The document discusses the increasing prevalence of connected devices among different generations in the U.S., highlighting the varying ownership rates and usage patterns. It details Boston Globe Media's audience demographics and engagement trends across digital and print platforms, particularly among Gen X and Gen Y. The document also emphasizes the importance of responsive web design for optimizing content delivery across multiple devices, supported by data-driven insights on user preferences and behaviors.

1. Building for a rapidly evolving
mobile future
Jeff Moriarty
Vice President, Digital Products
jmoriarty@globe.com
@jeffmoriarty

2. 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.

3. 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)

4. Weekday Patterns by Newspaper Platform
40
35
Print (80%)
30
Computer
25 (60%)
Smartphone
20 (26%)
Tablet (12%)
15
10
5
0
Question: Thinking of your typical weekday, when do you usually read or use a local daily newspaper in the following format?
(N=1,896) Multiple mentions allowed.
© 2012 Newspaper Association of America 4

5. 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

6. 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 2011
Source: 2011 Scarborough Rel 2, Boston DMA

7. 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 2011
Source: 2011 Scarborough Rel 2, Boston DMA

8. 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

9. “Now” “Know”
Boston.com Free Access BostonGlobe.com
Premium Membership
Real-time,
Advertiser supported, Exclusive destination for all of
community powered Globe’s news, insight and
analysis

10. “Inconsistent window widths, screen resolutions,
user preferences, and our users’ installed fonts are
but a few of the intangibles we negotiate when we
publish our work, and over the years, we’ve become
incredibly adept at doing so.
But the landscape is shifting, perhaps more quickly
than we might like.”
Ethan Marcotte, Web designer and developer and Author,
Responsive Web Design

13. Digital audience has grown
8% since BG.com launch in Nov.
BostonGlobe.com Visitors
1.3 MM
Boston.com Visitors
5.9 MM
Source: ComScore National Unique Visitors

14. 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”

15. 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.

16. The range of 1” to 100” screens is a reality
Are you ready?