Mobile Presentation at PBS TECH CON 2011

634 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
634
On SlideShare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mobile Presentation at PBS TECH CON 2011

  1. 1. Going MobileUpdate on Technology, Trends, Audiences in Mobile Apps Jon Brendsel, VP Products, PBS Demian Perry, Sr. Product Manager, NPR
  2. 2. GENERAL MOBILE ENVIRONMENT
  3. 3. Unprecedented Adoption Rates
  4. 4. Smartphones / Tablets are the new PCs
  5. 5. Mobile is the New BrowserMobile is amainstreaminternet accessdevice Source: Pew Research Center’s Pew Internet & American Life Project, 7/10
  6. 6. Not a zero sum game86% use theirmobile deviceswhile watchingTV
  7. 7. Google and Apple Are the FutureSource: comScore, 2010 Mobile Year in Review, February 2011
  8. 8. MOBILE IN PUBLIC MEDIA
  9. 9. PBS Video for iPhone
  10. 10. PBS Video for iPad
  11. 11. PBS Kids Video for iPad
  12. 12. Other Public Television AppsStation Apps Kids Games• WITF, WHRO, PBS39, • Super Why! (iPhone & iPad) WHYY, UNC-TV, KQED, AETN • Dinosaur Train Eggspress • Martha Speaks Dog PartyGeneral Audience • PBS Kids Photo Factory• PBS NewsHour • The Electric Company Wordball• Antiques Roadshow • Mr. Rogers’ Make A Journal • Corporal Cup’s Food Camp
  13. 13. Very Brisk PBS App Adoption1,800,0001,600,0001,400,0001,200,0001,000,000 Kids 800,000 GA 600,000 400,000 200,000 - July Aug Sept Oct Nov Dec Jan Feb Mar
  14. 14. NPR iPhone News: Our Core UX
  15. 15. NPR Video #1: Placeholder
  16. 16. NPR iPad App: An Audio Newspaper
  17. 17. NPR Music App Listen. Watch.Discover.
  18. 18. LESSONS LEARNED
  19. 19. PBS iPad App Usage Similar to the Video Portal Key usage metrics • 2.5 million visits since launch • Average of 18 minutes per visit • Average of 3.3 pages/visitSource: Google Analytics, February 2011
  20. 20. Mobile > 20% of PBS Video ViewsSource: thePlatform, February 2011
  21. 21. Mobile Visits to PBS.org Exploded Increased3x last year • Lack of optimized experience • 4% of total traffic • 70% from iOS • iPad surpassed AndroidSource: Google Analytics, February 2011
  22. 22. iPad by Night, iPhone by Day
  23. 23. Involvement Compresses Timeline Design Development Timelinem.npr.org 12 monthsiPhone news 6 monthsiPhone music 8 monthsm.npr.org 2.0 2 monthsiPad app 1 monthAndroid news Open ongoing
  24. 24. NPR Video #2: Placeholder
  25. 25. Mobile Now 40% of NPR Digital Traffic
  26. 26. How Mobile is Different• Demo skews male, affluent & educated• Small screen: 24/7 usage• Large screen (tablets): near bedtimes• Apps: heavy engagement / loyal audience• Mobile web: strong organic growth
  27. 27. Radio and TV Via IP Have Arrived• More than half of internet users watch online video every week.Source: Adweek, 6/28/2010 http://bit.ly/aTdgjJ• Mobile video viewership grew 44% in the past year. Source: Nielsen, 12/9/2010 http://bit.ly/eqUOgp• The average internet radio session lasts 1-2 hours. Source: AndoMedia, 9/20/2010 http://bit.ly/9rdDoN
  28. 28. PRIMARY RESEARCHPBS for iPad user survey – November 2010, January 2011
  29. 29. Users Look Like Early Adopters • Skew male: 64% overall • No children / young children • Highly educated • Working: 67% employed, 12% self-employed • Affluent: nearly 40% report annual income > $100,000PBS for iPad user survey – November 2010, January 2011
  30. 30. Full Episodes Rule• 73% watched a full episode• 81% report full episodes is their favorite feature• 82% want more full episodes content
  31. 31. iPad App Users Are PBS Super Fans• Three-quarters of iPad app users use the app at least weekly. – 70% watch PBS on TV weekly – 50% visit PBS.org weekly, and – 20% visit PBS from a mobile at least weekly.
  32. 32. Drive Tune-in, Purchase, and Donations• 73% likely to watch TV because of something they saw in app• 27% more likely to purchase a PBS DVD.• 49% are likely to donate to their local station
  33. 33. iPad and TV Viewers Want Many of the Same Things PBS for iPad user survey – November 2010, January 2011
  34. 34. COMING ATTRACTIONSPBS for iPad user survey – November 2010, January 2011
  35. 35. MOBILE WEB
  36. 36. DEMO 1 PLACEHOLDERLOCAL CONTENT IN IPAD
  37. 37. “Recommendation is still the holy grail for news” –recent headline from GigaOM“The car is the holy grail” –David Hyman, founder ofMog, speaking to the New York Times
  38. 38. NPR Mobile Strategy “We will maximize mindshare by engaging our audience with immediate access toa continuous, relevant content experience presented at the right time and place.”
  39. 39. NPR Recommendation Engine
  40. 40. NPR: The Connected Car
  41. 41. Connected Car Prototype
  42. 42. QUESTIONS
  43. 43. Thank You!

×