Diving into the Mobile Market

Diving into the Mobile

App WorldPeter Lipscombe

Waterfront Regeneration Trust

Friday March 1st, 2013

Ontario Cycle Tourism Forum

Presentation Topics

• Why Mobile website and Apps?

• Why they matter to Cycle Tourists

• Purpose of a Mobile Website

• Mobile Website vs Native Apps

• Operating systems

• App Functions and Examples

Waterfront Trail Maps

April 2011Waterfront

Regeneration Trust4

Detail maps for the

Waterfront Trail

•show the route

•two scales for areas of different

sizes

•alert boxes inform people about

trail conditions

•regional routes shown (not with

mileage)

Picture of Bike Show

Why Mobile Apps?

• Average age of people buying paper maps

is 56

• ½ of local searches are originating from

Mobile users

• The way people are using the internet is

changing

• Most users expect to find the info they’re

looking for in < 12 seconds

2002

2004 2009

2004 2009 2013

Mobile Users of Waterfront Trail

Website

© 2013 Google

Waterfront Regeneration Trust ­ http://www.waterfronttrail.org

Waterfront Regeneration Trust [DEFAULT]

Nov 1, 2012 ­ Feb 26, 2013Overview

Rows 1 ­ 2 of 2

Explorer

Site Usage

1.  No 12,034 85.36%

2.  Yes 2,064 14.64%

% of visits: 100.00%

 Visits

December 2012 January 2013 February 2013

100100

200200

Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate

14,098 % of Total: 100.00% (14,098)

2.71 Site Avg: 2.71 (0.00%)

00:02:13 Site Avg: 00:02:13 (0.00%)

72.83% Site Avg: 72.83% (0.00%)

54.19% Site Avg: 54.19% (0.00%)

Mobile (Including Tablet) Visits Visits Contribution to total:  Visits

© 2013 Google

Waterfront Regeneration Trust ­ http://www.waterfronttrail.org

Waterfront Regeneration Trust [DEFAULT]

Nov 1, 2012 ­ Feb 26, 2013Overview

Rows 1 ­ 2 of 2

Explorer

Site Usage

1.  No 12,034 85.36%

2.  Yes 2,064 14.64%

% of visits: 100.00%

 Visits

December 2012 January 2013 February 2013

100100

200200

Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate

14,098 % of Total: 100.00% (14,098)

2.71 Site Avg: 2.71 (0.00%)

00:02:13 Site Avg: 00:02:13 (0.00%)

72.83% Site Avg: 72.83% (0.00%)

54.19% Site Avg: 54.19% (0.00%)

Mobile (Including Tablet) Visits Visits Contribution to total:  Visits

© 2013 Google

Waterfront Regeneration Trust ­ http://www.waterfronttrail.org

Waterfront Regeneration Trust [DEFAULT]

Nov 1, 2012 ­ Feb 26, 2013Traffic Sources Overview

Keyword Visits % Visits

1. (not provided) 1,849 29.23%

2. waterfront trail 633 10.01%

3. waterfront regeneration trust 155 2.45%

4. waterfronttrail.org 142 2.25%

5. waterfront trail toronto 78 1.23%

6. toronto waterfront trail 62 0.98%

7. martin goodman trail 51 0.81%

8. waterfront trail map 48 0.76%

9. lake ontario waterfront trail 42 0.66%

10. waterfront trail ontario 42 0.66%

view full report

Overview

14,098 people visited this site

44.86% Search Traffic

6,325 Visits

26.88% Referral Traffic

3,790 Visits

28.23% Direct Traffic

3,980 Visits

0.02% Campaigns

3 Visits

% of visits: 100.00%

 Visits

December 2012 January 2013 February 2013

100100

200200

Why Mobile Information matters to

Cycle Tourists?

• Mobile

• Travel light

• Want local information

• Overcome infrastructure constraints

–Cheaper than physical signage

• Takes advantage of handheld navigation tool

Purpose of Mobile Website

• Make information easily accessible on

mobile format

• Present information succinctly and quickly

• Marketing opportunities

– Sharing of information

– Push notifications for events, specials

– Local deals

Mobile Websites

Sources of Users

• Waterfront Trail App

– Organic searches for Waterfront Trail

– Referrals from other sites

– Referrals from physical locations

– Direct Traffic

• Tourism based websites

– Facebook Page

– Print Ads

– Social Media

Waterfront Regeneration Trust

Photo Credit: Martin Reis, I Bike TO

Information

Standard Website

Mobile Friendly

App Development

Information

Standard Website

Mobile Friendly

Native AppMobile

Website (HTML 5)

App Development

Mobile WebsiteiPhone, Android, Blackberry

• Advantages

– Stored on users phone,

easy to return to

– Can access more

functions (push

notifications)

• Disadvantages

– Need to develop for

each platform

– Expensive to develop

and maintain

– Download from App

Store – barrier to entry

Native App Opens in phone’s browser

• Advantages

– Works across platform

– Easily updatable

• Disadvantages

– Can be slower to use

– Not available for

download in iTunes or

Play store

Information

Standard Website

Your Org.com

Mobile Friendly

Native App

Android App iPhone App Blackberry

Mobile Website (HTML 5)

App Development

App Download by Operating

System - Worldwide

Reference:http://venturebeat.com/2011/10/11/whos-counting-mobile-app-data-shows-how-android-app-downloads-are-overtaking-the-iphone/

© 2013 Google

Waterfront Regeneration Trust ­ http://www.waterfronttrail.org

Waterfront Regeneration Trust [DEFAULT]

Nov 1, 2012 ­ Feb 26, 2013Devices

Rows 1 ­ 5 of 5

Explorer

Site Usage

1.  iOS 1,642 79.55%

2.  Android 352 17.05%

3.  BlackBerry 66 3.20%

4.  Windows Phone 3 0.15%

5.  Windows 1 0.05%

% of visits: 14.64%

 Visits

December 2012 January 2013 February 2013

100100

200200

Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate

2,064 % of Total: 14.64% (14,098)

2.18 Site Avg: 2.71 (­19.62%)

00:01:45 Site Avg: 00:02:13 (­20.49%)

77.91% Site Avg: 72.83% (6.98%)

61.92% Site Avg: 54.19% (14.26%)

Operating System Visits Visits Contribution to total:  Visits

Operating System – Waterfront

Trust Website

Information

Standard Website

Your Org.com

Mobile Friendly

Native App

Android App iPhone App Blackberry

Mobile Website (HTML 5)

Development Options

• Custom vs Off-the-Shelf products

• Wide range of price points

– $15,000 - $100,000 +

• Offer products for existing apps

– Map my ride

– GPS based rides

– Avenza

Map My Ride

Functions

• Maps – show routes

– Could overcome infrastructure shortcomings

• Highlight local businesses

– Hotels

– Restaurants

– Services

• Social Networking

• Feedback, marketing opportunities

Discover Ottawa

Discover Ottawa

Ontario Trails Council

War of 1812 - Historical

Interpretation

App Examples

• Route of 1812 App– HTML5 based app

– http://1812.myweeverapp.com/

• Ontario Trails Council – Native iPhone App

– https://itunes.apple.com/ca/app/otc-mobile/id553713070?mt=8&ls=1

• Discover Ottawa– iPhone and Android app

– http://www.discoverthecityofottawa.ca

• Ontario Federation of Snowmobile Clubs Interactive Trail Guide– Available on iTunes, Google Play and Blackberry App World

– http://www.ofsc.on.ca/trail-status.html

• Sustrans UK – National Cycle Network– Available on iTunes and Google Play

– http://www.sustrans.org.uk/what-we-do/national-cycle-network/national-cycle-network-app

Conclusions

• We should be looking to make online information mobile friendly

• Many ways of accessing information –Mobile websites, apps,

• Cost effective ways to become mobile friendly

• Integrate cycle tourism info into all avenues

Working Group on Mapping

Apps

• Waterfront Regeneration Trust

lead informal working group

• Sharing ideas on mapping,

vendors, development

• Best practices

• Email pl@wrtrust.com

Questions?