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
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