Going MobileUpdate on Technology, Trends, Audiences in Mobile Apps

Jon Brendsel, VP Products, PBS

Demian Perry, Sr. Product Manager, NPR

GENERAL MOBILE ENVIRONMENT

Unprecedented Adoption Rates

Smartphones / Tablets are the new PCs

Mobile is the New Browser

Source: Pew Research Center’s Pew Internet & American Life Project, 7/10

Mobile is a mainstream internet access device

Not a zero sum game86% use their mobile devices while watching TV

Google and Apple Are the Future

Source: comScore, 2010 Mobile Year in Review, February 2011

MOBILE IN PUBLIC MEDIA

PBS Video for iPhone

PBS Video for iPad

PBS Kids Video for iPad

Other Public Television Apps

General Audience• PBS NewsHour• Antiques Roadshow

Kids Games• Super Why! (iPhone & iPad)• Dinosaur Train Eggspress• Martha Speaks Dog Party• PBS Kids Photo Factory• The Electric Company Wordball• Mr. Rogers’ Make A Journal• Corporal Cup’s Food Camp

Station Apps• WITF, WHRO, PBS39,

WHYY, UNC-TV, KQED, AETN

Very Brisk PBS App Adoption

July Aug Sept Oct Nov Dec Jan Feb Mar -

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Kids

GA

NPR iPhone News: Our Core UX

NPR Video #1: Placeholder

NPR iPad App: An Audio Newspaper

NPR Music App

Listen. Watch.

Discover.

LESSONS LEARNED

PBS iPad App Usage Similar to the Video Portal

Key usage metrics• 2.5 million visits since launch• Average of 18 minutes per visit• Average of 3.3 pages/visit

Source: Google Analytics, February 2011

Mobile > 20% of PBS Video Views

Source: thePlatform, February 2011

Mobile Visits to PBS.org ExplodedIncreased 3x last year

• Lack of optimized experience

• 4% of total traffic• 70% from iOS• iPad surpassed

Android

Source: Google Analytics, February 2011

iPad by Night, iPhone by Day

Design Development Timeline

m.npr.org

iPhone news

iPhone music

m.npr.org 2.0

iPad app

Android news Open

12 months

6 months

8 months

2 months

1 month

ongoing

Involvement Compresses Timeline

NPR Video #2: Placeholder

Mobile Now 40% of NPR Digital Traffic

How Mobile is Different

• Demo skews male, affluent & educated• Small screen: 24/7 usage• Large screen (tablets): near bedtimes• Apps: heavy engagement / loyal audience• Mobile web: strong organic growth

Radio and TV Via IP Have Arrived

• More than half of internet users watch online video every week. Source: Adweek, 6/28/2010 http://bit.ly/aTdgjJ

• Mobile video viewership grew 44% in the past year. Source: Nielsen, 12/9/2010 http://bit.ly/eqUOgp

• The average internet radio session lasts 1-2 hours. Source: AndoMedia, 9/20/2010 http://bit.ly/9rdDoN

PRIMARY RESEARCH

PBS for iPad user survey – November 2010, January 2011

Users Look Like Early Adopters

• Skew male: 64% overall• No children / young children• Highly educated• Working: 67% employed, 12% self-

employed• Affluent: nearly 40% report annual income

> $100,000

PBS for iPad user survey – November 2010, January 2011

Full Episodes Rule

• 73% watched a full episode  • 81% report full episodes is their favorite

feature• 82% want more full episodes content

iPad App Users Are PBS Super Fans

• Three-quarters of iPad app users use the app at least weekly.  – 70% watch PBS on TV weekly– 50% visit PBS.org weekly, and – 20% visit PBS from a mobile at least weekly.

Drive Tune-in, Purchase, and Donations

• 73% likely to watch TV because of something they saw in app

• 27% more likely to purchase a PBS DVD. • 49% are likely to donate to their local station

iPad and TV Viewers Want Many of the Same Things

PBS for iPad user survey – November 2010, January 2011

COMING ATTRACTIONS

PBS for iPad user survey – November 2010, January 2011

MOBILE WEB

DEMO 1 PLACEHOLDERLOCAL CONTENT IN IPAD

“Recommendation is still the holy grail for news”

–recent headline from GigaOM

“The car is the holy grail” –David Hyman, founder of Mog, speaking

to the New York Times

NPR Mobile Strategy

“We will maximize mindshare by engaging our audience with immediate access to

a continuous, relevant content experience presented at the right time and place.”

NPR Recommendation Engine

NPR: The Connected Car

Connected Car Prototype

QUESTIONS

Thank You!