Audience Expectations in the Mobile Age

Audience Expectations in the Mobile Age

APAP | NYCJanuary 2015

#APAPNYC

David [email protected]@ddombrosky

4.5 billion mobile users worldwide

Source: Ericsson

US Adult Mobile Ownership

Source: Pew Internet Project

Mobile is not just for younger audiences.

Source: Nielsen

• 60% of all Internet traffic comes from mobile devices. (source: ComScore)

• 25% of US mobile internet users never or infrequently open websites on desktop or laptop computers. (source: Mobithinking)

• Broadcast email service providers report that 50-61% of emails are opened on smartphones or tablets.(sources: Movable Ink and Experian)

US Adults Average 184 minutes per day on mobile devices.

Source: Flurry Analytics

Daily Global Mobile App Usage

Source: Flurry Analytics

The expectation that we can access relevant content and services on our mobile devices in our immediate context and moments of need.

-- Forrester Research

Mobile moment - a point in time and space where we use our mobile devices in response to a desire for information, service or engagement.

To succeed in this mobile culture, artists and arts organizations must identify their patrons’ mobile moments and provide them with the information and services they desire – at that time, in that context.

Live performance takes place in a specific venue at a certain time.

Mobile moments for a live performance are defined by their proximity in space and time.

Common Off-Site Mobile Moments

Common On-Site Mobile Moments

Social Media Tools are “Mobilized”

Other “Mobilized” Online Tools

QR Codes• QR = “quick

response”

• Bar codes can be linked to content

• QR Code readers are free

• Generators are also free. Ex: Goo.gl

Directing QR Codes to Your Standard Website

Best Practices for QR Codes

• Give the end user a mobile-friendly experience

• Have a clear call to action

• Use a code generator with analytics

Mobile Websites• Websites intended to be

opened on a mobile device within an Internet browser

• Accessible from all types of mobile devices

• Designed for touch screen navigation

• Require access to the Internet (3G, WiFi, etc.)

Responsive Design

Mobile Apps

• Software designed for a mobile device

Mobile Apps


• Platform-specific

Mobile Apps



• What can apps do that mobile websites cannot?

• Apps are faster than mobile websites.

• Apps allow you to access native features of the mobile device – like the camera or GPS

• Many apps have a feature called “push notifications” that allow you to send short text messages to your subscribers.

• Many apps have an offline feature which allows you to use the app without an Internet connection.

Mobile Apps



• What can apps do that mobile websites cannot?

• Psychology of the end user

Mobile users open the internet browser on their phones when they are searching for something.

When mobile users want to engage with content repeatedly over time, they want an app for that.

Multi-Platform Services

• InstantEncore

• Mobile Roadie

• Apps for Venues

• Crowdtorch

Online-based services that use a central control panel to deliver content to multiple mobile platforms – Android, Apple, mobile web, etc.

Pilot program with 8 partners:

• Austin Symphony Orchestra

• Bach Collegium San Diego

• Berkeley Repertory Theatre

• Curtis Institute of Music

• Detroit Symphony Orchestra

• Ford Center for the Performing Arts

• Sangamon Auditorium UIS

• UMKC Conservatory of Dance & Music

Active monthly mobile users increased by 47%

How can you get started with mobile?

• Begin by charting your patrons’ experiences with a live performance on a timeline. Mark common events taking place before, during, and after the performance.

• Identify the points in their journey when a patron is likely to have a “mobile moment.” Be sure to consider both on-site and off-site moments.

• Take stock of your mobile offerings. Which of those moments do you currently address with your mobile app, responsive website, social media, or other tool?

• Which moments are you not currently addressing?

How can you get started with mobile?

• Which gaps can you fill with free options like social media, online polling systems, etc.

• If you have a mobile app and/or responsive site, talk with your mobile developer or service provider.

• What cost-effective solutions do they have for expanding your offerings to address those missing mobile moments?

• TIP: If you seek out a mobile service or developer, research and approach at least three potential providers to see how they would help you fill the gaps in your mobile moments.

Questions?

David [email protected]

@ddombrosky

Audience Expectations in the Mobile Age

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