spif may 2016

UNDERSTANDING OUR PERSONAS

SPIF MAY 2016

WHICH PERSONA DO WE SERVE?

2

GLOBAL DEVICE USAGE TREND

3

4

Data provide by Outsell

DEEP DIVE TECHSTREET

5

STANDARDS LANDSCAPE

User Workflow

User Access and

Administration

Standards Distribution

Standards Development

6

USER

BUYER

CREATOR

THE PROFILE OF A STANDARDS SITE

• Techstreet.com receives 4-5 million visits annually. Roughly

17k per business day

• 32% of that traffic is US based

• The highest concentrated age group is 25-34, at 29%.

Although 49% are +45.

• 79% are male

7

Demographic data only available for 23% of the sessions. More recent sampling shows similar results

DEMOGRAPHICS: OVERVIEW

8

DEVICE USAGE TECHSTREET

9

TECHSTREET vs. BUSINESS & INDUSTRY

• Broad category

of business &

industry

• 1,671 sample

global sites

• 5-10k sessions

per day

• Largely desktop

access

10

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

US ONLY COMPARISON

• Results not much different

11

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

TECHSTREET vs. BOOKS AND LITERATURE

12

• Most likely more

consumer based

• 397 global sites

• Volume of 5-10k

sessions per day

• Mobile access

spikes

• 90% of

Techstreet

usage from

desktop vs. 55%

with benchmarks

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

TECHSTREET vs. E-BOOK

• 143 sites

categorized in

the E-Book

section

• Volume of 5-10k

sessions per day

• 90% of

Techstreet

usage from

desktop vs. 44%

with benchmarks

13

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

TECHSTREET vs. OIL & GAS

• 33 sample sites

• More closely

models

Techstreet but

mobile still 6x

• Energy & Utilities,

Automotive, have

similar profile

14

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

TECHSTREET vs. CONSTRUCTION & MAINTENANCE

• 89 sites

• Desktop

access even

closer to

Techstreet at

70% but

significantly

different

• Aerospace &

Defense

similar

15

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

TECHSTREET vs. COMPUTERS & ELECTRONICS

16

• 2,097

benchmark

sites

• Surprisingly

desktop usage

even higher

and closer to

Techstreet

• Still 4.5x

mobile usage

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

TECHSTREET vs. PROFESSIONAL * TRADE ASSOCIATIONS

• 20 benchmark

sites

• Perhaps not

surprisingly

most closely

mirrors

Techstreet

• Still 3x mobile

usage

• Similar to

Computers &

Electronics

17

0%

20%

40%

60%

80%

100%

120%

Techstreet Benchmark

Desktop Tablet Mobile

ENTERPRISE PLATFORM

• Same results but even fewer visits from non-

desktop devices

18

0%

20%

40%

60%

80%

100%

120%

Enterprise Benchmark

Desktop Tablet Mobile

DEVICE USAGE BY TIME OF DAY

19

TECHSTREET TRAFFIC BY TIME OF DAY

20

WHAT’S THE DATA TELLING US?

• Geography and traffic volume do not appear to be

major factors

• Industry has some factor but by in large there are

no vast differences

• Consumer sites tend to be more heavily mobile

focused

• Persona is somewhat diverse in age and gender,

not just the caveman. In fact, largest age

concentration is 24-34.

21

WHY THE DISCONNECT?

• Is it the data? i.e. PDF’s don’t work well with

mobile?

• Is it the point of use? Field, office, etc…

• Time of day? Just easier to work from the

desktop?

• Internal processes?

22

CHANGING INFORMATION?

23

WE LIVE IN A WORLD OF CHANGE

24

PREFERRED INFORMATION FORMATS

25

26

“We back up our data on sticky notes because

sticky notes never crash”

COMFORT WITH WHAT WORKS

27

IS THIS OUR REALITY?

28

–

–

–

–

29

30

WHERE SHOULD WE GO?

31

• Where are the biggest pain points?

• Where do the big opportunities lie?

• What does your persona need?