KPBS' Mobile Progression - iMA webinar

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An overview of KPBS' progression in the mobile web/app space, and the data that informed the process. Presented as part of an Integrated Media Association webinar.

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KPBS' Mobile Progression - iMA webinar

  1. 1. KPBS  Mobile  Progression   Where were at How we got here What we know now Where were going
  2. 2. Where  Were  At  NPR  Mobile   Mobile  KPBS:   KPBS   PBS  iPad  Mobile  Web   m.kpbs.org   iPhone  app   video  app  Mobile  Voice  –  newscast  via  phone  
  3. 3. How  Did  We  Get  Here?     m.kpbs.org  
  4. 4. 2009  iPhone visitors to KPBS.org tripled
  5. 5. WriJen  Report  
  6. 6. NPR  Mobile  Usage  Data    Informed  Decisions  About  m.kpbs.org  
  7. 7. Data-­‐Informed  Design  ConsideraQons  •  3 platforms to serve: iPhone   •  Biggest/fastest-­‐growing  group  of  mobile  users   •  iPhone  users  preferred  apps  when  available  (NPR  Mobile  stats)   •  Full  website  looked  decent  on  iPhone  (manageable)     BlackBerry   •  Formerly  2nd  largest  user  base,  but  shrinking   •  Likely  represented  professionals  in  our  audience,  so  we  wanted  to   give  them  a  decent  experience     Android   •  Android  adopQon  rate  =  unknown  but  expected  to  be  high/fast     •  Android  interface  =  unknown  
  8. 8. SoluQon:  "Plaorm-­‐AgnosQc"  design  
  9. 9. Now  What?   2007   2008   2009   2010   2011   2012  •  NPR  Mobile   •  Mobile   •  Mobile  Web   KPBS:   •  Mobile  Voice  -­‐   m.kpbs.org   newscast  via   phone  
  10. 10. Mobile  Browser  DetecQon  &     Auto-­‐Redirect  •  Technology provider didnt make this available until late 2011 (1 ½ years after mobile site launch)•  Made a big difference to mobile site traffic: Auto-­‐redirect  to   m.kpbs.org  
  11. 11. iOS  &  Android  Growth!  
  12. 12. Our  Site  Mobile  OS  PaJerns  (Mostly)  Reflect  NaQonal  Smartphone  Sales  Trends  
  13. 13. What  We  Know  Now  
  14. 14. How  Much  Mobile  Traffic?     11%  of  total  visits  in  2011  
  15. 15. How  Much  Growth?     2011  Mobile  Visitors:   Nearly  Tripled  Over  2010          2011:    470,000    (11%  of  total)        2010:  160,000    (5%  of  total)  
  16. 16. Whos  Coming?  
  17. 17. How  Are  Mobile  Visitors  Finding  Our  Site?  
  18. 18. What  Mobile  Visitors  Want  
  19. 19. Mobile  Visitors    Story  Category  Breakdown   1.  Public Safety 2.  Film 3.  Arts & Culture 4.  Health 5.  MilitaryUseful or interesting content
  20. 20. Arts  &  Culture  Top  Mobile  Story  
  21. 21. Case  Studies:  Spikes  •  Spikes in mobile traffic : –  Breaking news –  Viral stories
  22. 22. Mobile  ProporQons:  Context-­‐Specific   Mobile  =  primary  source  of  Internet  access   Social  sharing  via  mobile  (+  HuffPo  link)   Search  engines   Mobile  Pageviews  as  %  of  Total  Story  Pageviews  
  23. 23. Blackout:  Big  Jump  in  BlackBerry  Visits   Mobile  OS  Percent  Increase   641%   435%   391%   194%   iPhone   Android   iPad   BlackBerry  •  Lesson: Breaking news/crisis à Be accessible on all devices
  24. 24. Which  Mobile  Devices?   •  Sidebar  >  Audience  >  Mobile  >  Devices  
  25. 25. Which  Mobile  OperaQng  Systems?  
  26. 26. Which  Mobile  OperaQng  Systems?  
  27. 27. Android  Leads  NaQonally,     But  Not  on  KPBS.org  NaJonal     KPBS.org  
  28. 28. Data  to  Inform  Future  Decisions:  •  Mobile Input Selector: Majority touchscreen•  Reflects consumer trends
  29. 29. Which  Mobile  OSes  are  Growing?  
  30. 30. Tablets  Growing  in  General  "The  tablet  market  is  expected  to  conQnue  to  grow,  doubling  year-­‐over-­‐year  for  the  next  four  years."   -­‐  Millennial  Medias  "S.M.A.R.T.  Report"  2011  
  31. 31. Summary  of  What  We  Know  •  Users like public safety/news, film reviews, human interest viral stories, "news you can use" –  Social media plays big role in mobile referrals•  Mobile is a major resource to users in breaking news/crisis situations•  Practical use of stream and schedule•  Most popular: iPhone, Android, iPad•  Tablet/iPad use growing•  Our patterns mostly reflect national trends – except in the iOS/Android wars
  32. 32. Where  Were  Going   C.O.P.E.   Create  Once,     Publish  Everywhere   PlaPorm-­‐ specific   Geo-­‐locaJon  /  Consumers   MoneJzaJon  

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