UKSG 34 th Annual Conference 3,4,5 th April 2011 Christian Box

UKSG 34th Annual Conference3,4,5th April 2011

Christian BoxSenior Publisher R&D, IOP PublishingChristian.box@iop.org

Driving usage – what are Publishers doing to evaluate and promote usage?

How (and why) do we evaluate usage?

About IOP Publishing IOP Journal Platform

67 Journals covering Physics and related subject areas

30 IOP Journals - 37 Partners Journals

450k articles 1874-2011 22m Full-Text Downloads in 2010

IOP Magazines 3 Magazines Flagship magazine - Physics World 6.5m Page Views in 2010

Why do we analyse usage?

Methods of analysis

Reporting and Management Information - UsageUnderstanding our content

Individual usage “events”

Wide range of stakeholders

Highly visual – Data visualization techniques

Use standards to allow comparison

Combine usage data across all portfolio

Evaluating scientific landscape

Journals Usage Performance DashboardKey Metrics Downloads, Turnaways, Total Full-Text Requests, Cost per Download

Source of Traffic – Referrals by Search Engine, Science focused sites, A&I database, Social Media

Content Year – Usage Half-Life, How current is research?

High and Low Download Articles – Identify high and low interest areas

Subject areas – PACS, MSC, INSPEC Codes. Identify high and low interest areas

Customers – Registered customers vs. Unregistered. Top downloading customers

Geography – Usage by Country and Region

Raw Data

Visualising the Scientific Landscape

What is Web Analytics?Understanding our users

Richer view of user behaviour

Understand traffic in terms of Views, Visits and Visitors

Map routes to content

Measure effectiveness of campaigns and technological changes

Optimize user-experience

Custom metrics

Train of thought analysis

NetInsight Data-Model Extension

Traffic DashboardVolume Index – Overall Traffic

Loyalty Index – How regularly do visitors return

Duration Index – How long do users stay on the site

Click-Depth Index – How many pages do visitors view per visit

Social Media Index – Volume of traffic from Social Media

Mobile Browsing – Volume of traffic from Mobile devices

v Duration Index Nov-10 Dec-10 J F M A M J J A S O N D

m % of Visits Didn't Stay 46.3% 44.6% -3.7%

m % of Visits less than 1 minute 25.1% 25.3% 0.8%

m % of Visits between 1 - 5 minutes 15.2% 15.6% 2.6%

m % of Visits between 5 - 15 minutes 8.4% 9.0% 7.1%

m % of Visits between 15 - 30 minutes

3.4% 3.8% 11.8%

m % of Visits between 30 minutes - 1 hour

1.1% 1.3% 18.2%

m % of Visits over 1 hour 0.4% 0.4% 0.0%

m Average Visit Duration (seconds) 172 189 9.9%

x Click-Depth Index Nov-10 Dec-10 J F M A M J J A S O N D

m % of Visits up to 2 Page Requests 68.1% 66.6% -2.2%

m % of Visits 3 - 4 Page Requests 16.9% 17.4% 3.0%

m % of Visits 15 or more Page Requests

2.5% 2.8% 12.0%

m Average Number of Page Requests per Visit

4 4 0.0%

m % of Visits 5 - 9 Page Requests 9.9% 10.5% 6.1%

8.0%m % of Visits 10 - 14 Page Requests 2.5% 2.7%

Extended Metrics Wider variety of Metrics

Bounce rate View:Visit Ratio New/Repeat Visitors Time on site

Referrer Visits Percent Total Visits to Site

View:Visit Ratio

Average Visit Duration

Bounce Rate Percent Total Number of Full-Text Requests

to Site

Percent Total Number of Full-

Text Downloads to Site

harvard.edu 89,419 3.70% 3:1 182 52.80% 4.70% 8.40%aps.org 12,131 0.50% 4:1 216 23.30% 0.40% 0.70%nih.gov 10,462 0.40% 3:1 105 14.10% 0.40% 0.50%isiknowledge.com 9,293 0.40% 3:1 172 13.10% 0.40% 0.70%wikipedia.org 7,200 0.30% 3:1 117 45.30% 0.10% 0.20%aip.org 3,693 0.20% 4:1 226 23.60% 0.10% 0.20%scopus.com 3,690 0.20% 3:1 162 16.50% 0.10% 0.20%scirus.com 3,532 0.10% 4:1 221 30.70% 0.10% 0.10%arxiv.org 2,528 0.10% 3:1 142 31.60% 0.10% 0.10%stanford.edu 2,452 0.10% 3:1 157 20.60% 0.10% 0.10%cas.org 2,260 0.10% 3:1 123 23.70% 0.10% 0.20%

Custom Metrics Number of visits that

contained a search

Route to Full-Text

Full-Text Download

1st Previous Page Type

2nd Previous Page Type

Path from landing Page type

Landing Page-Type

Next Page-Type

MastervisionUnderstanding our customers

Single view of the customerGreater customer insight and prospect identification

Identify relevant contacts for marketing and customer communications

Analyse unidentified usage“Understand who is not getting access”

How do we promote usage?

What do we use usage analysis for?

Search Engine Optimization• 47% traffic from Search

Engines - 95% Google• Richer traffic from science

specific search engines and A&I services

• 33 Abstract and Indexing services

Social Networking/Media Physics World

Twitter 8,510 Followers Followed by Anne Hathaway

New Journal of Physics Twitter 1,309 Followers

Difficult to track usage. Important to think about goals

Huge growth potential

Local language sites• Extend geographical

reach• Traffic is moderate but

growing

Mobile devices

Physics World Newsflash IOPscience express

Mobile Devices Since January 2010 28k

purchases of the IOPscience express or Physics World Newsflash apps

Physics World Newsflash nearly 10 times popular

Highest traffic from iPhone/Pod

Android and iPad growing

Web Traffic from Mobile DevicesIOPscience Physics World

Video Abstracts

Launched February 2011

Currently 29 articles

Since launch over 10,000 video views

Brand new content stream aimed at enhancing user experience

A ‘first’ for any physics journal

Video Abstracts

• Enable authors to go beyond the constraints of print to present their work

• Enhance a user's understanding and appreciation of an article through novel presentation

• Humanise the journal by including the researchers behind the work

Video Abstracts FeedbackA video abstract can add value and visibility to our work since

it is a quick and entertaining way (with a lot of room for creativity) to get an idea of the motivation and content of the paper.

Oriol Romero-Isart, Max-Planck-Institut für Quantenoptik, Germany

By featuring the people behind the science, video abstracts have the potential to convey inspiration and enthusiasm, and thereby the significance of scientific results, beyond the concise text of articles.

Achim Kempf, Waterloo University, Canada

Video Usage

• Number of video views

• Number of Minutes Viewed

Attention Span

What challenges lie ahead in terms of evaluating usage?

Challenges• Rate of Industry Change

• Niche areas of research

• Gaming/readership

• Primitive metrics

Current projects Usage Factor

http://www.uksg.org/usagefactors PIRUS2

http://www.cranfieldlibrary.cranfield.ac.uk/pirus2/tiki-index.php

MESUR Project http://www.mesur.org/MESUR.html

RIN E-Journals – Their use, value and Impact http://www.rin.ac.uk/our-work/communicating-and-

disseminating-research/e-journals-their-use-value-and-impact

Thank you Any questions?

christian.box@iop.org