camerjam public sector masterclass directgov
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Mobile
Gill Elderfield
What the market is telling us
• 2009 – 8.5m mobile phone internet users (23% internet users)
• 2011 – 17.6m mobile phone internet users
(45% internet users) Ofcom 2011
“internet access via mobile is predicted to overtake internet access
via a PC by 2014” Morgan Stanley, Internet Trends Report 2010
Mobile friendly
Mobile websites produce on average a 75% higher rate of engagement per visit (Omniture 2010)
1 in 5 visits to mobile websites result in call to business (DudaMobile 2011)
What is a mobile website?
• Optimised for mobile experience
• Takes account of native mobile features
• Simple navigation
Why mobile is important to government?
Accessibility – nearly 25% of internet searches are done on mobile (Google 2010). Smartphones becoming more affordable. Expectation – 73% UK smartphone users access mobile internet at least once a day (Initiative 2010) Relevance – mobile device is instant, always on and always with the user. Over 50% consumers use their smartphone primarily for personal reasons (Initiative 2010)
Directgov mobile user journey
Directgov mobile
1.7 million visits per month - 9% of Directgov central site traffic
Case study – job search
Mobile browser experience
Case study – job search
Mobile app experience
• sign up by email or text
• text DUE and date to 83377
• receive reminder when grant can be claimed
• promoted on the web and via leaflets distributed through GP practices and maternity clinics
• 30,000 sign-ups in first three months of campaign – three times more than forecast
SMS: Health in Pregnancy Grant Campaign
Banners
Other opportunities
• SMS
• QR codes
• Augmented reality
• NFC
• Mobile payments
• Mobile should be a key element of the proposition
• Mobile internet usage is increasing
– now is the time to get involved
• Important channel – make
information available to the user when and how they want it
In summary: