mobile presentation at pbs tech con 2011
TRANSCRIPT
Going MobileUpdate on Technology, Trends, Audiences in Mobile Apps
Jon Brendsel, VP Products, PBS
Demian Perry, Sr. Product Manager, NPR
GENERAL MOBILE ENVIRONMENT
Unprecedented Adoption Rates
Smartphones / Tablets are the new PCs
Mobile is the New Browser
Source: Pew Research Center’s Pew Internet & American Life Project, 7/10
Mobile is a mainstream internet access device
Not a zero sum game86% use their mobile devices while watching TV
Google and Apple Are the Future
Source: comScore, 2010 Mobile Year in Review, February 2011
MOBILE IN PUBLIC MEDIA
PBS Video for iPhone
PBS Video for iPad
PBS Kids Video for iPad
Other Public Television Apps
General Audience• PBS NewsHour• Antiques Roadshow
Kids Games• Super Why! (iPhone & iPad)• Dinosaur Train Eggspress• Martha Speaks Dog Party• PBS Kids Photo Factory• The Electric Company Wordball• Mr. Rogers’ Make A Journal• Corporal Cup’s Food Camp
Station Apps• WITF, WHRO, PBS39,
WHYY, UNC-TV, KQED, AETN
Very Brisk PBS App Adoption
July Aug Sept Oct Nov Dec Jan Feb Mar -
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Kids
GA
NPR iPhone News: Our Core UX
NPR Video #1: Placeholder
NPR iPad App: An Audio Newspaper
NPR Music App
Listen. Watch.
Discover.
LESSONS LEARNED
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
Mobile > 20% of PBS Video Views
Source: thePlatform, February 2011
Mobile Visits to PBS.org ExplodedIncreased 3x last year
• Lack of optimized experience
• 4% of total traffic• 70% from iOS• iPad surpassed
Android
Source: Google Analytics, February 2011
iPad by Night, iPhone by Day
Design Development Timeline
m.npr.org
iPhone news
iPhone music
m.npr.org 2.0
iPad app
Android news Open
12 months
6 months
8 months
2 months
1 month
ongoing
Involvement Compresses Timeline
NPR Video #2: Placeholder
Mobile Now 40% of NPR Digital Traffic
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
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
PRIMARY RESEARCH
PBS for iPad user survey – November 2010, January 2011
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
Full Episodes Rule
• 73% watched a full episode • 81% report full episodes is their favorite
feature• 82% want more full episodes content
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.
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
iPad and TV Viewers Want Many of the Same Things
PBS for iPad user survey – November 2010, January 2011
COMING ATTRACTIONS
PBS for iPad user survey – November 2010, January 2011
MOBILE WEB
DEMO 1 PLACEHOLDERLOCAL CONTENT IN IPAD
“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
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.”
NPR Recommendation Engine
NPR: The Connected Car
Connected Car Prototype
QUESTIONS
Thank You!