Libraries Respond to Mobile Ubiquity:

Open Web and EBSCO Discovery Service Mobile Usage Trends

Megan Hurst

Sr. Product Manager

EBSCO Discovery Service

Charleston Conference, November 2013

Mobile ubiquity

How many devices

do you have with you

right now?

Open Web Trends:

Computers vs. Mobile Internet Traffic, 2008-2013

Source: Global Stats: Stat Counter http://gs.statcounter.com

99.4 98.98 97.0693.91

89.12

83.88

0.6 1.02 2.946.09

10.88

16.12

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

2008 2009 2010 2011 2012 2013

% Desktop (Global) % Mobile (Global)

Open Web Trends: Device Types

Source: Wikimedia, Based on Gartner Actuals, 14 Aug 2013, by Smartmo

Open Web Trends: Device Types

Source: Flurry.com http://blog.flurry.com/bid/99859/The-Who-What-and-When-of-iPhone-and-iPad-Usage

Open Web Trends: iPhone vs. iPad by Persona

Mobile Factors

Power

SpeedBattery life

Screen resolution

Frequency of use

Activity/Task/Purpose

Responsiveness

Screen size

Screen type /resolution

Portability

Physical Interaction

HABIT

EXPERIENCE

TECHNOLOGY

Model: M. Hurst + Francis H.

It’s complicated…

A“critical adopter”

explains…

which devices he uses,

where & when,

and for what…

Summary of a critical adopter’s useDevice Year

Bought

Type Web/Voice

Connectivit

y

Use Frequency Primary uses Location of Use

Motorola Phone ~2006 Smartphon

e

Cellular 365

days/year

Voice communication / text

messagingEverywhere

Kindle Keyboard ~2009 eReader Wifi/Cellul

ar

12 days/year Reading books and technical

referenceAt desk at work,

at home

Kindle DX ~2010 eReader Wifi/Cellul

ar

3 days/year Reading books At home

Kindle Fire ~2011 eReader/T

ablet

Wifi 10 days/year

and declining

Watching old TV shows /

backup for iPad when

recharging

In bed

iPad (Gen 3) ~2012 Tablet Wifi/Cellul

ar

365

days/year

“Do everything” / Web browsing

/ email / photos / color

magazines

At desk at work,

at home

Kindle Paper

White

2013 eReader Wifi 24 days/year Reading and technical

referenceAt desk at work,

at home

iPhone 5 2013 Smartphon

e

Wifi/Cellul

ar

365

days/year

Web browsing/text

messaging/voice comms.Everywhere

Kindle Fire HDX 2013 Tablet Wifi TBD Web browsing, Magazines, TV

Shows, TBDTBD

Green rows indicate devices that he carries with him daily

What does all this mean

for libraries?

Open Web Trends: Usage Statistics

25% of Americans went to a library website in 2012. Of these:• 82% searched the catalog for books,* CDs, and DVDs

• 72% got basic library information**

• 62% reserved books,* CDs, and DVDs

• 51% used an online database

• 51% renewed a book, DVD, or CD

• 44% got help with research or homework

• 30% read book reviews or recommendations

• 30% checked or paid fines

• 22% borrowed or downloaded an eBook

*including audiobooks and e-books

**hours of operation, branch locations, or directions

Source: Pew Internet http://libraries.pewinternet.org/files/legacy-pdf/PIP_Library%20services_Report.pdf

Open Web Trends: Usage Statistics

In 2012:o 53% of Americans, ages 16+, visited a library*

o 25% visited a library website

o 13% used a smartphone or tablet to do so 18% among 18-49 year olds**

Source: Pew Internet http://libraries.pewinternet.org/files/legacy-pdf/PIP_Library%20services_Report.pdf

* Includes bookmobiles

**Source: Pew Internet http://libraries.pewinternet.org/2012/12/31/mobile-connections-to-libraries/

EBSCO Discovery Service

EBSCO Discovery Service: Personas

AVRAM

Average Searcher

RACHEL

Research Pro

SOPHIA

Information Guru

Library Use School Library / College

Library

Academic Library /

Corporate Library / Medical

Library

Academic Library / Corporate

Library / Medical Library

Professional

/

Personal

Themes

“I use Google in my job

but it isn’t critical to

my job.”

“I know how to use

Google; what else do I

need to know?”

“Search is a central part

of my job.”

“I have my favorite

sources for trusted

information.”

“Research is my job and

my job is critical to my

organization’s success.”

“I don’t want to trade

power for simplicity.”

Role(s) Community college

student or college

freshman; office worker;

school teacher

Business or financial

researcher; senior

undergrad or grad student;

librarian

Subject-specialist librarian;

investment researcher;

medical researcher

Computer

EBSCO Discovery

Service (EDS)

FULL SITE

EDS MOBILE SITE

iPad

Any other mobile device

Au

to-d

ete

ct d

evic

e / A

uto

-dire

ctto

Fu

ll

or M

ob

ile S

ite

“Toggle” Links lets user

switch between

Full and Mobile Sites

EDS FULL SITE

USER

visits

EDS

via any

device

EBSCO Discovery Service: Usage Statistics

All Mobile Device Sessions as a % of Total EBSCO Discovery Service Sessions, Jan 2012-Oct 2013

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

0.50% 0.49% 0.48% 0.44% 0.52% 0.57% 0.68%0.92% 0.92% 0.87% 0.85% 0.89%

1.40%1.13% 1.10% 1.05% 1.19% 1.34% 1.41%

1.69% 1.75% 1.60%0.73% 0.71% 0.71% 0.73%0.83%

0.91%0.98%

1.65%

1.23% 1.19% 1.09% 1.05%

1.60%

1.52% 1.45%1.35%

1.46%

1.61%1.65%

1.93% 1.94%

1.78%

iPad Sessions

non-iPad Mobile Sessions

EBSCO Discovery Service: Usage Statistics

iPad Sessions

increased from

1 %* of all EDS

Sessions to

1.63%** of all

EDS sessions

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec

0.73% 0.71% 0.71% 0.73%0.83%

0.91%0.98%

1.65%

1.23% 1.19%1.09% 1.05%

1.60%1.52%

1.45%1.35%

1.46%1.61% 1.65%

1.93% 1.94%

1.78%

iPad Sessions 2012

iPad Sessions 2013

Year-to-Year increase of iPad Sessions as a % of Total EBSCO Discovery Service Sessions

*Jan-Oct 2012

**Jan-Oct 2013

EBSCO Discovery Service: Usage Statistics

Non-iPad

Mobile

Sessions

increased from

.66%* of all

EDS Sessions

to 1.37%** of all

EDS sessions

Year-to-Year increase of non-iPad Mobile Sessions as a % of Total EDS Sessions

*Jan-Oct 2012

**Jan-Oct 2013

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec

0.50% 0.49% 0.48% 0.44%0.52%

0.57%0.68%

0.92% 0.92%0.87% 0.85% 0.89%

1.40%

1.13% 1.10% 1.05%

1.19%

1.34%1.41%

1.69%1.75%

1.60%

non-iPad Mobile Sessions 2012

non-iPad Mobile Sessions 2013

EBSCO Discovery Service:

% of Sessions by Device Maker

>4,ooodistinct mobile device types

visited EDS

Jan 2012-Oct 2013

• 76% Apple

• 56% Apple iPad

• 19% Apple iPhone

• 1% Apple iPod Touch

• 8% Samsung

• 16% All other makers / devices

76%

8%

16%

Questions?

Discussion!

Megan Hurst

Sr. Product Manager, EBSCO Discovery Service

EBSCO Information Services

mhurst@ebscohost.com

@MHzUX