Increasingly, Internet users globally are using mobile devices as the default mode of going online. In this respect, web sites and blogs need to take into consideration that the web is more often than not mobile and there is a raging debate on how to best tackle this approach using responsive web design, native mobile web sites and mobile apps. This presentation looks at how users of WordPress can take advantage of all of these approaches to reach mobile users effectively and efficiently on a global basis.
Responsive Web Design, Native Mobile Websites and Mobile Apps using WordPress
1. Responsive
Web
Design,
Na1ve
Mobile
Web
Sites
and
Mobile
Apps
Using
WordPress
Moses
Kemibaro
WordCamp
Kenya
Maanzoni
2012
2. A
li8le
but
about
me…
• Award
winning
TechBlogger
@
MosesKemibaro.com
• UnEl
recently
Sales
Director
for
Africa
at
InMobi,
a
leading
global
mobile
ad
network
• Founding
Regional
Manager
at
Dealfish
East
Africa
(Now
OLX
Kenya)
for
online
classifieds
• Founder
at
Dotsavvy,
a
leading
digital
agency
in
Kenya
established
10
years
ago
3. Africa,
and
Kenya
are
Mobile!
• Over
90%
of
all
phones
in
Africa
are
mobile.
• At
the
end
of
2011,
Africa
had
650
mobile
subscribers.
At
the
end
of
2012,
this
number
will
rise
to
735
million
• Kenya
now
has
approximately
30
million
mobile
subscribers
–
75%
mobile
penetraEon
• Mobile
accounts
for
over
98%
of
ALL
Internet
subscripEons
in
Kenya.
• East
Africa
has
approximately
70
million
mobile
subscribers
Sources: GSMA and the Communications Commission of Kenya
4. Demographic
Profile
GENDER
41%
59%
*Sample
weighted
to
underlying
mobile
populaEon
AGE
18%
45%
25%
12%
15-‐19
20-‐24
25-‐34
35
and
above
CITY
TIER
34%
25%
11%
30%
Tier
1
Tier
2
Tier
3
Tier
4
Tier
1:
Nairobi
Tier
3:
Other
City
or
Town
Tier
2:
Eldoret,
Kisumu,
Mombasa,
Nakuru,
Nyeri
Tier
4:
A
Small
Town
or
Rural
Area
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
5. Reading Magazines /
Newspapers
Nigeria
- 40 mins
South Africa
- 40 mins
37
Using mobile
(ex SMS/calls)
39
111
Nigeria:
Online via - 113 mins
desktop/laptop THE AVERAGE MOBILE WEB South Africa:
Nigeria USER IN KENYA CONSUMES - 113 mins
- 50 mins
South Africa
- 43 mins 6 HOURS
OF MEDIA PER DAY
88
86
Listening to Radio
Nigeria Watching TV
- 52 mins Nigeria:
South Africa - 73 mins
- 75 mins South Africa
- 110 mins
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
6. 77%
use
mobiles
as
either
KENYA: 77% their
primary
or
exclusive
means
of
going
online
NIGERIA: 67%
77%
SOUTH AFRICA: 72%
‘How
do
you
typically
go
online
to
surf
the
web?’
2%
21%
49%
28%
Evenly
split
between
Mostly
via
mobile
Only
via
mobile
Mostly
via
desktop
both
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
7. 34%
“It’s easy
to use”
24%
“I can use it
privately”
34%
29%
24%
23%
4%
It's
easy
to
I
can
use
it
It's
always
Saves
money
Boredom
use
privately
there
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
8. WHERE?
3% In the
bathroom
4% 5% in a
Shopping meeting
or class
14% Lying in bed
Commuting
KE: 61%
ZA: 63%
19% While
NG: 70%
watching TV
17% Waiting
for something
10% social
19% Spending event
time with family
For mobile users in Kenya, mobile web time is “found” time: it’s
usually an incremental media experience
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
9. WHAT: 25%
Social
Media
(e.g.
Facebook,
Twi8er
etc.)
19%
Entertainment
(music,
videos
etc.)
17%
General
Info
(Search,
Sports,
News
etc.)
12%
E-‐mail
13%
Games
18%
Local
Search
7%
Shopping
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
10. WHAT NEXT:
25%
Social
Media
Social
Media
52%
(e.g.
Facebook,
Twi8er
etc.)
Send
and
Receive
28%
E-‐mail
19%
Search
for
general
26%
Entertainment
informaEon
(music,
videos
etc.)
Entertainment
26%
17%
Mobile
banking
26%
General
Info
GROWTH (Search,
Sports,
News
etc.)
In Kenya, growth in Bill
payments
15%
12%
E-‐mail
mobile use in the Search
for
local
13%
next year is likely to informaEon
and
13%
Games
come from social Shopping
8%
media, followed by 18%
Local
Search
Virtual
experience
/
6%
general search, e- augmented
reality
7%
Shopping
mail and
entertainment
Source:
Decision
Fuel
and
InMobi
research;
sample
n
=
1,047
16. What
are
the
numbers
telling
us?
• As
a
blogger
or
business,
you
need
to
focus
on
mobile
if
you
are
to
have
a
significant
reach
in
Africa,
and
beyond
• However,
the
caveat
is
that
“mobile”
broadly
defines
a
massive
range
of
mobile
devices
spanning
everything
from
laptops,
tablets,
smartphones
and
feature
phones
• The
truth
is
that
its
really
hard
to
be
truly
compaEble
across
all
of
these
mobile
devices
17. The
reality
is
that
over
90%
of
mobile
internet
usage
in
Kenya
is
done
over
low-‐cost
feature
brands
phones
that
typically
have
GPRS/EDGE
speeds.
The
most
popular
mobile
internet
device
from
research
is
the
Nokia
1680
Classic
18. The
inexpensive
Huawei
IDEOS
kicked
off
Kenya’s
smartphone
revoluEon
2
years
ago
as
hundreds
of
thousands
of
units
sold.
Android
is
the
fastest
growing
smartphone
OS
in
Kenya.
Smartphones
are
less
than
10%
of
ALL
mobile
internet
usage
in
Kenya
19. Kenya
has
become
a
global
hotspot
for
mobile
app
developers
on
feature
phones
and
smartphones.
However,
the
reality
is
that
Kenya
is
a
very
nascent
mobile
app
market
with
reach
being
less
than
5%
of
total
mobile
internet
traffic.
20. Which
way
forward
for
WP
mobile?
• The
reality
is
that
when
targeEng
users
in
Kenya
and/or
Africa,
naEve
mobile
web
sites
will
give
you
the
best
reach
across
ALL
devices.
• However,
as
inexpensive
smartphones
take
off
and
data
plans
become
more
affordable,
users
want
more
sophisEcated
engagement
and
therefore
responsive
web
design
and
mobile
apps
are
becoming
important.
• How
can
you
take
advantage
of
ALL
of
these
approaches
using
WordPress?
21. Responsive
Web
Design
(RWD)
• The
term
“Responsive
Web
Design”
(RWD)
was
first
quoted
by
Ethan
Marco8e
• RWD
provides
an
opEmal
web
site
experience
-‐
easy
reading
and
navigaEon
with
a
minimum
of
resizing,
panning,
and
scrolling—across
a
wide
range
of
devices
(from
desktop
computers
to
mobile
phones)
• RWD
uses
CSS3
media
queries,
fluid
proporEon-‐based
grids
and
flexible
images
23. The
“reality”
of
RWD
• Its
NOT
the
“end
all
be
all”
of
web
design
for
mobile.
It’s
a
compromise
of
sorts.
• CSS3
Media
queries
mean
it
will
NOT
work
on
most
feature
phones.
This
is
Africa!
• Images
and
elements
can
take
forever
to
download
on
slow
mobile
internet
connecEons.
This
is
Africa!
• It
CAN
cost
more
and
take
longer
to
execute
than
a
dedicated
mobile
web
or
desktop
opEmized
web
site.
24. But,
RWD
is
really
easy
on
WordPress
• Lots
of
free
and
paid
WordPress
Themes
and
Plugins
support
RWD
• Deployment
in
my
experience
can
be
done
in
a
ma8er
of
minutes
so
its
easy
to
do
• It
can
save
you
Eme
and
money
to
go
this
route
depending
on
WHO
your
target
market
is
(its
not
always
just
Africa
where
feature
phones
dominate
–
it
can
be
global
too)
• It
just
“works”
right
out
of
the
box!
27. NaEve
Mobile
Web
on
WordPress
• In
addiEon
to
RWD,
and
especially
relevant
in
Africa,
WP
has
dedicated
mobile
web
themes
that
ensure
a
vast
majority
of
feature
phones
and
other
mobile
devices
effecEvely
access
your
web
site.
• The
main
caveat
to
these
sort
of
themes
is
that
your
web
site
tends
to
display
in
a
fairly
“dumbed
down”
manner
on
mobile
devices
without
the
rich
funcEonality
possible
on
RWD
WP
themes.
29. WP
Mobile
Pack
is
probably
the
most
ideal
mobile
soluEon
for
WP
in
Africa
given
that
most
users
are
on
feature
phones.
Its
simple,
easy
to
deploy
and
will
work
on
most
mobile
devices
including
smartphones
and
tablets.
30. Mobile
Apps
on
WordPress
• Although
mobile
apps
are
only
sEll
just
taking
off
in
Kenya
and
Africa,
they
are
hugely
popular
in
markets
like
North
America,
Europe
and
Asia.
Therefore,
it
makes
sense
to
reach
these
markets
using
mobile
apps
for
your
content
on
WP.
• WP
has
free
and
paid
plugins
that
enable
you
to
publish
fully
funcEonal
mobile
apps
for
iOS,
Android,
BlackBerry
and
Windows
Phone
8.
34. In
Concluding…
• Going
mobile
on
WP
is
really
not
that
complicated
with
a
myriad
of
plugins,
themes
and
approaches
for
responsive
web
design,
naEve
mobile
web
and
mobile
apps.
• However,
the
big
quesEon
is
who
is
your
target
audience
and
how
can
you
best
reach
them
on
mobile
for
the
best
results
via
WP.
• Its
not
“one
size
fits
all”
so
use
one
or
all
of
the
mobile
channels
available
to
you
via
WP.
• Start
off
small
and
gradually
expand
across
the
board.