1. Mobile Services Survey : summary findings
Sarah Schindeler, Web Publishing Branch July, 2011
The National Library of Australia is aware of growing user demand for mobile service delivery. Services users access via mobile
Accordingly the Web Publishing Branch is building a mobile strategy and recently conducted a
public survey to capture a snapshot of user desires, concerns and values in relation to mobile
service delivery.
Frequently
Occasionally
The survey was distributed via the online Survey Monkey service on 15 June, with a deadline of Never
22 June. The survey was promoted exclusively through online channels: the Library website,
social media, e-newsletter and LIS e-lists. A randomly drawn prize (iPod Touch) was used as an
incentive for participation. More than 1,700 responses were received.
Respondent profile
Detailed demographic information was not sought but a number of key respondent attributes
were captured: Day-to- Library Download- apps- Browse-- Read books
day services the web-
 Australian residents (99.5%) services for info-
 Located within driving distance of the Library (32%)
 Registered members of the Library (75%)
 National Library staff or affiliates (3%)
The majority of survey respondents (76%) were identified as smartphone owners – suggesting
that as a sample these respondents are generally as mobile engaged as most Australians (79%
of mobiles shipped to Australia are smartphones1).
1Source: IDC http://www.anz.idc.asia/
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2. Generally, I think that a National Library mobile app... End-user demand
51.8% Could be good - depends on what it does (888 responses) The overwhelming majority of respondents were either unreservedly or reservedly in favour of
mobile service delivery (see graphic – left). A significant number of respondents who do not
own a smartphone were nonetheless in favour of mobile service development (approx 300).
Content and development propositions
Respondents were asked to provide feedback on a series of fixed development concepts and
then to give open feedback in the form of ‘free text’. Emerging user values included:
Better service
Use of mobile technology as a means to improve the user experience with existing services, in
particular Trove and the catalogue.
The ‘cool’ factor
In the mobile environment packaging is the key to making users want to have the app and want
to show it to other people.
41.1% Would be a great addition to online services - give me that app!
The platform wars
(705 responses)
Android vs iPad vs ebook readers or mobile websites. This feedback draws attention to growing
issues of accessibility and brand loyalty in a mobile context.
Social networks
‘Ways to express myself and share info with friends’ as a development proposition was not
popular (22% in favour), however, a notable segment of respondents requested tools to
connect with new communities.
Entertainment
Games as a development proposition were overwhelmingly unpopular (16% in favour).
However, within the free text feedback one of the emerging themes was that of fun,
entertaining or amusing.
5.9% I’m not really interested in this type of thing (102 responses)
Values and high-use keywords submitted in response to these propositions and as free text
1.2% Other (20 responses) have been depicted in the form of an infograph (below).
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3. User values High use keywords Notably absent
15% Better Service “Being able to reserve items and
quick search function from the app
28.9% Access 0.1% Security
Mobile services as a means to improve existing itself, to save having to do it through
services – quick, easy access from anywhere, at any time. the full website.” Negligible concern expressed for
security of personal data input or
stored by a mobile app.
“A pop up message letting met know “Order and access copies of
when the items I have ordered from documents etc from copies direct”
the catalogue are ready for collection.”
“A fast way to search the catalogue
“Wherever I go I could access your while on the move.”
service to carry out my research.”
“It's impossible to move the
newspaper page around if I access “Ask a Librarian - similar to what you
have on the website”
Trove from my iPad or iPhone. So, any
app that helps me read Trove pages
10% Books
would be very welcome.”
“I can search through the catalogue
and hopefully order things before I
“Easy, clean collection search that can
get to the library.”
be done on a mobile.” 0.1% Other languages
9.8% Search
Negligible interest expressed for
service delivery in languages other
7.9% The ‘cool’ factor "Information about a location in a than English.
A desire for things that are new, attractive, innovative, cool format on my mobile device."
creative or exciting. 8% Trove
"Take the time to make it look good
"It needs to be creative and include a
so people want to use it."
'drawcard' that will make the app
desirable." 7.9% Information
6.2% The platform wars 6.7% Research
“Make sure it runs on Android.”
Access via specific modes of service delivery.
“I would prefer a website for mobile 6.3% Catalogue
“Make it for iPad2.” phones be developed, so it doesn’t 0% Privacy
matter what kind of mobile you have.”
No noted privacy concerns pertaining
5.4% Easy to collection of personal data, or
transparency of collecting practices.
5.1% Social networks "Create a collaborative space within 5.3% Digital/Digitisation
Tools to connect with friends or new communities. the app where friends, peers and team
mates can share information."
"Put people with similar research 3.7% Geolocation
interests in touch with one another."
3.4% Genealogy
3.4% Simple
3.7% Entertainment "Make it interactive and info based...
An interest in things that are fun, entertaining it should also be fun so people will
2.3% Pictures
or amusing. want to use it." 2% Free
0.9% Music

4. Appendix – survey questions
1. Generally, I think that a National Library mobile app... 4. Do you have a mobile device (phone, mp3 player, tablet etc) that lets you access the
Would be a great addition to online services – give me that app! web?
Yes
Could be good – depends on what it does
No
I’m not really interested in this type of thing
5. I use my mobile device to...
Other (please specify) Every now
Nup All the time n/a
and then
Access day-to-day services online
2. If I could pick the content for the National Library's next mobile app, I'd include... Access library services
Not my Good Do it Download apps from an app store (e.g.
Not sure Maybe
thing idea now! iTunes, Android)
Access to online / digital resources… Browse for the web for information
books, journals, pictures etc using my mobile
Information about the Library… news, Read books on my mobile
events, open hours, transport etc
6. I live within driving distance of the National Library
Exhibition guides / tours
Yes
Ways to express myself and share info
with friends No
Games or stuff I can play with 7. I have a National Library card
Yes
Search and discovery services… library
catalogue, Trove, Libraries Australia search No
Ways for me to organise my information /
8. I am an Australian or New Zealand citizen or resident.
research
Yes
Correct Trove newspaper text
No
Education or tools of learning... history,
literature, research skills etc 9. I am a member of staff at the National Library.
Yes
Other (please specify)
No
3. My brilliant idea for a National Library mobile app is:
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