kpbs' mobile progression - ima webinar

KPBS'  Mobile  Progression  

Where we're at How we got here

What we know now Where we're going

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  

How  Did  We  Get  Here?    m.kpbs.org  

2009  

iPhone visitors to KPBS.org tripled

WriJen  Report  

NPR  Mobile  Usage  Data    Informed  Decisions  About  m.kpbs.org  

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  

SoluQon:  "Pla\orm-­‐AgnosQc"  design  

Now  What?  

2007  

• NPR  Mobile  • Mobile  Web  • Mobile  Voice  -­‐  newscast  via  phone  

2008   2009   2010  

• Mobile  KPBS:  m.kpbs.org  

2011   2012  

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  

iOS  &  Android  Growth!  

Our  Site  Mobile  OS  PaJerns  (Mostly)  Reflect  NaQonal  Smartphone  Sales  Trends  

What  We  Know  Now  

How  Much  Mobile  Traffic?    

11%  of  total  visits  in  2011  

How  Much  Growth?    

2011  Mobile  Visitors:  Nearly  Tripled  Over  2010  

       2011:    470,000    (11%  of  total)        2010:  160,000    (5%  of  total)  

Who's  Coming?  

How  Are  Mobile  Visitors  Finding  Our  Site?  

What  Mobile  Visitors  Want  

Mobile  Visitors    Story  Category  Breakdown  

1. Public Safety 2. Film 3. Arts & Culture 4. Health 5. Military

Useful or interesting content

Arts  &  Culture  Top  Mobile  Story  

Case  Studies:  Spikes  

•  Spikes in mobile traffic : – Breaking news – Viral stories

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  

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  

Which  Mobile  Devices?  

•  Sidebar  >  Audience  >  Mobile  >  Devices  

Which  Mobile  OperaQng  Systems?  

Which  Mobile  OperaQng  Systems?  

Android  Leads  NaQonally,    But  Not  on  KPBS.org  

NaJonal     KPBS.org  

Data  to  Inform  Future  Decisions:  

•  Mobile Input Selector: Majority touchscreen

•  Reflects consumer

trends

Which  Mobile  OS'es  are  Growing?  

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  

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

Where  We're  Going  

C.O.P.E.  Create  Once,    

Publish  Everywhere   PlaPorm-­‐specific  

Geo-­‐locaJon  /  Consumers  MoneJzaJon