Think Mobile April 2010_Robert Spier_NPR


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  • It was important for us to have a good experience on launch day because our research indicated that a large number of NPR listeners would also be heavy iPad users. As an organization, we've made significant investments in our visual storytelling, design and technical infrastructure.
  • Cross Platform Metrics Site iPhone App Mobile Site Android Average MUVs (last 12 months) 9,928,630 468,394 368,244 68,270 Average PVs 48,994,935 14,322,672 2,174,695 2,217,320 Unique Visitors 92% 4% 3% 1% Page Views 72% 21% 3% 3% PVs/Visitor 4.9 30.6 5.9 32.5 Mobile Site Breakdown (Page views) iPhone 42% Blackberry 27% iPod 12% Samsung 7% Droid 5% Other 4% T-Mobile 2% Motorola 1% Palm 1%
  • Visually scan recent news headlines – Follow developing news stories – Browse stories by topic – See the latest “rundown” of stories from NPR programs – Set your favorite topics for easy viewing or listening – Set alerts so you are notified of news around certain topics – Find something you heard on the radio Save stories for later listening – Save stories for later reading – Bookmark a story – Make a custom playlist of stories and programs – Pause, skip ahead, and rewind audio – Listen to full episodes of NPR programs– Share stories or shows via email or social network – Find something you heard on the radio Access live streaming audio quickly and easily – Control the volume easily – Have minimal load time when you launch an NPR app or player – Have uninterrupted listening to audio – Navigate simply among limited features – Control sponsorship messages – Find something you heard on the radio Shuffle stories from across programs – Have a hands-free/voice-activated browsing experience – Listen to stories that NPR thinks you’d be interested in based on your ratings of other stories – See visuals related to audio as you listen– Find the latest stories from certain NPR hosts or reporters– Customize the interface – Save a story to synch across multiple devices
  • Read Stories: 65% Check headlines: 63% Stream an NPR station: 39% Listen to stories: 32% Listen to full programs: 29%
  • Represent the two other pillars of NPR, Arts & Life and Music. Tapes = consistent with a device that puts an emphasis on the casual consumption of content. Visually, we thought that the individual story modules made the tapes appear more tactile, sized so that some would fall off-screen and give a cue that there was more to discover. For the story pages, we envisioned our users navigating through the stories as if they were flipping through a magazine. A key feature in the app is the audio player. Once engaged, it’ll stick with the user anywhere they go in the app… The iPad's screen size allows audio to have a greater visual presence not possible in the iPhone app.
  • We decided on an HTML5 player anchored to the bottom of the page that retains most of the features of the desktop-browser site.
  • Most NPR app users have other exposure to NPR in the average week beyond their mobile device—four in five listened to NPR on the radio in the past 7 days, and a third listened to NPR podcasts. The news app appears to encourage more NPR podcast use than it cannibalizes. About half of users access the NPR app more frequently than other news apps they have downloaded. Customers often use the NPR app to listen to audio (67%), read stories (65%), and check the headlines (63%).
  • Think Mobile April 2010_Robert Spier_NPR

    1. 1. We’ll Title My Preso Over Drinks Thinkmobile 2010 April 5, 2010 Robert Spier | NPR Digital Media
    2. 2. NPR Mobile means… <ul><li>(Re-)engage our audience(s) </li></ul><ul><li>Leverage our competitive advantages </li></ul><ul><li>Re-engineer the NPR experience </li></ul><ul><li>New revenue opportunities (?) </li></ul>
    3. 3. One view… ( my view)
    4. 4. … how it actually stacks up.
    5. 5. That’s “r-a-d-i-o”
    6. 6. That’s “r-a-d-i-o”
    7. 7. … and we even archive it.
    8. 8. But beyond programs…
    9. 9. … and even more beyond
    10. 10. And, for mobile? <ul><li>User Experience Goals </li></ul><ul><li>News Checking </li></ul><ul><li>Time-Shifting & Sharing </li></ul><ul><li>Pocket Radio Listening </li></ul><ul><li>Customized Listening </li></ul>
    11. 11. News = read / listen experience…
    12. 12. Source: NPR News iPhone App Survey, Jan./Feb. 2010, n = 1,642 And they are… 67% of app users listen to audio on the NPR news app.
    13. 13. Five days old, very different…
    14. 14. … and changing, too.
    15. 15. Mobile as a business <ul><li>CPMs, etc.  @ market </li></ul><ul><li>Good business, especially apps </li></ul><ul><li>Apps = greater opportunities to engage </li></ul><ul><li>iPad = even greater promise? </li></ul>
    16. 16. What’s next? Well, Music, for one.
    17. 17. <ul><li>Robert Spier -- Director, </li></ul><ul><li>Content Development & Mobile Ops </li></ul><ul><li>NPR Digital Media </li></ul><ul><li>+1 202.513.2448 </li></ul><ul><li>[email_address] </li></ul><ul><li>@reaubaire </li></ul>
    18. 18. 32.5 5.9 30.6 4.9 PVs/Visitor 3% 3% 21% 72% Page Views 1% 3% 4% 92% Unique Visitors 2,217,320 2,174,695 14,322,672 48,994,935 Average PVs 68,270 368,244 468,394 9,928,630 Average MUVs (last 12 months) Android Mobile Site iPhone App Site
    19. 19. Source: NPR News iPhone App Survey, Jan./Feb. 2010, n = 1,804 Four-fifths of NPR News App users have listened to NPR on the radio in the past week. App Users Interact With NPR Across Many Platforms 61% of app users interacted with NPR on at least one other digital platform (excluding satellite radio).