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Paine - Understanding Patron Needs in a Mobile World
The document details a study on the preferences and behaviors of digital magazine readers, highlighting trends such as a growing inclination towards reading on tablets and the importance of ease of navigation. Findings indicate that users appreciate the accessibility and interactivity of digital editions, often using them as a form of relaxation. The research underscores the varying usage patterns between devices, with the iPad leading in digital magazine consumption.
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Paine - Understanding Patron Needs in a Mobile World
- 1. 1 Understanding Patron Needsin a mobile world: Digital Magazine App Development case study Tracey Paine Senior Director of Product Management May 10, 2017
- 2. 2 Research Methods &Tools: Flipster Card sorting Amazon Mechanical Turk (HITs) Data review Trademark reviews/Legal Prototypes Usertesting.com Webex testing Competitor testing Craigslist recruiting Secondary research review Methods METHODS
- 3. 3 • Online magazinereading is a horizontal, comfort-oriented browse experience. Users indicated they read magazines mostly in a cozy chair or in bed. • It is a reward, “it’s my dessert after a long day.” • Users are more likely to browse categories or cover images than search for a specific magazine. • Size of magazine covers is important – users want to be able to read the cover as they are scanning. • Preferred device for reading online magazines – iPad/tablet. • Back issue access and navigation is key for users. • Users express desire to click directly into the magazine directly from the cover image. • Showed that the classic, linear navigation model did not apply for magazine reading online. • No separate navigation for current vs. back issues • Custom navigation labeling in the magazine viewer • Gained insight about categories – requiring further research Lin Lin, Kate Lawrence, Dan Zavala & Elianna James FINDINGS Primary Research Findings
- 4. 4 • Almost allUS adults read magazines. • College students and teens are magazine readers too. FINDINGS Lin Lin, UX Researcher Online Magazine Reading Secondary Research • The number of digital magazine readers is increasing due to the growing magazine websites/apps and tablet population. • The number of magazine apps and the number of magazine downloads are growing. Digital magazine readers get their magazines and subscriptions from Apple iTunes store, Amazon Kindle store, Google Play Magazines, Barnes & Noble Nook, and Zinio.
- 5. 5 FINDINGS • Some printmagazine subscribers also subscribe to digital magazines. Most print magazine subscribers who subscribe to digital magazines are satisfied with the digital editions and are willing to renew their subscriptions. • Subscribers like digital magazines for the ability to search, ease of saving, and environmental friendliness. They also like the digital editions because of the easy access to multiple issues in one device, the ability to read in low- light condition, the interactivity of the digital content, and the ability to share. • Tablet users read news on their devices frequently. Many of them read in- depth news articles and analysis on their device regularly. • The iPad is the leading tablet device for e-reading and digital magazine reading. Magazine apps are top sellers in key iPad app categories such as Lifestyle, News, and Health & Fitness. Online Magazine Reading (cont’d) Secondary Research
- 6. 6 FINDINGS • Reading ofmagazines is more of a “lean-back activity” done at home. • iPad owners are no longer doing the majority of their reading on their computers. They are saving it for their “personal prime time” (8-10pm), when they can relax comfortably. • Mobile users are more likely to use auto-suggestion to re- formulate search queries due to the difficulty of typing on a smaller keyboard/at a horizontal angle. Online Magazine Reading (cont’d) Secondary Research
- 7. 7 Tablet and Phone MobileUsage 70% iOS; 30% Android and Other Operating Systems US Academic Libraries (2.2% Mobile) 70% Source: FY16-FY17 Usage from Tableau Server 58% iPad 42% iPhone US Flipster Usage (42% Mobile) 58% iPad 42% iPhone 62% 62% iOS 38% Android and Other Operating Systems US Public Libraries (4.4% Mobile) 70% 77% iOS; 23% Android and Other Operating Systems 87% iPad 13% iPhone
- 8. 8 Lin Lin, UXResearcher
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- 12. 12 User Driven ReadingOptions Text ViewPage View
- 13. 13 The titles you know andlove available for interactive browsing
- 14. 14 business current events fashion sports productreviews and more…
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- 18. 18 Available as anAndroid, Google Play and iTunes App
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- 20. 20 Thank You Tracey Paine SeniorDirector of Product Management tpaine@ebsco.com