1. Going Mobile
Update on Technology, Trends, Audiences in Mobile Apps
Jon Brendsel, VP Products, PBS
Demian Perry, Sr. Product Manager, NPR

2. GENERAL MOBILE ENVIRONMENT

3. Unprecedented Adoption Rates

4. Smartphones / Tablets are the new PCs

5. Mobile is the New Browser
Mobile is a
mainstream
internet access
device
Source: Pew Research Center’s Pew Internet & American Life Project, 7/10

6. Not a zero sum game
86% use their
mobile devices
while watching
TV

7. Google and Apple Are the Future
Source: comScore, 2010 Mobile Year in Review, February 2011

8. MOBILE IN PUBLIC MEDIA

9. PBS Video for iPhone

10. PBS Video for iPad

11. PBS Kids Video for iPad

12. Other Public Television Apps
Station Apps Kids Games
• WITF, WHRO, PBS39, • Super Why! (iPhone & iPad)
WHYY, UNC-TV, KQED,
AETN
• Dinosaur Train Eggspress
• Martha Speaks Dog Party
General Audience
• PBS Kids Photo Factory
• PBS NewsHour
• The Electric Company Wordball
• Antiques Roadshow
• Mr. Rogers’ Make A Journal
• Corporal Cup’s Food Camp

13. Very Brisk PBS App Adoption
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
Kids
800,000 GA
600,000
400,000
200,000
-
July Aug Sept Oct Nov Dec Jan Feb Mar

14. NPR iPhone News: Our Core UX

15. NPR Video #1: Placeholder

16. NPR iPad App: An Audio Newspaper

17. NPR Music App
Listen.
Watch.
Discover.

18. LESSONS LEARNED

19. 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

20. Mobile > 20% of PBS Video Views
Source: thePlatform, February 2011

21. Mobile Visits to PBS.org Exploded
Increased3x last year
• Lack of optimized
experience
• 4% of total traffic
• 70% from iOS
• iPad surpassed
Android
Source: Google Analytics, February 2011

22. iPad by Night, iPhone by Day

23. Involvement Compresses Timeline
Design Development Timeline
m.npr.org 12 months
iPhone news 6 months
iPhone music 8 months
m.npr.org 2.0 2 months
iPad app 1 month
Android news Open ongoing

24. NPR Video #2: Placeholder

25. Mobile Now 40% of NPR Digital Traffic

26. 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

27. 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

28. PRIMARY RESEARCH
PBS for iPad user survey – November 2010, January 2011

29. 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

30. Full Episodes Rule
• 73% watched a full episode
• 81% report full episodes is their favorite
feature
• 82% want more full episodes content

31. 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.

32. 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

33. iPad and TV Viewers Want Many of the
Same Things
PBS for iPad user survey – November 2010, January 2011

34. COMING ATTRACTIONS
PBS for iPad user survey – November 2010, January 2011

35. MOBILE WEB

36. DEMO 1 PLACEHOLDER
LOCAL CONTENT IN IPAD

37. “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

38. 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.”

39. NPR Recommendation Engine

40. NPR: The Connected Car

41. Connected Car Prototype

42. QUESTIONS

43. Thank You!