In this presentation for the LITA HoLT Interest Group panel on "Data-Driven Libraries: Capturing User Behavior Across Library Platforms" at the 2015 American Library Association Annual Conference, we look at mobile complexities and trends in the "open web" mobile landscape, in EBSCO Discovery Service (EDS), and for one EDS customer, Moody Library at Houston Baptist University (HBU), and outline a framework for HBU to better understand their patron's mobile behaviors and needs in order to improve mobile library services.

1. 2015 American Library Association Annual Conference
Data-Driven Libraries:
Capturing User Behavior Across Library Platforms
June 29, 2015
Megan Hurst, Director, EBSCO Open Web + Mobile Initiatives
Dean Riley, Professor, Library Science + Systems Librarian, Houston Baptist University
EBSCO Discovery Service Customer
Eric Frierson, EBSCO Discovery Service Engineer
Pradeep Deshpande, EBSCO Technical Product Manager, Open Web + Mobile Initiatives
Chad Movalli, EBSCO Sr. Product Analyst

2. Taming the Mobile Landscape
Creating a framework
to analyze mobile usage
across library systems + services

3. Mobile Glossary
Mobile Device – a handheld, portable computing device, with internet-connection
capabilities
Mobile App – an application that runs on a specific device which may not require an
internet connection (works offline), and is available via App Stores (e.g. Google Play
Store)
Mobile Website – a website that has been tuned for a mobile display and touch-based
navigation. An internet connection is required to access a mobile website.
Responsive Website – a website that has been “tuned” to progressively disclose and
stack user interface and content elements based on the computer or device screen size.
Hybrid App – a mobile-optimized website that is paired with app functionality ranging
from a simple “app-wrapper” allowing the site to be discovered and downloaded via app
stores, or more robust functionalities, such as offline reading.

4. Power
SpeedBattery life
Screen
resolution
Responsiveness
Screen size
Screen type /
resolution
Portability
Physical
Interaction
Factors influencing mobile experience
Frequency
of use
Activity/
Task/
Purpose
HABIT
EXPERIENCE
TECHNOLOGY
Model: M. Hurst + Francis H.

5. Open Web Trends (United States):
Computers vs. Mobile Internet Traffic, 2010-2015
Data Source: Global Stats: StatCounter GlobalStats http://gs.statcounter.com
95.88 92.72
88.04
79.79
67.89 63.49
4.12 7.28
9.89
13.68
23.19
26.55
2.07 6.53 8.93 9.96
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015
% Desktop % Mobile Phones % Tablets
YTD
March

6. 2015 Review of 100 Library Websites
• Academic Libraries
– Almost 100% of colleges/universities had responsive websites
– Only ~50% of libraries had responsive websites
– Jarring mobile experience from many institutions’ main websites to
their library websites
• Public Libraries
– < 50% had responsive websites

7. April 2015 Google “Mobilegeddon”
• Google is “helping users find mobile-friendly pages”:
http://googlewebmastercentral.blogspot.com/2014/11/
helping-users-find-mobile-friendly-pages.html
• Mobile-friendly websites are now ranked higher
in Google mobile search results
• Websites not optimized for mobile devices have lost their
rank position in Google mobile search results
• < 50% US library websites are mobile-friendly

8. Results of Google Mobilegeddon
83%
of the time, the top result is mobile-friendly
81%
of the time, the top 3 results are mobile-friendly
77%
of the time, the top 10 results are mobile-friendly

9. EBSCO Discovery Service
mobile website statistics

10. iPad
iPhone
Google Nexus 7
Samsung GT-I9300
Samsung GT-N7100
Apple iPod Touch
Amazon KFTT
Samsung GT-I9505
Samsung GT-P5210
Samsung SM-G900V
Samsung SCH-I545
Unknown Mobile
Samsung SM-P600
Google Nexus 5
Samsung SGH-I337
Samsung GT-I9500
Samsung SM-T310
Samsung GT-P5110
Samsung SM-G900A
Samsung SGH-M919
Amazon KFSOWI
Samsung SM-T217S
Samsung SM-N9005
Samsung SM-T210
HTC One
Samsung GT-N5110
Samsung SM-G900T
Verizon Ellipsis 7
Samsung SPH-L720
Samsung GT-I9305
Samsung GT-N8013
Samsung SM-G900F
Samsung GT-N8010
Samsung SM-T530NU
Amazon KFTHWI
Motorola XT1032
Samsung SM-T800
Samsung GT-N8000
Samsung GT-P5113
Samsung SM-N900T
Samsung SM-N900A
Samsung SM-T230NU
Samsung GT-I9195
Samsung SM-G900P
Samsung SGH-I747
Google E960
Nokia Lumia 520
Samsung SGH-I337M
Samsung SM-N900V
Samsung GT-I8190
Apple Unknown Mobile
Samsung GT-I9100
Motorola XT1080
Samsung GT-N5100
Amazon KFOT
Samsung GT-P3113
Samsung SM-P900
HTC One (M8)
Amazon KFJWI
Samsung SM-T530
Asus TF300T
Samsung GT-P5100
Google Nexus 10
Samsung GT-P3110
LG VS980
Samsung SM-N900P
Samsung SM-T110
Samsung SM-T330NU
Sony C6903
Samsung SGH-I747M
RCA RCT6103W46
LG D802
Samsung SM-T520
Samsung GT-I9190
Samsung
Samsung SM-T900
Samsung SCH-I535
Samsung SGH-I537
Samsung SM-T320
Samsung SM-N900
LG VN530
Samsung GT-I8190L
Motorola XT907
Samsung GT-N7105
Sony D6503
Samsung SM-T700
LG MS323
Sony C6603
Motorola XT1058
Samsung SM-G870A
Samsung GT-P5200
Samsung SM-P605
HTC A8181
Motorola XT1033
Samsung SM-T211
Sony D5503
Motorola XT1031
RIM PlayBook
Asus ME173X
BlackBerry Z10
LG LS980
Samsung SGH-I497
Asus TF101
Samsung GT-P3100
Samsung GT-I8190N
Samsung SCH-I605
Samsung SCH-I515
Samsung SM-N9000Q
Samsung SGH-T599
Samsung GT-I9506
Samsung SCH-R970
LG VK810
LG LGMS500
T-Mobile D415
Samsung SM-G7102
Nokia Lumia 521
Samsung SM-G900W8
Samsung GT-I9082
Samsung SM-T805
HTC HTC6525LVW
Samsung SM-P601
Motorola XT1030
Lenovo S6000
Samsung GT-P7510
Amazon KFAPWI
Samsung SM-N900W8
LG D855
Samsung SM-T230
>4,ooo
distinct mobile device types
visited EBSCO Discovery Service
Q4 2014
Tesco HT7S3
Motorola XT1060
Acer A1-810
Nokia Lumia 630
LG P769
LG D801
Samsung GT-I8552
Samsung GT-S5360
Samsung GT-N7000
Nokia Lumia 625
Nokia Lumia 920
Samsung GT-S5830i
Samsung GT-P7500
Asus TF700T
LG VS985 4G
Samsung SGH-I527
HTC HTC6500LVW
Samsung SGH-T989
Samsung SM-T217A
Samsung SM-T537A
LG V410
LG E980
Samsung GT-S5830
LG D800
Zen Mobile M14
Samsung SM-G900H
Lenovo B8000-F
LG V500
Samsung GT-I8160
LG LS740
Samsung SM-P607T
Samsung SM-G900I

11. EBSCO Discovery Service: Usage Statistics
All Mobile Device Web Sessions
as a % of Total EBSCO Discovery Service Web Sessions, Jan 2012-Dec 2014
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
0.73%
0.71%
0.71%
0.73%
0.83%
0.91%
0.98%
1.65%
1.23%
1.19%
1.09%
1.05%
1.60%
1.52%
1.45%
1.35%
1.46%
1.61%
1.65%
1.93%
1.94%
1.78%
1.54%
1.52%
2.02%
1.91%
1.81%
1.53%
1.70%
1.59%
1.65%
1.88%
1.93%
1.87%
1.55%
1.49%
0.62%
0.49%
0.48%
0.44%
0.52%
0.57%
0.68%
0.92%
0.92%
0.87%
0.85%
0.89%
1.40%
1.13%
1.10%
1.05%
1.19%
1.34%
1.41%
1.69%
1.75%
1.60%
1.58%
1.63%
2.11%
2.05%
2.35%
1.84%
1.91%
1.83%
1.88%
2.22%
2.44%
2.33%
2.53%
2.73%
non-iPad Mobile Usage iPad

12. EBSCO Discovery Service:
% of Mobile Sessions by Device Maker
• 76% Apple
• 56% Apple iPad
• 19% Apple iPhone
• 1% Apple iPod Touch
76%
8%
16%
66%
12%
23%
Apple
Samsung
Other
Q4 2013 Q4 2014
• 66% Apple
• 51% Apple iPad
• 15% Apple iPhone

13. “End-to-End” Library Mobile UX

14. Find Library
website
Navigate
library
website
Log on/
Authen-
ticate
Know about
library
resources
online
Engage with
library materials
Repeat/Habituate
• E-Commerce Statistics
– 55-75% Abandonments
– 3% Purchases
Each click and each new
system introduces potential
obstacles to user success

15. Recommended Best UX Practices
• Memorable and “bookmarkable” URL (e.g. http://university.edu/library)
• Mobile-responsive website
• Simplicity of main library website - presents well on smaller device types
• Simplicity of username and password credentials
• “Large” buttons and forms that support touch-screen interaction
• “Search everything” discovery search box on website home page
• Ability to search and view results without logging in
• “Mobile-friendly” EDS configuration – brief results list display
• Simple user tutorials
• Social media presence
• Inclusion of mobile in library’s strategic plan

16. Find Library
website
Navigate
library
website
Log on/
Authen-
ticate
Know about
library
resources
online
Engage with
library materials
Repeat/
Habituate
Goal: increase user success
by eliminating obstacles

17. Find Library
website
Navigate
library
website
Log on/
Authen-
ticate
Know about
library
resources
online
Engage with
library materials
Repeat/
Habituate
Goal: increase user success
by eliminating obstacles

18. Find Library
website
Navigate
library
website
Log on/
Authen-
ticate
Know about
library
resources
online
Engage with
library materials
Repeat/
Habituate
Goal: increase user success
by eliminating obstacles

19. Find Library
website
Navigate
library
website
Log on/
Authen-
ticate
Know about
library
resources
online
Engage with
library materials
Repeat/
Habituate
Goal: increase user success
by eliminating obstacles

20. Houston Baptist University Library

21. Houston Baptist University (HBU)
• Founded in 1963
• 40 undergraduate majors
• 15:1 Students to Faculty

22. Moody Library at HBU
March 2015
– 60% Returning visits
– 18% mobile (tablets + phones)
• 2.5% iPads

23. Moody Library at HBU
Standard website
(not mobile responsive)
53% used embedded
EBSCO Discovery
Service Search Box
1.8% were tablets
“Tap for Moody Mobile”
links to mobile-optimized
LibGuides website.
< .5% visitors used link
>10% of users clicked
“Find Books and Media”

25. Goal
“To understand our library users’ behaviors
on mobile devices,
To hone our web services environment to
cater to their device and information needs”
Dean M. Riley
Professor, Library Science + Systems Librarian
Houston Baptist University

26. Goals
• Create and test a framework for analyzing
mobile usage data across multiple
systems
• Inform a mobile UX strategy
• Inform website investment decisions
• Inform library instruction lessons

27. Research Questions
• How important is mobile usage to overall library usage?
• What are mobile users’ main goals when they come to
the library website?
• Can library users’ goals/behaviors be correlated to their
device category / screen size?
• Do small website changes impact mobile usage
statistics?

28. Priority Metrics and Analysis Tools
University
Website
Library
Website
LibGuides EBSCO
Discovery
Service
LinkSource Google Scholar
Referrals
DEVICE
CATEGORY
Desktops /
laptops vs.
tablets vs.
phones
Google
Analytics
Google
Analytics
LibGuides
Analytics
Google
Analytics
EBSCO
Statistics
Google
Analytics
(Future)
Google
Analytics
ENGAGEMENT
Session length
by device
category
Google
Analytics
Google
Analytics
LibGuides
Analytics (TBD)
Google
Analytics
EBSCO
Statistics
Google
Analytics
(Future)
Google
Analytics
LOYALTY
New vs.
returning users
by device
category
Google
Analytics
Google
Analytics
LibGuides
Analytics (TBD)
Google
Analytics
Google
Analytics
(Future)
Google
Analytics

29. Future Metrics / Data
• Web Page View Count
• Full Text Retrieval Count
• Mobile Operating System
• Searches
– per Session
– per device type or screen size
• Keyboard usage
• Engagement (e.g. reading online, highlighting, notetaking)
• Authentication

30. Power
SpeedBattery life
Screen
resolution
Responsiveness
Screen size
Screen type /
resolution
Portability
Physical
Interaction
Factors influencing mobile experience
Frequency
of use
Activity/
Task/
Purpose
HABIT
EXPERIENCE
TECHNOLOGY
Model: M. Hurst + Francis H.

31. Power
SpeedBattery life
Screen
resolution
Responsiveness
Screen size
Screen type /
resolution
Portability
Physical
Interaction
Factors influencing mobile experience
Frequency
of use
Activity/
Task/
Purpose
HABIT
EXPERIENCE
TECHNOLOGY
Model: M. Hurst + Francis H.

32. small
screen
high
cognitive engagement
large
screen
low
cognitive engagement
Model: M. Hurst

33. small
screen
high
cognitive engagement
large
screen
low
cognitive engagement
scanning / skimming
editing / revising
long-form writing
(with physical keyboard)
short-form writing
fact-checking / quick reference
gathering / bookmarking
prolonged reading
Model: M. Hurst

34. consumption
consumption
creation /
production
creation /
production
small
screen
high
cognitive engagement
large
screen
low
cognitive engagement
Model: M. Hurst

35. small
screen
high
cognitive engagement
large
screen
low
cognitive engagement
Model: M. Hurst
ConsumeCreate

36. Next Steps for HBU
• Normalize data from Google Analytics, LibGuides
Analytics, EDS reporting
• Create Excel document that aggregates multiple data
sources into “dashboard” view
• Analyze data over time
• Answer, validate, refute, refine research questions
• Use data to inform investment and web design decisions
• Iterate!

37. Audience Questions
• % mobile vs. total traffic at your library?
• % off-campus vs. on-campus students?
• % digital vs. print usage?
• Special considerations / programs /
trainings for mobile users?
• Trends/observations of mobile usage?

38. Thank you!
Megan Hurst
Director, Open Web + Mobile Initiatives
mhurst@ebsco.com
@MHzUX
RESEARCH TEAM
Dean M. Riley, Professor + Systems Librarian, HBU
Research Partner / Customer
Eric Frierson, EBSCO Discovery Service Engineer
Google Analytics Implementation
Pradeep Deshpande, Technical Product Manager
Heuristic Evaluation + Statistics Research
Chad Movalli, Sr. Product Analyst
EDS Statistics Research
Will Norris, Business Analyst
Heuristic Evaluation / Review