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Mobile Applications
The Canadian Museum Context


April , 2012
 The Canadian Museum
julie.marion@pch.gc.ca
 Reference in Technology
Mobile Landscape in Canada, 2011


 27 M Internet users in
  Canada
 20.1 M Canadians own a
  mobile phone
 9.1 M Canadians own a
  smartphone

 Predictions show that in 2012,
  smartphones will account for
  50% of all mobile.


InSource: ComScore, 2012 data; Ipsos Inter@ctive Reid Report.
Traditional Mobile Phone vs. Smartphone Users in
   Canada, by Age, March 2011 (% of respondents)




Source: ComScore, November 2011
Smartphone Usage




Source: ComScore, November 2011
A Few Facts
 Users spend 17.3 hours/week on their smartphone
 54% of smartphone usage is for activities other than talking
 96% of iPhone users have downloaded an App
  vs. 59% for BlackBerry and 66% for Android

 Average number of Apps on a smartphone is 19
      - iPhone: 34
      - BlackBerry: 6
 Average number of Apps on a tablet is 25



    Ipsos Inter@ctive Reid Report, 2011
Types of Approaches

 Native App: Downloadable from a store
 Mobile website or Web App: URL access
 Website optimized for mobile
Welcome to the App Store, Market,
World…
 Apple App Store
  500,000 apps -- 25,000,000,000

 Android Market (Google)
  400,000 apps -- 10,000,000,000

 BlackBerry App World
  25,000 apps -- 2,000,000 (daily)

 Windows Phone Marketplace
  8,000 apps -- n/a
Source: CNET TV / CBS interactive 2012
Top Native App Genres
                                 Smartphones / Tablets
     1. Weather                  65%            67%
     2. Games                    64%            76%
     3. Social Networking        57%            41%
     4. Maps & Navigation        52%            47%
     5. Instant Messaging        43%            21%
     6. Entertainment            42%            53%
     7. Music & Audio            36%            43%
     8. Search Engine            35%            46%
     9. News                     32%            49%
     10. Sports                  28%            24%
     11. Books                   18%            61%


Source: Ipsos, June 2011
Mobile Device Functions

Integrating relevant content with mobile device functions create an
experience:

Camera
Accelerometer / Motion sensor
Compass
GPS
Internet access
HD quality audio, video, images
Touch screen
Museums Embrace Technology to
        Educate and Engage




There are approximately 250 museum native apps.
20 from Canadian museums.
Museums and Mobile


   Mobile today:
      29% of museums have mobile program in place
      27% plan to develop one
      34% have no plans to go mobile

   Most common current/planned mobile activities:
      Audio tour

   Most common goals of mobile:
      Provide supplementary info
      Experimentation
      Create an interactive experience


    Source: Museums & Mobile Survey 2012
Museums and Mobile (2)


   Greatest challenge in implementing mobile:
      Cost

   Greatest challenge posed by mobile once it’s implemented:
      Encouraging adoption among visitors
      Producing content
      Keeping that content up to date




    Source: Museums & Mobile Survey 2011
Potential User Barriers

   Not owning the right smartphone or model
   Excessive downloading time
   Data pack usage (cost and battery)
   Poor usability or intuitiveness
   Slow movement/reaction within the app
   Lack of awareness for the product’s availability
   Lack of understanding of the product’s benefits
   Inferior than expected experience
Considerations /Challenges


 Organization’s goals      Organizational structure
 Target audience(s)         (ownership)
 User benefits / Space     Approval procedure
  in the market             Content format
 Choice of platform        Copyrights
 Life span / Life cycle    Technical glitches
 Native vs. Web            Value – ROI
 Launch and                Updates and maintenance
  promotion                 Wi-Fi availability
 Evaluation                Cost

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Mobile Applications: The Canadian Museum Perspective - Julie Marion - CHIN's Mobile Bootcamp

  • 1. Mobile Applications The Canadian Museum Context April , 2012 The Canadian Museum julie.marion@pch.gc.ca Reference in Technology
  • 2. Mobile Landscape in Canada, 2011  27 M Internet users in Canada  20.1 M Canadians own a mobile phone  9.1 M Canadians own a smartphone  Predictions show that in 2012, smartphones will account for 50% of all mobile. InSource: ComScore, 2012 data; Ipsos Inter@ctive Reid Report.
  • 3. Traditional Mobile Phone vs. Smartphone Users in Canada, by Age, March 2011 (% of respondents) Source: ComScore, November 2011
  • 5. A Few Facts  Users spend 17.3 hours/week on their smartphone  54% of smartphone usage is for activities other than talking  96% of iPhone users have downloaded an App vs. 59% for BlackBerry and 66% for Android  Average number of Apps on a smartphone is 19 - iPhone: 34 - BlackBerry: 6  Average number of Apps on a tablet is 25 Ipsos Inter@ctive Reid Report, 2011
  • 6. Types of Approaches  Native App: Downloadable from a store
  • 7.  Mobile website or Web App: URL access
  • 9. Welcome to the App Store, Market, World…  Apple App Store 500,000 apps -- 25,000,000,000  Android Market (Google) 400,000 apps -- 10,000,000,000  BlackBerry App World 25,000 apps -- 2,000,000 (daily)  Windows Phone Marketplace 8,000 apps -- n/a Source: CNET TV / CBS interactive 2012
  • 10. Top Native App Genres Smartphones / Tablets 1. Weather 65% 67% 2. Games 64% 76% 3. Social Networking 57% 41% 4. Maps & Navigation 52% 47% 5. Instant Messaging 43% 21% 6. Entertainment 42% 53% 7. Music & Audio 36% 43% 8. Search Engine 35% 46% 9. News 32% 49% 10. Sports 28% 24% 11. Books 18% 61% Source: Ipsos, June 2011
  • 11. Mobile Device Functions Integrating relevant content with mobile device functions create an experience: Camera Accelerometer / Motion sensor Compass GPS Internet access HD quality audio, video, images Touch screen
  • 12. Museums Embrace Technology to Educate and Engage There are approximately 250 museum native apps. 20 from Canadian museums.
  • 13. Museums and Mobile  Mobile today:  29% of museums have mobile program in place  27% plan to develop one  34% have no plans to go mobile  Most common current/planned mobile activities:  Audio tour  Most common goals of mobile:  Provide supplementary info  Experimentation  Create an interactive experience Source: Museums & Mobile Survey 2012
  • 14. Museums and Mobile (2)  Greatest challenge in implementing mobile:  Cost  Greatest challenge posed by mobile once it’s implemented:  Encouraging adoption among visitors  Producing content  Keeping that content up to date Source: Museums & Mobile Survey 2011
  • 15. Potential User Barriers  Not owning the right smartphone or model  Excessive downloading time  Data pack usage (cost and battery)  Poor usability or intuitiveness  Slow movement/reaction within the app  Lack of awareness for the product’s availability  Lack of understanding of the product’s benefits  Inferior than expected experience
  • 16. Considerations /Challenges  Organization’s goals  Organizational structure  Target audience(s) (ownership)  User benefits / Space  Approval procedure in the market  Content format  Choice of platform  Copyrights  Life span / Life cycle  Technical glitches  Native vs. Web  Value – ROI  Launch and  Updates and maintenance promotion  Wi-Fi availability  Evaluation  Cost