Measuring the Value of Mobile Applications

Dr Lynda KellyHead of Web and Audience Research

Australian Museum2 December 2010

Why mobile?

• +23 million mobile phones in Australia:– one-third internet enabled

• App downloads (Webling, 2010):– iPhone store passed 5bn downloads in June 2010– Android passed 1bn downloads in July 2010– Blackberry app world 1m downloads daily– iPad store 35m app downloads in first 65 days

• Generation C (Nielsen, Oct 2010):– The connected collective consumer– “I share therefore I am”

Why museums and mobile?

• Research tells us that Australians are in these spaces greater numbers

• Research also tells us that museum visitors:– are in these spaces in even greater numbers– they tend to be early adopters and comfortable with

technology– have higher education and income levels than general

population– have high visitation from students

What are museums doing with mobile?

• iTunes store search on museums and education:– 76 apps for iPad– 207 apps for iPhones

• Active ‘developer’ groups on Twitter and FB:– #mtogo, #nodem10, MCN, Museum3,

• Some cool apps:– Melbourne Museum Please Touch the Exhibit for iPad– MoMA Abstract Expressionist New York– AMNH Dinosaurs, Cosmic Discoveries

Why mobile at the Australian Museum?

• Increase access to our research and collections:– Inspiring the exploration of nature and cultures– repurpose existing content

• Share our content + enable user-generated content:– richer data, collections more ‘findable’

• Build new audiences:– + extend experience for existing audiences

• Raise revenue / generate income:– bring more visitors to College Street site

• Extend our brand as contemporary, connected, cool

Why measure “value” in an app?

• Extend touchpoints and reach• Rework user experience based on feedback:

– improve product for user– generate income

• Show synergies between websites and mobile:– complement, not compete

• Increase sponsorship and advertising prospects• ROI measures assist in continued funding and

organisation buy-in / support

Why measure “value” in museum apps?

• Mobile next key trend for online learning (Horizon Report Museum Edition 2010)

• Visitors strongly identify museums with learning, education and entertainment (Kelly, 2007)

• Provide a better and more varied learning experience for users ... stand out in an increasingly crowded market ... maximise revenue and sponsorship opportunities

• Demonstrate relevance

The museum without walls ...

“The people’s museum should be more than a house full of specimens in glass cases. It should be a house full of ideas”George Brown Goode (c. 1880)

The 21st century museum audience will be:better connected, more informed, more engaged, older, more culturally diverse, architects of their own learning ... and our partners

The 21st century museum will need to be:

a house full of ideas and a museum without walls enabling learners, users, visitors to became participants wherever they are and however they choose

What does “value” mean?

• Many things to many people:– Define measure then define value?– Define value the define measures?

• Enhancing ‘brand’• Tangible:

– Revenue, downloads, buy other products, likes, shares, ratings, user reviews

• Intangible:– Brand perception, user experience, learning outcomes,

behaviour change, ‘viral-ness’, personalisation/identity

Work Package 5: Measuring the Value of Mobile Applications

• Leaders:– Dr Lynda Kelly, Head of Web and Audience Research,

Australian Museum– Dr Dian Tjondronegoro, Head of Mobile Lab, QUT

• Partners / Potential Partners:– Fairfax Digital– Australian Museum– Powerhouse Museum– Botanic Gardens Trust– NSW Government (GCIO)

What are we doing?

• Tease out ideas around value:– initial partner meeting/brainstorm

• Generate set of measures:– tangible and intangible

• Environmental scan:– what’s happening in the marketplace?

• Pilot test, evaluate and learn• Share findings widely

– generate input and discussion