KPBS' Mobile Progression Where we're at How we got here What we know now Where we're going
KPBS' Mobile Progression - iMA webinar
Jul 01, 2015
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.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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
Related Documents
