SPIF May 2016

UNDERSTANDING OUR PERSONAS

SPIF MAY 2016

WHICH PERSONA DO WE SERVE?

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GLOBAL DEVICE USAGE TREND

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4

Data provide by Outsell

DEEP DIVE TECHSTREET

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STANDARDS LANDSCAPE

User Workflow

User Access and

Administration

Standards Distribution

Standards Development

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USER

BUYER

CREATOR

THE PROFILE OF A STANDARDS SITE

• Techstreet.com receives 4-5 million visits annually. Roughly

17k per business day

• 32% of that traffic is US based

• The highest concentrated age group is 25-34, at 29%.

Although 49% are +45.

• 79% are male

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Demographic data only available for 23% of the sessions. More recent sampling shows similar results

DEMOGRAPHICS: OVERVIEW

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DEVICE USAGE TECHSTREET

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TECHSTREET vs. BUSINESS & INDUSTRY

• Broad category

of business &

industry

• 1,671 sample

global sites

• 5-10k sessions

per day

• Largely desktop

access

10

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

US ONLY COMPARISON

• Results not much different

11

0%

20%

40%

60%

80%

100%

120%



TECHSTREET vs. BOOKS AND LITERATURE

12

• Most likely more

consumer based

• 397 global sites

• Volume of 5-10k

sessions per day

• Mobile access

spikes

• 90% of

Techstreet

usage from

desktop vs. 55%

with benchmarks

0%

20%

40%

60%

80%

100%

120%



TECHSTREET vs. E-BOOK

• 143 sites

categorized in

the E-Book

section

• Volume of 5-10k

sessions per day

• 90% of

Techstreet

usage from

desktop vs. 44%

with benchmarks

13

0%

20%

40%

60%

80%

100%

120%



TECHSTREET vs. OIL & GAS

• 33 sample sites

• More closely

models

Techstreet but

mobile still 6x

• Energy & Utilities,

Automotive, have

similar profile

14

0%

20%

40%

60%

80%

100%

120%



TECHSTREET vs. CONSTRUCTION & MAINTENANCE

• 89 sites

• Desktop

access even

closer to

Techstreet at

70% but

significantly

different

• Aerospace &

Defense

similar

15

0%

20%

40%

60%

80%

100%

120%



TECHSTREET vs. COMPUTERS & ELECTRONICS

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• 2,097

benchmark

sites

• Surprisingly

desktop usage

even higher

and closer to

Techstreet

• Still 4.5x

mobile usage

0%

20%

40%

60%

80%

100%

120%



TECHSTREET vs. PROFESSIONAL * TRADE ASSOCIATIONS

• 20 benchmark

sites

• Perhaps not

surprisingly

most closely

mirrors

Techstreet

• Still 3x mobile

usage

• Similar to

Computers &

Electronics

17

0%

20%

40%

60%

80%

100%

120%



ENTERPRISE PLATFORM

• Same results but even fewer visits from non-

desktop devices

18

0%

20%

40%

60%

80%

100%

120%

Enterprise Benchmark


DEVICE USAGE BY TIME OF DAY

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TECHSTREET TRAFFIC BY TIME OF DAY

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WHAT’S THE DATA TELLING US?

• Geography and traffic volume do not appear to be

major factors

• Industry has some factor but by in large there are

no vast differences

• Consumer sites tend to be more heavily mobile

focused

• Persona is somewhat diverse in age and gender,

not just the caveman. In fact, largest age

concentration is 24-34.

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WHY THE DISCONNECT?

• Is it the data? i.e. PDF’s don’t work well with

mobile?

• Is it the point of use? Field, office, etc…

• Time of day? Just easier to work from the

desktop?

• Internal processes?

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CHANGING INFORMATION?

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WE LIVE IN A WORLD OF CHANGE

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PREFERRED INFORMATION FORMATS

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26

“We back up our data on sticky notes because

sticky notes never crash”

COMFORT WITH WHAT WORKS

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IS THIS OUR REALITY?

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–

–

–

–

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WHERE SHOULD WE GO?

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• Where are the biggest pain points?

• Where do the big opportunities lie?

• What does your persona need?

Business

SPIF May 2016