Mobile Trends and Local Stories

mobile trends &local stories australian new zealand tessitura regional user conference

stuart buchanan,wearethenest.com.au

mobile trends & local stories stuart buchanan, wearethenest.com.au.

mobile trends,m-sites versus apps, ipads & tablets,local stories(sydney festival, art gallery nsw, art month sydney)strategy or storytelling?

mobile trends.


in 2011, worldwide sales of smartphones exceeded sales of personal computers.

canalys.com

2010

2011

0 125 250 375 500

smartphone

personal computer


in 2011, the % growth of mobile devices and tablets completely outstripped PCs.

canalys.com

-75 0 75 150 225 300

smartphone

tablets (iPad)

netbooks

laptops

desktop computers


by 2015, more internet users will access the web through mobile devices than through the desktop.

idc.com


http://www.idc.com/getdoc.jsp?containerId=prUS23028711

http://www.idc.com/getdoc.jsp?containerId=prUS23028711

now, the #1 method for accessing local information is the mobile device.

higher-and-higher.com


android handset share rocketed in australia from 2010 to 2011.

zdnet.com.au, august 2011


but smartphone internet usage is still dominated by apple.

campaignmonitor.com


1 in 5 email newsletters are now viewed on a mobile device.

campaignmonitor.com, June 2011


0 20 40 60 80

SMSAppsBrowserSocialGamesMusic

mobile content usage:

comscore.com, december 2011


30% of all social media traffic originates on mobile devices.

mashable.com


googlemobileads.blogspot.com, september 2011

mobile & tablet usage peaks later in the day(high likelihood of a social environment)


googlemobileads.blogspot.com.au, february 2012


Australia Council For The Arts, June 2011






mobile: ‘lean forward’ • short form content• simple forms and quick authorisations

(social authorisations / stored credentials)• leverage all device functions (cameras,

maps etc)• social engagement (discussion and

negotiation, sharing links & searches)


m-sites versus apps


m-site appviewable on any device with an web browser

built specifically for each type of device (iPhone,

android, windows)

requires an active internet connection

once downloaded, active internet connection may

not be requried

limited access toother phone functions

can access full phone functions and

other apps

basic social engagement advanced social engagement & interaction

built in HTML and CSS built in native phone application language

develop up directly from your existing web site

build from scratch but can integrate with data feed

from your web site


mobile320 pixels x 480 pixels

m-site optimisation


mobile320 pixels x 480 pixels

web1024 pixels x 768 pixels


what looks good here...


might not look good here.


use simple design and simple functions. and keep the code simple too - no unnecessary bangs & whistles.


many of us this year will solve the m-site conundrum with ‘responsive design’.

earthhour.fr


bostonglobe.com

anderssonwise.com


a/b study - viewing a standard site vs a mobile site on a smartphone: m-site visits had three times more page views, users spent twice as long on the site, bounce rates reduced from 61% to 7%.paypal, february 2012


ipad & tablets


comscore.com

ipad dominates the tablet market entirely.


comscore.com, october 2011

apple iOS traffic (u.s.)

0 12.5 25 37.5 50

iPad iPhone iPod Touch


comscore.com

ownership led by 25-34.


comscore.com, october 2011


tablet:‘lean back’• long-form content and articles• higher uptake video engagement• highest % use rate 2 - 5 hours per day

businessinsider.com

• more content consumed through apps than via tablet browser businessinsider.com, flurry.com

• average tablet transaction $123, average desktop transaction $102 (based on 16.5b visits to 150 retailers)


local stories,sydney festival.


2011 festival,iPhone app


2011 festival,iPhone appprogram ‘at a glance’search listingsin-app planner


2012 festival,new mobile site


program ‘at a glance’search listingslinked planner(across mobile site, desktop site and app)



rationale: high festival mobile consumption across the board + strong growth in Android and non-iPhone market from 2011 to 2012.



2012 festival,mobile app


2012 festival,mobile app(iPhone & Android)



if we can get so much from the mobile site, then what can we do with the app?



geo-taggingeverything is geo-tagged - find events, restaurants, bars, ticket booths, car parks, utilities and festival photos - right where you are now



cross-platformpersonalisation‘my festival’ feature, linked planner, bookmarked venues & shared photos + a home page ‘news feed’ with live info & updates



gamificationtake part in the sydney festival mobile game - win discounts, prizes & badges, and unlock the ‘final game’ to win a special VIP prize



iphoneographyin-app camera allows you to snap photos at festival events, tag your location, ‘festivalise’ your image and share with the world


results:• total number of app downloads across platform 27,000• ratio of apple : android app downloads was 17:1• m-site represented 22% of all web traffic (over 1 in 5)• apple mobile or tablet devices represented 18% of all

web traffic• apple mobile or tablet devices represented 80.5% of all

mobile traffic (ratio of apple : android web traffic was 4:1)• ipad represented 5% of all web traffic• ipad represented 22% of all mobile traffic• facebook generated 2.5 more visits to the site than print


local stories,art gallery of new south wales.


ipads replacing other devices in public cultural institutions.



ContemporaryAGNSW iPad app








local stories,art month sydney 2012







strategy or storytelling?


“with every status update and photo upload and location check-in and “like” we click, we are producing an endless stream of new “entry points” into our personal narratives”

Jenka Garfunkel, Your Life Is A Transmedia Experience


“transmedia is storytelling that spans across multiple forms of media, with each element expanding the viewer’s understanding of the story world and creating a new “entry point” through which to become immersed in it”

Henry Jenkins, Convergence Culture


strategy?

story?

“in the digital age, transmedia isn’t simply the default for how we experience entertainment, it is how we experience the story of our lives”

Jenka Garfunkel, Your Life Is A Transmedia Experience


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Mobile Trends and Local Stories