Download - Building for a Rapidly Evolving Mobile Future' Джефф Мориарти, вице-президент ИД The Boston Globe
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Building for a rapidly evolving mobile future Jeff Moriarty
Vice President, Digital Products
@jeffmoriarty
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Total online population 180.3M
Source: Forrester’s November 2011 “The State of Consumers And Technology: Benchmark 2011, US” Note: Connected devices include any type of desktop computer, laptop computer, netbook, tablet or smartphone.
Gen Z -18 yr
8% (2.0)
Gen Y 18-29 yr 19% (1.9)
Gen X 30-46 yr
29% (1.6)
Older Boomers 56-65 yr
16% (1.3)
Younger Boomers 47-55 yr
18% (1.5)
Golden Gen +65 yr
17% (1.5)
% of connected audience (average # of devices)
In US 29% of Gen Xers own a connected device
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Base: 3,990 US online adults
Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US)
105.3 Million of US adults
79.3 M
57.7 M 37 M
22.1 13.3 8
2+ devices 3+ 4+ 5+
6+ 7+ 8+ 9+
4.5
Most online adults have multiple devices
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Weekday Patterns by Newspaper Platform
0
5
10
15
20
25
30
35
40
Print (80%)
Computer (60%)
Smartphone (26%)
Tablet (12%)
4 Question: Thinking of your typical weekday, when do you usually read or use a local daily newspaper in the following format? (N=1,896) Multiple mentions allowed. © 2012 Newspaper Association of America
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Source: 2011 Scarborough Rel 2, Boston DMA
Boston Globe Media’s audience: % by generation
Gen X 40%
Golden Gen 16%
Boomers 27%
Gen Y 17%
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Boston Globe Media is growing through Gen X & Gen Y
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2007 2008 2009 2010 2011
Gen Y
Gen X
All Boomers
Golden Generation
Source: 2011 Scarborough Rel 2, Boston DMA
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50% 47% 39% 36% 34%
27% 28%
27% 25% 28%
23% 25% 34%
39% 38%
2007 2008 2009 2010 2011
Boston.com only
Both
Dly/Sun Globe only
Print & online usage trend
Source: 2011 Scarborough Rel 2, Boston DMA
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Source: Forrester Research
Casual
Print-engaged
Online/ mobile-engaged
Three segments of Globe digital readers
Print-engaged favor a format and editorial approach that resembles a newspaper, even though they are eager users of new technology, more willing to pay for Globe content (18%)
Online/mobile-engaged prefer a wider “news surveillance” activity that draws them to search engines, email links, and other digitally-directed modes of discovery, could be attracted at a lower weekly price point
Casual readers prefer to engage Globe content – some print and some web, but both less frequently, some willingness to pay
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BostonGlobe.com Premium Membership Exclusive destination for all of Globe’s news, insight and analysis
Boston.comFree Access Real-time, Advertiser supported, community powered
“Now” “Know”
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“Inconsistent window widths, screen resolutions, user preferences, and our users’ installed fonts are but a few of the intangibles we negotiate when we publish our work, and over the years, we’ve become incredibly adept at doing so.
But the landscape is shifting, perhaps more quickly than we might like.”
Ethan Marcotte, Web designer and developer and Author,
Responsive Web Design
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Boston.com Visitors 5.9 MM
BostonGlobe.com Visitors 1.3 MM
Digital audience has grown
8% since BG.com launch in Nov.
Source: ComScore National Unique Visitors
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It is
Early learnings -- “One site: All Devices ” • Responsive design and having one URL for all devices
concentrates traffic to a single URL
• Google has officially acknowledged Responsive Design as the best practice for Search Engine Optimization
• Accommodating advertising focused sites will be the next major hurdle
• Experimentation with “responsive ads”
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The Next frontier – “Responsive Content”
• Data is supporting different content order for different devices
• Content can and should respond to user’s screen size, location and context of usage.
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The range of 1” to 100” screens is a reality
Are you ready?