Introduction - Mobile Applications: The Canadian Museum Perspective, Julie Marion, Canadian Heritage Information Network (CHIN).

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

4. Smartphone Usage
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

8.  Website optimized for mobile

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