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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	
  KPBS:	
   KPBS	
              PBS	
  iPad	
  
Mobile	
  Web	
                             m.kpbs.org	
        iPhone	
  app	
     video	
  app	
  
Mobile	
  Voice	
  –	
  
newscast	
  via	
  phone	
  
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:	
  "Plaorm-­‐AgnosQc"	
  design	
  
Now	
  What?	
  

                2007	
             2008	
     2009	
            2010	
       2011	
     2012	
  

•  NPR	
  Mobile	
                                       •  Mobile	
  
   •  Mobile	
  Web	
                                       KPBS:	
  
   •  Mobile	
  Voice	
  -­‐	
                              m.kpbs.org	
  
      newscast	
  via	
  
      phone	
  
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	
  
                        Mobile	
  OS	
  Percent	
  Increase	
  
                                                                  641%	
  


                                435%	
  
             391%	
  


                                               194%	
  




            iPhone	
          Android	
         iPad	
      BlackBerry	
  

•  Lesson: Breaking news/crisis à
   Be accessible on all devices
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	
  

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KPBS' Mobile Progression - iMA webinar

  • 1. KPBS'  Mobile  Progression   Where we're at How we got here What we know now Where we're going
  • 2. Where  We're  At   NPR  Mobile   Mobile  KPBS:   KPBS   PBS  iPad   Mobile  Web   m.kpbs.org   iPhone  app   video  app   Mobile  Voice  –   newscast  via  phone  
  • 3. How  Did  We  Get  Here?     m.kpbs.org  
  • 4. 2009   iPhone visitors to KPBS.org tripled
  • 6. NPR  Mobile  Usage  Data     Informed  Decisions  About  m.kpbs.org  
  • 7. 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  
  • 9. Now  What?   2007   2008   2009   2010   2011   2012   •  NPR  Mobile   •  Mobile   •  Mobile  Web   KPBS:   •  Mobile  Voice  -­‐   m.kpbs.org   newscast  via   phone  
  • 10. 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  
  • 11. iOS  &  Android  Growth!  
  • 12. Our  Site  Mobile  OS  PaJerns  (Mostly)   Reflect  NaQonal  Smartphone  Sales  Trends  
  • 13. What  We  Know  Now  
  • 14. How  Much  Mobile  Traffic?     11%  of  total  visits  in  2011  
  • 15. How  Much  Growth?     2011  Mobile  Visitors:   Nearly  Tripled  Over  2010          2011:    470,000    (11%  of  total)        2010:  160,000    (5%  of  total)  
  • 17. How  Are  Mobile  Visitors  Finding  Our  Site?  
  • 19. Mobile  Visitors     Story  Category  Breakdown   1.  Public Safety 2.  Film 3.  Arts & Culture 4.  Health 5.  Military Useful or interesting content
  • 20. Arts  &  Culture  Top  Mobile  Story  
  • 21. Case  Studies:  Spikes   •  Spikes in mobile traffic : –  Breaking news –  Viral stories
  • 22. 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  
  • 23. Blackout:  Big  Jump  in  BlackBerry  Visits   Mobile  OS  Percent  Increase   641%   435%   391%   194%   iPhone   Android   iPad   BlackBerry   •  Lesson: Breaking news/crisis à Be accessible on all devices
  • 24. Which  Mobile  Devices?   •  Sidebar  >  Audience  >  Mobile  >  Devices  
  • 25. Which  Mobile  OperaQng  Systems?  
  • 26. Which  Mobile  OperaQng  Systems?  
  • 27. Android  Leads  NaQonally,     But  Not  on  KPBS.org   NaJonal     KPBS.org  
  • 28. Data  to  Inform  Future  Decisions:   •  Mobile Input Selector: Majority touchscreen •  Reflects consumer trends
  • 29. Which  Mobile  OS'es  are  Growing?  
  • 30. 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  
  • 31. 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
  • 32. Where  We're  Going   C.O.P.E.   Create  Once,     Publish  Everywhere   PlaPorm-­‐ specific   Geo-­‐locaJon  /  Consumers   MoneJzaJon