Trialling Mobile and Article Rental Access Options for Journal Content

Grace Baynes

Nature Publishing Group

NASIG, June 2011

Overview

●Why experiment with new access options?

●DeepDyve

●Mobile: iPhone, iPad…

●Other experimental developments– Licensed pay-per-view– Interactive textbooks

Why experiment?

●Over 4000 institutions have access to Nature via site license

●BUT

●Mobile adoption

●Calls for low-cost, quick view

●Company culture

DeepDyve experiment

DeepDyve

DeepDyve and NPG

Take up is low…

Deepdyve rentals per month

0

5

10

15

20

25

30

35

40

45

50

December January February March April

Month

Nu

mb

er o

f re

nta

ls Nature

Nature Biotechnology

Nature Cell Biology

Nature Chemical Biology

Nature Medicine

DeepDyve unique visitors

QuickTime™ and a decompressor

are needed to see this picture.

Why so low?

●Users already have access?

●Not many people using DeepDyve?

●Small number of journals

●Archival content only to 2008

●Delay in content going live on DeepDyve

●Position of link on nature.com

Mobile subscriptions

Mobile engagement

Platform Hours per day

Android-based 5.3

Blackberry 4.6

iPhone 4.5

iPad 2.6

E-readers (all) 1.9

Source: Outsell, 2010

Source: Forrester Research, 2011

Texas A&M: Library survey 2010

Graph courtesy of Bennett Claire Ponsford

Texas A&M: Library survey 2010

Graph courtesy of Bennett Claire Ponsford

iPhone App

nature.com

Nature.com app: iPhone and iPad usage stats (May 2010-April 2011)

Nature.com app: iPhone and iPad usage stats

M J J A S O N D J F M A

Unique usersReturning usersDownloads

Some challenges…

●No individual article purchase yet

●Only one operating platform (IOS)

●Site license authentication??

●COUNTER compliance

Mobile website

m.nature.com

Goal is…

www.nature.com/mobileapps/

Other experiments…

Licensed pay per view

●In addition to some site license holdings

●Mediated or non-mediated

●Ranges from $10-20 download

Interactive, affordable access textbooks