'Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президент ИД The Boston Globe
Building for a rapidly evolvingmobile futureJeff MoriartyVice President, Digital Productsjmoriarty@globe.com@jeffmoriarty
In US 29% of Gen Xers own a connected device Gen Z Older -18 yr Gen Y 18-29 yr Boomers 8% 19% (1.9) 56-65 yr (2.0) 16% (1.3) Gen X Younger Boomers 30-46 yr Golden Gen 47-55 yr 29% (1.6) +65 yr 18% (1.5) 17% (1.5) Total online population 180.3M % of connected audience (average # of devices)Source: Forrester’s November 2011 “The State of Consumers And Technology: Benchmark 2011, US”Note: Connected devices include any type of desktop computer, laptop computer, netbook, tablet or smartphone.
Most online adults have multiple devices 105.3 Million of US adults 79.3 M 57.7 M 37 M 2+ devices 3+ 4+ 5+ 22.1 13.3 8 4.5 Base: 3,990 US online adults 6+ 7+ 8+ 9+Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US)
Boston Globe Media’s audience: % by generation Gen Y 17% Gen X 40% Golden Boomers Gen 27% 16%Source: 2011 Scarborough Rel 2, Boston DMA
Boston Globe Media is growing through Gen X & Gen Y 100% 90% 80% 70% 60% Gen Y 50% Gen X 40% All Boomers Golden Generation 30% 20% 10% 0% 2007 2008 2009 2010 2011Source: 2011 Scarborough Rel 2, Boston DMA
Print & online usage trend 23% 25% 34% 38% 39% Boston.com only 27% 28% 27% Both 25% 28% 50% 47% Dly/Sun Globe only 39% 36% 34% 2007 2008 2009 2010 2011Source: 2011 Scarborough Rel 2, Boston DMA
Three segments of Globe digital readers Print-engaged favor a format and editorial approach that resembles a newspaper, even though they are eager users of new technology, more willing to pay for Globe content (18%) Online/ Online/mobile-engaged prefer a wider “news mobile- surveillance” activity that draws them to search engaged engines, email links, and other digitally-directed modes of discovery, could be attracted at a lower Casual weekly price point Casual readers prefer to engage Globe content – Print- some print and some web, but both less engaged frequently, some willingness to pay Source: Forrester Research
“Now” “Know”Boston.com Free Access BostonGlobe.com Premium MembershipReal-time,Advertiser supported, Exclusive destination for all ofcommunity powered Globe’s news, insight and analysis
“Inconsistent window widths, screen resolutions,user preferences, and our users’ installed fonts arebut a few of the intangibles we negotiate when wepublish our work, and over the years, we’ve becomeincredibly adept at doing so. But the landscape is shifting, perhaps more quicklythan we might like.” Ethan Marcotte, Web designer and developer and Author, Responsive Web Design
Digital audience has grown 8% since BG.com launch in Nov. BostonGlobe.com Visitors 1.3 MM Boston.com Visitors 5.9 MMSource: ComScore National Unique Visitors
Early learnings -- “One site: All Devices ”• Responsive design and having one URL for all devices concentrates traffic to a single URL • Google has officially acknowledged Responsive Design as the It is best practice for Search Engine Optimization• Accommodating advertising focused sites will be the next major hurdle • Experimentation with “responsive ads”
The Next frontier – “Responsive Content”• Data is supporting different content order for different devices• Content can and should respond to user’s screen size, location and context of usage.
The range of 1” to 100” screens is a reality Are you ready?