a unique mix: of the personal and the social
Mobile is Disruptive Both A new set of tools and platformsfor communications, learning and developing and distributing content Photo CC licensed: http://www.flickr.com/photos/jdlasica/138927384/
Mobile is Disruptive And also: A fundamentally new way of connecting, collaborating and learning http://www.queerty.com/smithsonian-not-pleased-with-patrons-bringing-aids-jesus-back-into-the-museum-on-an-ipad-20101206/
Some ideas from the museum world: Learning on demand Learning from the crowd& the community Peer-to-peer learning New Opportunities for mLearning
Learning on demand & in new contexts Our audiences now access the museum through a wide range of platforms beyond our walls and websites Photo by Mike Lee, 2007; from the American Art Museum’s Flickr Group
The People’s Institution James Smithson: “for the increase and diffusion of knowledge” Louise RochonHoover,"Secretary Henry Posts DailyWeather Map in Smithsonian Building, 1858.” The Megatherium Club, a group of young naturalists who collected for the Smithsonian in the 19th C. http://en.wikipedia.org/wiki/Megatherium_Club
SI Mobile’s Vision Recruit the world to increase and diffuse knowledge by using mobile platforms to enlist collaborators globally in undertaking the real and important workof the Institution. Put the Smithsonian not just in the people’s pockets, but in their hands.
“You don’t need a mobile strategy; you need mobile to be part of the strategy.”
SI Mobile’s Strategy Integrate mobile into everything we do to create a whole greater than the sum of its parts; Transform the way the Institution works in order to achieve its strategic goals and vision for the 21stcentury.
SI Mobile’s Strategic Goals Engagenew audiences where they are, both on-site and beyond SI’s walls. Create new opportunities for learning, creativity and shared discovery within and beyond the museum and classroom Open access to our data, collections and research and support new uses of it through collaborative structures and platforms. Equip SI staff with new toolsto work at the leading edge of their fields. Transcenddisciplinary boundaries by connecting communities, conversations and initiatives. Update the Smithsonian experience to reflect shared brand values.
A crazy idea? “A Wikipedia of the Physical World” http://smithsonian20.si.edu/schedule_webcast2.html
Wikipedia …78 million visitors monthly as of January 2010. There are more than 91,000 active contributors working on more than 17,000,000 articles in more than 270 languages. That means the average contributor works on ~186 articles?!
Thinking outside the audiotour box “From we do the talking to we help you do the talking.” – Chris Anderson, Wired, Smithsonian 2.0 Conference, 24 Jan 2009 http://smithsonian20.si.edu/schedule_webcast2.html From Headphones to Microphones
Mobile Social Media as Art Halsey Burgund’sScapes deCordova Sculpture Park & Museum Lincoln, MA – until Nov 14 http://wiki.museummobile.info/archives/16082
A Citizen Curator 49 "Creation” 1992TokudaYasokichi , (Japanese, 1933-2009) Heisei era Porcelain with polychrome enamel glazes; H: 8.8 W: 54.8 D: 54.8 cm Komatsu City, Ishikawa prefecture, Japan; Gift of the Japan Foundation Sackler Gallery level 3, S1993.13