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Digital Content Consumption: The Current Landscape
Ann Michael
Twitter: annmichael
Copyright 2013 Delta Think, Incorporated
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Overview
• A Brief Background• Dealing with Diversity• Understanding User Expectations &
Experience Gaps• Managing the Challenges
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A BRIEF BACKGROUNDThe Current Landscape
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In the beginning (well not quite the beginning)
There was print ….
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Photo from: http://www.howstuffworks.com/arts/literature/oldest-book-in-the-world.htm
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…and the print went digital
At first print products were “poured” into digital form
— Looked like print— Acted like print (but with some missing features!)— Nothing all that new or revolutionary
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…and the digital form evolved
Digital products started to differ from print— Multimedia— Search & discovery— More web appropriate formats— Interaction/community— Richer linking and interoperability
… and let’s not forget mobile!
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…as digital continues to evolve
So do the challenges around supporting— New content and delivery formats— New channels— Unclear/evolving standards— Interoperability: between devices, within the
workflow, with other content/info sources
… and let’s not forget user expectations!
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…and the rate of change is increasing
• Historically, innovation focused on more efficient composition and print processes
• As technology enables faster iteration in content, hardware, and software development AND
• Strengthens the the customer’s voice in the process
• The rate of change keeps speeding up!
• Each new format, device, and user preference ramps up faster and faster…
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iPod vs. iPhone vs. iPad
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Another perspective
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Each new technology…
• Forces publishers to make decisions Is this for us/our customers? And if so, when
(now, a little later, or much later)?
How likely is this to become a standard, a “bar of entry” or expectation?
How will this impact the customer experience?
How will it integrate with the people, processes, and tools/technologies we already employ?
How can we manage it? Internally/Externally. Do we have the expertise? Do we have the staff?
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Each new technology…
• Forces libraries to make decisions Is this a benefit for the institution? And if so,
when (now, a little later, or much later)?
Does it improve faculty, researcher, student experience?
How will it integrate with the people, processes, and tools/technologies we already employ?
How can we manage it? Internally/Externally. Do we have the expertise? Do we have the staff? Do we have the budget?
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DEALING WITH DIVERSITYThe Current Landscape
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Diversity: Content types
• What is the best way to: Make an argument? Introduce a concept? Get tenure? Advance scholarly findings? Get feedback? Enable discovery?
• What device is the best medium for various content types?
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Classic monograph
Image: http://openreflections.wordpress.com/2009/02/01/highlights-of-ape-2009-%E2%80%93-day-2/
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Short form (ex. Kindle Singles)
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Journal article
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Shortest form!
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Diversity: Users
• Researchers, Practitioners, Students, Faculty, Recreational
• Different uses drive different requirements• Yet often the same/similar content types
and formats are used to fulfill diverse needs Do they require different formats? Applications? Is content created in a way it can be repurposed
and/or reused? Is it tagged for effective discovery? If so, at what
level of granularity?
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Diversity: Devices
• The proliferation of mobile is a fact• “Operationalizing” mobile is a challenge
Web optimized vs. native apps vs. web apps What’s hot? Responsive design
• The uses of mobile are still emerging Lean back vs. lean forward Findable vs. discoverable – which is more
important on a mobile device?
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Diversity: Devices
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What’s next?
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USER EXPECTATIONS & EXPERIENCE GAPSThe Current Landscape
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User expectations
• Driven by the consumer market• Increasing with digital experience • Infinite customization & personalization
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“We shape our tools and afterwards our tools shape us.” —Marshall McLuhan
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What do users want?
• Frictionless use (tension with DRM)• 24/7 access on device of their choice• Functionality that supports their uses:
Annotation/shared annotation Cognitive mapping (still best in print) iPad/e-reader availability Device interoperability
• Interlibrary loans/sharing• Enhanced discoverability
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Why are these needs difficult?
• Does reducing friction and enabling sharing increase publisher risk?
• Can libraries place licensed content on their own internal (and 3rd party) platforms?
• Does the functionality users require demand stable and unilateral standards?
• Cognitive mapping – how can that be done on an electronic device?
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And if this all seems hard now…
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Keeping up with the curve
• AnalyticsWhat are users doing with content now?
• WorkflowWhat do they need to do?
• UI/UXHow can we help them?
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What’s next?
• Speakers today will dive into some of the issues raised here
Trends in eBook use and acceptance Fostering use in the mobile environment Enabling content sharing, annotation & review Usability & sustainability and Resolving the tensions created
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