kpbs' mobile progression - ima webinar
DESCRIPTION
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.TRANSCRIPT
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KPBS' Mobile Progression
Where we're at How we got here
What we know now Where we're going
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Where We're At
NPR Mobile Mobile Web Mobile Voice – newscast via phone
Mobile KPBS: m.kpbs.org
KPBS iPhone app
PBS iPad video app
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How Did We Get Here? m.kpbs.org
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2009
iPhone visitors to KPBS.org tripled
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WriJen Report
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NPR Mobile Usage Data Informed Decisions About m.kpbs.org
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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
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SoluQon: "Pla\orm-‐AgnosQc" design
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Now What?
2007
• NPR Mobile • Mobile Web • Mobile Voice -‐ newscast via phone
2008 2009 2010
• Mobile KPBS: m.kpbs.org
2011 2012
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Mobile Browser DetecQon & Auto-‐Redirect
• Technology provider didn't 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
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iOS & Android Growth!
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Our Site Mobile OS PaJerns (Mostly) Reflect NaQonal Smartphone Sales Trends
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What We Know Now
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How Much Mobile Traffic?
11% of total visits in 2011
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How Much Growth?
2011 Mobile Visitors: Nearly Tripled Over 2010
2011: 470,000 (11% of total) 2010: 160,000 (5% of total)
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Who's Coming?
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How Are Mobile Visitors Finding Our Site?
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What Mobile Visitors Want
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Mobile Visitors Story Category Breakdown
1. Public Safety 2. Film 3. Arts & Culture 4. Health 5. Military
Useful or interesting content
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Arts & Culture Top Mobile Story
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Case Studies: Spikes
• Spikes in mobile traffic : – Breaking news – Viral stories
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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
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Blackout: Big Jump in BlackBerry Visits
• Lesson: Breaking news/crisis à Be accessible on all devices
391% 435%
194%
641%
iPhone Android iPad BlackBerry
Mobile OS Percent Increase
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Which Mobile Devices?
• Sidebar > Audience > Mobile > Devices
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Which Mobile OperaQng Systems?
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Which Mobile OperaQng Systems?
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Android Leads NaQonally, But Not on KPBS.org
NaJonal KPBS.org
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Data to Inform Future Decisions:
• Mobile Input Selector: Majority touchscreen
• Reflects consumer
trends
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Which Mobile OS'es are Growing?
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Tablets Growing in General
"The tablet market is expected to conQnue to grow, doubling year-‐over-‐year for the next four years."
-‐ Millennial Media's "S.M.A.R.T. Report" 2011
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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
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Where We're Going
C.O.P.E. Create Once,
Publish Everywhere PlaPorm-‐specific
Geo-‐locaJon / Consumers MoneJzaJon